An Assessment of Social Media as a Vehicle for Effective Advertising
OBJECTIVE OF THE STUDY
The primary objective of this study is as follows
- To examine if customers have knowledge on trans-formative use of social media advertising
- To examine if social media advertising is conceived to provide reliable and cost effective methods to reach out to stakeholders, durable business–customer relations
- To examine if the new advancement of Web 2.0 and the Semantic Web provides a chance for consumers and advertisers to interact constructively and meaningfully to the benefit of each other.
- To recommend ways social media advertising can influence a prospective customer on a similar product.
REVIEW OF LITERATURE
Our focus in this chapter is to critically examine relevant literatures that would assist in explaining the research problem and furthermore recognize the efforts of scholars who had previously contributed immensely to similar research. The chapter intends to deepen the understanding of the study and close the perceived gaps.
Precisely, the chapter will be considered in three sub-headings:
- Conceptual Framework
- Theoretical Framework
Social media is considered as one of the most recent and significant E-marketing tools in the current time. Social media provides accessibility to customers with the purpose of knowing their interests and needs as well as affecting their purchasing decisions. Social media is defined as the websites that connect millions of users from different parts over the world who share same interests, point of view and hobbies. YouTube, Twitter and Facebook are the best examples on social media that is popular for a large proportion of consumers. So they are used for the exchange of ideas and reviews of a particular product, service or a certain brand to gather information and ideas formation as well as making the right purchasing decision. Therefore, social media are considered as one of the modern electronic marketing tools which are different from other means of traditional marketing, therefore marketing via social media nowadays is the broadest, fastest, cheapest and most effective marketing channel where the consumer can obtain information and features of interesting goods easily with the possibility of completing the purchasing & sale process without the buyer’s need to go to goods and items place. Social media marketing has been defined as a form of internet marketing that utilizes social networking websites as a marketing tool.(www.whatis.techtarget.com) It is clearly obvious that in the recent years the number of internet users is increasing where studies indicate that 49% of Jordanian households own a personal computer, 57% of households have internet subscriptions, 78% have internet access via mobile broadband (Jordan Department of Statistics) who started to use social media sites to communicate with friends, exchange views and information. There is no doubt that social media sites are growing and developing increasingly in a rapidly changing world. Also, statistics indicate that number of Facebook users in the Arab countries during the year 2013 became (54.5) million users and increased to (81.3) million users by 2014 as well as the number of users in Jordan during 2014 were (3.2) million users (study by the Governance and Innovation Program in Mohammad Bin Rashid College for Government Management). Despite the tremendous development in social media websites and the increase of users number as well as using them as a marketing tool, still the economic feasibility of these social websites needs to be more studied and explored.
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
DATA PRESENTATION AND ANALYSIS
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of one hundred and forty-seven (147) questionnaires were administered to respondents of which only one hundred and forty-one (141) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 141 was validated for the analysis.
SUMMARY, CONCLUSION AND RECOMMENDATION
In this study, our focus was to examine Social Media as a Vehicle for Effective Advertising using selected student who consume Bigi soft drink in Lagos as a case study. The study specifically was aimed at highlighting if customers have knowledge on transformative use of social media advertising. to examine if social media advertising is conceived to provide reliable and cost effective methods to reach out to stakeholders, durable business–customer relations. to examine if the new advancement of Web 2.0 and the Semantic Web (often called Web 3.0) provides a chance for consumers and advertisers to interact constructively and meaningfully to the benefit of each other. to recommend ways social media advertising can influence a prospective customer on a similar product in Lagos state . A total of 141 responses were validated from the enrolled participants where all respondent are drawn from staffs of premier and life brewery.
Based on the finding of this study, the following conclusions were made:
- student-customers have knowledge on trans-formative use of social media advertising
- social media advertising is conceived to provide reliable and cost effective methods to reach out to stakeholders, durable business–customer relations
- the new advancement of Web 2.0 and the Semantic Web provides a chance for consumers and advertisers to interact constructively and meaningfully to the benefit of each other.
- There are ways social media advertising can influence a prospective customer on a similar product
Based on the responses obtained, the researcher proffers the following recommendations:
- Advertisers should accommodate consumer’s opinions and desires as it would greatly affect and benefit their product, as social media is evolving and changing the communication on brands.
- Producers should know the kind of brand influencers they use in advertising their product
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