Abstract
Over the years, social media advertising has taken over the landscape of advertising. The increasing rate of adoption and usage of WhatsApp and Instagram social media is apparent amongst users. However, knowledge of the relevance and level of usage of these platforms WhatsApp and Instagram in advertising goods and services is minimally rich. Thus, this survey was conducted to find out the level and feasibility of usage of WhatsApp and Instagram as advertising tools. As such, 400 questionnaires were administered amongst residents of Kano metropolis of which 392 copies were retrieved and used for the analysis of this study. The data and findings revealed that, majority of the respondents representing 83% are using WhatsApp and Instagram social media platforms and 79% of the respondents are aware of the advertisement of goods and services on WhatsApp and Instagram social media. However, regarding the usage of these platforms, majority of the respondents representing 40% uses WhatsApp and Instagram social media to patronize goods and services. And majority of these respondents representing 30% uses WhatsApp and Instagram to patronize goods and services very often. Also, the findings revealed that the feasibility of using WhatsApp and Instagram social media to advertise goods and services is effective as majority of the respondents representing 55% indicated. Thus, this study premised on the fact that, WhatsApp and Instagram social media are effective tools in advertising.
Keywords: Social Media, WhatsApp, Instagram, Advertisement.
Author: NIZEYIMANA Jean Baptiste
© 2021 The Author(s). Published in RUFSO Journal Article,Volume 22
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