Volume 2, Issue 1, 2026

RELATIONSHIP BETWEEN SOCIAL MEDIA ADVERTISING AND CONSUMER PATRONAGE OF SME PRODUCTS

Ogbonna Michael ADINDU Ph.D, Chidinma Peace. ADINDU Ph.D & Chisom KALU

Abstract

This study cantered on examining the relationship between social
media advertising and consumer patronage of SME products. The
study aimed to examine the relationship between content
credibility, influencer authenticity and consumer patronage of
SME product in Aba, Abia State Nigeria. Primary data was
collected from 312 respondents in Aba using structured
questionnaire. Correlation analysis in the Statistical Package for
the Social Sciences was employed to analyze and test the
hypotheses of the study. The findings of the study revealed that
there is a strong positive relationship between social media
advertising credibility and consumer patronage. Likewise social
media influencer authenticity has no significant relationship with
consumer patronage. Therefore, the study concluded that Social
media advertising credibility has a significant relationship with
consumer patronage. The paper recommended that SME’s or
businesses should focus on creating honest, transparent, and
reliable advertising content to strengthen customer trust and
improve patronage outcomes, also that SME’s or businesses
should not rely entirely on influencer authenticity as a strategy for
increasing customer patronage. Frms should combine authentic
influencer marketing with quality products, competitive pricing,
strong customer service, and effective brand positioning to achieve
better marketing outcomes.

Keywords

Social Media Advertising Customer Patronage, advertising credibility, influencer authenticity

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