Nnadiebube Journal of Education

This study examined “Social Media Advertising and Patronage of Electronic Products: A Study of Universities in South-South Nigeria”. The main objective of this study is to ascertain the influence of predictor variables (sociability, usability, dependability, involvement) on patronage. Structured questionnaire was design to collect data from the respondents. Sample size of 383 users of social was used, which was derived using Kothari formula. Factor analysis was used to test the reliability of the research instrument. Hypotheses were tested at 0.05 level of significance using mediation analysis to test the hypotheses in SPSS version 25. Findings revealed among others that there is a positive relationship between sociability, dependability, involvement and patronage of electronic products in South- South Universities in Nigeria. It was equally discovered that usability of social media had no relationship with patronage. It was recommended among others that business organizations who use social media as a means of advertising should concentrate on social media platforms that enhance community and connectedness. It was also recommended that sellers of electronic products should channel their message to members of the public who depend on social media advertising for patronage.

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