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.
DOI: 10.36349/sojolics.2026.v02i01.035
author/Gimba, H., Akase, M. T., & Yahuza, M.
journal/Sokoto JOLICS 2(1) | June 2026 |
