Examining The Relationship Between Facebook Advertising and Consumer Buying Behavior Among Airtel Customers: A Case of Lusaka Central Business District

Abstract

This study examined the relationship between Facebook advertising and consumer buying behavior among Airtel customers in the Central Business District (CBD) of Lusaka, Zambia. As social media marketing continues to expand, telecommunication firms increasingly utilize platforms such as Facebook to promote products and engage consumers. However, empirical evidence on the effectiveness of Facebook advertising in influencing purchasing behavior within the Zambian telecommunications sector remains limited. Guided by a pragmatic research philosophy, the study adopted a mixed-methods approach, integrating both quantitative and qualitative techniques. Data were collected from 150 Airtel customers using structured questionnaires comprising closed- and open-ended questions. Quantitative data were analyzed using descriptive statistics, correlation, and regression analysis, while qualitative data were analyzed thematically to complement statistical findings. The results indicate that exposure to Airtel’s Facebook advertisements is relatively high, with 49.3% of respondents reporting frequent exposure. Engagement levels were moderately positive (48%), suggesting that the advertisements capture consumer attention. However, their influence on purchasing behavior remains limited, with 39.3% of respondents reporting only slight influence and 17.3% indicating moderate influence. Regression analysis revealed a statistically significant but moderate relationship between Facebook advertising and consumer buying behavior (p < 0.05). Furthermore, respondents expressed uncertainty regarding the effectiveness of advertisement targeting and personalization. The study concludes that while Facebook advertising is effective in enhancing brand awareness and engagement, its impact on actual purchasing decisions is moderate. It is therefore recommended that Airtel improve audience targeting and personalization, diversify advertising formats, enhance message relevance, and optimize the post-click user experience. This study contributes to the growing body of knowledge on social media marketing by providing empirical evidence from a developing economy context.