The impact of mobile social media advertising on consumer engagement: An evaluation of a digital platform in Port Harcourt.
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Mobile social media advertising harnesses the power of social networks and mobile connectivity to engage consumers in real time. This study evaluates how a digital platform in Port Harcourt utilizes mobile social media ads—across platforms like Instagram, Facebook, and Twitter—to drive consumer engagement. These advertisements, often featuring interactive and visually appealing content, are designed to capture user attention and encourage actions such as likes, shares, comments, and website visits (Adeniyi, 2023). By leveraging mobile targeting capabilities, the platform can tailor ads based on user preferences and behavior, thereby enhancing ad relevance and engagement. Research suggests that mobile social media advertising significantly boosts consumer interaction and builds brand awareness. However, challenges such as ad fatigue, content saturation, and varying platform algorithms may affect performance. This study will analyze key engagement metrics and consumer feedback to determine the effectiveness of these mobile ads, offering recommendations for optimizing ad design and targeting strategies (Okoro, 2024; Chinwe, 2025).
Statement of the problem
Digital platforms in Port Harcourt face challenges in converting mobile social media advertising into meaningful consumer engagement. Generic ad content and ineffective targeting often result in low interaction rates and minimal user involvement. Despite investments in mobile social media campaigns, the lack of personalization and dynamic content can lead to diminished consumer interest and reduced engagement levels. This study aims to identify the critical factors limiting the effectiveness of mobile social media advertising and assess their impact on consumer engagement (Adeniyi, 2023; Okoro, 2024).
Objectives of the study:
To evaluate the impact of mobile social media advertising on consumer engagement.
To identify challenges in developing engaging mobile ad content.
To recommend strategies for enhancing ad effectiveness.
Research questions:
How does mobile social media advertising affect consumer engagement?
What factors contribute to low engagement levels?
What strategies can improve mobile ad performance?
Significance of the study
This study is significant as it provides insights into optimizing mobile social media advertising to boost consumer engagement for digital platforms in Port Harcourt. The findings will help marketers design more effective and targeted ad campaigns that drive user interaction and build brand affinity. (Chinwe, 2025)
Scope and limitations of the study:
The study is limited to a single digital platform in Port Harcourt and focuses solely on mobile social media advertising, excluding other advertising channels.
Definitions of terms:
Mobile Social Media Advertising: Ads delivered on social media platforms via mobile devices.
Consumer Engagement: The level of interaction consumers have with ad content.
Digital Platform: An online service or website that delivers content and advertising.
Related Project Materials
An Evaluation of Nurses' Roles in Preventing Diabetic Foot Complications at University of Maiduguri Teaching Hospital
Background of the Study
Diabetic foot complications are a significant concern for people living with diabetes, often leading to severe he...
──────────────────────────── An evaluation of online learning preferences among students from different socioeconomic backgrounds in Jalingo West LGA, Taraba State.
Background of the Study:
Online learning has rapidly evolved as an alternative educational delivery system, especially in r...
EFFECT OF PRECIPITATION EFFECTIVENESS INDICES ON THE YIELD OF SOME SELECTED CEREAL CROPS IN SOKOTO STATE, NIGERIA
ABSTRACT
Agriculture in Nigeria is mainly dependent on rainfall which is variable in nature. Therefore, the need to have a full knowledge...
AN APPRAISAL OF RESEARCH IMPACT METRICS AND THEIR APPLICATION IN SPECIAL LIBRARIES IN IBADAN NORTH, OYO STATE
Background of the Study
Research impact metrics have become crucial tools for evaluating scholarly productivity and influen...
THE IMPACT OF COOPERATIVE SOCIETIES ON THE ECONOMIC DEVELOPMENT IN NIGERIA
BACKGROUND OF THE STUDY
A cooperative is defined as "an autonomous association of persons...
EXPLORING THE INFORMATION BEHAVIOUR OF ADOLESCENT FEMALES SUFFERING FROM PRIMARY DYSMENORRHEA IN GIWA LOCAL GOVERNMENT AREA OF KADUNA STATE
ABSTRACT
The studyexplored the information behaviour of adolescent females suffering from dysmenorrhea; the objectives of the study were...
An assessment of teachers' attitudes towards teaching religious education in primary schools in Makurdi LGA, Benue State
Background of the study
Teachers’ attitudes are critical determinants of educational quality and the effective delivery of curricul...
An Investigation into the Knowledge and Awareness of Zoonotic Diseases in Bauchi State
Background of the Study
Zoonotic diseases, which are transmitted from animals to humans, pose a significant public health threat worldwid...
An investigation of ROI-focused marketing strategies on revenue performance: A study of a fashion retailer in Port Harcourt.
Background of the study:
ROI-focused marketing strategies emphasize the importance of generating measurable returns from marketing invest...
The Role of Advertising in Combating Malnutrition in Ganye North LGA, Adamawa State
Background of the Study
Malnutrition remains a critical public health issue in Nigeria, particularly in rural areas such as...
