Attributes and Attitudes as Proxies for Benefits of Social Media Advertisement in the Nigerian Consumer Market
Agbaje, Y. T; Osotimehin, K. O.

Abstract
The study identified the attributes and attitudes as proxies for benefits of social media advertisement as perceived by mobile phone users through the use of primary data that was collected in three states of South-western Nigeria from 600 respondents. Data obtained were analysed using descriptive and inferential statistics. The results revealed that 47% of respondents were favourably disposed to receiving social media advertisement. A ranking of the attributes of social media advertisement was carried out on the pooled sample as well as the favorably disposed sample of respondents in order to recommend how marketers can successfully target their customers. Six of the attributes of social media advertisement were identified and ranked, they were; storability, personalisation, timeliness, silence, entertainment, and self-inviting in that order respectively by the pooled sample. Benefits derivable from social media advertisement were classified into two self-induced and corporateinduced depending on the ability to initiate and control the information source.

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