Cite this article as: Gimba, H., Akase, M. T., & Yahuza, M. (2026). Evaluating the impact of Instagram advertising on brand awareness and sales performance of NAF-Cosmetics in North-Central Nigeria. Sokoto Journal of Linguistics and Communication Studies (SOJOLICS), 2(1), 423-435. https://doi.org/10.36349/sojolics.2026.v02i01.035
By
Hadiza
Gimba1
Hadizagimba82@gmail.com,
&
Moses Ter
Akase, Ph.D.2
akaseter@gmail.com
&
Muhammad
Yahuza3
yahuzamuhammad2201142@nsuk.edu.ng
1,2&3Department of Mass Communication
Faculty
of Communication and Media Studies
Nasarawa
State University, Keffi
Abstract
This
study examined the effectiveness of Instagram advertising for NAF-Cosmetics in
Plateau State and the Federal Capital Territory (FCT), Nigeria, was the focus
of this study. The research adopted a cross-sectional survey design, with
questionnaires and oral interviews as instruments of data collection. The
population of the study was 4,074,000, while a sample size of 400 respondents
was arrived at using Taro Yamane’s formula. The study was based on the Uses and
Gratifications Theory and the Technology Acceptance Model. Instagram was the
most dominant social media platform used for advertising NAF-Cosmetics
products, with 48.5% of respondents using it. The study further found that
Instagram advertising enhanced consumer awareness, enhanced brand image, and
had a positive impact on sales performance. However, poor quality of purchased
products, delays in the delivery of products, refunding, and weak internet
connection were challenges identified. However, structural and service-related
challenges still exist, based on the study conclusion Instagram advertising has
extensively resulted in strengthening NAF-Cosmetics market visibility.
Keywords: Instagram advertising, social media marketing, consumer
awareness, brand image, NAF-Cosmetics, Nigeria.
1.0 Introduction
The rapid
advancement of digital technologies and the widespread adoption of
internet-enabled communication have fundamentally transformed contemporary
advertising practices across the globe. Unlike traditional advertising, which
relied heavily on one-way communication through conventional media, digital
advertising facilitates interactive, personalised, and consumer-centred
engagement between brands and audiences (Kaplan & Haenlein, 2010; Dahlen
& Rosengren, 2016). Social media platforms have become particularly
influential in this transformation, enabling businesses to communicate directly
with consumers, build brand communities, and stimulate purchasing behaviour
through user-generated content and real-time interaction (Tuten, 2008;
Kietzmann et al., 2011). Consequently, advertising is increasingly viewed as a
participatory process in which consumers actively engage with brand messages
rather than passively receive promotional content. This development has
significantly altered marketing strategies across industries, particularly
those that depend heavily on visual appeal and consumer engagement, such as the
cosmetics industry.
Universally,
the cosmetics industry has experienced substantial growth over the last decade,
driven by changing lifestyles, increased beauty consciousness, rising
disposable income, and technological innovations in product development and
marketing. According to Kadiri, Etonihu, Opaluwa, and Kigbu (2020), cosmetics
are products used for cleansing, beautifying, and enhancing physical
appearance, making them an integral component of contemporary consumer culture.
The industry's expansion has also been facilitated by digital platforms that
allow brands to showcase products through visual demonstrations, influencer
endorsements, and targeted advertising campaigns (Djafarova& Rushworth,
2017). However, this growth has generated concerns regarding product safety,
regulatory compliance, and consumer protection. In Nigeria, studies have
identified the presence of potentially harmful substances, including heavy
metals, in some cosmetic products, highlighting the need for effective
regulation and informed consumer decision-making (Kadiri et al., 2020). These
concerns underscore the importance of trust, credibility, and transparency in
cosmetic advertising, particularly within digital environments where product
claims can be difficult to verify.
