Influence of Advertisement in Social Media Comedy Skits on Brand Awareness and Loyalty
Objective: This study examined the influence of advertisements in social media comedy skits on brand awareness and loyalty. Method: A survey research method using a purposive sample of 338 social media users in Nigeria was selected for the research. The instrument for data collection was a struc...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Verlumun and Penda Publishers, LLP
2024-03-01
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| Series: | Mdooter Journal of Communication and Digital Technologies |
| Subjects: | |
| Online Access: | https://www.mdooterj.com/index.php/mdooterj/article/view/5 |
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| Summary: | Objective: This study examined the influence of advertisements in social media comedy skits on brand awareness and loyalty.
Method: A survey research method using a purposive sample of 338 social media users in Nigeria was selected for the research. The instrument for data collection was a structured questionnaire.
Results: The findings reveal that all participants became aware of brands featured in social media comedy skits. However, less than half reported making a purchase based on these advertisements. Furthermore, the responses were split when assessing brand loyalty. This suggests that while social media comedy skits effectively enhance brand awareness, they do not necessarily guarantee brand loyalty.
Conclusion: Social media skits may effectively create brand awareness, but they may not translate to actual purchases.
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| ISSN: | 2006-0548 2006-3903 |