Journal of Integrated Marketing Communications and Digital Marketing (p-ISSN: 3107-9172)

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

2025-03-29T17:36:12+00:00

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.

Online Spending Behaviour and Academic use of the Internet among Post Graduate Students

2026-01-23T09:46:27+00:00

In today’s digital age, online shopping and internet usage have become an essential part of students’ everyday routines. This study seeks to explore the online spending behaviour of postgraduate students, the frequency and pattern of their online book purchases, and the role of the internet in supporting academic activities. The study is based on the data collected from post graduate students of various programmes under Kannur University. The collected data were analysed using mean, median, mean score analysis, percentage analysis, and suitable graphs. The results indicate that students primarily use the internet for communication and shopping, with clothing and electronic items being the most frequently purchased, while online book purchases are comparatively low. Most students shop online twice a year, spending less than Rs 5,000 annually and report that the internet aids in easier and more engaging learning, timely completion of tasks, and access to study materials. The findings highlight the popularity of online shopping and suggest opportunities to promote academic focused online purchases. Future studies could examine ways to enhance students’ academic engagement through digital resources and online book platforms.

Analyzing the "FOMO" (Fear of Missing out) Strategy: How Limited-time Offers Drive Impulse Buying in E-Commerce

2026-02-24T08:06:19+00:00

The expansion of e-commerce has fundamentally reshaped consumer decision-making by integrating technology with persuasive marketing practices. Among these practices, the Fear of Missing out (FOMO) strategy has gained prominence as a psychological tool used to stimulate rapid, often unplanned purchasing decisions. This study examines how digital cues, such as limited-time offers, scarcity cues, and urgency messages, evoke FOMO and encourage impulse buying in online shopping environments. Drawing on established consumer behavior theories, including Regret Aversion, Scarcity Theory, and Dual-Process Theory, this study explains the mechanisms through which FOMO influences emotions and purchasing actions. Key findings indicate that FOMO-driven marketing influences impulse buying by shortening evaluation time, reducing cognitive effort, and increasing emotional arousal. However, the research also highlights significant ethical concerns, such as the use of “Dark Patterns” and the negative impact on consumer financial stability and mental health. This study offers a comprehensive conceptual understanding suitable for academic research and practical marketing decision-making, emphasizing the need for authentic scarcity and transparent communication to maintain long-term consumer trust.

The Impact of Social Media Advertisement Attributes and Platform Effectiveness on Purchase Decisions for Maquillage Products

2026-02-24T11:16:00+00:00

Social Media users continue to grow; organizations increasingly rely on Social Media advertising to engage with and speak to consumers. Over the past several years, online video advertisements have been instrumental in enhancing brand awareness. The increasing prevalence of Social Media has encouraged companies, entrepreneurs, and marketers to actively use these platforms in order to establish a connection with their intended audience. The impact of customers' perceptions of the efficacy of social media advertising on their purchase intentions has not been well studied, despite this growth. Accordingly, the current research aims to investigate the effects of advertising attributes namely entertainment, informativeness, customization, and irritation on buy intention and buy decision, and assess the effectiveness of different Social Media platforms in influencing purchasing decisions for maquillage products. One hundred Eighty participants aged 18 to 60 participated in this extensive quantitative research. The findings indicate that entertaining and informative content significantly strengthens social media’s effectiveness in advertising. However, the anticipated effects of irritation and customization on advertising value were not supported by the results.

The Role of Artificial Intelligence in Modern Retail and Digital Commerce

2026-04-08T11:01:35+00:00

Artificial Intelligence (AI) has become a key driver of transformation in modern retail and digital commerce, enabling businesses to shift toward data-driven and customer-centric models. This study examines the role of AI in enhancing customer engagement, optimising supply chain operations, and improving marketing efficiency. Based on a conceptual and descriptive approach using secondary data, the findings indicate that AI technologies such as machine learning and predictive analytics significantly improve personalisation, operational efficiency, and decision-making. However, challenges such as data privacy concerns, high implementation costs, and algorithmic bias remain critical. The study concludes that effective AI adoption requires a balance between technological innovation and ethical governance to ensure sustainable growth in digital commerce.