The Role of Social Media in Marketing of Consumer Products in Kano State

Description

– The Role of Social Media in Marketing of Consumer Products in Kano State –

Download The Role of Social Media in Marketing of Consumer Products in Kano State. Marketing students who are writing their projects can get this material to aid their research work.

Abstract

This study analyzed the role of social media in marketing of consumer products in Kano state, a case study of fast food industry to achieve these aim questionnaire was designed, developed and standardized for the purpose of collecting data.

The instrument was administered online to customers and Fast Food outlets in Kano metropolis fast food industry. However, the data collected was analyzed using frequency distributions, percentage and ANOVA Chi Square. Also two (2) hypotheses were formulated and tested and the research questionnaires were answered.

Therefore the findings of this study revealed among others that consumers patronize online fast food retailers, social media is effective for both creating brand awareness and selling of products/services, the study also revealed that the most used and preferred social media platform is Instagram among other findings.

The study also revealed that there are significance difference in the perception of consumers toward online fast food shopping and there is no significant difference among consumers in patronizing online fast food retailers.

Introduction

Today, the rise of social media is very evident and shows no signs for stopping. Social media has become an essential part of the lives of people especially the young generation; they use it for social interaction and to keep connected with their friends and colleagues.

Also, they use it to keep updated about everything that they are interested in and to share information about goods and services that they are fans of.

In addition to that, social media helped the youth in creating their own user generated contents about what they like or not like and thereby it provided a space for users to express themselves in a virtual community.

Social media can be defined as” a group of internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user generated content” (Kaplan &Haenlein,2010).

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