Prof. Uche Ebeze, Akpobasa Oghenerunor


This study examines the contributions of Facebook advertising towards fashion goods patronage in Nigeria. The study was anchored on the Uses & Gratifications theory. The study was aimed to determine the impact of Facebook on patronage and  customer loyalty on fashion goods and challenges facing affecting Facebook advertising for fashion goods. The study adopted quantitative analysis. 400 respondents were administered questionnaire. The study concluded that facebook use for advertising fashion goods has impact on the level of patronage and this contributed to the increase in customer loyalty. The study recommended that small business should employ the digital marketer that will manage the page effectively to increase visibility across Nigeria and upload of digital fashion goods to be complemented with real time product to increase customer trust.


Advertising, Customers, Facebook, Luxury Brands

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