ABSTRACT

 The goal of this study is to develop a comprehensive advertising model that looks at how factors like entertainment, information, irritation, and credibility affect the value of social media advertising, how they affect millennials' opinions about it, and how marketers can improve their marketing. Data were gathered utilizing a self-administered questionnaire from 364 Nigerian social media users, ranging from students to employees to entrepreneurs, as part of a quantitative and deductive research approach. Confirmatory factor analysis and structural equation modeling were used to test the correlations between the discovered predictors and customer purchase intention in order to validate the established model. The findings support the existence of a connection between the selected predictors and customer purchasing intentions. Additionally, there is a strong correlation between social media value and client purchase intent. The research article also includes a thorough discussion of the findings, their ramifications, their limits, and their implications for future work.