INFLUENCE OF SOCIAL MEDIA SHORT VIDEO ADVERTISEMENTS ON CONSUMER BRAND LOYALTY; A STUDY OF AIRTEL BROAD BAND CAMPAIGN

TOPIC IS SUITABLE FOR:
1-Mass Communication
2-Marketing
3-Business Administration
4-Advertising

TOPIC: INFLUENCE OF SOCIAL MEDIA SHORT VIDEO ADVERTISEMENTS ON CONSUMER BRAND LOYALTY; A STUDY OF AIRTEL BROAD BAND CAMPAIGN

TABLE OF CONTENT
Abstract
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study                            
1.2 Statement of the Problem                            
1.3 Objectives of the Study                             
1.4 Research Questions                                 
1.5 Significance of the Study                            
1.6 Scope of the Study                                
1.7 Operational Definition of Terms    
CHAPTER TWO: LITERATURE REVIEW                    
2.1 Conceptual Review                                
2.2 Empirical Review                            
2.3 Theoretical Framework
CHAPTER THREE: METHODOLOGY                        
3.1 Research Design                            
3.2 Population of the Study                             
3.3  Sample Size                                    
3.4 Sampling Technique                                
3.5 Research Instrument    
3.6  Method of Data Analysis                             
3.7 Validity of the Instrument
3.8 Reliability of Research Instrument                        
3.9 Ethnical Consideration                             
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS         
 4.1. Demographic characteristics of respondents
 4.2 Data Presentation and Analysis                        
 4.3 Discussion of Findings                            
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary
5.2 Conclusion
5.3 Recommendations
5.4  Contribution to Knowledge
5.5 Limitations to the Study 
5.6 Suggestion for Further Study
References
Appendix

ABSTRACT
The aim of this study is focused on the influence of social media short video advertisements on consumer brand loyalty; a study of airtel broad band campaign. The study was specifically carried out to ascertain audience awareness of Airtel Broadband advertisements on social media, determine how well consumers were influenced by the Airtel Broadband campaign on social media, analyze the various ways Airtel’s Broadband advertisements have influenced customer loyalty, and measure the perceived success of Airtel Broadband advertisement in fostering customer loyalty. A descriptive research design was employed, and the study targeted 821,965 Airtel broadband subscribers in Ondo State, Nigeria. Using Taro Yamane’s formula, a sample size of 393 respondents was selected, with stratified and random sampling techniques employed to ensure a representative sample. Data were collected through structured questionnaires, and statistical analysis, including descriptive and inferential statistics, was used to interpret the results.  The findings revealed that 85% of respondents were aware of Airtel’s broadband ads, with an average rating of 3.5 on a 5-point scale indicating high influence on consumer behavior. Furthermore, 75% of participants reported that the advertisements significantly influenced their loyalty, and 70% felt that Airtel’s ads were successful in enhancing customer retention. Based on these results, the study recommends that Airtel should continue to invest in targeted and interactive social media campaigns, utilize personalized advertising strategies, and maintain a consistent presence across social media platforms to further boost customer engagement and loyalty.
Keywords: Social Media, Brand Loyalty, Short Video Advertisements, Airtel Broadband, Consumer Behavior, Digital Advertising, Telecom Industry.

