ANALYSIS OF SOCIAL MEDIA MARKETING IN THE NIGERIAN SOFT DRINKS MARKET

ANALYSIS OF SOCIAL MEDIA MARKETING IN THE NIGERIAN SOFT DRINKS MARKET

Project Details

ANALYSIS OF SOCIAL MEDIA MARKETING IN THE NIGERIAN SOFT DRINKS MARKET



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Description

ABSTRACT
This study analyse the social media marketing in the Nigerian soft drinks market. It specifically evaluate the kind of social media used by players in the soft drink market; examine if social media marketing is used as a means of educating consumers on new products; analyse the purpose of using social media by players in the soft drink market; examine the frequency use of social media by players in the soft drink market. It also investigated the extent to which players in the soft market use social media to achieve their objectives; and determine the impact of social media marketing on audience’s perception. In order to achieve the objective, descriptive survey design was adopted. The target population was two hundred (200) comprising of 100 respondents from five (5) players in the soft drink market and 100 consumer who are familiar with social media and patronizes soft drinks. Two standard instrument was used in the study to gather information from the participants. Data generated from the respondents were analysed with descriptive statistics such as frequency count and simple percentage. Results showed that the soft drink players used google messenger, followed by Instagram, Twitter, skype, you tube, linkedin, whatsapp, snapchat, private website owned by organization and blog. It was found that the perception of consumer changes through social media marketing. Findings showed that social media marketing play a vital role in building good consumer perception about their products. It was also revealed that social media changes the consumer perception of a product and drives them to buy soft drinks. It was concluded that social media is an important tool for soft drink players. Among other recommendations is that companies should create groups and home pages on social media in order to target consumers and influence consumer perception regarding to their products while consumers should endeavour to patronise social media sites of soft drink market in order to continue to get adequate and relevant information regarding their product.

TABLE OF CONTENTS
CHAPTER ONE: Introduction
1.1 Background to the Study
1.2 Statement of the Problem
1.3 Objective of the Study
1.4 Research Questions
1.5 Significance of the Study
1.6 Scope of the Study
1.7 Limitation to the Study
1.8 Operational Definition of Terms
CHAPTER TWO: Literature Review
2.1 Theoretical Review
2.2 Conceptual Review
2.2.1 Overview of Social Media
2.2.2 Handlers of Social Media
2.2.3 The Purpose of Social Media
2.2.4 Relevance of Social Media
2.2.5 Concept of Marketing and Marketing Communication
2.2.6 Meaning of Social Media Marketing
2.2.7 Dimension of Social Media Marketing
2.2.8 Managing Social Media Marketing
2.3 Empirical Review
2.4 Summary of Literature Review
CHAPTER THREE: Methodology
3.1 Research Design
3.2 Population of the Study
3.3 Sample and Sampling Techniques
3.4 Research Instrument
3.5 Validity and Reliability of Research Instrument
3.6 Procedure for Data Analysis
3.7 Method of Data Analysis
CHAPTER FOUR: Data Presentation and Analysis
4.1 Demographic Characteristics of Respondents
4.2 Analysis of Research Questions
4.3 Discussion of Findings
CHAPTER FIVE: Summary, Conclusion and Recommendations
5.1 Summary
5.2 Conclusion
5.3 Recommendations
References
Appendix: Questionnaire

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