Using Social Media Advertisement to Improve Youths' Access to Online Fashion Brands in Nigeria

Abstract

The rise in popularity of social media has unquestionably triggered a significant shift in how advertisers and marketers approach promoting their products and services, aiming to impact the purchasing choices of younger generations. Nonetheless, research concerning advertisements on these social media platforms and their influence on awareness, attitudes, and responsiveness is still in its early stages, particularly within the Nigerian context. Given the explosive growth of numerous social media platforms, this research delves into how Nigerian youths, recognized as active social media users, engage with and react to fashion-related advertisements on these platforms. The study is grounded in Theory of Reasoned Action and Theory of Planned Behaviour, underscoring the active responsiveness or influence that creatively crafted, visually appealing, concise, well-positioned, and easily noticeable social media advertisements have on youths. The study draws a sample of 384 participants from selected senatorial districts in Lagos, Nigeria. The findings of the study reveal a strong awareness of fashion advertising on social media among youth. Their overall attitude towards these advertisements indicates a positive inclination, perceiving them as valuable. The study also identifies key motivating factors driving youths' responses, with product price (83.1%) taking precedence. The significance attached to factors such as repetition, creativity, and brand loyalty challenges previous research findings, emphasizing the multifaceted nature of youths' responses to fashion advertisements. The study however recommended that advertisers and agencies should continue to conduct research to stay abreast of changing trends and adapt their strategies accordingly. Clear and transparent pricing information should be readily available to capture the attention of cost-conscious youths.