The
emergence of social media platforms such as Instagram has further transformed
marketing communication within the cosmetics sector. Instagram's visual
orientation, interactive features, and influencer-driven ecosystem make it one
of the most effective platforms for beauty and cosmetic advertising (Phua, Jin,
& Kim, 2017). Through images, videos, reels, stories, hashtags, and
sponsored content, brands can create engaging experiences that influence
consumer awareness, attitudes, and purchasing intentions. Research has shown
that social media advertising significantly affects brand perception and
consumer responsiveness, particularly among young and digitally active
audiences (Otugo, Uzuegbunam, &Obikeze, 2015; Kaplan & Haenlein, 2010).
Moreover, influencer marketing and peer recommendations on Instagram often
serve as forms of social proof that enhance brand credibility and reduce
consumer uncertainty (Djafarova&Rushworth, 2017). As a result, Instagram
has become an indispensable promotional tool for cosmetic brands seeking to
strengthen market visibility and consumer engagement.
In
Nigeria, the growth of digital commerce has paralleled the increasing adoption
of social media marketing. Online shopping has become progressively common
among youths, educated individuals, and urban residents who increasingly rely
on digital platforms for product information and purchasing decisions (Nasidi,
Hassan, Ahmad, Garba, &Gamji, 2022). Empirical evidence suggests that
advertising, perceived usefulness, and reliability positively influence online
shopping behaviour, whereas perceived risk negatively affects consumer purchase
intentions (Nasidi et al., 2022). Furthermore, consumer trust remains a
critical factor in online transactions, particularly in markets where concerns
about fraud, product quality, delivery reliability, and customer service
persist (Habib &Hamadneh, 2021; Tang et al., 2021). These challenges are
especially relevant to cosmetic products because they are directly applied to
the body and therefore require a higher degree of confidence regarding
authenticity, safety, and effectiveness. Within this context, the role of
Instagram advertising extends beyond product promotion to encompass
trust-building and consumer relationship management.
Despite
the growing significance of social media advertising in Nigeria, empirical
studies examining the effectiveness of Instagram advertising within the
cosmetics industry remain limited, particularly at the sub-national level.
Existing research has largely focused on online shopping behaviour, social
media usage, or cosmetic safety independently (Kadiri et al., 2020; Nasidi et
al., 2022), leaving a gap in understanding how Instagram advertising influences
consumer awareness, brand perception, and patronage of cosmetic products in
specific geographical contexts. This gap is particularly evident in Plateau
State and the Federal Capital Territory (FCT), where the increasing reliance on
digital marketing by cosmetic entrepreneurs has not been matched by corresponding
scholarly attention. Therefore, this study investigates the effectiveness of
Instagram advertising on consumer awareness, brand perception, and patronage of
NAF-Cosmetics in Plateau State and the FCT. By providing contextual evidence
from an emerging digital market, the study contributes to the growing body of
knowledge on social media marketing and offers practical insights for
businesses seeking to optimise digital advertising strategies within Nigeria's
evolving commercial environment.
2.0 Literature
Review
This
section reviews relevantempirical literature related to Instagram advertising,
consumer behaviour, and stakeholder engagement, with emphasis on how these
factors influence the awareness, perception, and patronage of NAF-Cosmetics in
Plateau State and the Federal Capital Territory (FCT).
To
examine the use of Instagram advertising as a promotional strategy for
NAF-Cosmetics in Plateau State and the FCT
Advertising
has traditionally been defined as a paid, non-personal form of communication
sponsored by an identified organisation with the objective of informing,
persuading, or reminding consumers about products and services (Kotler & Keller,
2016; Okoro, 1998). However, the emergence of digital technologies and social
networking platforms has transformed advertising from a one-way communication
process into an interactive and consumer-centred engagement mechanism. Kaplan
and Haenlein (2010) argue that social media platforms enable users to create,
share, and exchange content, thereby fostering participatory communication
between brands and consumers. Similarly, Tuten and Solomon (2018) note that
digital advertising is increasingly characterised by user interaction, content
personalisation, and real-time feedback, making it more effective than
traditional mass-media approaches in reaching targeted audiences.
