IMPACT OF SOCIAL MEDIA MARKETING ON NIGERIAN STUDENTS: A CASE STUDY OF AJE GROUP (LAGOS)

Abstract

While social media marketing is a proven driver of consumer behaviour in developed markets, its effectiveness in Nigeria particularly among students remains underexplored. Brands like Starbucks and Zara have mastered the use of Instagram and Facebook to foster emotional connections and drive repeat purchases. This study investigates the influence of social media marketing on Nigerian students, focusing on Aje Group as a case study. The research examines the relationship between Facebook and Instagram marketing efforts and their impact on brand loyalty and purchase intention among students. Using a survey research design, data were collected from 428 students across various faculties at the Federal University Lokoja, Kogi State, selected through stratified random sampling. Primary data were gathered via structured questionnaires analysed using SPSS version 27.0, employing multiple regression analysis to test hypotheses. The findings reveal a significant relationship between Aje Group’s Facebook marketing efforts and brand loyalty, with consistent and engaging content fostering trust and emotional attachment among students. Similarly, Instagram marketing significantly influences purchase intention, driven by visually appealing and relatable content that resonates with the target audience. The study concluded that there is a significant relationship between Aje Group’s social media marketing efforts both on Facebook and Instagram and their impact on brand loyalty and purchase intention among Nigerian students. The study recommends that Aje Group prioritize high-quality visuals, interactive campaigns, and authentic messaging to strengthen brand loyalty and boost sales among Nigerian students.