Impact of Social Media Advertising on the Patronage of Nivea Roll-on (a Study of Residents of Ogbomoso South Local Government)

ABSTRACT
This study examined impact of social media advertising on the patronage of Nivea Roll-on (a study a study of residents of Ogbomoso South Local Government). In conducting this study, four objectives were set specifically ascertain the level of awareness of social media advertisements of Nivea Roll on among residents of Ogbomosho South Local Government, Oyo State, to establish the perception of social media advertisements of Nivea Roll on among residents of Ogbomosho South Local Government, Oyo State, to determine the level of engagement level of Nivea Roll on advertisements on social media platforms among residents of Ogbomosho South Local Government, Oyo State and to examine the factors that motivate engagement level of Nivea Roll on advertisements on social media platforms among residents of Ogbomosho South Local Government, Oyo State. Questionnaire was the instrument used in gathering data. The study found that majority of the respondents observed the use of social media advertisement of Nivea Roll-on. In fact, most of the respondents had been aware about three to six years ago and Most of the respondents were influenced by social media advertisement to patronize advertised Nivea Roll-on and social media advertisements also influence their decision on their choice to patronize Nivea Roll-on. It was concluded that social media advertisements educate them on the benefits of advertised products/services. However, average of the respondent opined Nivea Roll-on on social media advertisement are durable and recommended that the use of other types of endorsement should be explored by advertising agencies and social media creators rather than constant use of beautiful and attractive models. Animation and similar types could be explored.