THE INFLUENCE OF SOCIAL MEDIA ADVERTISING ON CONSUMER BRAND PREFERENCE

ABSTRACT

The study“The Influence of Social Media Advertising on Consumer Brand Preference: A case Study of Budweiser”is to examine the role of of social media advertising in shaping the preference of Budweiser customers. Research questions were drafted for the study to determine the most suitable platform for advertising Budweiser to build brand preference, identify the best method for delivering Budweiser advertisement on social media to build brand preference, to understand how celebrity advertisement of Budweiser alters consumer brand preference and to analyse the impact of Budweiser Social Media campaigns on consumer brand preference. The study was anchored on elaboration of likelihood model (ELM) and Technological Determinism Theory. A survey research design was employed for the study. Primary method of data collection was used to collect data from the population. A sample size of 399 was derived for the study using Taro Yamane formula and 399 copies of questionnaire distributed for the study. From the number, 29 were screened out for inaccurate filing and 370 used for the study. Data collected were analysed statistical packages for social science (SPSS). Findings from the study reveals that over 90% of the population uses social media with Instagram as the most preferred platform and their primary use of this platform is for information, entertainment and relaxation. The implication of the result is that social media is a handy tool to business organizations and should be accorded that importance to help improve brands. Based on the findings, recommendations were made and they include: Budweiser should make Instagram the center piece of its social media advertising strategy while extending to other social media platforms like TikTok and snapchat where the teeming population of social media users are found and 2. Media contents should be tailored towards the digital needs and preference of the audience to get optimum results.