THE INFLUENCE OF FACEBOOK ADVERTISING ON CUSTOMERS’ PATRONAGE INTENTION OF RETAIL BUSINESSES IN SOUTH-EAST NIGERIA

Abstract

This study examined the influence of Facebook advertising on customers’ patronage intention 
of retail businesses in South-East Nigeria, focusing on four core constructs: product 
information, social interaction, entertainment, and perceived usefulness. The main objective 
was to determine how these advertising dimensions shape customers’ intention to patronize 
retail offerings promoted via Facebook. A descriptive survey design was adopted, with the 
population comprising Facebook users who follow or engage with retail business pages in the 
region. Out of 325 questionnaires, 208 were correctly completed and returned, yielding a 
response rate of 64.07%. Data analysis involved descriptive statistics, normality tests, 
reliability and validity checks, and multiple regression using SPSS. Findings revealed that all 
four variables significantly and positively influenced patronage intention: product information 
(β = 0.236, p < 0.001), social interaction (β = 0.185, p = 0.001), entertainment (β = 0.222, p < 
0.001), and perceived usefulness (β = 0.241, p < 0.001). Together, they explained 55.1% of the 
variance (R² = 0.551). The study recommends that retail businesses in South-East Nigeria 
design integrated, audience-tailored Facebook advertising strategies that emphasize product 
information, promote user interactivity, incorporate entertainment, and highlight functional 
value to enhance customers’ engagement, trust, intent and patronage.