CHAPTER ONE
INTRODUCTION (Preview)
1.1 Background of the Study
Globally, the advent of digital technologies has revolutionised advertising promotions, creating a shift from traditional forms of marketing to more dynamic and interactive methods. These technologies have enabled brands to reach vast audiences in real time and provide platforms where advertisers can measure the impact of their campaigns more accurately. Social media, in particular, has become a hub for advertising activities, offering unparalleled opportunities for brands to interact directly with their target audiences. This shift has redefined the advertising landscape, emphasising the importance of engaging content over static advertisements (Bahl et al, 2024).). As opined by Yusuff & Odubanjo (2022), the interactive nature of digital technologies has made them a cornerstone of brand promotion in modern marketing. Social media platforms, for instance, enable two-way communication, allowing brands to receive feedback and gauge consumer preferences in real time. This interactive approach fosters stronger connections between brands and consumers, enhancing the effectiveness of promotional efforts. Busser, & Shulga, (2024) argue that interactivity is vital in capturing and retaining consumer interest, as it transforms advertising from a monologue into a dialogue.
Apparently, one of the most effective ways to leverage digital platforms for brand promotion is through the use of interactive multimedia content. Interactive content captures consumers' attention and encourages them to spend more time interacting with the brand, the content is more likely to be shared on social media, increasing brand visibility and reach. These contents, including images, infographics, and videos, are designed to engage audiences on multiple sensory levels. Among these, video advertisements have emerged as the most compelling due to their ability to combine visuals, audio, and storytelling to create an immersive experience. 
According to Manivannan and Magesh (2023), multimedia content generates higher engagement rates compared to text-based or static image advertisements. In (Randy, 2024) report, he explain that Multimedia enhances brand promotion through compelling storytelling, expanded reach, competitive advantage, and boosted conversions. By integrating diverse media formats like videos and images, brands create engaging narratives that foster emotional connections and improve brand memorability, leading to customer loyalty. This shareable content, particularly on social media, expands reach across various platforms, allowing for tailored content that engages diverse demographics and increases brand visibility. High-quality multimedia differentiates brands from competitors, creating memorable user experiences that influence purchasing decisions and drive sales. Ultimately, by embracing multimedia and monitoring key metrics like accessibility, engagement, and conversion rates, businesses can achieve their marketing objectives and thrive in a competitive environment.
 Ramesh and Jadhav (2023) assert that the interactive media allows consumers to engage actively with content, thereby increasing their retention and recall of brand messages. Studies by Zhang et’al (2023) suggest that consumers exposed to interactive advertisements are more likely to develop positive attitudes toward the brand and exhibit higher purchase intentions. This dynamic form of engagement ensures that brands remain top-of-mind for consumers, especially in competitive markets.
Interactive media can influence audience behaviour and attitudes. This is particularly relevant in the context of advertising and marketing, where interactive campaigns can be used to persuade consumers to purchase products or adopt certain behaviours (Yadav & Pavlou, 2014). These allow consumers to engage with ads in a more meaningful way, potentially increasing their effectiveness.
Specifically, video advertisements, as a form of interactive media, serve as powerful tools for brand promotion. They represent a blend of creativity and functionality, offering brands an avenue to deliver complex messages in an easily digestible format. Beig & Khan (2023) assert that video ads allow advertisers to tell compelling stories that resonate emotionally with audiences. Moreover, their ability to capture attention within seconds makes them an indispensable component of digital marketing campaigns. in similar though, Choudhary & Sharma (2024) opined that video advertising are distinguished by their succinctness and capacity to communicate engaging storylines, making them a favoured format for businesses aiming at younger, technologically adept consumers. Research by Mukherjee (2022) indicates that these advertisements are very proficient at using emotional appeals, cultivating a bond between customers and companies. The interactive characteristics of social media platforms allow companies to engage customers via likes, comments, and shares, therefore enhancing brand exposure and reinforcing consumer-brand connections These methods are crucial for fostering brand loyalty, since they prompt customers to link favourable experiences with the company's identity 
Notably, several elements contribute to the effectiveness of video advertisements, making them a preferred choice in visual promotions. These elements include high-quality visuals, engaging narratives, emotional appeal, and the use of music or sound effects to enhance the viewing experience. Additionally, video advertisements are often designed to be shareable, increasing their reach through social networks. Jones et al. (2024), argue that advertisements with strong emotional content are more likely to go viral, amplifying their impact. In the same vein, Shivangi et al (2021) assert that elements like relatability, humour, and emotional resonance play a crucial role in the virility of social media marketing efforts. A viral short video commercial enhances brand recognition and cultivates a feeling of community among customers who engage with the material (Walls et al, 2024). This community involvement often results in increased customer trust and loyalty, as consumers see the brand as genuine and socially relevant (Singh et al, 2023).
The explosion of digital video consumption has created a fertile ground for video advertising making video advertisement become a commonplace. This surge in video viewing is driven by several interconnected trends. The "mobile revolution," marked by the widespread adoption of smartphones and tablets (Statista, 2023), has placed video content at our fingertips, anytime and anywhere. This constant connectivity has created a massive audience readily available for video content, including advertisements. Social media platforms, such as YouTube, Facebook, Instagram, TikTok, and Snapchat, have become central hubs for video sharing and consumption (De Veirman et al., 2017). These platforms have seamlessly integrated video into their user experience, fostering an environment where video ads feel natural and less intrusive. Furthermore, the sophisticated algorithms employed by these platforms allow for highly targeted delivery of video ads, ensuring that they reach the most relevant audience segments based on demographics, interests, and online behaviour. 
Furthermore, significant technological advancements in advertising have made video ads more effective and efficient. Programmatic advertising, an automated system that uses algorithms to buy and place video ads in real-time, allows for precise targeting of specific audience segments (Kumar et al., 2024). This automated approach streamlines the ad buying process, optimizes ad placement, and maximizes return on investment. The development of interactive video and rich media formats has further enhanced the engagement potential of video ads. Interactive elements, such as clickable hotspots, quizzes, and branching narratives, encourage active participation from viewers and provide valuable data to advertisers (Sundar, 2014). Rich media formats also offer more dynamic and visually appealing ad experiences.
 Video is an exceptionally powerful medium for storytelling. Brands can leverage video ads to craft compelling narratives that resonate with audiences on an emotional level (Brakus et al., 2009). This emotional connection is crucial for building strong brand relationships, increasing brand recall, and ultimately driving purchase intent. By effectively weaving narratives, video ads can transcend mere product promotion and create lasting impressions on viewers.   
