Social Media Advertising and Electorates’ Patronage of Political Parties in Nigeria

Ogbuji, Chinedu N.; Ogbobula, Princewill

doi:10.18843/rwjasc/v9i1/14

Cited by 1 publication

(2 citation statements)

References 11 publications

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“…It indicates that both Twitter messages and Facebook messages as social media platforms have the capability of influencing the awareness of Nike Lake Resort services. Other related studies have given similar submissions to these influences (Okolo et al, 2018;Chukwu & Ifediora, 2014;Ogbuji & Ogbubula, 2018;Akpan et al, 2015;Alam & Khan, 2015). Through the Twitter messages and Facebook messages channels, the consumers could contribute their…”

Section: Discussionmentioning

confidence: 64%

“…Social media can change consumer behaviour and further mount pressure on the consumer to scut from the affective state to cognitive state (Ioanas & Stoica, 2014). Apparently, from the perspective of politics, a study was conducted by Ogbuji and Ogbubula (2018) and it was also discovered that social media was instrumental to voters' intention to cast their ballots for their chosen political candidates.…”

Section: Effects Of Social Media On Consumer Brand Awareness and Patronagementioning

confidence: 99%

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Effects of Social Media on Consumer Brand Awareness and Patronage of Nike Lake Resort Services in Enugu: An Innovation Adoption Theory & Hierarchy of Effects Model Exposition

Ikpo¹,

Okolo²,

Oranusi³

2021

British Journal of Management and Marketing Studies

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Communication has initiated a paradigm shift from the traditional to new the new social media. This study investigated the influence of Twitter messages and Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services in Enugu: an innovation adoption theory & hierarchy of effects model exposition. The specific objectives of the study were to ascertain the extent of the influence of Twitter messages on consumer brand awareness and patronage of Nike Lake Resort services. Also, to determine the extent of the influence of Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services. This study contributed to the extant gap in marketing literature by using Twitter messages and Facebook messages to promote Nike Lake Resort services in Enugu. The population of the study includes guests of Nike Lake Resort selected through a convenient sampling technique. The survey method was adopted and the sample size of 384 was determined using Freud and William’s formula known as the Z-score method. Cronbach’s alpha was used to determine the reliability of the instrument of 0.870. The Pearson product-moment correlation coefficient was used to analyse data. Findings revealed a significant positive influence of Twitter messages on consumer brand awareness and patronage of Nike Lake Resort services (r = 0.937, p < 0.05). Also, it was revealed that there is a significant positive influence of Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services (r = 0.943, p < 0.05). Twitter messages and Facebook messages are effective marketing tools for communicating Nike Lake Resort services to consumers. There is need for Nike Lake Resort to continuously improve on the use of Twitter messages and Facebook messages channels to help boost consumer awareness and patronage in future.

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Section: Discussionmentioning

confidence: 64%

Section: Effects Of Social Media On Consumer Brand Awareness and Patronagementioning

confidence: 99%

Effects of Social Media on Consumer Brand Awareness and Patronage of Nike Lake Resort Services in Enugu: An Innovation Adoption Theory & Hierarchy of Effects Model Exposition

Ikpo¹,

Okolo²,

Oranusi³

2021

British Journal of Management and Marketing Studies

View full text Add to dashboard Cite

show abstract

Social Media Advertising and Electorates’ Patronage of Political Parties in Nigeria

Abstract: ABSTRACT

Cited by 1 publication

References 11 publications

Effects of Social Media on Consumer Brand Awareness and Patronage of Nike Lake Resort Services in Enugu: An Innovation Adoption Theory & Hierarchy of Effects Model Exposition

Effects of Social Media on Consumer Brand Awareness and Patronage of Nike Lake Resort Services in Enugu: An Innovation Adoption Theory & Hierarchy of Effects Model Exposition

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