ANALYZING THE ROLE OF FACEBOOK SPONSORED ADVERTISEMENTS ON THE PURCHASE DECISION OF CIVIL SERVANTS IN ENUGU METROPOLIS
Abstract
Facebook advertisements, have become a pivotal element in modern marketing strategies for many business owners—small scale and large scale. This study examined the role of Facebook-sponsored advertisements on the purchase decisions of civil servants in Enugu Metropolis. It investigated the role Facebook sponsored advertisements play in affecting the purchase decision of civil servants in Enugu Metropolis. It leaned on the Hierarchy of Effects Model to investigate the role Facebook sponsored ads played in affecting the purchase decision of civil servants in Enugu Metropolis. The responses were elicited from 380 sample out of the main population of 48,000 civil servants employed in the four ministries purposively chosen: Ministry of Agriculture, Budget and Planning, Culture and Tourism, Education, Finance and Economic Development, Health, Justice, Science and Technology, Rural Development, Transportation, Water Resources, Information, Office of the Accountant General, Customary Court of Appeal, Enugu State Judiciary and Enugu Capital Territory Development Authority, obtained using the Krejcie and Morgan (1970) table. Data was collected using copies of questionnaire while raw data were analysed using statistics table with frequency distribution and mean score. The findings revealed a high level of exposure to Facebook advertisements among respondents, with many indicating that these ads significantly influence their product interest and eventual purchase decisions. The study concluded that Facebook-sponsored advertisements play a vital role in shaping the buying behaviour of civil servants in the metropolis. It recommended that marketers targeting this demographic should invest more in targeted and engaging Facebook campaigns to enhance product visibility and conversion.
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