Influence of social media advertising on undergraduate students' patronage of digital products in Nigeria

The study explores how influential Social Media Advertising has become on Undergraduate Students' Patronage of Digital Products in Nigeria. Social media advertising was seen as most important vehicle used by corporation to deliver their product and services into the face of their customers and they use digital products to communicate their values within and outside the society. Theoretical review of two theories were examined such as theory of uses and gratification and theory of digital divide. Literature review method was employed to analyze various views of scholars on the research focus. Two arguments prevailed, those who affirmed advertising to be beneficial to corporation because of its social and economic impact it offers, in addition to various viewpoints that advertising increases pricing and cost of living. Also, result shows that advertising is impactful to deliver communication messages like education, and entertainment to society at large about the values of their products or services. While in Russian, the use of Meta (Facebook & Instagram) was ban by Russians government due to its use to promote violence among the grassroots civilians. The researcher made these recommendations based on findings that advertisers should dive deeper into harnessing the benefits of using social media to establish community through expansion of their messages to attract prospective and old customers in line with the values of the organizational.