The effectiveness of social media advertising on college going social network site users: a survey of the University of Nairobi Students
Abstract
This study seeks to find out the effectiveness of Social networking sites (SNS) advertisements among college going students. For the purposes of this study, effectiveness is measured by products awareness, purchasing intent and brand loyalty. The findings should be able to demonstrate that SNS advertisements have a positive effect on all three.
The literature review has concentrated on information that clearly shows that traditional media is facing certain challenges when it comes to reaching youth populations. This challenges narrow down to issue such us measuring viewership and audience segmentation or targeting. There is shift towards new media in particular SNS to bridge theses gaps but whether that actually works is what the survey will be investigating.
The research was carried out through simple questionnaires administered to a sample of 100 students from the University of Nairobi main campus. Over half of university students who are on SNS are subscribed to more than one service. Youths on social networking sites do interact with adverts on SNS. Brand or product information obtained on social media does influence youth attitudes towards them. Beyond knowledge reasons SNS is increasingly becoming the first port of call before purchasing decisions are made hence a key determiner of purchasing intent.
Publisher
University of Nairobi, Kenya