Social Media Advertisement and Customer Engagement in Selected Micro and Small Enterprises in Yola, Adamawa State Nigeria

Abstract

This study investigates the influence of social media advertisements on customer engagement within the context of micro and small enterprises (MSEs) in Yola, Adamawa State, Nigeria. In recent years, the proliferation of social media platforms has transformed the landscape of advertising, providing MSEs with affordable and accessible means to reach their target audience. However, the extent to which these advertisements affect customer engagement in the local market remains understudied. The objective of the study was to explore the impact of social media ads on customer engagement in micro and small enterprises in Yola, Adamawa State, Nigeria. Regression analysis via SPSS was used to analyze the data in the research. The research employed a quantitative approach to explore the dynamics between social media advertisements and customer engagement. The quantitative phase utilized surveys distributed among consumers to assess the impact of social media advertisements on their engagement behavior, considering factors such as brand awareness, product preferences, and purchase intentions. A total of 140 questionnaires were distributed, 85 were returned, and however 9 were deemed incomplete and hence not utilized, making only 76 valid for the study.