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

Tsitsi Zulu and Basil Hamusokwe
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Tsitsi Zulu: University of Zambia
Basil Hamusokwe: University of Zambia

African Journal of Commercial Studies, 2026, vol. 7, issue 2

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 many respondents reporting frequent exposure. Engagement levels were moderately positive, suggesting that the advertisements capture consumer attention. However, their influence on purchasing behavior remains limited. Regression analysis revealed a statistically significant but moderate relationship between Facebook advertising and consumer buying behavior. Respondents also expressed uncertainty regarding the effectiveness of advertisement targeting and personalization. The study concludes that while Facebook advertising enhances brand awareness and engagement, its impact on purchasing decisions is moderate. It recommends improving audience targeting, personalization, message relevance, and post-click user experience to increase effectiveness.

Keywords: Facebook Advertising; Consumer Behavior; Airtel; Lusaka; Marketing Strategies (search for similar items in EconPapers)
JEL-codes: D83 L96 M31 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsk:2026-44

DOI: 10.59413/ajocs/v7.i2.26

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