Dr. Fabian O. Nwankwo
Influence of Facebook Advertising On the Patronage of Jumia Products: A Study in Warri
Abstract
This work examined the influence of Facebook advertising on the patronage of Jumia products: a study in Warri. The objectives
of the study are to find out if Jumia Facebook adverts has influence on the level of patronage of Jumia products amongst Warri
residents and to ascertain whether Jumia Facebook adverts affects sales returns of advertised Jumia products. The design of the
study is the descriptive survey method through which questionnaire was designed for respondents. The population of this study
comprised of Warri residents who were 18years and above, put at 536,023 out of which a sample size of 120 was derived. The
instrument used for data collection was the questionnaire and this was distributed to respondents who were users of Facebook
and had knowledge of Jumia products. The instrument's content and face validity were verified through expert evaluation by
professionals in mass communication. Reliability was determined through Cronbach’s alpha, yielding a coefficient of [α =
0.81], validating the internal consistency of the tool. The data collection instrument used in collecting data was questionnaire on
the influence of Facebook advertising on the patronage of Jumia products in Warri. The researcher administered 120 copies of
the questionnaire to the respondents and 100 were retrieved and used as basis of analysis for this study. Data collected through
the questionnaires were analyzed using descriptive statistics such as frequencies and percentages. Findings from the study
showed that Jumia Facebook adverts affects sales returns and level of patronage of advertised Jumia products; thus, Facebook
adverts is a formidable tool for creating awareness of the various Jumia products; thereby providing current information on
available Jumia products. Jumia Facebook adverts therefore increases sales by causing the targeted audience (in this case
Warri residents) to develop positive buying behavior towards Jumia advertised products. It was therefore recommended that
advertisers and marketers of brands of products should adopt a holistic approach while designing their advertising campaigns;
online and conventional media types should be used in their campaigns