Among
contemporary social media platforms, Instagram has emerged as one of the most
influential channels for digital marketing due to its highly visual and
interactive nature. The platform offers features such as hashtags, reels,
stories, influencer collaborations, geotagging, and sponsored advertisements,
which enhance brand visibility and audience engagement (Phua, Jin, & Kim,
2017). Research indicates that Instagram is particularly effective for
industries that rely on visual appeal, including fashion, beauty, and
cosmetics, because consumers can easily evaluate product aesthetics and
lifestyle associations through visual content (Djafarova& Rushworth, 2017).
In addition, Kietzmann, Hermkens, McCarthy, and Silvestre (2011) contend that
social media platforms provide firms with opportunities to build relationships
with consumers while simultaneously strengthening brand awareness and market reach.
Within emerging economies such as Nigeria, digital advertising has become an
increasingly important strategic tool for businesses seeking to compete in
dynamic online marketplaces and expand consumer access to their products
(Nasidi, Hassan, Ahmad, Garba, &Gamji, 2022). Consequently, examining
Instagram advertising as a promotional strategy for NAF-Cosmetics provides
valuable insight into how digital marketing practices are shaping consumer
engagement within Nigeria’s cosmetics industry.
To
evaluate the effectiveness of Instagram advertising in enhancing consumer
awareness, brand perception, and patronage of NAF-Cosmetics
The
effectiveness of advertising is commonly evaluated based on its ability to
generate consumer awareness, influence attitudes, shape perceptions, and
stimulate purchasing behaviour (Kotler & Keller, 2016). In digital
environments, advertising effectiveness is further influenced by factors such
as perceived usefulness, credibility, trust, and consumer engagement. Empirical
evidence demonstrates that online advertising significantly influences shopping
behaviour when consumers perceive advertisements as informative, relevant, and
beneficial (Nasidi et al., 2022). Specifically, Nasidi et al. (2022) found that
advertising and perceived usefulness positively affect online shopping
behaviour, whereas perceived risk negatively influences consumers’ willingness
to engage in online transactions. This suggests that effective digital
advertising must not only attract attention but also reduce uncertainty and
build confidence among consumers.
Within
the Nigerian context, social media advertising has been found to play a
significant role in enhancing consumer awareness and responsiveness. Otugo,
Uzuegbunam, and Obikeze (2015) reported that social media advertising
positively influences awareness and attitudes among Nigerian youths, while
Nyekwere, Kur, and Nyekwere (2013) observed a growing adoption of social media
platforms by businesses seeking to strengthen customer engagement and market
visibility. Furthermore, trust has consistently been identified as a critical
determinant of consumer patronage in digital environments (Habib &Hamadneh,
2021; Tang et al., 2021). This issue is particularly important in the cosmetics
sector, where consumers are concerned not only with product quality but also
with health and safety implications. Kadiri, Etonihu, Opaluwa, and Kigbu (2020)
identified the presence of heavy metals in selected cosmetic products sold in
Abuja, highlighting the importance of consumer confidence in product
authenticity and safety. Therefore, evaluating the effectiveness of Instagram
advertising for NAF-Cosmetics requires consideration of how advertising
influences awareness, brand perception, trust, and purchase behaviour within a
context characterised by increasing digital engagement and consumer safety
concerns.
To
identify the role of stakeholders in shaping the impact of Instagram
advertising
Stakeholder
participation is a fundamental component of contemporary communication and
marketing practice. Freeman’s (1984) Stakeholder Theory posits that
organisational success depends on the ability to recognise, engage, and address
the interests of diverse stakeholder groups. In the context of digital
advertising, stakeholders extend beyond consumers to include influencers,
regulatory agencies, online communities, content creators, and brand advocates
who collectively shape brand reputation and consumer perceptions. Social media
platforms have amplified stakeholder influence by enabling users to generate
content, share experiences, provide reviews, and participate in discussions
that affect brand image and purchasing decisions (Kaplan & Haenlein, 2010).
As a result, consumers have evolved from passive audiences to active
participants in brand communication processes.
In
Nigeria, the regulatory environment also plays a significant role in shaping
consumer responses to cosmetic advertising. The National Agency for Food and
Drug Administration and Control (NAFDAC) is responsible for regulating cosmetic
products through product registration, approval, and labelling requirements
(Kadiri et al., 2020). However, concerns regarding limited post-market
surveillance and monitoring mechanisms may affect public confidence in cosmetic
products and advertising claims (Kadiri et al., 2020). Beyond regulatory
agencies, online communities and influencers serve as important intermediaries
in the dissemination of information and the formation of consumer opinions.
