SOCIAL MEDIA ADVERTISING AND ITS INFLUENCE ON AUDIENCE PREFERENCE OF CADBURY AND NESTLE PRODUCTS
Abstract
This study evaluates the impact of social media advertising and its influence on audience preference of Cadbury and Nestle products. The researcher makes an inevitable attempt to identify the significance of social media advertising as well as its preference for similar product.
Survey research method was used and questionnaires were distributed within Osun State Polytechnic, Iree. The questionnaires which serve as an instruments for data collection upon which the analysis and interpretations was revolved. A total of 120 questionnaires were distributed, 113 were administered while 7 were void using statistical package for social science (SPSS) for the data analysis. The study discovers that social media advertising has a great influence on audience preference for similar product as people prefer Cadbury products to Nestle due to its in-depth details of products advertised while recommendation were made that policies should be put in place towards curbing online fraudulent act as if remains the temple of burden to audience towards patronage of social media advertise product.
Keywords: Advertising, Audience, influence, Product, Social Media.
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