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 Format: MS-Word   Chapters: 1-5

 Pages: 60   Attributes: Primary Data/questionnaire, Data Analysis

 Amount: 3,000

 Aug 28, 2018 |  09:31 am |  2079



1.0. Background of the Study

The growth and influence of the internet in the 21st century cannot be overemphasized. It is influencing the everyday life of organizations, individuals and businesses in strategic thinking as well as creating opportunities for marketing organizations to connect with their clients, agents and consumers with accurate information within a space of no time and at the comfort of everyone. Today, organizations can create their own content, share it with others, respond to people, collaborate with them and many more (Andreas & Haenlein, 2010). This user interaction is what gave impetus to today’s increasingly emerging online marketing networks and sites (Chukwu, 2014).

Creating and developing a website is important for any business. Along with having a website, you need to expand your online outreach to social media platforms. Social networking site such as facebook are essential for maintaining a competitive edge. Companies that do not have active social media accounts risk missing out on numerous marketing opportunities such as Interaction with Target market and social marketing. 

Marketers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers (London School of Business and Finance, 2012). Non-commercial marketers spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies.

According to (Bowen, 2012), as technology evolved, and keeps evolving at a breakneck pace and new tools are created to reach and connect with customers, many businesses started considering other channels of reaching their target markets as these customers became more demanding and increasingly sophisticated. Companies started looking for new advertising ventures that will connect them more effectively with potential customers. With the advent of technology came the introduction of mobile advertising which provides companies with another way to reach consumers on a personal level, through their mobile phones (Articlebase, 2011).

Popular online marketing network sites such as, Facebook, Twitter, Likedin, Youtube, Google +, etc., now allow member individuals to interact with one another and to build relationships even many companies across the world have joined but they joined only the fastest growing networks such as Facebook and Twitter, so as to connect with their customers (Trattner & Kappe 2012). Going through Facebook updates that are posted by your customer gives you the insight into what they need and what they desire the most. This is useful for helping your company formulate marketing strategies that address their needs.

Before now, many have used the online marketing platform as a means to quick dubious ends. With this legacy, many Nigerians are still skeptical of messages on online marketing platforms. Ajayi, Aderounmu & Soriyan (2008) note that though electronic commerce (e-commerce) is yet at its infancy in Africa and other developing countries, several factors such as lack of trust, technology infrastructure, funds and shortage of manpower can be attributed to this.

These advances in information and communication technologies such as the emergence of the Internet have revolutionized business activities enabling new ways of conducting business referred to as electronic commerce (Zwass 2003). Internet Technology Driven Business (eBusiness) has continued to be a catalyst to accelerate economic growth in many developed countries around the world such as Singapore, Denmark, Switzerland, United States of America, China, just to mention but a few (Akintola, Akinyede & Agbonifo, 2011). E-stores offer shoppers certain benefits that cannot be offered by brick-and-mortal (physical) stores, and these attract a growing number of consumers to online shopping from all over the world (Aminu, 2013).

According to Nwanwene, (2001, p. 8) a review on her ongoing campaigns shows the adoption of different creative strategies in the marketing of the Nigerian goods and services. Advertisers and their products.

This problem of the research therefore seeks to discover how good or bad and how persuasive Airtel Telecommunication adopts a well and constructed facebook marketing strategy in influencing their subscribers. It is at this length that the study seeks to examine the role of facebook in marketing Airtel telecommunication Nigerian limited.

1.2. Statement of the problem

The presence of internet has enhanced the existing links between businesses and consumers around the world. This process has been facilitated by different internet platforms including blogs, e-mails, and importantly the online marketing which is the focus of this study (Adaja & Ayodele, 2013).

The global average time spent per person on online marketing sites is 6.9 hours per month (Delaney & Salminen, 2012). An average Internet user has 669 social ties (Hampton et al. 201 1). Facebook averages 728 million daily active users; it also has over 25 million small or medium business pages; 2 billion connections between local businesses & users with 22 billion like and share buttons are viewed daily (Imran, 2014). Averagely 500 million tweets are sent per day with 143,199 records of tweets per seconds (@twittersearch, 201 1). “There are more than 3 million Linkedin business pages; 1 2 million products/services showcased on Linkedin company pages with over 259 million professionals worldwide” (Smith 2013). Online marketing gives an opportunity for every business to keep track on their consumers and to showcase their new products to the world.

With the emergence online marketing in Nigeria, Online marketing has become a hub for promoting business activities. However, for many, using these platforms still appears considerably risky as a result of the use of online marketing platforms by people for deceiving people for financial gains.

1.3. Objectives of the Study

The objectives of the study are to:

I. To determine the level of awareness of facebook as a marketing strategy for Airtel telecom among subscribers.

II.                      To determine the extent of consumer’s patronage of Airtel telecommunication based on marketing activities on facebook.

III.                   To ascertain subscribers views about Airtel telecommunication marketing strategies on facebook.

1.4. Research Questions

1.                       What is the level of awareness of facebook as a marketing strategy for Airtel telecom among subscribers?

2.                       What is the extent of consumer’s patronage of airtel telecommunication based on marketing activities on facebook?

3.                       What are the views of subscribers about airtel telecommunication marketing strategies on facebook?

1.5 Significance of the Study

Aside being benchmark for further studies, this study will provide online retailers the opportunity to measure consumer’s perception and acceptability of their activities.

It will further provide them with the opportunity to evaluate the effectiveness of their online marketing campaign and how these campaigns affect their marketing activities.

Furthermore, it will add up to the available body of knowledge in the field of online marketing and marketing studies.

1.6. Scope of the Study.

  The scope of this study is limited to Kogi State University Undergraduates Students and the kind platform on facebook.


1.7. Definition of Terms

The following terms are hereby defined:

Subscribers: these are set or group of people who tunes in to a particular network or channel or pays attention to a particular product or services.

Online Retailing: Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser.

Online marketing: often called online marketing or e-marketing is essentially any marketing activity that is conducted online through the use of internet technologies. Patronage: the acceptability and constant purchase of a good or idea from a store.

Social media: They are internet enabled applications which is used mostly by the youths in other for them to be well informed about the happenings of the society. e.g., Facebook, Twitter, Meeboo, My-Space. etc.


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