Influence of Advertisement in Social Media Comedy Skit on Brand Awareness and Loyalty

Abstract

With the transition from traditional entertainment methods to the burgeoning popularity of social media comedy skits, both researchers and advertisers have recognized the significant potential of this medium in achieving marketing goals. This study examines the impact of advertisements in social media comedy skits on brand awareness and loyalty. A survey research method using a purposive sample of 338 students from the University of Nigeria Nsukka was selected for the research. The findings reveal that all participants became aware of brands featured in social media comedy skits. However, less than half reported making a purchase based on these advertisements. Furthermore, the responses were split when assessing brand loyalty. This suggests that while social media comedy skits are effective in enhancing brand awareness, they do not necessarily guarantee brand loyalty.