THE INFLUENCE OF SOCIAL MEDIA PLATFORM ON THE

PROMOTION OF CONSUMER GOODS. (A CASE STUDY OF

JUMMAI ONLINE MARKETING BUSINESS).

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 CHAPTER ONE

1.0 INTRODUCTION

Social media are a fundamental axis for online marketing campaigns of most
companies, focused on knowing the variables that condition the results of their
campaigns in social media marketing (SMM), associated with natural or organic
positioning or (search engine optimization (SEO). This axis has been an object of
recent study as it is a source of technology transfer in the field of marketing. The
aim of this research is to study social media influence on consumer behavior in the
growing telecommunications sector, especially in mobile telephony manufacturers.
The justification of this focus is the progressive competitive development of the
telecom sector, traditionally based on public and monopolistic operators. With the
liberalization process at the end of the 20th century, this market has changed
deeply, thanks to the appearance of many competitors and greater activity for
manufacturers. If we combine this process with the mobile phenomenon and with
the consolidation of social networks as a way to connect with consumers, we can
afford approaching a new view linking both concepts.

1.1 THE BACKGROUND OF THE STUDY

The background of the study is related to the influence of social media platform on
the promotion of consumer goods on mobile telephony companies represent a
sector that invests more in advertising campaigns and is centered in the social
media. Samsung and Apple are the market leaders, both in terms of share and
advertising investment. Xiaomi, third in the ranking, is a Chinese company that has
become a commercial threat to Samsung, having cheaper mobile terminals. The
Spanish BQ is also positioned at affordable prices.

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Based on a quantitative methodology, the general objectives of the research consist
of analyzing the advertising on social networks of four major reference companies
of mobile telephony (Samsung, Apple, Xiaomi and BQ). The research gaps are a
lack of data and evidence about strategies in the mobile telephony companies and
the need of a comparative analysis to promote profitable and monetizable activity
in this sector. As specific objectives, it is intended to review the concept, evolution
and operation of advertising on social networks; observe and analyze the
management model and the strategies of the mobile telephony companies chosen in
social media; compare the different behaviors of each one of the companies
analyzed in the different social media; try to discover similarities or differences in
communication between the brands analyzed; obtain information to support.
decision making on the social media strategy of other companies; and analyze the
impact of social networks on mobile phone companies.

In today’s technology driven world, social networking sites have become an

avenue where retailers can extend their marketing campaigns to a wider range of
consumers. Chi (2011,

1.2 STATEMENT OF PROBLEMS

The dichotomy between advertising and marketing regulations raises the question
as to how advertising techniques may circumvent consumer regulations and distort
the economic behaviour of the consumer (Lindstrom, 2008). It is rare to find a
marketer that shares a similar deep passion for advertising as they might for law
and regulations. Degrees of polarity exist in the creativity of the right brain
attributed to advertisement creativity and the analytical processes of the left brain,
often more attributed to the regulatory processes of law (Loftus & Pickrell, 1995;

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Arkush, 2008). The two tend to be opposing rather than complementary, and rarely
do they seek each other out.

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 consumer 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 university 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.

Although social media marketing is a well-researched topic, it has only been

studied through experimental and theoretical research; studies never precisely
describe the benefits retailers gain from this marketing tactic. In reviewing the rich
plethora of multi-disciplinary literature, it is has become clear that studies are
focusing on describing what social media marketing is as well as examining what
factors affect consumer behavior relative to social networking. Despite the initial
progress made by researchers, development in this area of study has been limited.
Research needs to expand by providing a deeper understanding of the long-term
promotional gains retailers obtain from social media marketing. More formalized
studies are also needed to progress beyond theorized or predicted outcomes in
order to gain knowledge of real life applications. This review of literature touches
upon the gaps that currently exist within social media marketing research and

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points out the need for future studies to explore the benefits gained by marketing
on social networking sites, especially for small retailers.

