Asian Journal of Current Research

Facebook marketing has emerged as a dominant channel for engaging audiences in Nigeria’s increasingly digital marketplace. This study examined the influence of evolving Facebook marketing trends on user experience, with a focus on engagement patterns, perceptions of content relevance, trust, and behavioural intentions. A descriptive survey design was adopted, and data were collected from 165 purposively selected active Facebook users through structured questionnaires. Analysis involved descriptive statistics and Chi-square tests at a 0.05 significance level. Results revealed a predominantly young (64% aged 18–24), student-heavy (72.7%) audience, with 83.3% accessing Facebook via smartphones. Awareness and exposure to Facebook marketing were high, though perceptions of relevance (31.3%) and trustworthiness (36%) were mixed. Engagement behaviours were moderate, with “sometimes” being the most frequent response across interaction types. Satisfaction (36.7%), trust (50%), and purchase intention (49.3%) were moderate, highlighting gaps in targeting and personalisation. The study concludes that aligning marketing strategies with audience gratifications and ensuring ethical personalisation are critical for improving engagement outcomes. The research emphasises the subjective experiences of Nigerian Facebook users, such as satisfaction, trust, perceived relevance, and behavioural responses, rather than organisational or technical outcomes. Data will be collected from active Facebook users residing in Nigeria, ensuring that the findings reflect the unique cultural, social, and economic contexts of the country. The timeframe of the study is confined to current and emerging trends from 2010 to 2025, a period marked by significant transformations in Facebook’s marketing landscape.