OKOLO, SOMTO JOHN and Amaihian, A. B. and Dada, J.A and Usendiah, Edu Joseph and UKPEIBO, EJIRO GIFT (2022) EFFECT OF SOCIAL MEDIA MARKETING ON SALES VOLUME OF SELECTED E-BUSINESS IN LAGOS STATE, NIGERIA. Academy of Strategic Management Journal, 21 (5). pp. 1-14.
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Abstract
Nigeria's e-business environment faces a significant gap in the wide adoption of appropriate technology to enhance marketing and improve sales. Lack of adequate technological infrastructure is a challenging factor to a larger extent to the achievement of sales volume through social media marketing in Nigeria. The study seeks to examine the effect of social media marketing on sales volume of e-business in Nigeria. The study used descriptive research design through stratified and simple random sampling techniques to determine the sample size from the population of 900 registered e-business customers. Two hundred and sixty-eight (268) copies of valid questionnaires were returned from the respondents representing 99.9% response rate. The results of the study revealed that social media marketing has significant effect on sales volume of e-business in Nigeria. The study recommended that managers of e-business should focus their efforts on exploiting widely used digital channels and improving customer service one-channel to achieve business competitive advantage and larger market share in this economic recession and disruptive business environment organisations are operating in.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | E-business, Marketing, Social Media, Social Media Marketing, Sales Volume. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Patricia Nwokealisi |
| Date Deposited: | 13 May 2024 12:05 |
| Last Modified: | 13 May 2024 12:05 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/17973 |
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