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

Abstract

This study investigates the influence of social media advertisements on customer patronage 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 consumer patronage in the local market remains understudied. The objectives of this study were to explore the impact of social media ads on customer patronage in micro and small enterprises in Yola, Adamawa State, Nigeria. SPSS was used to analyze the data in this research. The research employed a quantitative approach to explore the dynamics between social media advertisements and customer patronage. The quantitative phase utilized surveys distributed among consumers to assess the impact of social media advertisements on their buying behavior, considering factors such as brand awareness, product preferences, and purchase intentions. Through this comprehensive approach, the study aims to contribute to the existing literature on social media marketing in emerging economies while providing practical implications for MSEs aiming to enhance their marketing strategies and effectively improve patronage with consumers in Yola, Adamawa State, Nigeria.