In effect, video advertisements thrive on their high-impact emotional engagement, memory retention, purchase intent, and brand awareness, and these elements have been noted to improve brand loyalty. Video ads are powerful in eliciting emotional responses, which play a critical role in influencing consumer behavior. By using storytelling, music, and visuals, brands can create relatable and memorable experiences. Research shows that emotionally engaging ads tend to outperform purely informational ones in terms of consumer impact. For instance, studies suggest that advertisements evoking emotions such as happiness or nostalgia can enhance brand loyalty and drive purchases (Hudson, 2024). The dynamic nature of video ads helps consumers retain information better than static content. The combination of visuals, sound, and motion increases the likelihood of encoding information into long-term memory (Greenwald, 2024)This is particularly evident in platforms like YouTube, where skippable ads are designed to deliver concise yet impactful messages within a few seconds, ensuring the core message is remembered.
Similarly, Video advertisements have a direct effect on purchase intent. Studies indicate that consumers exposed to video ads are more likely to consider purchasing a product compared to those exposed to static ads (Dehghani, 2016). Interactive video ads, where users can engage with the content, further amplify this effect by creating a sense of involvement. Video ads contribute significantly to brand awareness and shaping consumer perceptions. Short, visually appealing ads on platforms like Instagram and TikTok are particularly effective in increasing visibility among younger demographics. Furthermore, well-produced video ads can communicate a brand's values and personality, fostering a stronger connection with the audience (Grewal, 2024).
The ubiquity of video advertisements can be attributed to encroachments in technology and the increasing consumption of video content across social media platforms. Platforms like Facebook, YouTube, Instagram, and TikTok have made video advertising more accessible to both brands and consumers. Statista (2021) reports that video content accounted for over 82% of all internet traffic in 2023, highlighting its dominance in digital media consumption. Burton, Mueller, Gollins, & Walls, (2024) maintained that consumers are triggered by multimedia content, especially short videos that can inform them what to expect from a product or service. This trend of high content consumption among social media users, championed by the digital revolution, underscores why video ads have become a staple in modern advertising strategies. For a brand that seeks to stand out in the competitive market, it is pertinent to utilize video ads to communicate services succinctly and effectively, fostering possibilities to strengthen brand loyalty via constant interaction.
In an effort to improve engagement, video advertisements have been used to attract user attention in a way that fosters personalization. Personalized and highly engaging video advertisements play a critical role in fostering consumer loyalty. Personalization refers to tailoring marketing messages and content to meet the specific preferences, needs, or behaviors of individual consumers (Dehghani et al., 2016). In the case of short video ads, personalization can be achieved through targeted messaging, content recommendations, and dynamic content that speaks directly to a consumer's unique interests and previous interactions with the brand. Telecommunication sectors can use data-driven insights to deliver advertisements that resonate with users' particular needs for broadband services, such as faster internet speed, affordable pricing, or improved customer support. Personalized ads make the consumer feel valued, and studies show that consumers are more likely to respond positively to content that feels tailored to their preferences (Chaffey & Smith, 2017).  Research study by Kumar et al. (2016) shows that personalized advertising, especially through digital platforms, results in higher engagement rates and greater brand recall. Personalized advertisements make consumers feel understood, which strengthens their relationship with the brand and ultimately enhances loyalty (Binns, 2022). Airtel can leverage these strategies by using location-based targeting, customer preferences, and social media activity to craft video advertisements that appeal directly to their audience’s desires.  
Engaging video advertisements on social media platforms can significantly contribute to building brand loyalty by keeping consumers involved and invested in the brand’s journey (Oliver, 2010). When consumers interact with engaging content, they not only feel more connected to the brand but also perceive it as more authentic and trustworthy (Keller, 2016). 
 By tailoring content to individual preferences and needs, brands in the telecommunication sector can create a sense of exclusivity and relevance. Such personalized experiences not only enhance consumer satisfaction but also encourage long-term relationships with the brand. For instance, Talesara (2021) emphasize that the effects of video advertisements on consumers are profound, influencing their attitudes, perceptions, and behaviours toward brands. Video advertisements are particularly effective in building brand awareness and driving consumer engagement. Research by Shanahan & Taylor (2024), found that personalized advertising significantly improves consumer trust and brand affinity. This is because consumers who view video advertisements are more likely to associate positive attributes with the brand, leading to increased loyalty and repeat purchases.
Personalized and engaging ads also enhance customer retention by creating a sense of community around the brand. Consumers who feel emotionally connected to a brand through engaging content are more likely to make repeat purchases and recommend the brand to others, which is a fundamental aspect of brand loyalty (Yoo & Donthu, 2001). Telecommunication brands can leverage these principles by consistently providing highly engaging, personalized content that reinforces its brand values and resonates with its target audience, fostering loyalty.
         Customer loyalty is a critical asset for businesses seeking sustainable growth and competitive advantage. Loyalty goes beyond repeat purchases; it represents a consumer’s emotional attachment and trust in a brand. Companies that successfully cultivate strong customer loyalty enjoy several benefits, such as increased revenue, positive word-of-mouth promotion, and resilience during market fluctuations (Grewal et al., 2024). In the context of social media marketing, telecommunication brands, through their engaging short video advertisements, aim to build lasting relationships with consumers to foster brand loyalty.
    Unique significant benefit of strong customer loyalty is increased lifetime value. Loyal customers tend to make more frequent purchases and spend more on the brand’s products or services over time (Campbell et al., 2023). For Airtel telecommunication, maintaining loyal customers means a higher likelihood of continuous subscriptions and upgrades to premium internet packages. Additionally, loyal customers are less price-sensitive, often choosing to stick with a trusted brand even when competitors offer cheaper alternatives (Smith & Turner, 2021).
      Satisfied and loyal customers often share their positive experiences with friends, family, and on social media platforms, creating free publicity for the brand (Hudson et al., 2024),    Brand loyalty drives marketing through positive word-of-mouth recommendations. This advocacy is crucial for expanding a brand's reach and credibility. Furthermore, loyalty provides a buffer against competitive threats, as loyal consumers are less likely to be swayed by competing advertisements or promotions (Dehghani et al., 2016). Strong customer loyalty also offers valuable insights for brands, as long-term customers provide meaningful feedback to help refine products and services, ensuring continuous improvement and innovation.
  According to Gaurav & Ray (2023) brands with strong consumer loyalty enjoy competitive advantages that are difficult for rivals to replicate, making loyalty a vital asset in sustaining market leadership. This research aims to investigate the impact of social media short video commercials on customer brand loyalty, specifically focusing on the Airtel broadband campaign.

