Social Media Advertising in Contemporary Nigeria: Practitioners’ Challenges and Audience Gratifications in Select South-South States

This study examined social media advertising in contemporary Nigeria, focusing on the challenges confronting advertising practitioners and the gratifications consumers derive from digital advertising in Port Harcourt, Benin City and Uyo. The study was guided by Social Penetration Theory, Social Exchange Theory and Diffusion of Innovations Theory, which provided perspectives on relationship development, reciprocal benefits and the adoption of innovative advertising practices. A descriptive survey research design was adopted, combining quantitative and qualitative approaches. The study population was stated as 6,000 advertising practitioners across the three selected cities, comprising advertising agency personnel, media house employees, freelancers and marketing executives. A sample size of 375 respondents was determined, with purposive and stratified sampling techniques used in selecting participants. Data were collected through structured questionnaires and in-depth interviews to obtain complementary perspectives on advertising practice and audience experiences. Quantitative data were analysed using appropriate descriptive statistical techniques, while qualitative responses were examined thematically. The findings indicated that social media advertising offered opportunities for expanding audience reach, improving brand visibility, reducing promotional costs and encouraging consumer engagement. Facebook, Instagram, TikTok, YouTube and X were identified as prominent platforms, while influencer marketing, storytelling, targeted advertising and video content featured among the techniques used by practitioners. It recommended continuous digital skills development, greater use of advertising analytics, improved internet infrastructure and adherence to ethical advertising standards. The study contributes to discussions on contemporary advertising by connecting practitioners’ operational experiences with the value audiences derive from social media advertising.