Project – Influence of Social Media Advertising on Consumer Patronage: A Case Study of Selected Fashion Retail Businesses in Lagos State.

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Advertising is an important component of marketing because it enables businesses to communicate information about their products, attract potential customers, establish brand awareness and influence purchasing decisions. Traditionally, businesses relied heavily on newspapers, magazines, radio, television, billboards and other conventional media to promote their products. However, the expansion of internet access and digital communication has transformed the way businesses interact with consumers. Social media platforms now enable businesses to display products, communicate prices, announce promotions, respond to customer enquiries and receive feedback directly from their target audiences. Kotler and Keller (2016) explain that marketing communication helps organisations inform, persuade and remind consumers about their offerings. Within this changing environment, social media advertising has become an important promotional approach because it allows businesses to reach specific audiences, distribute visual content and engage potential customers in ways that traditional advertising channels may not easily provide.

Social media advertising refers to the use of paid or strategically promoted content on platforms such as Facebook, Instagram, TikTok and other social networking services to market products and services. Unlike conventional advertising, social media advertising can encourage interaction through comments, direct messages, shares, reactions and customer reviews. Kaplan and Haenlein (2010) describe social media as internet-based applications that facilitate the creation and exchange of user-generated content, highlighting its interactive nature. This interaction is particularly relevant to businesses because consumers can ask questions about product prices, sizes, quality, availability and delivery before making purchasing decisions. Advertising on social media therefore serves not only as a means of product promotion but also as a channel through which businesses can build relationships with customers, communicate product information and influence consumer perceptions.

Consumer patronage is an important outcome of marketing activities because it reflects consumers’ willingness to purchase from a business, return for subsequent purchases and continue supporting a particular retailer. Patronage may be demonstrated through actual purchases, repeat buying, recommendations to other consumers and a preference for one retailer over competing alternatives. Ajzen (1991), through the theory of planned behaviour, explains that behavioural intentions are influenced by attitudes, subjective norms and perceived behavioural control. Applied to social media advertising, this theory suggests that consumers’ evaluations of advertised products, the opinions of people within their social networks and their perceived ability to afford or obtain the products may shape their willingness to patronise a retailer. However, exposure to an advertisement does not automatically result in a purchase, because consumers may also consider price, quality, credibility, personal needs and competing alternatives before deciding where to spend their money.

The fashion retail industry is particularly suited to social media advertising because fashion products are highly visual and often associated with personal identity, lifestyle, social status and changing trends. Clothing, footwear, bags, jewellery and other fashion accessories can be promoted through photographs, videos, styling demonstrations, customer testimonials and influencer collaborations. Nash (2019) examined how social media platforms influence fashion consumer decisions in the UK retail sector and found that consumers used social media for fashion inspiration and information, although online content was not necessarily the only factor determining final purchasing decisions. Similarly, research by Harrigan et al. (2021) on social media and fashion-related purchase intentions showed that the usefulness of fashion brands’ social media and peer communication can influence trust, which in turn plays a role in purchase intention. These findings indicate that social media advertising may influence fashion consumers by increasing product awareness, providing information, strengthening brand relationships and reducing uncertainty about products.

The effectiveness of social media advertising also depends on the quality and credibility of the content businesses publish. Advertisements that provide clear product images, accurate descriptions, transparent prices and useful information may help consumers assess whether an item meets their expectations. Conversely, misleading images, exaggerated claims, hidden charges or inaccurate product descriptions may weaken consumer trust and discourage patronage. De Vries, Gensler, and Leeflang (2012) examined the popularity of brand posts on social networking sites and demonstrated the importance of characteristics of social media content in shaping user responses. Their work supports the broader argument that the way businesses design and present online content matters to consumer engagement. In fashion retail, where consumers may not physically inspect a product before ordering online, the credibility of advertisements and the quality of visual representations can be especially important in shaping purchase decisions and subsequent relationships with retailers.

In Nigeria, social media has created additional opportunities for small and large businesses to promote products, reach consumers and compete in increasingly digital marketplaces. Fashion retailers can use platforms such as Instagram, Facebook, TikTok and WhatsApp to display new collections, communicate promotional offers, receive orders and maintain contact with existing customers. However, social media advertising does not guarantee successful patronage. Consumers may view an advertisement without purchasing, distrust a seller they have not previously encountered, or abandon a transaction because of concerns about product quality, payment security, delivery or return policies. Chukwu and Uzoma (2014), in their study of social media networks and consumer patronage in Nigeria, examined consumer perceptions and patronage of online retail businesses, including Jumia and Konga. More recent Nigerian research has also examined social media advertising and the patronage of fashion products among tertiary students, highlighting the importance of advertising exposure, creativity and product-related information in consumer responses (Okafor et al., 2025). These studies demonstrate the relevance of investigating how social media advertising relates to consumer behaviour within Nigeria’s retail environment.

