Social Media Advertisement and Consumer Patronage Of OPay Among Clifford University Students.

Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.17851557 352 ISRG PUBLISHERS Abbreviated Key Title: ISRG J Arts Humanit Soc Sci ISSN: 2583-7672 (Online) Journal homepage: https://isrgpublishers.com/isrgjahss Volume – III Issue -VI (November-December) 2025 Frequency: Bimonthly Social Media Advertisement and Consumer Patronage Of OPay Among Clifford University Students. Nancy Nnenna Anaba, Ph.D.1*, Amarachi Cicilia Kalu2, Ngozi Daniel Onyemaechi3 1, 2, 3 Department of Mass Communication, Clifford University, Owerrinta, Abia State Nigeria | Received: 15.11.2025 | Accepted: 19.12.2025 | Published: 08.12.2025 *Corresponding author: Nancy Nnenna Anaba, Ph.D. Department of Mass Communication, Clifford University, Owerrinta, Abia State Nigeria Abstract This study investigated social media advertisements on consumer patronage of OPay among Clifford University students. The study adopted a descriptive survey design, with a population of 1,844 students and a sample size of 374 using the Australian online calculator. Data was collected using structured questionnaires and analyzed quantitatively with frequency tables and percentages. The study explored three key objectives: to assess the level of awareness and understanding of OPay’s services among Clifford University students, to examine the relationship between social media advertisements and the actual patronage of OPay by Clifford University students and to identify the social media platforms that most effectively influence Clifford University students’ patronage of OPay. Findings revealed that a significant proportion of respondents were made aware of OPay services through platforms like Instagram, TikTok, YouTube, WhatsApp and Facebook. Furthermore, students expressed positive perceptions of OPay, largely influenced by the quality and engagement of its advertisements. A strong correlation was also observed between social media exposure and actual patronage of OPay services. The study concluded that social media advertisement plays a pivotal role in shaping awareness, attitudes, and consumer patronage toward digital fintech platforms like OPay. It recommended that OPay and similar digital service providers invest in more targeted, platform-specific advertising campaigns to increase engagement and user loyalty, particularly within student demographics. Keywords: Social Media Advertisement, Consumer patronage, Fintech, Opay Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.17851557 353 INTRODUCTION In recent years, financial technology (fintech) has transformed how individuals and businesses conduct financial transactions, particularly in developing countries like Nigeria. One notable player in Nigeria‘s fintech ecosystem is OPay, a mobile-based platform that offers services such as money transfers, bill payments, airtime purchases, and ride-hailing. As OPay expands, it heavily relies on digital strategies including social media advertising to reach its largely youth-based demographic. As digital financial services become more prominent in Nigeria‘s economy, understanding how social media drives awareness and adoption among youth is increasingly vital. Social media have become an essential channel for brands seeking to connect with consumers in a more direct and engaging way. Platforms like YouTube, Facebook, Instagram, Twitter, WhatsApp and TikTok enable businesses to target specific audiences with tailored messages, increasing both visibility and potential customer conversion (Kaplan & Haenlein, 2010). The Nigerian youth, particularly university students, are among the most active social media users. According to Statista (2023), over 70% of internet users in Nigeria between the ages of 18 and 24 engage daily on one or more social media platforms. Clifford University students represent a significant part of this digital generation. They are exposed to a multitude of online advertisements, including those from fintech companies such as OPay. However, while social media advertisement offers great potential, its actual impact on consumer patronage, particularly in the context of a university environment, remains underexplored. This study, therefore, sought to bridge this gap by examining how social media advertisements influence the consumer behavior of OPay users within Clifford University. Statement of the Problem The increasing adoption of digital financial services in Nigeria has created a highly competitive fintech landscape, where platforms like OPay rely heavily on social media advertisement to attract and retain users. Social media platforms such as Instagram, YouTube, Twitter (X), Facebook, and TikTok are flooded with OPay ads targeting young people, particularly students. These ads often include referral bonuses, cash back offers, and giveaways, all designed to influence user behavior and increase app downloads and usage. While these marketing efforts are visible and aggressive, the actual impact they have on consumer decisionmaking and patronage—especially within a university environment like Clifford University—remains unclear. Despite being among the most