1.2 Statement of the Problem
Short video advertisements are noted for their rapid and efficient audience engagement, but concerns remain about their long-term impact on building customer loyalty (Ge et al., 2021; Cui et al., 2024). 
 Few studies have specifically looked at how social media short video advertisements contribute to brand loyalty in the telecommunications industry (Mac-Ozigbo, 2021; Yusuff & Odubanjo, 2023). Some studies, however, have looked at the impact of social media marketing on consumer engagement and brand awareness, not much has been done on social media short video advertisements are renowned for their capacity to grab viewers' attention with captivating images and stories. Beig & Khan (2023) argued that it is still difficult for social media short video advertisements to satisfy a wide range of consumer expectations due to several elements, such as emotional appeal, cultural relevance, and content quality. In their study, Chinchanachokchai & de Gregorio (2023) assert that the situation is worsened by consumers' skepticism and weariness towards short video advertisements, which may make social media efforts less successful. 
The oversaturation of short video advertisement content on social media poses the risk of ad fatigue, whereby consumers become desensitized towards the high volume of promotional material they are constantly exposed to (Lifewire, 2024). Unlike traditional advertising, which allows brands to create rich storytelling and relationship-establishing, short video advertisements are more reliant on instant-gratification marketing tactics, which might not be sufficient in sustaining consumer trust and loyalty over a long period. 
While short video advertisements excel in capturing attention and driving immediate engagement, their long-term effectiveness in fostering brand loyalty, trust, and sustained customer relationships remains an area that requires deeper exploration. This study seeks to bridge this knowledge gap by examining how Airtel’s broadband short video advertisements influence consumer perceptions, engagement levels, and, ultimately, brand loyalty.
1.3 Research Objectives
The main objective of the study is  
1.To ascertain audience awareness of Airtel Broadband advertisements on social media.
2.To determine how well consumers were influenced by the Airtel Broadband campaign on social media.
3.To analyze the various ways Airtel’s Broadband advertisements have influenced customer loyalty.
4.To measure the perceived success of Airtel Broadband advertisement in fostering customer loyalty.
OTHER PARTS OF CHAPTER ONE INCLUDE:
1.4 Research Questions
1.5 Significance of the study
1.6 Scope of study
1.7 Operational definition of terms 

