Influence of Social Media Short Video Advertisement on Consumer Brand Loyalty:a Study of Airtel Broadband Campaign

ABSTRACT
With the increasing internet penetration and digital media consumption, social media short video advertisements have become a popular marketing tool for telecommunication companies to engage consumers. Understanding the impact of these short video advertisements on consumer brand loyalty is crucial for optimising marketing strategies. This study investigates the influence of social media short video advertisement on consumer brand loyalty; a study of Airtal broadband campaign in Ondo State. The objectives were to: investigate audience awareness of Airtel broadband advertisements on social media; assess how these campaigns influence consumers; investigate the ways the advertisements foster consumer loyalty, and investigate the success rate of Airtel broadband short videos in enhancing loyalty. The study was anchored on the Social Cognitive Theory, which explains how visual content and observational learning shape consumer attitudes, and the Theory of Planned Behaviour, which highlights how attitudes and behavioural intentions affect purchasing decisions. A survey design was employed, using 400 online questionnaire distributed to Airtel subscribers, with 310 valid responses analysed using descriptive statistics and SPSS 25. Findings revealed that Airtel short videos create strong awareness (mean = 3.06), positively influence consumer behaviour (mean = 3.18), and foster loyalty (mean = 3.19), with 64.5% of respondents rating the campaigns as highly successful. The study concludes that Airtel’s short video strategy is impactful and recommends investing in personalised, interactive, and emotionally resonant content to deepen consumer engagement and retention.