ABSTRACT

This study was carried out to examine the social media advertising and its influence on audience preference of similar product, (a case study of Cadbury and Nestle). As the number of social media users growing has attracted marketers, marketers have recognized that social media marketing as an important part of their marketing communication strategies. Also, social media help organizations to communicate with their customers. These interactions help marketers determine customer needs and understand what their market might look like. Meanwhile, key business factors of social media allow consumers to estimate products, make recommendations to contacts or friends, and share any of the purchases through their social media. To achieve the aim of this research, a critical review to related literature was made, while the relevant theories which were used to gratify the study were mediamophosis theory & technological determinism theory. Quantitative research design was used in which cross-sectional survey method was adopted while the data collection instrument was questionnaire. Findings of the study indicated that the most frequently used social media is Facebook, followed by Whatsapp, Twitter and BBM. And that People patronize Cadbury and Nestle products advertisement online. Finally, it is recommended that government through the United Nations should formulate programmes and policies that will regulate and protect online business in the world.