UNIZIK JOURNAL OF BUSINESS 4(1) 2021                               DOI: 10.36108/unizikjb/1202.40.0150


INFLUENCE OF DIGITAL ADVERTISING ON SOCIAL MEDIA BRAND AWARENESS IN NIGERIA
Ada Mac-Ozigbo
National Open University of Nigeria, Abuja
Daniel Cross Ogohi
Nile University of Nigeria, Abuja
&
Abdullahi Shehu Araga
National Open University of Nigeria, Abuja

Abstract
This research examined the Influence of Digital Advertising on Social Media brand awareness in Nigeria. Social media influencers play a vital role which entices brands to pursue them. It is more likely for a consumer to trust a brand that collaborates with an influencer than to trust the brand exclusively. It is found that influencer marketing has impacted the purchasing decision of Nigerians when online. Though many of the purchasers may have positive experience purchasing online, few of them may actually share their experience. Meaning it is more likely for them to share a negative experience in purchasing a product. Extensively, this examination is an interpretive research which applies a serious writing survey. Study originates from secondary data. The strategy for this examination is basic reasonable investigation. From this research, the following recommendations were made; that influencers are highly effective and important at bringing awareness to a brand on social media. And they are also effective in influencing consumers to make the final purchasing decision. Businesses and brands should all partake in influencer marketing as it will help increase sales and the overall brands success.

Keywords: digital marketing, influencer marketing, social media and online shopping.

 

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