Determinants of the adoption of social media advertising

Moyo, Nomagugu ; Makanyeza, Charles (2015)


The purpose of the study was to determine factors influencing the adoption of social media advertising by firms in Zimbabwe's fast moving consumer goods (FMCG) sector. The study adopted a quantitative approach where a survey of firms and customers was conducted in Harare and Chinhoyi. The study established that the use of social media advertising is still low: with Facebook and WhatsApp being the prominent media used to advertise. Managers perceive that the benefits of using social media advertising outweigh the costs. However, customers were ignorant of the benefits and costs of social advertising. Perceived credibility was found to be the only significant determinant of social media advertising. Firms are, therefore, advised to embrace the use of social media as an advertising tool so as to take advantage of the benefits associated with this technology. It is recommended that further studies be conducted in developing countries in order to explore other factors determining the adoption of social media advertising.