Influence of Advertisement in Social Media Comedy Skits on Brand Awareness and Loyalty

Abstract

Objective: This study examined the influence of advertisements in social media comedy skits on brand awareness and loyalty.

Method: A survey research method using a purposive sample of 338 social media users in Nigeria  was selected for the research. The instrument for data collection was a structured questionnaire.

Results: The findings reveal that all participants became aware of brands featured in social media comedy skits. However, less than half reported making a purchase based on these advertisements. Furthermore, the responses were split when assessing brand loyalty. This suggests that while social media comedy skits effectively enhance brand awareness, they do not necessarily guarantee brand loyalty.

Conclusion: Social media skits may effectively create brand awareness, but they may not translate to actual purchases.