Facebook Advertising and Consumer Behaviour: A Study of Yuorit Yoghurt in Jos South, Nigeria

Background: The increasing penetration of social media, particularly Facebook, presents both opportunities and challenges for businesses seeking to influence consumer behaviour. This study investigates the impact of Facebook advertising on consumer behaviour, specifically focusing on its role in driving sales, shaping consumer perception, and informing campaign optimisation strategies for Yuorit Yoghurt, a consumer brand operating in Jos South Local Government Area, Nigeria. Objective: The broad objective was to examine the impact of Facebook advertising on consumer behaviour towards Yuorit Yoghurt. Specifically, the study aimed to (1) ascertain how Facebook advertising has improved sales and patronage, (2) determine its influence on consumer perception (e.g., quality, reliability, trustworthiness), and (3) examine ROI measurement and identify strategies for campaign improvement. Methodology: A descriptive survey design was employed, with data collected from 362 Facebook users of Yuorit Yoghurt's official page across Abattoir, Yingi, and Gold and Base communities in Jos South Local Government Area. A structured questionnaire was administered, and the collected data were analysed using descriptive statistics, including frequencies and percentages, presented in tables. The study's interpretation was guided by the Theoretical Reasoned Action (TRA) and Technology Acceptance Model (TAM). Results: The findings indicate that Facebook advertising significantly drives sales and patronage, with 75.7% of respondents discovering the brand through ads and 84.3% making purchases thereafter. Consumer perceptions of the advertisements were overwhelmingly positive regarding quality (74.6% excellent), reliability (93.6%), and trustworthiness (89%), leading to high recommendation rates (95.3%). Furthermore, 87.3% of respondents perceived that Yuorit Yoghurt communicates campaign results, and they suggested enhanced audience targeting (38.7%) and exclusive promotions (27.9%) as key improvement strategies, affirming a strong likelihood of continued engagement with optimised campaigns (95.3%). Conclusion: Facebook advertising is a highly effective tool for Yuorit Yoghurt, profoundly influencing consumer awareness, positive perception, and purchase decisions. The study confirms its vital role in the brand's marketing strategy, underscoring the importance of maintaining high-quality, trustworthy content, transparent ROI communication, and continuous campaign optimisation to sustain consumer engagement and commercial success.