Studies have shown that perceived reliability, online reviews, and trust significantly
influence consumer purchasing behaviour in digital marketplaces (Nasidi et al.,
2022; Tang et al., 2021). Likewise, influencer endorsements have been found to
increase brand credibility and consumer engagement, particularly within beauty
and cosmetics marketing (Djafarova& Rushworth, 2017). Therefore,
understanding the roles of consumers, influencers, regulators, and online
communities is essential for explaining how Instagram advertising shapes
awareness, perception, and patronage of NAF-Cosmetics in Plateau State and the
Federal Capital Territory.
3.0 Methodology
This
study adopted a cross-sectional survey design to assess the effectiveness of
Instagram advertising for NAF-Cosmetics in Plateau State and the Federal
Capital Territory (FCT). The target population comprised social media users and
potential consumers of cosmetic products within the study area. A sample size
of 400 respondents was determined using Taro Yamane’s (1967) formula at a 95%
confidence level and 5% margin of error. Purposive sampling was employed to
select respondents who were active Instagram users and had been exposed to
NAF-Cosmetics advertisements. Data were collected through structured
questionnaires and oral interviews, focusing on respondents’ exposure to
Instagram advertising, awareness of NAF-Cosmetics, brand perception, and
purchase behaviour. Quantitative data were analysed using descriptive
statistics, including frequencies, percentages, and tables, while qualitative
interview responses were analysed thematically to provide contextual insights
into consumer experiences and perceptions of Instagram advertising.
4.0 Theoretical
Framework
This
study is anchored on two complementary communication and technology theories:
Uses and Gratifications Theory (UGT) and the Technology Acceptance Model (TAM).
These frameworks collectively provide explanatory grounding for understanding
how consumers engage with Instagram advertising and how such engagement
translates into awareness, perception, and patronage of NAF-Cosmetics in
Plateau State and the Federal Capital Territory (FCT).
4.1 Uses
and Gratifications Theory
The Uses
and Gratifications Theory (UGT) assumes that audiences are active participants
in the communication process, who voluntarily choose media channels aimed at
satisfying specific psychological, social, and informational needs (Ruggiero,
2000). Unlike earlier mass communication models that portrayed audiences as
passive recipients of media influence, UGT emphasises purposive media
consumption, autonomy and goal-directed behaviour (Williams, Rice & Rogers,
1988). Individuals use media platforms for information, entertainment, social
utility, personal identity, and economic value.
Under the
purview of social media, UGT becomes much more applicable as the cybernetic
medium is capable of selective exposure, interaction, and response to content
by users. For example, they follow different brands, influencers, and hashtags
that align with their personal interests and reasons for consuming certain
content. The visuals of the platform and interaction with features, coupled
with algorithmic content delivery, enable users to gratify needs for aesthetic
appreciation, product discovery, peer validation and aspiration of living a
certain lifestyle. Thus, exposure and viewing of Instagram advertising is
rarely random but rather intentional conduct governed by motivation.
Applied
to this study, the Uses and Gratifications Theory offer theoretical explanation
for why consumers in Plateau State and the FCT interact with NAF-Cosmetics’
Instagram advertisements. To these users, they have to get product information,
alternative products, beauty inspirations, and cheap cosmetic products.
Therefore, the theory postulates that the effectiveness of Instagram
advertising is not just measured by exposure but by the extent to which the
advertising meets the informational, social, and economic needs of the users.
Thus, ‘consumer awareness and patronage’ is a result of purposive engagement,
not the passive persuasion.
However,
UGT has several limitations. It focuses primarily on individual motivations and
may underemphasise structural factors such as algorithmic visibility,
socio-economic constraints, or regulatory environments that also influence
exposure to and interpretation of media. The theory, however, still applies
substantially to analysing digital advertising in participatory platforms such
as Instagram.