active users of social media and mobile technology, it is not known to what extent Clifford University students are influenced by these advertisements to patronize OPay services. Do these ads truly drive awareness, trust, and usage of the OPay services, or are students engaging with the app for reasons unrelated to social media influence, such as peer recommendations or service necessity? Additionally, it is uncertain which specific platforms and types of advertisements are most effective in influencing student patronage. This gap in understanding poses a challenge for both marketers and fintech providers, as effective strategy formulation depends on knowing what drives user engagement and loyalty. Without clear evidence of the link between social media advertisement and consumer patronage, marketing efforts may be misaligned or ineffective. Therefore, there is a pressing need to investigate the real influence of social media advertisements on student patronage of OPay within Clifford University. Objective of the Study i. To assess the level of awareness and understanding of OPay‘s services among Clifford University students. ii. To examine the relationship between social media advertisements and the actual patronage of OPay by Clifford University students. iii. To identify the social media platforms that most effectively influence Clifford University students‘ patronage of OPay. Research Questions: i. What is the level of awareness and understanding of OPay services among Clifford University students? ii. What is the relationship between social media advertisements and the actual patronage of OPay by Clifford University students? iii. Which social media platforms most effectively influence Clifford University students‘ patronage of OPay? LITERATURE REVIEW Social Media Advertising Social media advertising is not only a channel of brand communication but a dynamic, interactive space where user engagement, feedback, and sharing can amplify marketing efforts. Beyond targeting, the engagement quality—likes, comments, shares, click-throughs—shapes how messages are interpreted and remembered (Kapoor et al., 2022). Algorithms on platforms like TikTok and Instagram prioritize content that users interact with, making engagement metrics a core part of ad strategy. In addition, the concept of advertising appeal—emotional, rational, or celebrity-driven—plays a critical role in the effectiveness of fintech ads. OPay, for instance, uses relatable content and youthfriendly language to craft messages that resonate with student lifestyles. The visual richness of social media also supports fintech brands in conveying complex services (like transfers or QR payments) in easy-to-understand formats, which enhances comprehension and trust (Liu et al., 2023). Social media advertising is increasingly recognized as a strategic tool for influencing consumer perceptions and behaviors, particularly in youth-dominated environments like universities. It leverages platforms such as Facebook, Instagram, TikTok, and X (formerly Twitter) to deliver targeted promotional content, aiming to increase brand awareness, positive brand associations, and ultimately product adoption (Bilgin, 2018). Brand Awareness and Perception Brand awareness is a foundational step in the consumer journey. It refers to how well consumers can recognize or recall a brand under different conditions. Social media platforms enhance brand visibility by repeatedly exposing users to OPay's name, logo, and features. High-frequency ad exposure builds top-of-mind awareness, which is a precursor to trial and eventual usage (Keller, 2003). Among university students, brand awareness often drives digital adoption due to peer influence and daily exposure to appbased services. Repeated exposure often leads to familiarity, which builds brand trust and lowers the psychological barrier to trial (Alalwan, 2023). Brand Perception are the thoughts and feelings that consumers link to a brand. Social media allows OPay to shape Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.17851557 354 brand associations through visual storytelling, influencer endorsements, and real-user testimonials. For students, seeing their peers or favorite creators use OPay can strengthen emotional connections and trust in the brand. Overall, social media advertisements act as stimuli that influence cognitive (awareness), affective (association), and behavioral (adoption) responses. The Elaboration Likelihood Model (Petty & Cacioppo, 1986) supports this by suggesting that when users find the ad content personally relevant, they engage more deeply, leading to long-lasting attitude and behavioral change. Consumer Patronage Behavior Consumer patronage extends beyond one-time usage to include continuous preference, loyalty, and advocacy. In the case of OPay, this involves repeated usage for services like airtime top-up, bill payments, and P2P transfers. Several factors affect this behavior: perceived value, ease of use, transaction speed, and security assurance (Amoako et al., 2021). Among students, incentive-based marketing (e.g., referral bonuses and free transfers) has also been found to positively influence repeated