Evaluating the Effectiveness of Social Media Platform in Advancing Online Advertising in Nigeria

ABSTRACT
This study explores the effectiveness of social media platforms in advancing online advertising within the Nigerian market. Through a comprehensive survey, various aspects of consumer behavior, perceptions, and preferences regarding social media advertising were investigated. The study aimed to assess the role of social media platforms in driving consumer engagement and brand awareness, the impact of social connections and trust dynamics on consumer responses to online advertising, the influence of cultural and socio-economic factors on advertising efficacy, and best practices for optimizing online advertising efforts. Findings from the survey indicate that social media platforms play a crucial role in promoting consumer engagement and brand awareness in Nigeria. A significant portion of respondents recognized the effectiveness of social media platforms in driving consumer engagement and brand awareness, highlighting their importance as powerful tools for marketers and advertisers. Additionally, the influence of social connections and trust dynamics underscored the importance of building genuine relationships with consumers to foster trust and credibility in online advertising efforts. Furthermore, the study revealed the significance of considering cultural and socio-economic factors in shaping advertising efficacy. Tailored and culturally relevant advertising strategies were deemed essential to resonate with Nigerian consumers' preferences and values. Recommendations stemming from the findings include investing in social media advertising, building trust and relationships, tailoring advertising strategies, ensuring transparency and authenticity, embracing interactive content formats, and continuously monitoring and adapting advertising strategies based on consumer feedback and market trends.