Social Media Advertising and Consumer Buying Behaviour Among Millennials in Southeast Nigeria

This study investigates the influence of social media advertising on consumer buying behaviour among millennials in Southeast Nigeria. The research adopts a descriptive survey design, with data collected from 468 valid respondents across the five Southeast states—Abia, Anambra, Ebonyi, Enugu, and Imo—using a structured instrument titled the Social Media Advertising and Millennial Consumer Behaviour Questionnaire (SMAMCBQ). Data were analysed using Pearson correlation, multiple regression, one-way ANOVA, and chi-square tests with SPSS version 28.0. The findings show a strong positive relationship between social media advertising and purchase intention, with advertising exposure accounting for a significant proportion of variation in consumer behaviour. Platform-based analysis revealed notable differences in effectiveness, with Facebook having the highest influence, followed by Instagram and YouTube. The study also found that influencer advertising significantly affects consumer purchase decisions, while advertising exposure is strongly associated with brand loyalty. These results are interpreted using the Uses and Gratifications Theory and the AIDA Model, highlighting how digital advertising shapes consumer engagement in the region. In conclusion, the study provides empirical evidence that social media advertising plays a critical role in influencing millennial consumer behaviour in Southeast Nigeria. It recommends that marketers leverage platform-specific strategies and influencer marketing to enhance brand engagement and customer loyalty in emerging digital markets.