ASSESSING THE IMPACT OF SOCIAL MEDIA ADVERTISEMENTS ON USERS’ TRUST IN ONLINE SHOPPING PLATFORMS
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Date
2026
Journal Title
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Publisher
FULafia Journal of Management Sciences
Abstract
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.
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Citation
3. Olarenwaju, J.A. & Shaibu, A.J. (2025). Assessing the Impact of Social Media Advertisements on Users’ Trust in Online Shopping Platforms: A Study of Ilorin. FULAFIA Journal of Management Sciences