Impact of Digital Advertising on Brand Preference among Young Consumers in Central Equatoria, Juba, South Sudan

Abstract

This study examines how digital advertising influences brand preferences among young consumers in Central Equatoria, Juba, South Sudan. Utilizing a mixed-methods approach that combines quantitative surveys and qualitative interviews, the research investigates the impact of various digital channels such as social media, online videos, SMS marketing, and mobile advertisements on young consumers’ perceptions, loyalty, and purchasing behaviours. The findings reveal that culturally relevant and emotionally engaging digital advertisements significantly enhance brand preference; 72% of respondents indicated that social media campaigns featuring local symbols and narratives are more memorable and persuasive. Facebook and WhatsApp are identified as the most influential platforms, reaching approximately 75% of urban youth aged 15–35, while traditional media like radio remains relevant for some segments, especially in rural or lower income groups, with over 70% of households tuning in regularly. The study emphasizes that personalized, culturally sensitive digital advertising strategies outperform generic campaigns, fostering emotional connections and higher brand loyalty 55% of participants reported that such advertising influences their purchasing decisions. Given South Sudan’s economic challenges and low disposable income, segmenting audiences and integrating local cultural elements into digital campaigns can improve effectiveness. The research recommends prioritizing social media marketing, developing culturally tailored content, and promoting media literacy programs to empower consumers. Overall, targeted digital advertising that resonates emotionally and culturally is vital for strengthening brand presence and enabling market growth in Juba’s evolving economy.