Social Media Advertising and Patronage of Electronic Products: A Study of Consumers in Southern Nigeria

Abstract

This study examined relationship between social media advertising and patronage of electronic products of consumers in Southern Nigeria. The main objective of this study is to unravel the variables that could influence   patronage of electronic products. This study also sought to find out the direct effects of social media advertising variables which include, cost, accessibility and time on patronage. Structured questionnaire was designed to collect data from the respondents. Sample size of 383 users of social media was used, which was derived using Kothari formula. Factor analysis was used to test the reliability of the research instrument. Hypotheses were tested at 0.05 level of significance using mediation analysis on Jeffrey’s Amazing Statistical Packages. However, initial hypotheses were tested in SPSS version 25. It was recommended among others that business organizations should concentrate on consumers who have sufficient time to explore the internet. It was also recommended that sellers of electronic products should channel their messages to members of the public who have access to social media advertising.