use. Furthermore, when students see peers engaging with a platform—via screenshots, endorsements, or shared promo codes—they are more likely to imitate that behavior, aligning with the principles of social learning and peer influence. Consumer behavior theories suggest that young consumers go through a psychological process before adopting a service: attention → interest → desire → action (AIDA). Social media ads act as triggers for the ‗attention‘ and ‗interest‘ stages. When ads are humorous, emotionally engaging, or endorsed by peers, they are more likely to push the user to explore the brand (Nwankwo & Okeke, 2022). Moreover, herd behavior, common among students, implies that peer usage of OPay (shared via stories, screenshots, or online testimonials) contributes to wider adoption. Social proof is thus a vital part of fintech consumer behavior among youths (Oware & Gbandi, 2020). Fintech Adoption and Digital Financial Services The adoption of fintech among Nigerian youths is driven by a need for accessible, efficient, and affordable financial services. Fintech platforms like OPay are popular because they solve common pain points associated with traditional banks, such as long queues, high fees, or delays in transactions. Their integration with mobile apps also makes them ideal for student use. Additionally, perceived ease of use and perceived usefulness, as highlighted in the Technology Acceptance Model (TAM), are critical determinants of fintech adoption. Students are more likely to use OPay if they believe it is convenient and helps them complete financial tasks faster (Davis, 1989; Eze et al., 2022). These perceptions are often shaped by what users see and hear on social media. Digital Marketing Behavior of Students Students at Clifford University, being digital natives, exhibit high levels of digital literacy, making them more attuned to trends and promotions online. Their media consumption is often mobile-first, meaning brands must capture attention quickly and effectively. Students also rely heavily on online reviews, influencer opinions, and peer usage when deciding which platforms to trust (Nwankwo & Okeke, 2022). Gamification, personalized messages, and microinfluencers (like campus ambassadors) are emerging strategies for fintech companies to target student segments. These strategies stimulate interest and make fintech usage part of daily digital routines, further driving patronage. A critical factor that mediates the effect of social media ads on behavior is digital trust. For fintech apps like OPay, users must feel confident in the platform‘s security and reliability. Ads that highlight user testimonials, strong data protection practices, and simple user interfaces tend to foster trust (Amoako et al., 2021). Chinomona and Sandada (2020) emphasize that perceived credibility of online content significantly shapes young consumers‘ willingness to try new apps. Since many students are cautious about online fraud, trust-enhancing content— such as showing verified reviews or partnerships—can drive higher adoption rates. Theoretical Framework This research was conducted under theoretical framework of the Uses and Gratification theory and Technology Acceptance Model The Uses and Gratification Theory The Uses and Gratification theory discusses the effects of the media on people. It explains how people use the media for their own need and get satisfied when their needs are fulfilled. In other words, it can be said that the theory argues what people do with media rather than what media does to people. Also, this theory is in contradiction to the Magic Bullet theory, which states that the audience is passive. This theory has a user/audience-centered approach. Even for communication, say interpersonal, people refer to the media for the topic to discuss among themselves. By referring the media, they gain more knowledge and exposure to the world beyond their limited eyesight Applied to this study, Use and Gratification theory helps explain why students engage with social media platforms where OPay is advertised. Students may seek information about convenient financial tools, peer opinions, or trending digital services. When advertising content aligns with these motivations, the impact is stronger. The Uses and Gratification theory explains why students would voluntarily watch, like, share, or respond to OPay ads—because the content gratifies a specific desire or curiosity. Additionally, students might trust OPay more if they see their peers engaging with or endorsing the service on social media, fulfilling their need for social integration. Technology Acceptance Model The Technology Acceptance Model (Davis, 1989; Davis, Bagozzi, & Warshaw, 1989) evolved from the Theories of Reasoned Action and Planned Behavior. This original inception of the Technology Acceptance Model stated that the goal of this theory was to ―provide an explanation of the determinants of computer acceptance that is general, capable of explaining user behavior across a broad range of end-user computing technologies and user populations, while at the same time being both parsimonious and theoretically justified‖ [Davis et al. 1989, p. 985]. The