Social Media Advertising and Consumer Awareness of Consumable Products in Nigeria

Abstract

The research work was on the need to determine the effects of social media on consumers’ feedback for new consumable products in Nigeria. The specific objective of the study was on the opinion to examine the effect of social media on consumers' feedback for new consumable products, to determine the extent to which Facebook influences consumer awareness of consumable products, to examine how the use of YouTube as contributed to consumer awareness of consumable products. Survey design and the consumers of product of Coca cola company was used as the study for the research was used and a total of 384 respondents were selected for the study using Cochran's formula and data was collected using the primary source. Statistical package for Social Sciences software (SPSS) was used in data analysis Regression Analysis was used to analyse the research hypotheses generated for the study and a structured questionnaire which was tested for reliability was adopted and administered for the study to gather data. As regards the influence of Facebook on Consumer awareness of consumable products, the coefficient of Facebook is (.730) which has effect on Consumer awareness of consumable products. The relationship between YouTube and Consumer awareness of consumable products, the coefficient of YouTube which is (.889) has a positive effect on Consumer awareness of consumable products. The result of the study shows that there was a significant relationship between social media and consumers’ feedback for new consumable products.