ANYIKWA, FAVOUR (2025) SOCIAL MEDIA ADVERTISING AND BRAND AWARENESS. A STUDY OF AIRTEL NIGERIA IN ENUGU, ENUGU STATE. Other thesis, GODFREY OKOYE UNIVERSITY, ENUGU.
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Abstract
This study checked how social media adverts shape brand awareness for Airtel Nigeria Limited in Enugu State, Nigeria. The focus was to see how adverts on Facebook, Instagram, WhatsApp, and Twitter touch brand recognition, recall, and top-of-mind awareness among Airtel’s main audience. A survey style of research was used, targeting adults aged 18 and above in Enugu State who use social media often. With Taro Yamane’s formula, a sample size of 400 people was picked from an adult population of 2,867,227. Stratified random sampling covered all 17 Local Government Areas for fair reach. Data came through set questionnaires and were studied with descriptive statistics and one-sample t-tests in SPSS version 25.0. The findings showed that all four platforms raise brand awareness for Airtel Nigeria. Facebook gave the highest score (M = 3.82), then Instagram (M = 3.81), WhatsApp (M = 3.78), and Twitter (M = 3.75). All null ideas were rejected at p < 0.001, proving strong positive links of each platform. The demographics showed that 42 per cent of respondents were aged 18–25 years, while 48 per cent had tertiary education, pointing to high activity among educated young adults. The study concludes that social media adverts act as a solid tool for brand awareness, with joint use of many platforms giving stronger effects. It suggests that Airtel Nigeria should focus more on Facebook, grow Instagram’s visual reach, use WhatsApp Business features well, and improve Twitter’s live response power.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Management and Social Sciences |
| Depositing User: | Uchenna Eneogwe |
| Date Deposited: | 25 Jun 2026 15:09 |
| Last Modified: | 25 Jun 2026 15:09 |
| URI: | http://eprints.gouni.edu.ng/id/eprint/5866 |
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