SOCIAL MEDIA ADVERTISING AND IMPULSE BUYING OF FAST-MOVING CONSUMER GOODS IN BENIN CITY

This study examined the influence of social media advertising on the impulse purchase of fast-moving consumer goods (FMCGs) in Benin City. Using a survey design, data were collected from 400 respondents comprising students and other consumers. The findings revealed that advertisement frequency, engaging content, and influencer marketing significantly influence impulse buying behaviour, while ad placement and brand awareness have moderate effects. The study concludes that social media advertising strongly shapes consumers’ impulsive buying tendencies, especially among young, active online users, and recommends that FMCG marketers create creative, interactive, and emotionally appealing adverts that capture attention, enhance brand recall, and encourage spontaneous purchases.