use of the Technology Acceptance Model has since been expanded to include various other technologies beyond computers, including use of telemedicine services (Kamal, Shafiq, & Kakria, 2020), digital technologies for teachers (Scherer, Siddiq, & Tondeur, 2019), phone apps (Min, So, & Jeong, 2019), and e-learning platforms for students (Sukendro et al., 2020). Technology Acceptance Model posits that actual technology use is directly determined by an individual‘s intentions to use the technology. As the individual‘s intentions to use the technology increase, they are more likely to actually use the technology. The Technology Acceptance Model further predicts that these intentions are directly predicted by (1) an individual‘s perceived usefulness of the technology and (2) an individual‘s perceived ease of use of the technology. Perceived usefulness is defined as the degree to which an individual believes Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.17851557 355 that using a particular technology would be beneficial. As an individual‘s perceived usefulness of a given technology increases, their intentions to use the technology also increase. Social media advertisements play a critical role in shaping students‘ perceptions of OPay. If an advertisement effectively communicates that using OPay makes life easier (e.g., instant money transfers, airtime purchase, bill payment, discounts), students are more likely to see it as useful. If the advertisement demonstrates how simple and user-friendly the app is (e.g., a few taps to send money or a smooth registration process), it increases the perceived ease of use among students. These perceptions (usefulness and ease of use), according to TAM, strongly influence the students‘ intention to use OPay, which eventually leads to actual patronage. METHODOLOGY The survey research method was adopted in this study. The population comprised all undergraduate students of Clifford University, who are active users of social media and have awareness of or patronize OPay services. The estimated population is approximately 1,844 students (Clifford University Registry, 2024). The sample size of this study was determined using the Australian online calculator shown below: Confidence level 95% Population size 1,844. Proportion 0.55 Confidence interval 0.05 Upper 0.60000 Lower 0.50000 Standard Error 0.02551 Relative Standard Error 4.64 Sample size 374 The sampling technique used in this study is the purposive sample technique. This technique is used to enable the researcher purposely choose students who have been exposed to OPay advertisements or patronize OPay services. The instrument used in the collection of data in this study is questionnaire. The questionnaire was constructed to include 5-point Likert Scale where ‗5‘ is the highest score and ‗1‘ is the lowest. The question items were presented in statement formats to which respondents were expected to indicate the degree of agreement or disagreement on the scale of 5 to each statement. DATA PRESENTATION AND ANALYSIS Out of the 374 copies of questionnaire administered, 362 were found valid and were used for the analysis of the study. This made up 97% of the total sample size hence was representative enough to be used for documentation. RQ1: To assess the level of awareness and understanding of OPay‘s services among Clifford University students. The research question investigated the level of awareness of Clifford University students to OPay advertisements on social media platforms. The data distributions for the indices of measurement are as presented in Table 1 below. Table 1: I got aware of OPay Services through the following social media platforms (Facebook, YouTube, Instagram, TikTok, and others). Responses Frequency Percentage % Strongly agree 160 50 Agree 110 34.4 Undecided 20 6.3 Disagree 15 4.7 Strongly disagree 15 4.7 Total 320 100 The data in Table 1. showed that 84.4% (Strongly Agree + Agree) of the respondents reported became aware of OPay services through social media platforms. This high level of agreement indicates that platforms such as Facebook, Instagram, and TikTok play a significant role in exposing and shaping students‘ awareness. This aligns with the Uses and Gratification Theory, which suggests that individuals actively seek media content to satisfy specific needs — in this case, financial service awareness. Studies such as Whiting and Williams (2022) further reinforce this, emphasizing youth reliance on social media for brand engagement. Table 2: Opay Advertisement on Social Media made me aware of its services Responses Frequency Percentage% Strongly agree 140 43.8 Agree 120 37.5 Undecided 25 7.8 Disagree 20 6.3 Strongly disagree 15 4.7 Total 320 100 Table 2 further supports the findings from Table 1. 