Browsing by Author "Olanrewaju Jesufunmi Gabriel"

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    ASSESSING THE IMPACT OF SOCIAL MEDIA ADVERTISEMENTS ON USERS’ TRUST IN ONLINE SHOPPING PLATFORMS
    (FULafia Journal of Management Sciences, 2026) Olanrewaju Jesufunmi Gabriel; Shaibu Agnes Joe
    This study assessed the influence of online shopping social media adverts have on the trust level of Ilorin residents after being exposed to online shopping advertisement. The objectives of the study include: to assess the level of trust that social media users in Ilorin place in online shopping platforms; to identify the factors influencing users’ trust in online shopping among social media users in Ilorin. The study adopted qualitative and quantitative methods with 12 key informants and 399 respondents. A purposive sampling technique was used to select all the participants in this study based on knowledge of the subject. The study discovered that less than one-third of respondents indicated that they felt safe providing personal and financial details on shopping sites, highlighting security as a major barrier after viewing an online shopping advertisement. Neutral responses dominated across several trust indicators, reflecting a cautious, wait-and-see approach that aligns with what scholars describe as calculated trust. For the qualitative findings, it was discovered that in the digital marketplace, trust is multi-dimensional, shaped not only by exposure to adverts but also by the quality of post-advertising experiences. The study, concluded that trust, cannot be assumed simply because adverts are persuasive; it must be earned through consistent delivery and trust is multi-dimensional and cannot be reduced to exposure or surface appeal alone. It recommended that consumers should verify products by researching it before purchase without depending on strictly on adverts.