Determinants of Social Media Acceptance for Advertising Commercial Contents in South-western Nigeria

Abstract

The study analysed the factors responsible for the acceptance of social media in South-western Nigeria, such as receiving advertisement messages. It examined the variables of respondents that enhanced favourable disposition to using social media advertisement. Primary data were gathered with a structured questionnaire. The methodology used was a multi-stage sampling technique for the respondents in the study area. The results were extracted from 600 copies of fully filled questionnaires by respondents who were residents of the study locations. Both descriptive and inferential statistics were used to provide answers to the objectives and hypotheses of the research. The results from the study indicated that those who are favourably disposed to social media advertisements are young, high-income earners and the majority are female. The t-test analyses for the comparison of means for three ratio variables of respondents were significant for age (t=2.295: p=0.022), family size (t=4.620; p=0.020), and income (t=9.202, p=0.000). Three other characteristics measured on the nominal scale were tested with chi-square, and all were significant: gender x= (5,963; p=0.015), education (x=35.942; p=0.000), and economic status (x=13.976, p=0.003). Binary logistic regression analyses with six variables (age, family size, gender, income, permission, and feeling) were the variables considered, and all were significant at p<0.05 in influencing the acceptance of social media advertisements. The research concluded that social media advertisement is a straight-to-target means of advertisement that has gained ground in Nigeria. This was supported by the fact that 77% of respondents had accepted social media advertisements for now, and there is a greater potential of being accepted by most people to enhance their marketing transactions and shopping behaviour. By way of recommendation, efforts should be geared towards improvement to facilitate extensive usage.