Lagos State provides a relevant setting for examining this relationship because it has a large and diverse consumer market with established shopping areas, fashion boutiques, clothing retailers, online sellers and businesses that combine physical stores with social media-based promotion. Fashion retailers in Lagos operate in a competitive environment where consumers can compare products, prices and promotional offers across several sellers. Social media advertising may help these businesses differentiate their products, communicate their brand identity and maintain visibility among potential customers. At the same time, consumers’ responses may depend on the frequency of advertisements, the credibility of the seller, the attractiveness of product presentations, customer reviews and the perceived value of the products. Oloyede (2023), in a study of audience perceptions of online advertising and product patronage in selected local government areas of Lagos State, reported substantial exposure to social media advertisements and generally positive perceptions among surveyed respondents. This provides a relevant local context for examining whether such exposure translates into patronage within the fashion retail sector.

Despite the opportunities associated with social media advertising, it remains necessary to determine which advertising characteristics are most closely associated with consumer patronage and whether exposure leads to actual or repeat purchasing. Some consumers may be attracted by visually appealing content but decide not to purchase because of high prices, uncertainty about product quality or doubts about the seller’s credibility. Others may be influenced by customer testimonials, influencer endorsements, discounts or direct interaction with retailers. Nash (2019) found that social media played a role in fashion inspiration and consumer decision-making, but it did not operate as the only determinant of purchasing decisions. Likewise, Harrigan et al. (2021) showed the importance of trust and peer communication in understanding fashion-related purchase intentions. Against this background, the present study examines the influence of social media advertising on consumer patronage among selected fashion retail businesses in Lagos State, focusing on advertising content, credibility, promotional offers and consumer engagement.

1.2 Statement of the Problem

Social media advertising has become an important promotional tool for fashion retailers seeking to attract customers, increase product awareness and compete in a crowded marketplace. Businesses can display their products, announce discounts and interact with potential buyers through platforms such as Instagram, Facebook and TikTok. However, the existence of social media advertisements does not necessarily result in increased consumer patronage. Consumers may view promotional content without making purchases, particularly when the advertisements do not provide sufficient product information or when consumers doubt the accuracy of the claims being made. Ajzen (1991) explains that purchasing-related intentions are influenced by attitudes, social expectations and perceived control over behaviour, suggesting that advertising exposure is only one of several factors that may influence consumer decisions.

A further problem concerns the credibility and reliability of fashion advertisements on social media. Consumers may encounter attractive product images that do not accurately represent the actual items, unclear pricing, exaggerated claims, unreliable sellers or uncertainty about delivery and returns. Such experiences can reduce confidence in advertised products and discourage repeat patronage. Harrigan et al. (2021) examined the relationship between social media, trust and fashion-related purchase intentions, emphasising the importance of trust in the consumer decision-making process. This suggests that retailers cannot rely solely on attractive content or frequent advertisements; the information communicated must also be credible and sufficiently useful to support purchasing decisions.

In Lagos State, fashion retail businesses operate in a competitive market in which consumers can compare different sellers and promotional offers through social media. Although social media advertising offers retailers an opportunity to increase visibility and communicate directly with customers, the extent to which it generates actual purchases, repeat buying and customer recommendations may vary. Oloyede (2023) examined audience perceptions of online advertising and product patronage in selected local government areas of Lagos State, while Okafor et al. (2025) investigated social media advertising and the perception and patronage of made-in-Nigeria fashion products among tertiary students in Abia State. These studies provide relevant evidence on online advertising and consumer responses, but their different settings and populations leave room for focused investigation of selected fashion retail businesses in Lagos State.

The central problem addressed by this study is the need to establish how social media advertising influences consumer patronage among selected fashion retail businesses in Lagos State. Specifically, the study will examine the relationship of advertising content, credibility, promotional offers and consumer engagement with consumers’ willingness to purchase, repeat patronage and recommendations. It will also consider that consumers may respond differently to advertisements depending on their preferences, trust in the retailer and assessment of product value. The findings are expected to provide evidence that can help fashion retailers understand which aspects of social media advertising are most relevant to consumer patronage and where improvements may be needed.

1.3 Aim and Objectives of the Study

1.3.1 Aim of the Study

The aim of this study is to examine the influence of social media advertising on consumer patronage among selected fashion retail businesses in Lagos State.

1.3.2 Specific Objectives

The specific objectives are to:

1. Examine the influence of social media advertising content on consumer patronage among selected fashion retail businesses in Lagos State.

2. Determine the relationship between the credibility of social media advertisements and consumer patronage.

3. Assess the influence of promotional offers advertised on social media on consumers’ purchasing decisions.

4. Investigate the relationship between consumer engagement with fashion retailers’ social media advertisements and repeat patronage.

1.4 Research Questions

The study will be guided by the following research questions:

1. How does social media advertising content influence consumer patronage among selected fashion retail businesses in Lagos State?

2. What is the relationship between the credibility of social media advertisements and consumer patronage?

3. How do promotional offers advertised on social media influence consumers’ purchasing decisions?

4. What is the relationship between consumer engagement with fashion retailers’ social media advertisements and repeat patronage?