4.2 Technology
Acceptance Model
The
technology acceptance model (TAM), initially developed by Davis (1989),
explains how users accept and utilize technological systems. According to the
model, behavioural intention to use a technology is the sum of two key
variables: perceived usefulness (the degree to which an individual believes
that using technology will boost performance) and the perceived ease associated
with technology use. These perceptions result in the formulation of attitudes
toward the use of technologies, which in turn inform behavioural intention.
In
digital marketing environments, TAM provides a useful framework for
understanding consumer interaction with online platforms and advertisements.
Perceived usefulness is shown to have significant impact on online shopping
behaviour and that risk perception negatively affects behavioural intention
(Nasidi et al., 2022). Perceiving the Instagram advertisements as informative,
reliable, and beneficial increases the users’ likelihood of engaging with the
advertisement and having a purchase intention.
Within
the context of this study, TAM theory explains consumer acceptance of Instagram
as the credible advertising platform for NAF-Cosmetics. For example, if users
find Instagram advertising useful for discovering quality cosmetic products,
easy to navigate, and trustworthy regarding transaction security and product
authenticity, they are likely to respond positively. On the other hand, online
fraud, misleading advertisement claims and product safety issues related to the
industry of cosmetics (Kadiri et al., 2020) may decrease perceived usefulness
and trust, thus, weakening behavioural intention.
TAM
therefore compliments Uses and Gratifications theory by considering a shift in
analysis from motivation to evaluation of technology. TAM therefore complements
the Uses and Gratifications Theory by shifting the analytical focus from user
motivation to technology evaluation; while UGT explains why consumers choose to
engage with Instagram content, TAM explains how their perceptions of the
platform’s usefulness, ease of use, and reliability shape their acceptance of
Instagram advertising.
However,
TAM has been criticised for being technologically deterministic and insensitive
to cultural and contextual factors. Therefore, Nigeria’s socio-economic setting
entails those other determinants, like internet access, digital literacy and
trust of the regulating authority, influence technology acceptance besides
TAM’s constructs. Despite its limitations, TAM still provides a solid
foundation for analyzing the acceptance of digital advertising technologies and
the related online consumer behaviors.
5.0 Data
Presentation and Analysis
This
section presents and analyses the data obtained from questionnaire responses
and oral interviews conducted among residents of Plateau State and the Federal
Capital Territory (FCT). The findings are organised in line with the three
research objectives of the study and analysed using descriptive statistics
(frequencies and percentages) alongside thematic interpretation of interview
responses.
To
determine the most frequently used social media platform for advertising
NAF-Cosmetics
Table 1:
Social Media Platforms Used for Advertising NAF-Cosmetics
|
Social Media
Platform |
Frequency |
Percentage (%) |
|
Instagram |
184 |
48.5 |
|
Facebook |
96 |
24.0 |
|
WhatsApp |
60 |
15.0 |
|
X (Twitter) |
40 |
10.0 |
|
Others |
20 |
2.5 |
|
Total |
400 |
100 |
Table 1
indicates that Instagram was the most frequently used platform for advertising
NAF-Cosmetics, accounting for 184 respondents (48.5%) of the total sample. This
suggests that nearly half of the respondents primarily encountered
NAF-Cosmetics’ promotional content on Instagram. Facebook followed with 24%,
while WhatsApp and X (Twitter) accounted for smaller proportions. The dominance
of Instagram highlights its strategic relevance in cosmetic marketing,
particularly due to its visual features and high engagement among youths and
digitally active consumers within the study area.
To assess
the level of awareness and perceived effectiveness of Instagram advertising on
NAF-Cosmetics
Table 2:
Perceived Impact of Instagram Advertising on Consumer Behaviour
|
Impact of Instagram
Advertising |
Frequency |
Percentage (%) |
|
Increased Product Awareness |
160 |
40.0 |
|
Enhanced Brand
Image |
120 |
30.0 |
|
Improved Sales Performance |
90 |
22.5 |
|
No Significant
Impact |
30 |
7.5 |
|
Total |
400 |
100 |
Table 2
reveals that 40% of respondents agreed that Instagram advertising significantly
increased their awareness of NAF-Cosmetics’ products. Additionally, 30%
reported that it enhanced the brand image, portraying the company as modern and
reliable. A further 22.5% indicated that Instagram promotions influenced their
purchasing decisions, thereby contributing to improved sales performance. Only
7.5% perceived no significant impact.