CHAPTER TWO
LITERATURE REVIEW (Preview)
This chapter critically examines relevant literature that would assist in explaining the research problem and, furthermore, recognizes the efforts of scholars who had previously contributed immensely to similar research. The chapter intends to deepen the understanding of the study and close the perceived gaps. This chapter, therefore, focuses on the concept of social media, the concept of short video advertisements, consumer brand loyalty, the influence of social media short video advertisements on consumer brand loyalty, and the Airtel Broadband campaign. The chapter covers the following subheadings:
2.1 Conceptual Framework
2.2 Theoretical Framework
2.3 Empirical Review
2.4 Summary of Literature Review

CHAPTER THREE
RESEARCH METHODOLOGY (Preview)
Research Design: The study adopted a descriptive research design.
Population of the Study: The population of the study comprises Airtel subscribers in Ondo State, according to the first-quarter  report of the National Bureau of Statistics (NBS).
Sample Size Determination: The study adopted the Taro Yamane formula to determine a sample size of 400 participants.
Sampling Technique: The study employed stratified and simple random sampling techniques to select the individual respondents.
Research Instrument: The study utilized a self-developed structured questionnaire as the instrument for data collection.
Methods of Data Analysis: The collected data were analyzed using frequencies, percentages, means, and standard deviations to summarize and present the demographic characteristics of the respondents and their opinions. The data were analyzed using SPSS and presented in tables, charts, and graphs for easy interpretation.

CHAPTER FOUR; DATA PRESENTATION AND ANALYSIS
MAJOR FINDINGS (Preview)
The analysis results were presented in tables. Based on the results obtained from the analysis, the following findings are made:

i. The study found that the audience is generally aware of Airtel broadband advertisements on social media, as evidenced by five out of six items recording mean scores above the cutoff point of 2.50, with the highest mean of 3.00 for exposure to Airtel broadband advertisements on platforms such as Instagram and Facebook.

ii. The study found that Airtel broadband campaigns on social media influence consumers positively, as evidenced by all six items recording mean scores above the cutoff point of 2.50, with the highest mean of 2.90 for the ability of the advertisements to capture consumers’ attention.

iii. The study found that Airtel broadband advertisements influence consumer loyalty through trust, emotional connection, service quality reinforcement, repeat patronage, recommendations, and satisfaction, as evidenced by all six items recording mean scores above the cutoff point of 2.50, with the highest mean of 2.84 for reinforcing perceptions of consistent service quality.

iv. The study found that Airtel broadband advertisements are perceived as successful in fostering consumer loyalty, as evidenced by all six items recording mean scores above the cutoff point of 2.50, with the highest mean of 2.84 for reflecting Airtel’s commitment to quality and innovation.

CHAPTER FIVE:  SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
This chapter covers the following outline:
5.1 Summary
5.2 Conclusion
5.3 Recommendations
5.4 Contribution to Knowledge
5.5 Limitations to the Study 
5.6 Suggestion for Further Study

UPLOADED BY MIRACLE