Awareness and Use of Social Media in Advertising: The Case of Facebook among Residents of Port Harcourt, Nigeria

Abstract

In recent times, advertisers are chasing their customers online to relate with them on a more personal basis, introducing new products to them and attending to their complaints online. The same way, consumers are going online to make purchases. Social media collaborative, interactive and user-generated characteristics have endeared ordinary users, advertisers and consumers to communicate their shared interest with each other on social platforms. This study examined social media sites, particularly Facebook, to ascertain how users in Port Harcourt, Rivers State perceive their adoption as advertising media, if consumers patronise products advertised on them and how they make buying decisions on these social platforms. The survey research design was used to elicit information from a sample of 300 users in Port Harcourt Metropolis, which formed the study population. The findings showed that social media are good media for advertising, despite the challenges inherent in their use. It was also revealed that consumers patronise products/services advertised on social media predominantly based on recommendations/referrals from trusted sources - their friends, and that their need for such products necessitated their patronage. It is recommended that social media users should take advantage of the marketing opportunities present on social platforms and see them beyond mere social networking sites that help them stay in touch with friends and family members.

Key Words: Advertising, Awareness, Consumers, Facebook, Social media, Use