Qualitative
findings corroborated these results, as six out of eight interviewees reported
a high level of awareness of NAF-Cosmetics’ social media advertising. Interview
participants emphasised the visual appeal of product images, influencer
endorsements, and promotional offers as factors that strengthened brand
recognition and purchase intention. These findings suggest that Instagram
advertising plays a substantial role in shaping consumer perception and
behavioural responses.
To
identify the challenges associated with Instagram advertising and online
patronage of NAF-Cosmetics
Table 3:
Challenges Encountered in Instagram-Based Advertising and Online Transactions
|
Identified
Challenge |
Frequency |
Percentage (%) |
|
Poor Service Delivery |
120 |
30.0 |
|
Refund Difficulties |
100 |
25.0 |
|
Late Product Arrival |
110 |
27.5 |
|
Unreliable Internet
Connectivity |
70 |
17.5 |
|
Total |
400 |
100 |
Table 3
shows that poor service delivery (30%) and late product arrival (27.5%) were
the most frequently reported challenges affecting consumer satisfaction. Refund
difficulties accounted for 25%, indicating concerns regarding post-purchase
customer service. Additionally, 17.5% of respondents cited unreliable internet
connectivity as a structural limitation affecting interaction with Instagram
advertisements and online transactions.
Interview
responses further revealed that delayed responses to customer inquiries and
inconsistent communication undermined trust in some cases. While respondents
acknowledged the effectiveness of Instagram advertising in generating interest
and awareness, operational inefficiencies were perceived as barriers to
sustaining long-term loyalty.
6.0 Discussion
of Findings
The
findings of this study provide empirical evidence on the growing significance
of Instagram as a digital advertising platform for cosmetic brands in Nigeria.
The
results revealed that Instagram was the most frequently used social media
platform for advertising NAF-Cosmetics, accounting for 48.5% of respondents.
This finding supports the argument that social media platforms have transformed
marketing communication by enabling interactive and visually engaging
relationships between brands and consumers (Kaplan & Haenlein, 2010). The
prominence of Instagram is particularly unsurprising within the cosmetics
industry, where visual appeal, product demonstration, and lifestyle branding
are critical determinants of consumer attention and engagement. Similarly,
Phua, Jin, and Kim (2017) observed that Instagram users exhibit higher levels
of brand interaction and engagement than users of many other social networking
platforms. The finding also corroborates Otugo, Uzuegbunam, and Obikeze (2015),
who found that social media advertising significantly increases awareness and
responsiveness among Nigerian youths, and Nyekwere, Kur, and Nyekwere (2013),
who reported the growing adoption of social media advertising among Nigerian
businesses.
The study
further established that Instagram advertising significantly enhanced product
awareness, improved brand image, and positively influenced consumer patronage
of NAF-Cosmetics. These findings are consistent with previous studies that
identified advertising as a critical determinant of online consumer behaviour
and purchase intention (Nasidi, Hassan, Ahmad, Garba, &Gamji, 2022). The
ability of Instagram advertisements to provide visually appealing product
information, promotional offers, customer testimonials, and influencer
endorsements appears to have strengthened consumers’ familiarity with the brand
and encouraged patronage. This finding is also consistent with Djafarova and
Rushworth (2017), who found that social media influencers and visually
appealing content significantly affect consumers’ attitudes and purchasing
decisions, particularly within the beauty and cosmetics sector. The results
therefore suggest that Instagram advertising serves not only as a promotional
tool but also as a mechanism for building brand equity and enhancing consumer
confidence.
