| Abstract: | The primary objective of the research was to investigate the influence of social media advertising
on consumer behavior in Addis Ababa, Ethiopia. Out of a stratified sample of 384 respondents
selected from the city, 315 completed the self-administered questionnaires, which were collected
upon completion. The data collected was analyzed using SPSS version 23 software, employing
both descriptive statistics (such as frequency, percentage, and mean) and inferential statistics
(including multiple regression and correlation). The findings of the study indicated that factors
such as communication, product match up, source attractiveness, and source credibility
significantly and positively affect consumer behavior. Therefore, the study concluded that these
factors play a crucial role in shaping consumer behavior in response to social media
advertising. Based on the study's results, it is recommended that social influencers prioritize
aspects such as likeability, familiarity, physical attractiveness, and relatability in their
advertisements. Furthermore, ensuring authenticity, impartiality, expertise, and timeliness of the
source are also important considerations for effective social media advertising strategies. |
