Social Media Advertising in a Cybercentric Era: Trends and Techniques Among Practitioners in Select South-South States in Nigeria

Abstract

This study examined social media advertising in a cybercentric era, focusing on trends, techniques, and practices among practitioners in selected South-South states of Nigeria, specifically Port Harcourt, Benin City, and Uyo. The purpose of the research was to explore the offerings of social media advertising, identify preferred platforms and advertising strategies, assess the challenges practitioners face, and determine the gratifications derived from digital campaigns. Guided by Social Penetration Theory, Social Exchange Theory, and Diffusion of Innovations Theory, the study sought to understand how interpersonal communication, reciprocal benefits, and innovative adoption influence the effectiveness of social media advertising in contemporary Nigerian urban centers. The study adopted a descriptive survey research design, combining quantitative and qualitative approaches to provide a comprehensive understanding of advertising practices. The population which was 6000, consisted of active advertising practitioners across the three cities, including advertising agency staff, media house employees, freelancers, and marketing executives. A purposive and stratified sampling technique was employed to select a total of 375 respondents, ensuring representation across age, gender, occupation, educational level, and location. Data were collected using structured questionnaires and in-depth interviews, enabling the triangulation of responses for accuracy and depth. Findings revealed that social media advertising offers significant benefits, including increased audience reach, enhanced brand visibility, cost-effective promotion, and improved consumer engagement. Facebook, Instagram, TikTok, YouTube, and X were identified as the most preferred platforms, with selection influenced by audience demographics and content type. Techniques such as influencer marketing, storytelling, targeted advertising, and video content were widely utilized. The study concluded that social media advertising is an essential tool for business growth in Nigeria and emphasized the need for data- driven, ethical and innovative practices to optimize campaign effectiveness. Recommendations E-ISSN 2545-529x include investing in digital literacy and analytics training for practitioners, developing infrastructure to improve internet stability.

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