CHAPTER ONE
INTRODUCTION
1.1. BACKGROUND OF THE STUDY
Social media is a phenomenon that has drawn a lot of attention both to companies and individuals interacting on the networking landscape. However, when it comes to giving a clear definition of what social media really is, the understanding of the term is very minimal. Managers and academic researchers seem to differ on how social media differ from interchangeable related concept web 2.0 and User Generated Content (Kaplan and Haenlein: 2009). Looking way back into the history of the internet where social media might have evolved from, a clear understanding of related concepts can be derived. In 1979, Truscott and Ellis from Duke University created the Usenet, a worldwide discussion system that allowed users to post public messages. Usenet is a hybrid between email and web forums and the discussions therein are threaded with modern news reader software (http://nzblord.com/usenet/).User Generated Content entered usage in 2005; it covers a variety of media information available. It includes all digital media technologies such as, digital video, blogging, podcasting, forums, review-sites, social networking, mobile phone photography and wikis. Hence User Generated Content is a sum of all ways in which people make use of social media (Kaplan and Haenlein 2009).
In today’s technology driven world, the social media have become an avenue where retailers can extend their marketing campaigns to a wider range of consumers. Chi (2011) defines social media marketing as a “connection between brands and consumers while offering a personal channel and currency for user centered networking and social interaction.” The tools and approaches for communicating with customers have changed greatly with the emergence of social media; therefore, businesses must learn how to use social media in a way that is consistent with their business plan (Mangold and Faulds 2009). This is especially true for companies striving to gain a competitive advantage. This review examines current literature that focuses on a retailer’s development and use of social media as an extension of their marketing strategy. This phenomenon has only developed within the last decade, thus social media research has largely focused on (1) defining what it is through the explanation of new terminology and concepts that makeup its foundations, and (2) exploring the impact of a company’s integration of social media on consumer behavior. This paper begins with an explanation of terminology that defines social media marketing, followed by a discussion of the four main themes found within current research studies: Virtual Brand Communities, Consumers Attitudes and Motives, User Generated Content, and Viral Advertising.
1.2. STATEMENT OF THE GENERAL PROBLEM
There are many statistics that are applicable and available for the use of marketing in the Facebook space. Statistics like number of unique visitors, page views, and frequency of visits, average visit length, and click through rates are either totally unsuitable or irrelevant. This reflects a basic failure to capture information about the effectiveness of the Facebook marketing. These statistics are merely a count of impressions, visitors, friends, posts and players. This counting does not capture the essence of the interaction consumers had with the brand, the degree of engagement felt during and after the interaction, or the effects of the interaction, exposure to brand messages, and brand engagement on measures like brand likability, brand image, brand awareness, brand loyalty, brand affiliation, congruency, and purchase intent. To measure the effectiveness of social media marketing, there should be a balance between quantitative statistics with qualitative insights that cannot be gained from simple statistics that are on offer.
1.3. AIMS AND OBJECTIVES OF THE STUDY
The major aim of the study is to assess the perception of university of Lagos students towards social media as a marketing tool. other objectives of the study include;
1. To examine the relationship between social media and marketing in Nigeria.
2. To examine the prospects of marketing through facebook in Nigeria.
3. To assess the major challenges of using social media as a tool for marketing.
4. To recommend ways of improving social media marketing in Nigeria.
1.4. RESEARCH QUESTIONS
1. What is the relationship between social media and marketing in Nigeria?
2. What are the prospects of marketing through facebook in Nigeria?
3. What are the major challenges of using social media as a tool for marketing?
4. What are the ways of improving social media marketing in Nigeria?
1.5. RESEARCH HYPOTHESIS
H0: There is no significant relationship between social media and marketing in Nigeria
H1: There is significant relationship between social media and marketing in Nigeria
1.6. SIGNIFICANCE OF THE STUDY
The study would be of immense importance towards the development of marketing in the social media in Nigeria. the study wousl also benefit students, researchers and scholars who are interested in developing further studies on the subject matter.
1.7. SCOPE OF THE STUDY
The study is on the perception of university of Lagos students on social media as a marketing tool in Nigeria
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