Social Media Advertisement and Consumer Patronage Of OPay Among Clifford University Students.

This study investigated social media advertisements on consumer patronage of OPay among Clifford University students. The study adopted a descriptive survey design, with a population of 1,844 students and a sample size of 374 using the Australian online calculator. Data was collected using structured questionnaires and analyzed quantitatively with frequency tables and percentages. The study explored three key objectives: to assess the level of awareness and understanding of OPay’s services among Clifford University students, to examine the relationship between social media advertisements and the actual patronage of OPay by Clifford University students and to identify the social media platforms that most effectively influence Clifford University students’ patronage of OPay. Findings revealed that a significant proportion of respondents were made aware of OPay services through platforms like Instagram, TikTok, YouTube, WhatsApp and Facebook. Furthermore, students expressed positive perceptions of OPay, largely influenced by the quality and engagement of its advertisements. A strong correlation was also observed between social media exposure and actual patronage of OPay services. The study concluded that social media advertisement plays a pivotal role in shaping awareness, attitudes, and consumer patronage toward digital fintech platforms like OPay. It recommended that OPay and similar digital service providers invest in more targeted, platform-specific advertising campaigns to increase engagement and user loyalty, particularly within student demographics.