From a
theoretical perspective, the findings lend support to the Technology Acceptance
Model (TAM) and the Uses and Gratifications Theory (UGT). The Technology
Acceptance Model developed by Davis (1989) posits that users are more likely to
adopt a technology when they perceive it as useful and easy to use. In this
study, respondents viewed Instagram as a convenient platform for accessing
information about cosmetic products, comparing alternatives, and obtaining
promotional offers, thereby increasing their intention to engage with
NAF-Cosmetics. Likewise, the Uses and Gratifications Theory explains that media
users actively select communication channels that satisfy specific needs such
as information seeking, entertainment, social interaction, and economic value
(Ruggiero, 2000). The high level of awareness reported by interview
participants indicates that consumers intentionally engaged with Instagram
content to obtain product-related information and make informed purchasing
decisions. Consequently, both theories provide useful explanations for
understanding consumer engagement with Instagram advertising and its influence
on patronage behaviour.
Despite
the positive influence of Instagram advertising, the study identified several
challenges that hinder its overall effectiveness. Respondents highlighted poor
service delivery, delayed product arrival, refund difficulties, and unreliable
internet connectivity as major concerns. These findings are consistent with
previous studies which identified perceived risk, trust deficits, and
reliability concerns as significant barriers to online shopping behaviour
(Habib &Hamadneh, 2021; Nasidi et al., 2022; Tang et al., 2021). Although
Instagram advertising may successfully attract consumers and generate purchase
intentions, operational inefficiencies can undermine customer satisfaction and
weaken long-term loyalty. This finding reinforces the argument that effective
digital marketing extends beyond promotional communication to include reliable
service delivery, transparent transaction processes, and responsive customer
support systems.
Collectively,
the findings demonstrate that Instagram advertising is an effective strategy
for increasing consumer awareness, strengthening brand image, and stimulating
patronage of NAF-Cosmetics in Plateau State and the Federal Capital Territory.
However, the sustainability of these positive outcomes depends largely on the
organisation’s ability to address operational challenges and strengthen
consumer trust. The study therefore confirms the relevance of both motivational
and technology-acceptance perspectives in explaining digital advertising
effectiveness while highlighting the need for improved service quality,
transparency, and customer relationship management to maximise the benefits of
Instagram-based marketing.
7.0 Conclusion
Based on
the findings of this study, Instagram advertising plays a significant role in
enhancing the visibility, consumer awareness, and brand perception of
NAF-Cosmetics in Plateau State and the Federal Capital Territory (FCT). The
dominance of Instagram as a promotional platform reflects the increasing
importance of visually driven and interactive social media channels in
Nigeria’s contemporary marketing environment. The study established that
Instagram advertising contributed substantially to increased product awareness,
improved brand image, and enhanced consumer patronage, thereby confirming its
effectiveness as a strategic digital marketing tool for cosmetic products.
Despite
these positive outcomes, the study revealed that persistent logistical and
service-related challenges limit the full effectiveness of Instagram
advertising. Issues such as delayed product delivery, refund difficulties,
inconsistent customer service, and unreliable internet connectivity were found
to undermine consumer trust and satisfaction. These findings suggest that the
success of digital advertising depends not only on effective promotional
content but also on efficient service delivery systems and strong customer
relationship management practices. Consequently, NAF-Cosmetics should intensify
its strategic use of Instagram through features such as sponsored
advertisements, influencer collaborations, reels, and other interactive tools
while integrating its campaigns across multiple digital platforms to maximise
reach and engagement.
Furthermore,
the company should improve its customer service infrastructure by ensuring
prompt responses to customer enquiries, transparent refund procedures, and
timely product delivery. Such measures would strengthen consumer confidence,
encourage repeat patronage, and enhance long-term brand loyalty. In addition,
regulatory agencies should strengthen policies governing digital commerce and
social media marketing by promoting advertising transparency, product
authenticity verification, and consumer protection mechanisms. Strengthened
regulatory oversight will contribute to a more secure digital marketplace and
increase public confidence in online transactions.
In
conclusion, while Instagram remains a highly effective platform for cosmetics
marketing within urban Nigerian contexts, its full potential can only be
realised through a combination of innovative digital marketing strategies,
efficient service delivery, and robust consumer protection frameworks.
Addressing these areas will not only sustain consumer patronage but also
strengthen brand credibility, competitiveness, and long-term growth within
Nigeria’s evolving digital economy.
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