Social Media Advertising and Consumer Patronage of Jumia Online Shopping.

This study investigated social media advertising and consumer patronage of Jumia online shop. The study adopted Uses and Gratification theory and Awareness, Interest, Desire and Action (AIDA) model as its theoretical framework. The survey research designed was adopted . with questionnaire and oral interview guide as instruments of data collection. The study found that social media sites used by Jumia online shop for; advertising to include YouTube, Facebook, Pinterest, Google+, Instagram and Skype. • Also, the finding of this study revealed the level of awareness to high and Jumia online has sufficiently created awareness among consumers. Furthermore, the study found that consumers had a positive and a favourable impression about the use of social media? advertising by Jumia online sllop. The study also discovered that the advertised products ■ and services on social media were appealing because they advertising on Jumia online shop kept them informed entertained, it means that Jumia online store advertisement were not only appealing but had sufficient information to influence consumers decision The study concluded that although the social media advertising were appealing because they kept consumers informed entertained the patronage of consumers of Jumia online store to be minimal and not effective. .This was because of the challenges faced by consumers in. patronizing Jumia online products advertised on social media. The study recommended among others that consumers should exercise some patience with advertisers on social media, being that it is a new form of advertising and some of them are trying to know how well to serve them better bearing in mind that they can become advertisers tomorrow since social media advertisements are created by their users.