Keyword : Social Media, Advertisement, Nivea Products, Consumers' Engagement, Brand Patronage.
Author(s) : MICHAEL IBE UKAEGBU, PhD, SANDRA IWUNDU, And ALOY ONYENWEAKU
Abstract :
The study focused on the contents of Nivea’s social media advertisement on their products and consumers' patronage. The specific objectives of the study were to ascertain which platforms are most suitable for advertising due to the level of engagement on the social media pages and posts of Nivea’s products, to determine consumers' perceptions of Nivea’s brand / the level of influence the social media advertisement have on their patronage, and to discover the factors that affect the level of consumers' engagement on the social media platforms of Nivea. The study was premised on the Selective Influence theory and the Uses and Gratifications theory. The research designs used were content analysis and survey, with a census population of 143, the instruments for data collection were a code sheet and the questionnaire, and the method of data analysis was a descriptive analysis with frequency distribution tables, means and standard deviation. The findings of the study revealed that Facebook, followed by Instagram were the most suitable platforms for advertising Nivea’s products, majority of the consumers' perceptions of the brand was positive and the factors that affect consumers’ level of engagement were time interval between content posts and the level of inclusivity of both genders of the target audience. The study concluded that Instagram seems to be the most suitable platform for advertising the brand’s products and interacting with their fans and the factors that affect the level of consumers’ engagement on Nivea’s Social media platforms are the time interval between content creation and inclusivity of both genders of their consumers in their contents. The study recommended that the Facebook page and YouTube accounts of Nivea should be more consistent with uploading more video contents in order to engage their consumers more on the platforms, the social media platforms of Nivea should put in more care, effort and attention to details in informing their consumers / target audience about the suitability of each skin care or cosmetic product to specific skin and body types and the social media accounts of Nivea should be more consistent with content creation and inclusivity of both genders of their target audience across all platforms.
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