1.3 RESEARCH QUESTION

The following are the question formulated to use as a guideline for this study

i. What are the influences of social media platform on the promotion of

consumer goods a case study of Jummia online marketing business?
ii. Are there any advertisers’ strategies perspectives on the social media
platforms they mainly use for advertising brands especially online goods?
iii. Are there any advertisers’ perspectives on the influence of social media on
the promotion of brands especially online goods?
iv. What are the advertisers’ perspectives on the contribution of social media
advertising to consumer preferences for brands on jummia online marketing?

1.4 OBJECTIVE OF THE STUDY

In carrying this research work on the influence of social media platform on the
promotion of consumer goods in Nigeria the following objective have been
formulated.

v. To determine the influence of social media platform on the promotion of

consumer goods a case study of jummia online marketing business.
vi. To explore the advertisers’ perspectives on the social media platforms they
mainly use for advertising brands especially online goods.
vii. To explore the advertisers’ perspectives on the influence of social media on
the promotion of brands especially online goods.
viii. To explore the advertisers’ perspectives on the contribution of social media
advertising to consumer preferences for brands on jummia online marketing.

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1.5 SIGNIFICANCE OF THE STUDY
The findings of this study are expected to benefit society considering that the social
media plays an important role in most consumer’s selection of brands in today’s
media -centred world and the reality that there exists a greater demand exists for
goods and yet people lack the time to go and shop for their preferred brands
(Perreau, 2014). The ubiquity of social media has increased social media
advertising and content sharing possibilities leading to consumers’ increased and
convenient access to brands. Therefore, the opportunities for multiple connectivity
that social media platforms provide tend to increase communication among
consumers and promote of brands. As such, the different ways through which
social media platforms influence consumers’ preference for brands need to be
uncovered as advertisers are to promote effective communication and advertising
via social media platforms. Given the obscurity of findings on the effectiveness of
social media platforms in promoting brand preferences (Shimp, 2012), this study
can serve as a future reference for researchers on this subject. The study can also
provide other advertisers with insights into which social media platforms are best
suited for advertising and increasing access to consumer preferences for brands,
especially energy drinks. This understanding has potential to reduce advertisers’
wasteful investment in ineffective social media platforms (Motyka, Marcinkowski
2015; Reissig et al. 2009).

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 CHAPTER TWO

LITERATURE REVIEW

2.0 INTRODUCTION

These chapters review the work of other authors in relation to social media
platform on the promotion of consumer goods. the researcher will examine the
contributions of different authors with the view to determine where there are
knowledge gap.

2.1 CONCEPT OF SOCIAL MEDIA

To consider social media as a marketing tool a retailer must understand every

aspect of it. Social media cannot be understood without first defining Web 2.0: a
term that describes a new way in which end users use the World Wide Web, a
place where content is continuously altered by all operators in a sharing and
collaborative way (Kaplan and Haenlein 2010). “It is much more to do with what
people are doing with the technology than the technology itself, for rather than
merely retrieving information, users are now creating and consuming it, and hence
adding value to the websites that permit them to do so” (Campbell et al. 2011, 87).
Web 2.0 has evolved from simple information retrieval to interactivity,
interoperability, and collaboration (Campbell et al. 2011).

Kaplan and Haenlein (2010, 61) define social media as “a group of Internet based
applications that build on the ideological and technological foundations of Web
2.0, and allow the creation and exchange of user generated content.” Sinclaire and
Vogus (2011, 294) cite O’Reilly’s (2005) definition: “social media is a broad term
that describes software tools that create user generated content that can be shared.”
However, there are some basic features necessary for a website to meet the

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requirements as a social network website: the site must contain user profiles,
content, a method that permits users to connect with each other and post comments
on each other’s pages, and join virtual groups based on common interests such as
fashion or politics. (Gross & Acquisti, 2005; Ellison, Steinfield & Lampe, 2007;
Lenhart & Madden, 2007; Winder, 2007; Boyd & Ellison, 2007 as cited in Cox
2010).

2.2. ADVERTISING ON SOCIAL NETWORKS

The incursion of advertising on social networks has accelerated as the number of

users of these networks has increased. In parallel, metrics have arisen that try to
objectify the performance of the insertions , increasingly aimed at achieving a solid
interactivity with the end user .

