| dc.description.abstract | This research study investigated the influence of social media advertising on consumer satisfaction among university students. Four specific objectives guided the study: first, to analyze the various methods of social media advertising and their impact on consumer satisfaction; second, to explore the consequences of misleading advertisements on consumer satisfaction; third, to identify strategies for improving social media advertisements to align with consumer preferences; and fourth, to examine the relationship between perceived relevance of social media advertisements and consumer engagement.
A sample of 294 Makerere University students was considered. Data collection was carried out using a self-administered questionnaire, meticulously designed for both qualitative and quantitative data. Data management prioritized accuracy, reliability, and confidentiality through coding, cleaning, and secure storage with ethical considerations.
The study found that male and female students at the School of Statistics and Planning prefer WhatsApp for social media to Twitter, Facebook, Instagram, You Tube, Telegram. Users of Facebook had stronger opinions about their satisfaction with social media adverts, while Facebook and Twitter users were more likely to be unsure about their satisfaction with social media adverts. Surprisingly, consumer trust significantly impacted by misleading adverts didn’t necessarily correlate with dissatisfaction. Those hesitant to recommend purchases based on social media adverts expressed higher disagreement with satisfaction statements. High perceived relevance enhanced satisfaction, whereas negative perceptions of quality and reliability led to greater dissatisfaction. Additionally, no significant differences in the impact of various advertising methods on consumer satisfaction were observed, providing marketers with flexibility in their choices.
In conclusion, the research underscored the prominence of WhatsApp as a preferred platform. The study highlighted the significance of factors on consumer satisfaction such as content preferences, trust, and the impact of misleading adverts. Notably, the quality and reliability of advertisements emerged as powerful determinants of consumer satisfaction.
Recommendations based on the findings suggest that businesses should prioritize relevant and engaging content in their advertising strategies, aligning them with consumer preferences. Furthermore, tailoring approaches based on the target audience's preferred social media platforms is essential for optimizing advertising efforts and enhancing the overall customer experience. Building and maintaining trust, mitigating the impact of misleading adverts, and understanding the relationship between trust, satisfaction, and advertising are vital considerations for businesses. The flexibility of advertising methods in impacting consumer satisfaction underscores the need for marketers and advertisers to choose methods that resonate with their target audience. | en_US |
