The Impact of Social Media Advertising on Youth Purchasing Decisions in Jos North LGA, Plateau State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Social media platforms have revolutionized the advertising landscape, offering businesses innovative ways to engage with audiences, particularly the youth demographic. Platforms like Facebook, Instagram, TikTok, and Twitter provide advertisers with tools to target specific groups based on demographics, interests, and behavior. In Jos North Local Government Area, Plateau State, the youth form a significant portion of the population and are highly active on social media, making it a fertile ground for social media advertising. According to Kazeem and Musa (2024), social media advertising significantly influences youth purchasing decisions due to its interactive nature, visual appeal, and personalized content. This study examines how social media advertising shapes the purchasing decisions of youths in Jos North, focusing on factors such as engagement, trust, and brand perception.
1.2 Statement of the Problem
Despite the growing adoption of social media advertising in Jos North, its actual impact on youth purchasing decisions remains underexplored. While businesses invest heavily in social media campaigns, there is limited empirical evidence on how these advertisements influence youth behavior and decision-making processes. This study seeks to fill this gap by investigating the relationship between social media advertising and youth purchasing decisions in Jos North.
1.3 Objectives of the Study
1. To assess the effectiveness of social media advertising in engaging youth in Jos North.
2. To evaluate the influence of social media advertising on youth purchasing decisions.
3. To identify the factors that enhance or hinder the impact of social media advertising on youth.
1.4 Research Questions
1. How effective is social media advertising in engaging youth in Jos North?
2. What is the influence of social media advertising on youth purchasing decisions?
3. What factors enhance or hinder the impact of social media advertising on youth?
1.5 Research Hypothesis
1. Social media advertising significantly engages youth in Jos North.
2. Social media advertising positively influences youth purchasing decisions.
3. Factors such as content relevance and trust mediate the impact of social media advertising on youth.
1.6 Significance of the Study
This study is significant as it provides insights into the role of social media advertising in shaping youth purchasing decisions in Jos North. The findings will benefit businesses, advertisers, and policymakers by highlighting the effectiveness of social media as a marketing tool and identifying strategies to optimize campaigns. Additionally, the study contributes to the growing literature on digital marketing and consumer behavior.
1.7 Scope and Limitations of the Study
The study focuses on the impact of social media advertising on youth purchasing decisions in Jos North Local Government Area, Plateau State. It does not extend to other forms of advertising or regions beyond Jos North.
1.8 Operational Definition of Terms
1. Social Media Advertising: The use of social media platforms to promote products, services, or messages.
2. Youth Purchasing Decisions: The process by which young individuals decide to buy products or services.
3. Engagement: The level of interaction and attention generated by social media advertisements.
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