EXAMINATION OF TWITTER BAN ON DIGITAL MARKETING
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EXAMINATION OF TWITTER BAN ON DIGITAL MARKETING
Chapter 1: Examining the Impact of Twitter Ban on Digital Marketing – Introduction.
1.1 Background of the Study
Digital marketing’s evolution is inextricably linked to technological advancement. Ray Tomlinson delivered the first email in 1971, and his technology laid the groundwork for users to transmit and receive information across several devices (Nielsen 2016).
However, the more recognisable time as the beginning of digital marketing is 1990, when the Archie search engine was developed as an index for FTP websites. Computers had enough storage capacity in the 1980s to store massive amounts of client information.
Companies began to use internet strategies, such as database marketing, instead of limited list brokers.These databases enabled businesses to better track client information, hence altering the buyer-seller relationship.
Digital marketing is a type of marketing that uses internet and online-based digital technology including desktop computers, mobile phones, and other digital media and platforms to sell products and services (Techopedia 2018).
Its emergence in the 1990s and 2000s altered how brands and enterprises use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life,
and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimisation (SEO),
search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social
Most firms that use digital marketing to operate on social networks faced uncertainty when the Federal Government of Nigeria imposed an official ban on Twitter operations in Nigeria on June 5th. Twitter is an American microblogging and social networking service where users can post and engage with messages known as “tweets”.
Registered users can post, like, and retweet tweets; unregistered users can simply read them. Users can access Twitter via its website or mobile application software. Suffice it to say that digital marketing is boosted by social networks,
therefore there is no doubt that such a prohibition will have an impact on the profitability of companies and businesses that handle Twitter and operate digital marketing. Thus, this study is designed to investigate the impact of Twitter’s prohibition on digital marketing.
1.2 Statement of the Problem
One of the primary goals of modern digital marketing is to increase brand recognition, or the degree to which customers and the general public are familiar with and recognise a specific brand. Brand awareness is crucial in digital marketing, as well as marketing in general, because it influences brand perception and consumer decision-making.
However, it is worth noting that many firms and brands rely on digital marketing to promote their products on social media platforms such as Instagram, Facebook, Twitter, YouTube, WhatsApp, and others.
Thus, for a corporation that has established an online presence and reputation, the inability to access any of social media accounts generally indicates that they are on the edge of losing the niche they have spent years cultivating.
As a result of the federal government’s decision on one of the social networking sites, Twitter, most businesses and brands have experienced uncertainty.
On June 4, 2021, the Nigerian government issued an indefinite ban on Twitter, prohibiting it from operating in Nigeria, after the social media platform deleted tweets from Nigerian President Muhammadu Buhari warning the south eastern people of Nigeria, primarily occupied by the Igbo people, of a potential repeat of the 1967 Biafran Civil War.
The Nigerian government claimed that the removal of the President’s tweets influenced their decision, but it was ultimately based on “a litany of problems with the social media platform in Nigeria, where misinformation and fake news spread through it have had real-world violent consequences”.
Although the ban was condemned by Amnesty International, British and Canadian missions, and the Swedish Embassy in Nigeria, as well as domestic organisations like the Socio-Economic Rights and Accountability Project (SERAP), the implication of this ban is likely to affect brands and businesses operating via digital marketing, and on the negative,
this may affect their customer engagement, decline in brand awareness, and the profitability of such brands, while the new startup As a result, against this backdrop, this study presents a thorough evaluation of the impact of Twitter’s restriction on digital marketing.
1.3 PURPOSE OF THE STUDY
The primary goal of this study is to investigate the impact of the Twitter ban on digital marketing. The study specifically tries to…
Determine the impact of the Twitter ban on companies and businesses that operate through digital marketing in Nigeria.
Examine the extent to which company products were promoted via digital marketing on their Twitter account prior to the Twitter ban in Nigeria.
Investigate the extent to which brand awareness and niche building were achieved through digital marketing on their Twitter handle prior to the Nigerian Twitter ban.
Examine whether the current Twitter ban would effect the revenue and profitability of digital marketing in Nigeria.
1.4 RESEARCH QUESTIONS
The research is directed by the following questions.
What effect does the Twitter ban have on brands and businesses who use digital marketing in Nigeria?
What was the extent to which brand products were promoted through digital marketing on their Twitter account prior to the Twitter ban in Nigeria?
What was the extent to which brand awareness and niche building were achieved through digital marketing on their Twitter account prior to the Twitter ban in Nigeria?
Will the latest Twitter ban have an impact on Nigerian digital marketing income and profitability, as well as brand awareness?
1.5 Significance of the Study
Because this study depicts the nature of the Twitter ban effect on digital marketing, as well as the significant roles played by the sector under consideration, it is critical to note that the findings and theoretical aspects of this work will be relevant to major business brands and businesses that operate online through digital marketing.
Furthermore, the study will be extremely beneficial to students, scholars, and anybody else who is interested in gathering or doing research on the topic under consideration.
1.6 SCOPE OF THE STUDY
The breadth of the review of Twitter’s restriction on digital marketing. The investigation is thus limited to GoTV Lagos.
1.7 Limitations of the Study
The limitations of this study include the following:
Finance: Due to the researcher’s economic situation, the possibility of a bigger sample size, which would have allowed the study to cover a larger territory, has become impossible; hence, this work is limited to only Lagos state-based GoTV centres.
Time: It was unsurprising that the researcher was constrained by time, as it provided a direct challenge to the effective coverage anticipated in this report.
The researcher intended to interview all of the employees of the selected GoTV outlets, but due to the researcher’s numerous activities that included academics, work schedules, and other social activities, it became difficult to explain the intention, so only the digital marketing department was enrolled in the study.
Respondents’ attitudes: The majority of workers do not collect surveys, and those that do pay close attention to filling out and returning them, while others do not return them at all.
Others were less cooperative and may have offered untrustworthy information out of fear of being exposed, despite the researcher’s pledge that all information would be kept strictly confidential and used solely for educational purposes.
1.8 Definition of Terms
Twitter is an American microblogging and social networking service that allows users to post and interact with messages known as “tweets”. Registered users can post, like, and retweet tweets; unregistered users can simply read them.
Twitter Ban: This is an authoritative suspension in the operation of Twitter, as mandated by the Federal Government of Nigeria on June 5th, 2021, until the proprietors of the social network meet the newly formed condition imposed by the Nigerian government.
Digital marketing is a type of marketing that uses internet and online-based digital technology including desktop computers, mobile phones, and other digital media and platforms to promote products and services.
Brand awareness is a marketing phrase that refers to the degree to which consumers recognise a product by its name. Creating brand awareness is an important stage in advertising a new product or revitalising an established brand. Ideally, brand awareness should contain characteristics that set the product apart from the competition.
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