Communication in social media is modifying the way in which the businesses and
their consumer behavior interact. Internet advertising incorporated new platforms
and business opportunities for companies and brands. Although television leads
advertising investment, the Internet is the medium that is growing the most. In
addition, promotion in Social Media Marketing (SMM) is more effective in the
long term and creates a strong bond with clients because it reaches a participatory
audience.

2.3. DIMENSIONS OF SOCIAL MEDIA ADVERTISING

There are five dimensions of social media advertising (Asa’ad & Anas, 2014).
These dimensions facilitate the creation of advertisers’ connections with
consumers and contribute to the building of traffic on company brands on websites.

2.3.1. Online Communities

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The main motivation for social media advertising is to enable advertisers to
develop online communities that converge around and consume their brands. A
company or business employs social media platforms to build a community around
its products/business. Vibrant communities create loyalty for brands and encourage
consumer discussions, which can contribute towards brand exposure and
improvements (Taprial, & Kanwar, 2012).

2.3.2. Social interaction

The debate on social media advertising is incomplete without recourse to social

interaction. Consumers of particular brands can use their Facebook pages and
Twitter accounts to notify, quickly and simultaneously, all their followers about
specific subjects (Berselli, Burger & Close, 2012) relating to these brands. In
addition, social networking sites also enable greater interaction with the online
community through broadcasting up-to-date information about the brands, as well
as communicating students’ tastes and preferences for particular brands such as
energy drinks online.

2.3.3. Sharing of Content

Content sharing is another important dimension of social media advertising.

Content sharing is the extent to which an individual exchange, distributes and
receives content in a social media setting. University students share with peers the
brands they prefer on their social media platforms especially when these brands
resonate with a majority of their peers (Babac, 2011).

2.3.4. Accessibility

Increasing accessibility is another important consideration as far as social media

advertising is concerned. Through social media advertising consumers easily

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access brands at no or minimal costs via social media platforms. Social media
platforms are easy to use and do not require any special skills or knowledge to use
(Taprial & Kanwar, 2012). Therefore, social media platforms provide user-friendly
content that can be used by both older and younger students.

2.3.5. Credibility

Companies also gain increased credibility when they market their products and
services via social media platforms. Credibility relates to clearly delivering
messages to consumers and establishing sincerity through what is said or done,
connecting emotionally with the target audience, motivating the buyer and
generating loyal customers. The social media provide a good platform for all
businesses to network and to reach out to their target audience, connect with them
directly and generate trust by listening to what they say (Taprial & Kanwar, 2012).
Advertisers, therefore, may generate loyal customers by providing a brand image
that truly addresses the contents of the brand.

2.4. PLATFORMS FOR PROMOTING SOCIAL MEDIA ADVERTISING

Over 2.7 billion people globally and approximately 40% of the world's population
is online (ICT, 2014). Over half of online adults in the USA use two or more social
networking sites (Pew Internet, 2014), with sites such as Facebook, Twitter and
YouTube commonly used to navigate content on the Web in addition to traditional
search engines (Bughin et al., 2011). Social media advertising platforms, with a
near 100% penetration on mobile phones worldwide (ICT, 2014), are increasingly
accessed and used at all times and places and provide the platform for brand
recognition. As a result, companies are proactively engaging in new social media
advertising strategies and tactics (Neff, 2014). For example, a study conducted by
Social Bakers (2014) demonstrates that the number of social media interactions

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often contributes to increased visits to the brand's website. Other research findings
suggest that social media engagements are ineffective in stimulating brand loyalty
and sales (Traphagen, 2015). Nevertheless, there are several popular social media
advertising platforms (Facebook, Twitter and YouTube) that most advertisers use
to promote brands and these sites are described below.

2.4.1. Facebook

Many industry surveys (Ascend2, 2013; Gerber, 2014) report that promoting
engagement on large audience platforms such as Facebook is one of the most
important social media advertising goals of marketers targeting consumers of
energy drink brands. Social media advertising is increasingly attracting clients’
attention by engaging and paying attention to their needs. In the early days of
social media advertising, the volume of users who were socially connected to
brands were the primary driving force for engagement. Accordingly, organisations
aggressively acquired fans and followers on platforms like Facebook by investing
heavily in advertisements on the network.

