An appraisal of social media advertising on consumer decision-making: A study of a fast-food chain in Abuja
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- Table of Content: Available
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- NGN 5000
Background of the study
Social media advertising has transformed the way businesses engage with consumers, particularly in the fast-food industry where immediacy and visual appeal are paramount. In Abuja, fast-food chains have adopted social media platforms to launch targeted ad campaigns designed to influence consumer decision-making (Uche, 2023). This study examines the impact of social media advertising on consumer behavior, focusing on how creative visuals, interactive content, and targeted messaging shape purchase decisions. The integration of user-generated content and influencer endorsements further amplifies the persuasive power of these ads, driving consumer interest and loyalty (Okafor, 2024). Fast-food brands increasingly rely on analytics to measure the performance of their social media campaigns, tracking metrics such as engagement rates, click-through rates, and conversion rates (Ibrahim, 2023). In this dynamic marketing environment, there is a critical need to understand how digital interactions influence real-world dining choices. The research builds on marketing communication theories and behavioral economics to assess how social media advertising not only attracts attention but also converts viewers into customers. The study also explores potential challenges, such as ad fatigue and authenticity concerns, which may hinder effective consumer engagement (Chinwe, 2024). Through empirical analysis and consumer surveys, the research aims to provide actionable insights for optimizing social media advertising strategies within the fast-food sector.
Statement of the problem
Fast-food chains in Abuja face challenges in translating high engagement on social media into actual dining decisions. Despite innovative advertising strategies and substantial digital investments, there is uncertainty about the effectiveness of these campaigns in altering consumer behavior (Nwankwo, 2023). Marketers report that while social media ads generate buzz and immediate interactions, they often fail to create long-lasting brand loyalty or significantly influence purchase decisions. The lack of comprehensive frameworks to measure the direct impact of social media advertising on consumer decision-making further complicates strategic planning (Okoro, 2024). This study seeks to address the gap by investigating the critical factors that mediate the influence of social media advertising on consumer choices and identifying areas for improvement in campaign design.
Objectives of the study:
To assess the influence of social media advertising on consumer decision-making.
To identify key elements that enhance ad effectiveness in the fast-food industry.
To develop recommendations for optimizing social media ad campaigns.
Research questions:
How does social media advertising influence fast-food purchase decisions?
What factors drive consumer engagement with fast-food ads?
How can campaigns be optimized to improve conversion rates?
Significance of the study
The study provides fast-food marketers with insights into the effectiveness of social media advertising in shaping consumer behavior. Its findings will help optimize ad designs and targeting strategies, enhancing both customer acquisition and retention. By bridging the gap between digital engagement and purchase behavior, the research contributes to academic literature on digital marketing and offers practical guidelines for improving advertising strategies in the fast-food sector.
Scope and limitations of the study:
This study is limited to examining social media advertising and its impact on consumer decision-making for a fast-food chain in Abuja. It excludes other forms of advertising and unrelated industries.
Definitions of terms:
Social Media Advertising: Promotional activities conducted on social networking platforms.
Consumer Decision-Making: The process by which consumers select and purchase products.
Engagement Rate: A metric measuring interaction with digital content.
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