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Mass Communication — 2025, Undergraduate
This study examined the influence of social media advertising on consumer purchase decisions in Lagos State, Nigeria. A survey was conducted among social media users of selected products using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that persuasive content, influencer endorsements, and interactive features significantly influenced awareness, attitude, and purchase intentions. However, concerns about misleading advertisements and poor product authenticity reduced trust in some promotions. The study recommends transparent advertising practices, truthful product claims, and the strategic use of social media analytics to target audiences effectively.
For reference and learning only. Do not submit this work as your own.
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