Business organizations are continually searching for new ways to reach out to their consumers. Before, television, radio, and print are usually used by businesses to advertise their products. The coming of social media has shifted the way organizations interacting with their targeted audience. It has made social media an important tool for maintaining and creating a competitive advantage. Businesses today embrace the use of social media without paying adequate attention to silent issues concerning the usage of sites that can influence consumer buying behavior. The research aimed to examine the influence of social media sites on consumer buying behavior in Shoprite Nigeria Limited. The examined social media sites included Twitter, Facebook, Google+, blogs, and YouTube. The research was a descriptive design. The population was made up of consumers of Shoprite Nigeria Limited in Ibadan and Lagos. The sample size was 384 using Cochran's 1977 sample size formula for the infinite population. However, only 321 respondents filled and returned the questionnaires. A structured questionnaire was designed using a five-point Likert scale of agreement. Then, a hypothesis was tested using multiple regression analysis. The result shows that the null hypothesis is rejected. It implies that social media sites influence consumer buying behavior in Shoprite Nigeria Limited. It concludes that social media sites are important tools that can influence consumer buying behavior. It is recommended that the organization should invest more in social media sites to get in touch with their targeted audience.
Sport tourism serve as economic catalyst of any Nation, therefore, this study investigated Economic impact of covid-19 pandemic on sports tourism in Kwara State. The objectives of this study were to: (i) evaluate the relationship between sports income generated on sports centers and closure of hotels and sports tourism. Descriptive research design of survey type was used for the study. The population of the study comprised of all Hoteliers, staff of sports council and sports marketers. Stratified and purposive sampling technique was used to select 100 respondents. Researchers designed questionnaire was used for the study. The instrument was validated by lecturers in the Department of Human Kinetics Education University of Ilorin and lecturers in the Department of Human Kinetic & Health Education, Kwara State University. A correlation coefficient of 0.68 was obtained. The instrument was administered by the researchers. The data collected were analysed using inferential statistic of Pearson Product Moment Correlation (PPMC). The result of the findings revealed that income generated on sports centers, closure of hotel have economic impact and sport tourism during covid-19 pandemic in Kwara State. Based on the findings of this study, it was recommended that people should be encouraged to embark on digitalization of sports in term of sales of sports products and viewing of sports events on social media so as to enhance effective participation in sports tourism.
This study investigated the dynamism of Sports Marketing in the organization of professional football clubs in Kwara State, Nigeria. The objectives of this study were to assess the relationship between advertisement, a brand of sports product, and the organization of professional football clubs. A descriptive research design of survey type was used. The population for the study comprises sports administrators in the sports council and management of Kwara United and Abubakar Bukola Saraki Football club. A multistage sampling procedure was used to select 120 respondents. The researchers-structured questionnaire was used for the study. The instrument was validated by experts in the Department of Human Kinetics Education and Marketing Department, University of Ilorin. The reliability level of the Instrument was established through the test re-test method using Pearson Product Moment Correlation (PPMC). A correlation co-efficiency of 0.87r was obtained. The administration of the instrument was done by researchers. The data collected were analyzed using Inferential Statistics of Pearson Product Moment Correlation (PPMC) at a 0.05 alpha level. The result revealed that there was a significant relationship between advertisement, branding of sports products, and organization of professional football clubs. The study recommends that there is a need for clubs management and other stakeholders at various clubs to encourage the private sector to partner with them in the area of market strategies by placing their advertisement on the club jersey.
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