ASSESSMENT OF TWITTER BAN ON BRAND AWARENESS IN NIGERIA
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ASSESSMENT OF TWITTER BAN ON BRAND AWARENESS IN NIGERIA
Chapter One: Assessing the Impact of Twitter Ban on Brand Awareness in Nigeria (A Case Study of Rite Food Limited, Lagos State)
Chapter one
INTRODUCTION
1.1 Background of the Study
Twitter is a social media network where users can follow one another and send 140-character messages. In contrast to other social networking platforms, Twitter relationships can be completely one-sided.
For example, one user may follow another without requiring the latter to do the same. Twitter sprang to prominence in March 2006, thanks to its basic user interface,
which contrasted sharply with its competitors, who at the time allowed users complete customisation of their personal pages, resulting in a crowded, gaudy appearance (Experian, 2009).
Twitter has always encouraged third-party developers, offering a versatile application programming interface (API) and unrivalled celebrity appeal (Twitter Counter, 2010). Despite its broad popularity and substantial mainstream media coverage, Twitter’s growth has underperformed that of Google and Facebook after their respective first three years.
Google has 18 million users, whereas Facebook has 27 million and Twitter has 8 million (Battelle, 2009). As Twitter approaches its fifth year of existence, it is no longer regarded the new kid on the block, but many people are still confused of its purpose or usefulness to them.
It’s “for finding and sharing what’s going on in your life right now,” according to Twitter. While this is true, and unfortunately, much of the content shared is ‘pointless chatter,’ it fails to recognise Twitter’s economic potential (Java et al., 2007).
Year after year, the internet advertising market grows, and with technology improvements, there are more ways than ever to advertise goods and services. The ‘people,’ on the other hand, now desire power and possess the ‘acute editing ability’ to hear whatever messages they want.
With consumers’ capacity to block media messages from being exposed to them, marketers must devise a method of contacting their clients without them realising it is advertising. Curran, O’Hara, and O’Brien (2011) define media purchasing as “the practice of contacting a website owner and acquiring advertising space, typically in the form of a banner placement, on their website.”
Popular platforms such as YouTube and Facebook provide media purchase opportunities. Businesses rely on the data provided by these websites to estimate the percentage of their target audience that they will reach.
When a firm purchases a position on a high-traffic website, they may reach the majority of their target market, but they will also spend a lot of money on those who are uninterested in what the company has to offer.
According to Curran, O’Hara, and O’Brien (2011), social networking sites such as Facebook account for one out of every five advertisements people see online nowadays.
Each social networking website includes a range of features that can be used to promote a business. Certain social networking services allow users to share links, videos, images, fan pages, groups, and even ads. Businesses may create generic pages in the same way that users do. Once the page is up and running, ‘friends’ can be added with the goal of obtaining more followers through ‘word of mouth’ marketing.
Once the initial circle of friends has been exhausted, activities can be planned and other friends invited. Unlike YouTube and Facebook, Twitter has enormous potential to develop a thriving and imaginative ecosystem of users,
businesses, and media sources, allowing individuals to engage in discourse about topics that are relevant and important to them. Twitter’s early motto, “What are you doing?” was appropriate for their model (Curran, O’Hara, and O’Brien, 2011).
They wanted individuals to discuss what was going on in their lives in real time. As the programme grew in popularity, it began to evolve naturally. Users began to exchange information in real time on a global scale, businesses became active and promoted brand discourse, and news began to spread through the platform faster and more effectively than traditional mainstream media services.
As a result, Twitter’s motto has been altered to “The Greatest Way to Discover What’s New in Your World,” which is more appropriate and relevant to the service it offers.
However, the question of how this potential may be realised and put into action remains. Many people are concerned about Twitter’s lack of a sustainable business model, which could have influenced some organisations’ decision to invest time and money in the platform.
Because there was no feasible economic model, there was no clear strategic route for firms to follow, casting doubt on Twitter’s relevance and usefulness to them (Stutzbach et al., 2006).
1.2 Statement of the Problem
Some organisations, such as Rite Foods Limited, are eager to use Twitter as an advertising delivery method because it can provide high reach and frequency while also targeting demographics at a low cost.
Twitter can be used to acquire new customers, keep in touch with existing ones, and promote new products, sales/offers, and events, resulting in high-quality, company-specific PR. It is obvious that they would want to offer their products to an audience that is growing at a healthy rate.
However, with President Muhammadu Buhari’s ban on Twitter, Rite Foods Limited will be unable to reach the big target audience of customers who often use Twitter, which may impede knowledge of their growing brand in Nigeria.
This study aims to examine the impact of the Twitter ban on Rite Foods Limited’s brand awareness in Lagos state.
1.3 PURPOSE OF THE STUDY
The aims of this investigation are as follows:
1. To determine how the Twitter restriction affected Rite Foods Limited’s brand awareness.
2. Determine how the Twitter restriction affects Rite Foods Limited product sales.
3. To explore how Rite Foods Limited continued to raise brand awareness following the ban.
1.4 RESEARCH QUESTIONS
The following questions lead this study:
1. How has the Twitter ban affected Rite Foods Limited’s brand awareness?
2. What effect does the Twitter ban have on Rite Foods Limited’s product sales?
3. How did Rite Foods Limited continue to raise brand awareness?
1.5 Significance of the Study
This study will be significant since it will highlight the dangers of Twitter’s prohibition on various rising brands, as well as the importance of such mediums of contacting key target customers being available to organisations at all times.
This study will also benefit the academic community by providing information for other scholars to refer to when conducting research on a comparable subject.
1.6 SCOPE OF THE STUDY
This study will only look at Twitter, not other types of social media. It will investigate the impact of the Twitter ban on the brand awareness of Rite Foods Limited in Lagos, Nigeria.
1.7 Limitations of the Study
The researcher’s only drawback during the course of conducting this investigation was a lack of funding.
1.8 Definition of Terms
1. BRAND AWARENESS: Brand awareness refers to a customer’s ability to recall or recognise a brand under various settings.
2. BAN: A ban is an official or legal prohibition on a specific product or activity. In this study, “ban” refers to the formal banning of Twitter.
3. TWITTER: A social media platform used to communicate with a specific recipient or target audience.
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