1.5 Research Hypothesis

The following null hypothesis will be tested:

H₀: Social media advertising has no statistically significant relationship with consumer patronage among selected fashion retail businesses in Lagos State.

1.6 Significance of the Study

This study is expected to be useful to fashion retail business owners, marketing managers, consumers, advertising practitioners, researchers and other stakeholders interested in social media marketing and consumer behaviour.

Fashion retail business owners: The findings may help fashion retailers understand how social media advertising content, credibility, promotional offers and customer engagement relate to consumer patronage. This may assist them in designing more effective promotional campaigns, allocating advertising budgets appropriately and developing strategies for attracting new customers and encouraging repeat purchases.

Marketing managers and advertising practitioners: The study may provide insights into how consumers respond to advertising messages on social media. It may help marketing professionals assess the importance of accurate product information, attractive visual presentations, credible endorsements and interactive communication when planning advertising campaigns. De Vries et al. (2012) demonstrate that the characteristics of brand posts can influence user responses on social networking sites, making content design an important consideration for digital marketing.

Consumers: The research may increase awareness of how social media advertisements can influence purchasing decisions. It may encourage consumers to assess product descriptions, seller credibility, customer reviews and advertised prices carefully before making purchases, especially when buying fashion products from retailers they have not previously patronised.

Small and medium-sized fashion enterprises: Small fashion businesses often operate with limited promotional budgets and may depend on social media to reach prospective customers. The findings may help such businesses identify affordable ways to communicate with their audiences, improve advertising credibility and strengthen relationships with existing customers.

Researchers and students: The study may contribute to academic discussions on digital marketing, advertising effectiveness and consumer behaviour in Nigeria. It may also provide a reference for future studies comparing social media platforms, consumer groups, fashion product categories or retail locations.

Policy and business development stakeholders: The findings may offer additional evidence about the role of digital promotion in supporting retail activities and small-business development. This could inform training initiatives aimed at improving the digital marketing capabilities of fashion entrepreneurs.

1.7 Scope of the Study

The study focuses on the influence of social media advertising on consumer patronage among selected fashion retail businesses in Lagos State, Nigeria. It examines advertising content, advertisement credibility, promotional offers and consumer engagement as dimensions that may relate to patronage.

The geographical scope is limited to selected fashion retail businesses in Lagos State. The study will obtain data from relevant consumers who have encountered social media advertisements from the selected businesses. Consumer patronage will be examined through indicators such as purchasing decisions, repeat purchases and willingness to recommend the retailer to others.

The study is concerned specifically with social media advertising rather than all forms of digital or traditional marketing. Its findings will be interpreted in relation to the selected businesses and respondents and will not automatically be generalised to all fashion retailers or consumers in Nigeria.

1.8 Limitations of the Study

One possible limitation is respondents’ ability to recall the advertisements they have seen and whether those advertisements influenced their purchasing decisions. Some consumers may remember a product but not the particular advertisement that introduced it. To reduce this limitation, the questionnaire should use clear questions about advertising exposure, platforms used and recent purchasing experiences.

Another limitation is that consumer patronage may be influenced by factors beyond social media advertising, including product quality, price, income, personal preferences, fashion trends, location and recommendations from friends or family. Ajzen (1991) explains that behavioural intentions are influenced by multiple factors, suggesting that advertising should not be treated as the sole determinant of consumer behaviour. These other factors should therefore be considered when interpreting the study’s findings.

The study may also face limitations relating to the availability of respondents and the time and resources required to collect data from different locations in Lagos State. If only selected businesses or locations are included, the findings may not represent all fashion retail businesses across the state. The study will consequently describe its sampling method and geographical coverage clearly and acknowledge the limits of generalising its findings.

1.9 Operational Definition of Terms

Social media: Internet-based platforms that allow users to create and share content, communicate and interact with other users or organisations.

Social media advertising: The use of paid or strategically promoted content on social media platforms to inform consumers about products, communicate promotional offers and encourage purchasing behaviour.

Consumer patronage: Consumers’ purchasing behaviour towards a retailer, including initial purchases, repeat purchases and willingness to recommend the business to others.

Fashion retail businesses: Businesses that sell fashion-related products, including clothing, footwear, bags, jewellery and fashion accessories, directly to consumers.

Advertising content: The information and creative material included in social media advertisements, such as product images, videos, descriptions, prices and promotional messages.

Advertisement credibility: The extent to which consumers perceive social media advertisements as honest, accurate, believable and trustworthy.

Promotional offers: Marketing incentives communicated through advertisements, such as discounts, special prices, bundle offers, free delivery or limited-time promotions.

Consumer engagement: Consumers’ interactions with social media advertising, including liking, commenting, sharing, asking questions, clicking on product information or communicating directly with a retailer.

Repeat patronage: A consumer’s decision to purchase from the same retailer on more than one occasion.

Purchase decision: The process through which a consumer evaluates available alternatives and decides whether to purchase a particular product from a retailer.

Project – Influence of Social Media Advertising on Consumer Patronage: A Case Study of Selected Fashion Retail Businesses in Lagos State.