2.4.2. Twitter

Another popular platform for social media advertising is Twitter. Previous studies
claimed that customized advertising on Twitter can be informative, pleasurable and
increases a firm’s credibility. However, customized advertising also may decrease
irritation of customers because messages would be well personalized to deal with
customers’ interests and preferences (Lee, Kim & Sundar, 2015). Almost one in
five posts on Twitter includes a specific brand name and one-fifth of these posts
express positive or negative feelings about that brand (Jansen et al., 2009).

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2.4.3. YouTube

Another interesting social media advertising platform is YouTube. This website

allows video makers to monetise content in many ways including through
advertisements (YouTube Partner, 2015). Successful YouTubers have huge
followings with some having millions of fans which is essential for business,
especially for advertising and promoting brands. YouTube has billions of total
views (YouTube, 2016), and houses millions of videos ranging from product
reviews of the brands such as energy drinks. Contrary to many companies that
have tried and failed to promote their brands on YouTube, YouTubers succeed in
producing successful videos that provide content that captures customers’ attention
(Rich, 2013). YouTube users make money by employing product placement on
their videos (Rich, 2013), which means that the audience is being influenced
through deliberate and subtle insertion of a product into media entertainment
(Perloff, 2010: 291). YouTube has billions of total views (YouTube, 2016), and
houses millions of videos ranging from product reviews of the brand under study,
energy drinks. It also has become the number one platform to search for
information on virtually anything ranging from content of brands, science and
technology to other social activities such as learning music and sports.

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 CHAPTER THREE
3.0 RESEARCH METHODOLOGY
3.1 INTRODUCTION
This chapter indicates the design for this work; it shows the basic plan which
guides the data collection and analysis phase of the work to be used in the data
collection of data.
It is the master plans within the various data which are gather through the
social scientist method of gathering data, such as questionnaire, sampling method,
chi-square method of analysis, textual interpretations, interview and observation
method.
3.2 RESEARCH DESIGN
Research design used is descriptive in nature in which questionnaire shall be
design by the researcher containing series of question for the permanent workers
(A case study of Jummai online marketing business). in other to provide solution to
the problems under investigation.
3.3 POPULATION OF THE STUDY
The population of the case study is made of twenty permanent staff with
average customer of 150per day. (A case study of jummai online marketing
business).
3.4 SAMPLE SIZE
The researcher intends to use random sampling for carrying out this
investigation that is selecting representative sample from the entire population.
3.5 SOURCE OF DATA
The research intend to use primary and secondary source of data, the
primary source include information collected directly from the responses through
the use of administered questionnaire, while secondary source are information that

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are collected from already existing literature such as, handbook, staff manual,
seminar papers, magazine, bulletined etc. that are relevant for this research work.
3.6 INSTRUMENT OF DATA COLLECTION
The instrument to be used in gathering the necessary information is
questionnaire, which will be constructed in close ended format, with simple and
correct language (English) for easy understanding and to avoid errors commonly
associated with interpretation by respondent.
Asking ambiguous question will be avoided so that respondent would feel
free and understand the question being asked, item that would not relate to the this
study will be avoided.
3.7 METHOD OF DATA ANALYSIS
The analysis of this research work will make use of the modern method of
analysis that is the SPSS method using the chi-square.
Data would be analyzed and interpreted on frequency table in terms of
correlation and impacts. The important of the chi-square method is that its account
for insignificant values of error that may have been committed during data
collection.
Tabulation of data will complement the analysis for a meaningful grouping
which will enable the researcher to prepare qualitative interpretation and regulation
so that they can be easily understood and their significant value appreciated.
5.3 CONCLUSION

Base on the conclusion from the findings, the frequency flow of fund in the
financial scene has become necessary so as to achieve certain economic goals. In
the light of this, the effect on monetary policy is to promote their circulation of
currency in banking system. Finally, monetary policy is most preferred strategy
adopted in promoting financial institution effectiveness and efficiency.

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