81.3% of students agreed that OPay advertisements directly contributed to their awareness. This confirms the effectiveness of OPay‘s social media strategy among students. According to the Technology Acceptance Model (TAM), perceived usefulness and exposure contribute to technology adoption, and in this case, awareness acts as a precursor to usage. RQ2: To examine the relationship between social media advertisements and the actual patronage of OPay by Clifford University students. Table 3: Social media ads have increased my interest in using OPay. Responses Frequency Percentage % Strongly agree 135 42.2 Disagree 110 34.4 Undecided 25 7.8 Disagree 30 9.4 Strongly disagree 20 6.3 Total 320 100 Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.17851557 356 From Table 3, a total of 76.6% (Strongly Agree and Agree) of the respondents indicated that social media advertisements increased their interest in using OPay. This suggests a positive link between exposure to digital advertising and student interest in financial technologies. In line with Technology Acceptance Model (TAM), perceived usefulness — formed through exposure — enhances intention to use. This growing interest shows a deeper level of awareness, not just in recognition but in understanding the platform's relevance to students‘ daily financial needs. Table 4: I downloaded the Opay app after seeing ads on social media Responses Frequency Percentage % Strongly agree 120 37.5 Agree 100 31.3 Undecided 35 10.9 Disagree 40 12.5 Strongly disagree 25 7.8 Total 320 100 According to Table 4, about 68.8% of respondents agreed that they downloaded the OPay app after seeing it advertised on social media. This data indicates that a considerable number of students not only became aware of the brand but took action due to the advertisements — demonstrating an informed understanding of the brand and its utility. This supports Olaleye, Sanusi, and Adepoju (2023) who found that fintech adoption in Nigeria is strongly influenced by youth exposure to digital advertising. Table 5: I trust OPay more due to its active presence and visibility on social media. Responses Frequency Percentage Strongly agree 125 39.1 Agree 105 32.8 Undecided 40 12.5 Disagree 30 9.4 Strongly disagree 20 6.3 Total 320 100 Table 5 shows about 71.9% of students affirmed that trust in OPay is built from its visibility on social media. In fintech, trust is key to patronage. The high trust level expressed here indicates that consistent branding and engagement on social platforms are not only informative but build credibility, further strengthening consumer retention and loyalty. This backs up TAM‘s emphasis on the perceived ease of use and trust as important determinants of adoption behavior. RQ3: To identify the social media platforms that most effectively influence Clifford University students‘ patronage of OPay. Table 6: I Started Using OPay Services Because of Its Promotions on Platforms Like YouTube, TikTok, Facebook, WhatsApp or Instagram Responses Frequency Percentage % YouTube 130 40.6 Instagram 100 31.3 Tiktok 35 10.9 Facebook 30 9.4 Whatsapp 25 7.8 Total 320 100 Table 5 showed a combined 71.9% of respondents (YouTube and Instagram) indicated that they started using OPay services because of social media promotions. While the remaining percentage chose Tiktok, Facebook and Whatsapp. This suggests a strong causal link between digital advertising and actual patronage, reinforcing the Technology Acceptance Model‘s principle that intention (triggered by perceived usefulness and visibility) leads to action. It also aligns with Whiting & Williams (2022) who emphasized social media's influence in shaping consumer behavior through gratification and engagement. Table 6: Social media promotions like cashback or giveaways influenced my decision to use OPay. Responses Frequency Percentage % Strongly agree 120 37.5 Agree 115 35.9 Undecided 35 10.9 Disagree 30 9.4 Strongly disagree 20 6.3 Total 320 100 Table 6 showed a combined 73.4% of students agreed that promotional incentives on social media influenced their usage. This confirms that reward-based advertising is not only persuasive but action-driven. It also echoes findings in literature that youth, especially students, respond well to performance-based advertising, and fintech brands that tie financial incentives with user acquisition enjoy better patronage. DISCUSSION OF FINDINGS The research questions sought to find out the level of awareness and understanding of OPay‘s services among Clifford University students, the relationship between social media advertisements and the actual patronage of OPay by Clifford University students and the social media platforms that most effectively influence Clifford University students‘ patronage of OPay., The results from the data in the tables above showed that social media played a pivotal role in creating awareness about OPay services among Clifford University students. The results from the data in the tables above indicated that 84.4% of respondents (strongly agreed and agreed) became aware of OPay through social media advertisements. The results indicated 68.8% level of agreement among the respondents that OPay advertisements made them to patronize the OPay services. Further, the findings of the analysis results also showed that strong engagement levels with OPay ads across various platforms like Facebook, Instagram, and TikTok, influenced the students to patronize OPay services. Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.17851557 357 Use and Gratification theory helps explain why students engage with social media platforms where OPay is advertised. Students may seek information about convenient financial tools, peer opinions, or trending digital services. When advertising content aligns with these motivations, the impact is stronger. The statement is in line with the assertion made by Whiting and Williams (2022), that youths primarily use social media to gain information and fulfill social or psychological needs, making it a powerful platform for fintech messaging. Social media advertisements play a critical role in shaping students‘ perceptions of OPay. If an advert effectively communicates that using OPay makes life easier (e.g., instant money transfers, airtime purchase, bill payment, discounts), students are more likely to see it as useful. If the adverts demonstrate how simple and user-friendly the app is (e.g., a few taps to send money or a smooth registration process), it increases the perceived ease of use among students. These perceptions (usefulness and ease of use), according to TAM, strongly influence the students‘ intention to use OPay, which eventually leads to actual patronage. Similarly, the Uses and Gratification Theory was validated as students consciously engaged with media content that fulfilled their personal needs—such as ease of transaction, affordability, and relevance. Studies by Okeke & Onuoha (2021) and Olaleye et al. (2023) confirm that Nigerian youths, exist particularly students, are consistently active on digital platforms, making social media a highly effective medium for fintech advertising. Daramola (2020) observed that digital platforms not only introduce services but shape user perception. This aligns with Technology Acceptance Model (TAM), which highlights perceived usefulness as a key factor in technology adoption. According to Aina and Ojo (2022), social media marketing directly influences fintech adoption by creating emotional and incentivedriven triggers. The TAM model again comes into play, with perceived ease of use and trust built through persuasive online content. The results in the tables above showed that more than 70% of respondents downloaded the app, started using the service, or were influenced by promotions after seeing social media content. This indicates a clear link between advertisement exposure and actual usage behavior. Whiting & Williams (2022) and Uche (2021) emphasize that Gen Z and Millennial users are more influenced by video-centric platforms for fintech engagement due to interactivity and relatability. This was visible in the data presented above which showed that YouTube, Instagram, and TikTok have the strongest visual appeal, aligning with the short attention span and mobilefocused habits of students. Therefore, although other platforms may contribute, visual-dominant platforms play a greater role. Conclusion and Recommendations The study revealed that a vast majority of respondents were introduced to OPay through platforms such as Facebook, Instagram, TikTok, YouTube, and WhatsApp, and that these platforms were effective in shaping positive perceptions toward the brand. Notably, students indicated that the visual appeal, simplicity, and frequency of OPay‘s advertisements made them more likely to trust the service and eventually become users. Furthermore, the study found that advertising incentives like cashback, referral bonuses, and giveaways significantly influenced students‘ decisions to not only adopt the platform but also recommend it to peers. These forms of interactive marketing were particularly effective in engaging a youthful audience that values instant rewards and social validation. In conclusion, this study affirms that social media is not just a promotional tool but a strategic platform for consumer influence and fintech adoption. For OPay and similar fintech companies, understanding and leveraging the dynamics of social media can lead to increased consumer loyalty, widespread adoption, and sustained competitive advantage—particularly among university students who are digitally savvy and highly responsive to media content. Based on the findings of this study, the following recommendations are made for OPay, marketers, policy stakeholders in digital finance, and researchers: 1. Intensify Targeted Advertising on Youth-Centric Platforms: Since the majority of Clifford University students reported being influenced by advertisements on platforms like TikTok, Instagram, and YouTube, OPay should intensify its marketing efforts on these platforms. Creative, relatable, and informative video ads featuring testimonials, short tutorials, and peer-based endorsements can deepen engagement and increase adoption among the student demographic. 2. Emphasize Perceived Usefulness and Ease of Use in Ad Content: In alignment with the Technology Acceptance Model (TAM), the study found that students are more likely to use OPay when they perceive it as useful and easy to use. OPay should ensure its advertisements clearly demonstrate how the platform simplifies transactions, saves time, offers secure services, and provides benefits like cashback or referral bonuses. REFERENCES 1. Alalwan, A. A. (2023). 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