SOCIAL MEDIA ADVERTISING AND PATRONAGE OF SELECTED PRODUCTS

  • : Ms Word Format
  • : 60 Pages
  • : ₦3000
  • : 1-5 Chapters
  •  
  • Click to DOWNLOAD Materials

SOCIAL MEDIA ADVERTISING AND PATRONAGE OF SELECTED PRODUCTS

ABSTRACT

This study was carried out to examine social media advertising and its influence on audience preference of similar product  in  LASU. Specifically, the study to examine if customers have  knowledge on transformative use of social media advertising. The study also  examine  if social media advertising is conceived to provide reliable and cost effective methods to reach out to stakeholders, durable business–customer relations. And also, 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. And lastly, to recommend ways social media advertising can influence a prospective customer on a similar product. The study employed the survey descriptive research design. A total of 141 responses were validated from the survey. From the responses obtained and analyzed, the findings revealed that student-customers have knowledge on trans-formative use of social media advertising. Also, social media advertising is conceived to provide reliable and cost effective methods to reach out to stakeholders, durable business–customer relations. And lastly,  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. The study also recommends That 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. Also, Producers should know the kind of brand influencers they use in advertising their product

 

 

TITLE PAGE                                                              

Certification

Dedication

Acknowledgement

Table of Content

List of Tables

ABSTRACT

CHAPTER ONE: INTRODUCTION

1.1     Background of the study

1.2     Statement of the problem

1.3     Objective of the study

1.4     Research Questions

1.5     Research hypotheses

1.6     Significance of the study

1.7     Scope of the study

1.8     Limitation of the study

1.9     Definition of terms

CHAPTER TWO: REVIEW OF LITERATURE

2.1     Review of concepts

2.2     Theoretical Framework

CHAPTER THREE: RESEARCH METHODOLOGY

3.1     Research Design

3.2     Population of the study

3.3     Sample size determination

3.4     Sample size selection technique and procedure

3.5 Research Instrument and Administration

3.6     Method of data collection

3.7     Method of data analysis

3.8     Validity and Reliability of the study

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1     Data Presentation

4.2     Answering Research Questions

4.3     Test of Hypotheses

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1     Summary

5.2     Conclusion

5.3     Recommendation

References

Appendix

 

 

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND TO THE STUDY

Nowadays social media becomes part of a person’s life. Social media such as Facebook, Twitter, Instagram or LinkIn has a numeral number of the user and keeps growing every day. It is estimated that over 500 million people are interacting with social media (Ostrow, 2010). The number of social media users growing have attracted marketers. Marketers have recognized that social media marketing as an important part of their marketing communication strategies.Also, social media helps organizations to communicate with their customers. These interactions help marketers determine customer needs and understand what their market might look like. Key business factors of social media allow consumers to estimate products, make recommendations to contacts or friends, and share any of the purchases through their social media. The influence of social media on buying behavior can be in any services or products. Quality, brand, advertising or price could effects consumer decision-making.The relationship between social media and consumer decision-making present that social media affects advertising attitudes, brand attitudes, and purchasing intentions of consumer. It will not necessarily affect consumer’s decision-making, but might possess a mediating effect (Taining, 2012).

1.2     STATEMENT OF THE PROBLEM

Marketers across the globe are increasingly preoccupied with using social media advertising to create brand awareness, brand image and equity (Alhaddad, 2015) in ways that identify audience preferences and to optimise value for their brands and businesses. Social media platforms, such as Twitter, YouTube and Facebook, have changed the way people interact with one another during past decades.The human nature of online interactions shows people’s engagement in social activities and the formation of different groups according to their preferences, hobbies and educational levels rather than advertisers’ expectations on consumer profiles. For instance, students who come from one institution may be connected to one another through belonging to the same school, while people who meet online may share similar interests. As a result, advertisers attempt to deliver advertisements to those people who are interested in their products.This demanding and evolving nature of audience brand preferences has created significant changes in consumers’ decision-making and purchasing behaviours. Brand content can no longer be shoved down reluctant consumers’ throats. For instance, social media platforms constitute consumer-generated media that consumers are actively initiating, creating, using and circulating to educate each other on products, brands, services and personalities and issues (Blackshaw & Nazzaro, 2006). However, the fast changing audience preferences, as determined by an analysis of consumer surveys, mean that modern technology such as social media should be exploited to match market goods and align them to consumer brand preferences such as those of students. audience preferences for brands seem to be growing with increasing complexity (Schultz, Don & Martin, 2011b). Consumer exposure to vast amounts of information means that marketers can get through consumers’ filters by identifying a claim or creating promises about their services or products, which are strongly penetrative (Silverman, 2001:95). One of the ways that marketers used to filter through to consumers is by accessing their preferences for brands through social media advertising. However, limited knowledge exists on the way in which social media advertising influences brand preferences (Jiang, Ni & Srinivasan, 2014), especially those of higher institutions’ students. The problem, therefore, lies in the audience preferences of the particular product. On the one hand, marketers across the globe are increasingly preoccupied with using social media advertising to create brand awareness, brand image and brand equity (Alhaddad, 2015) in ways that seize hold of consumers’ preferences and optimize value for their brands and businesses. On the other hand, audience have exploited the interactive affordances of social media to become more demanding to marketers and service providers, highly individualize their preferences, and caution and educate each other on products.Therefore, audiences are exploiting social media platforms to strengthen their search for information, assist with decision-making and to facilitate prudent purchase transactions in ways that potentially leverage their purchasing power. Hence, the need for this research “Social Media Advertising And Its Influence On Audience Preference Of Similar Product”.

1.3     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

1.4     RESEARCH QUESTIONS

The following questions have been prepared for this study

  1. Do student-customers have knowledge on trans-formative use of social media advertising?
  2. Is social media advertising  conceived to provide reliable and cost effective methods to reach out to stakeholders, durable business–customer relations
  3. Does the new advancement of Web 2.0 and the Semantic Web  provides a chance for consumers and advertisers to interact.
  4. Are there ways social media advertising can influence a prospective customer on a similar product

1.5     SIGNIFICANCE OF THE STUDY

The significance of this study cannot be underestimated as:

  • This study will examine social media advertising and its influence on audience preference of similar product
  • The findings of this research work will undoubtedly provide the much needed information to government organizations, brand influence rs and academia

1.6     SCOPE OF THE STUDY

This study will examine social media advertising and its influence on audience preference of similar product. It will also examine, if customers have  knowledge on transformative use of social media advertising and if social media advertising is conceived to provide reliable and cost effective methods to reach out to stakeholders, durable business–customer relations. Hence will be narrowed down to university student who consume Bigi drinks

1.7     LIMITATION OF THE STUDY

This study was constrained by a number of factors which are as follows:

just like any other research, ranging from unavailability of needed accurate materials on the topic under study, inability to get data

Financial constraint , was faced by  the researcher ,in getting relevant materials  and  in printing and collation of questionnaires

Time factor: time factor pose another constraint since having to shuttle between writing of the research and also engaging in other academic work making it uneasy for the researcher

1.8     DEFINITION OF TERMS

social media: a collective term for websites and applications that focus on communication, community-based input, interaction, content-sharing and collaboration.

advertising: the activity or profession of producing advertisements for commercial products or services.

product: an article or substance that is manufactured or refined for sale.

SOCIAL MEDIA ADVERTISING AND PATRONAGE OF SELECTED PRODUCTS

Leave a Reply