Thesis (MSc.) - Cyprus International University. Institute of Graduate Studies and Research Department of Tourism and Hotel Management

Includes bibliography (sheets 56-70)

ABSTRACT Social networks like Instagram are used more and more by advertisers to publicize products. The dominant position of social media in customers ' lives has driven advertisers to ramp up their displays on the basis of the network. The study seeks to explore the effectiveness of brands social media advertising on consumer purchasing decision-making in human hair with the mediating effect of consumer engagement in Nigeria. This research takes into account informativeness, interactivity, performance expectancy and perceived relevance as variables used in describing and representing social media advertising and its influence on consumer purchasing as mediated by consumer engagement. The study utilizes the theoretical context and the theory of social exchange to analyze social media ads and integrate the idea of customer engagement with purchase intention. Quantitative methodology is followed in this study to meet research objectives. Where 262 questionnaires were collected from Instagram users in Nigerians in this study and data was analyzed using Statistical Package for Social Science (SPSS). The result of this study confirms the significant impact of social media advertising on consumer purchasing with a mediated influence of consumer engagement The finding in this research allows the advertisement industry to illuminate the average effect of social media advertising on the consumer purchase intention. This study provides a collectively great contribute and suggestions to marketers and social media planners about how to maximize relevance to social media advertising.