Faculty
Year of Publication
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Publication Type
Abstract
This research work is titled Influence of Social Media Marketing on Consumer Behaviour in Edo state. The major aim of this study was to investigate the influence of social media marketing on consumer behaviour. Four research questions guided this study.
Subsequently, the review of literature was conducted under different subheadings in order to understand what had been done in the past on the study. The study adopted a descriptive survey design. The population of this study comprised of an estimated population of 973, 000 SMEs with their consumers. The sample size of this study is made up of 100 respondents from five (5) business sectors using purposive sampling technique. The questionnaire which was validated by the researcklher's supervisor and other experts was used to elicit data for this research. The findings of this study revealed that companies makes use of Facebook, Instagram, X (Twitter) and LinkedIn to promote their goods and services. Also from the findings presented in this analysis, individuals sees social media marketing as deceptive and misleading but at the same time, they consider social media marketing as important and useful source of information regarding a product. It was further revealed that consumers place value on product when marketing is done through various media tools. Furthermore, findings from this study showed that social media facilitate the exchange of information and ratings on product as individuals share their preferences on social media thus, influencing the decision of others to purchase a product, In addition, findings of this study revealed that social media helps companies to engage customers in constant communication 10 which facililates consumer loyalty and their brand image. Based on these
findings, the researcher recommended among others that entrepreneurs need to employ a social media manager to help build a strong online presence that is customer centric in order to have an active online community. Also, entrepreneurs should maximise the power of social media when attempting to introduce a new product by conducting an online survey to understand
people's feelings and opinions on the product.
Subsequently, the review of literature was conducted under different subheadings in order to understand what had been done in the past on the study. The study adopted a descriptive survey design. The population of this study comprised of an estimated population of 973, 000 SMEs with their consumers. The sample size of this study is made up of 100 respondents from five (5) business sectors using purposive sampling technique. The questionnaire which was validated by the researcklher's supervisor and other experts was used to elicit data for this research. The findings of this study revealed that companies makes use of Facebook, Instagram, X (Twitter) and LinkedIn to promote their goods and services. Also from the findings presented in this analysis, individuals sees social media marketing as deceptive and misleading but at the same time, they consider social media marketing as important and useful source of information regarding a product. It was further revealed that consumers place value on product when marketing is done through various media tools. Furthermore, findings from this study showed that social media facilitate the exchange of information and ratings on product as individuals share their preferences on social media thus, influencing the decision of others to purchase a product, In addition, findings of this study revealed that social media helps companies to engage customers in constant communication 10 which facililates consumer loyalty and their brand image. Based on these
findings, the researcher recommended among others that entrepreneurs need to employ a social media manager to help build a strong online presence that is customer centric in order to have an active online community. Also, entrepreneurs should maximise the power of social media when attempting to introduce a new product by conducting an online survey to understand
people's feelings and opinions on the product.
Supervisor(s)
co-supervisor