IMPACT OF SOCIAL MEDIA ON PURCHASE OF HAND SANITIZER BRANDS IN LAGOS, NIGERIA
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IMPACT OF SOCIAL MEDIA ON PURCHASE OF HAND SANITIZER BRANDS IN LAGOS, NIGERIA
Chapter 1.
Introduction
Hand sanitizers, often known as hand antiseptics, are an alternative to hand washing with soap and water. It can be manufactured in a variety of forms, including gel, foam, and liquid solution (spray). All hand sanitizers are based on alcohol.
The alcohol used could be isopropyl alcohol (isopropanol), ethanol-propanol, or povidone-iodine. Alcohol-based hand sanitizer is more effective at killing bacteria. Hand hygiene, 2006.
Hand sanitizers are definitely beneficial in treating gastrointestinal and, to a lesser extent, respiratory illnesses. Alcohol rubs also assist to kill a variety of bacteria, including tuberculosis bacteria.
Medicinal plants are plants that are used to treat a variety of illnesses, and so have multiple applications. Turmeric, for example, comprises the major bioactive component curcumin,
which has powerful anti-inflammatory and antioxidant properties. (Bhowmik et al. 2009). The goal of this research is to create hand sanitizers using locally growing medicinal plants.
Social media is critical to the success of organisations in today’s engagement marketing environment. Promoting companies, products, and services online and via mobile applications is increasingly becoming standard practice.
So, as a marketer, you must jump on board. (Asif, 2016) Social media is also known as an online market that promotes goods, services, and brand brands via online media platforms.
Interconnectivity between persons has increased significantly as technology has advanced, with the introduction of the internet and the growth of the web (Hajili, 2014).
Different researchers define social media in different ways, based on their experience, background, and understanding. However, Kotler and American provided the most widely mentioned definitions.
Accordingly, Kotler and Armstrong defined social media as a type of direct marketing in which consumers connect with sellers electronically via interactive technologies such as emails, websites, online forums and newsgroups, interactive television, mobile communications, and others (Kotler and Armstrong, 2009).
“The phrase “social media” has just lately emerged in the field of professional marketing and communication. It refers to the promotion of products and brands to consumers through all forms of digital media and contact points.
Although social media shares many similarities with Internet marketing, it differs in that it bypasses the Internet’s single point of contact and uses all so-called “digital media,” such as mobile telephony (SMS or applications) and interactive television, as a communication channel.
The phrase “social media” thus tries to bring together all of the interactive digital tools available to marketers for the promotion of products and services, while also aiming to build more direct and personalised interactions with consumers.” (Florez, 2014)
The integration of social media into company strategy has become a more common tactic. Gaikwad and Kate (2016) stated that marketing has always existed. Zimmer (2017) remarked that “marketing is concerned with a relationship called an exchange relationship (p.1).”
Social media is a method that allows an individual or organisation to reach clients by implementing creative practices that combine technology and traditional marketing strategies. (charles, 2018).
Search Engine Optimisation, or SEO, is considered the most general sort of social media technique used to increase the visibility of a website through search engines. Social media techniques include on-site technical investigation, link building,
content production, and blogging. Search Engine Land defines SEO as the process of receiving traffic from search engine results. One can improve a website’s ranking for related queries. (Safko et al. 2009).
According to various business magazines in America, online advertising is faster than traditional advertising. (Howard; October 2011). With the huge development in internet advertising, brands began to do or spend more on e-marketing instead of traditional marketing. (Bakshi and Dr. Surendra Kumar Gupta, January 2015).
The goal of this study is to look into how social media conversations and hand sanitizer marketing influence product purchases. Although several studies have discussed the success of hand sanitizer on social media in other countries, no research has been conducted on Nigerian hand sanitizer customers.
This study focuses solely on their core product, the conventional hand sanitizer beverage, and will examine how hand sanitizer brands employ social media strategies to impact customer purchasing behaviour.
2. Statement of the Problem
This study focuses on how social media affects hand sanitizer purchases.
Nowadays, the internet is a big venue for advertising numerous types of hand sanitizers. Specifically, the brand’s online advertising is carried out through the extensive use of banners, pop-up ads,
on-site sponsorships, and several other types of online adverts on thousands of websites throughout the world. Furthermore, there are particular forums and websites worldwide dedicated to Hand sanitizer lovers, where users share their stories involving Hand sanitizer (Jhon, 2015).
According to Cook (2008), social software has four key functions: communication, cooperation, collaboration, and connection. All four functionalities are obvious in Hand Sanitizer’s social media presence.
For example, they use Twitter as a new way to provide real-time customer care, communicating directly with the public, frequently responding to consumer mentions and answering important inquiries.
The brand uses Pinterest in a more collaborative approach, managing boards and focusing on materials generated independently by general users on their profile page rather than merely using Hand Sanitizer’s developed content.
Hand sanitizer was chosen for this study because of the current Covid 19 pandemic. It has become a necessary item for households and individuals, but no research has been conducted on Nigerian consumers of hand sanitizer, as we all agree that any form of social media activity should be tailored to the needs, culture, and social status of the participants.
This study will look at how social media influences the buying of hand sanitizer in Nigeria.
3. Research question.
To what extent does social media influence customer purchases of hand sanitizer brands?
How do social media display ads influence client buying decisions for hand sanitizer brands?
Does the website influence client purchasing decisions for hand sanitizer?
4. Objectives of the Study
General Objective
To determine the impact of social media on the purchasing of hand sanitizer in Lagos, Nigeria.
Specific Objective
To investigate how social media marketing influences customers’ purchasing behaviour for hand sanitizer.
To investigate how social media display ads influence consumer purchasing behaviour for hand sanitizer.
To investigate the impact of a website on customer buying behaviour for hand sanitizer.
Significance of the Study
The study will assist hand sanitizer brand sellers make decisions. The realisation that the industry is becoming one of the most competitive businesses necessitates that the respective marketing department implement properly formulated marketing strategies for identifying consumer purchase intentions and increasing the number of loyal customers for brand success.
Furthermore, the study’s findings may be significant because, through marketing expertise, brands will be better able to gauge their performance and make improvements to boost their market performance and overall industry ranking, as well as know how to develop their social media in order to grow with this growing market.
Scope of the Study
The subject of this study will be the impact of social media on hand sanitizer purchases in Lagos state. This research will focus on the social media debate and marketing of hand sanitizer in Lagos state. This will allow the researcher to generalise and validate the effectiveness of social media in influencing client purchasing behaviour.
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