ROLE OF THE SOCIAL MEDIA AS A PLATFORM FOR MARKETING AND ADVERTISING AND ATTITUDES OF STUDENTS TOWARDS ONLINE GOODS AND SERVICES
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ROLE OF THE SOCIAL MEDIA AS A PLATFORM FOR MARKETING AND ADVERTISING AND ATTITUDES OF STUDENTS TOWARDS ONLINE GOODS AND SERVICES
The Role of Social Media as a Platform for Marketing and Advertising, as well as Students’ Attitudes Towards Online Goods and Services (a Covenant University Student Study).
1.0 Introduction.
Due to the high level of competition in the Nigerian market, marketing methods and advertising concepts have undergone major changes. According to Singh (2012), many organisations now focus on customer preferences because customers are the end users of their products.
The progress of information and communication technology (ICT) has resulted in the integration of social media into the system (Booth and Matic, 2011). Social media platforms,
which were originally intended solely for the purpose of delivering messages, are today employed as a primary source of advertising. Social media has grown like wildfire during the last decade (Chen, 2017).
Different social media platforms are being created with unique features that set them apart. Social media platforms include Twitter, Facebook, Instagram, Tik Tok, Snap Chat, Lomotif, WhatsApp,
Telegram, Viber, Zoom, Skype, and others (Choi and Rifon, 2020). All of these social media platforms have served to connect people from various geographies, ethnicities, and races.
Social media is now recognised as an online communication platform that enables businesses to offer their products to billions of people at once (Dân & Nam 2018). Social media is a prominent way of social interaction.
People in the twenty-first century use social media networking on a daily basis. People in hectic urban environments do not have time to meet or even call their loved ones.
Social networking can help to bridge this divide. Millions of young people use social media sites to find and communicate with their friends, as well as to exchange information, videos, and images.
People use social media to meet new people who share their interests and objectives. Most young people have developed a habit of visiting social networking sites, which they find difficult to break. Social media’s growing prominence has led to increased use in marketing.
Every day, more than 5 million users visit sites such as Facebook, Orkut, LinkedIn, Twitter, and YouTube. All marketing firms must maintain a presence on these sites. Aside from reaching a vast number of prospective clients, social media advertising costs far less than other forms of mass media. As a result, it offers good value for money.
Social media websites serve to develop interest in the brand while also building trust in the company. This contributes significantly to the brand-building process. Furthermore, one can contact the appropriate target group while avoiding clutter.
It enables the company to stay in continual contact with its clients, understand their preferences, and improve their products and services accordingly.
It allows them to receive prompt feedback. It so promotes one-on-one engagement, which leads to client pleasure. A delighted consumer spreads favourable word of mouth about the brand, which increases brand equity.
Overall, it helps a firm raise brand awareness, create leads, expand its client base, and boost sales and market share. If correctly planned and performed, social media may be an extremely cost-effective mode of internet promotion.
According to Blank (2013), consumer perception is the application of sensory perception to marketing and advertising. Just as sensory perception refers to how humans perceive and process sensory inputs through their five senses,
consumer perception refers to how people create views about businesses and the products they sell based on their purchases. Merchants use consumer perception theory to understand how their customers see them. They also employ consumer perception theory to create advertising tactics aimed at retaining existing clients and attracting new ones.
According to Kazmi (2012), consumer usage and purchasing decisions are heavily influenced by their opinion of the product. The most essential aspects influencing consumer perception, according to the author, are accessibility, availability, and quality, durability, regular product supply, and manner of payment.
Similarly, Wollenberg and Thuong (2014) state that brand perception is a phrase used to describe how consumers experience a specific brand of goods; perception may be viewed as reality,
hence brand perception can be viewed as genuine customer views based on what was promised. Customers’ perceptions contribute to their degree of satisfaction, which leads to brand loyalty and an increased likelihood of product repurchase.
2.0 Statement of the Problem
The rapid increase in the number of Nigerians with internet subscriptions means that an average internet user in Nigeria is more likely to be exposed to online advertisements for online goods, which in turn influences perception and purchasing decisions for online goods. (Nigerian Communications Commission. 2016).
Online products marketers continue to invest large sums of money in advertising their brands in order to improve consumer awareness and purchase. Online products marketers are using online advertising to increase brand visibility (Nielsen 2013).
This is in light of the fact that more customers spend time on the internet. As a result, it is critical to evaluate the return on investment for online goods makers from advertisements.
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