The Impact of Social Media Advertising on Consumer Purchasing Decisions: Evidence from Fashion Retailers in Abuja
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- Table of Content: Available
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- NGN 5000
Background of the Study
Social media has become a vital marketing tool for businesses across various sectors, including fashion retail. Platforms like Instagram, Facebook, and TikTok provide retailers with opportunities to reach a broader audience, engage with consumers, and influence purchasing decisions through targeted advertising campaigns. Social media advertising utilizes visuals, influencers, and user-generated content to enhance brand visibility and consumer trust (Ogunyemi, 2024).
In Abuja, fashion retailers leverage social media to promote their products and connect with consumers. With its growing population of digitally savvy individuals, social media advertising offers a cost-effective way to drive sales. However, the effectiveness of these strategies in influencing purchasing decisions varies, influenced by factors such as ad quality, consumer preferences, and trust in the advertised brands. This study examines how social media advertising impacts consumer purchasing decisions within the Abuja fashion retail market.
Statement of the Problem
Despite the widespread use of social media advertising by fashion retailers in Abuja, there is limited understanding of its actual impact on consumer purchasing decisions. While some campaigns succeed in driving engagement and sales, others fail to convert viewers into buyers. Additionally, consumers often face challenges in differentiating authentic brands from fraudulent ones on social platforms (Akinwale, 2025).
The absence of empirical evidence on the effectiveness of social media advertising in Abuja's fashion industry creates a gap that needs addressing. Retailers require insights into consumer behavior to optimize their advertising strategies and achieve better results.
Objectives of the Study
- To evaluate the influence of social media advertising on consumer purchasing decisions in Abuja.
- To identify factors that enhance the effectiveness of social media advertising for fashion retailers.
- To recommend strategies for improving social media advertising outcomes in the fashion retail sector.
Research Questions
- How does social media advertising influence consumer purchasing decisions in Abuja?
- What factors contribute to the effectiveness of social media advertising for fashion retailers?
- What strategies can enhance the outcomes of social media advertising campaigns?
Research Hypotheses
- Social media advertising significantly impacts consumer purchasing decisions in Abuja.
- Factors such as ad quality and consumer trust influence the effectiveness of social media advertising.
- Improved advertising strategies can enhance consumer engagement and sales outcomes.
Scope and Limitations of the Study
This study focuses on fashion retailers in Abuja and their use of social media advertising between 2023 and 2025. Limitations include potential biases in consumer self-reports and the rapid evolution of social media trends.
Definitions of Terms
- Social Media Advertising: The use of social platforms to promote products and services through paid or organic campaigns.
- Consumer Purchasing Decisions: The process by which individuals choose products or services to buy based on various factors.
- Ad Quality: The effectiveness of an advertisement in capturing attention and conveying its message.
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