Exploring Social Media Marketing In Business: Influence on Product Adoption Perspective

Abugu James O, Chukwu, Amaechi M., Obasi, Obasi K.


The importance of social media in Business cannot be over emphasized. Social media ensures effective communication between organizations and clients (customers), provides direct and timely contact with a large number of people. As there are many people with varying needs, so are many products with similar offerings competing for the varying needs of the people. This study investigates the influence of social media (Facebook, Youtube and Twitter) marketing on product adoption. 241 staff and customers of Shoprite shopping Mall, Enugu Nigeria who showed interest to participate constituted the respondents. Questionnaire was the study instrument used to elicit response from the sample of 241 respondents that took part in the study. The reliability of the study was established using Cronbach Alpha Statistical tool which yielded 0.886 considered adequate for the study. A 5 point likert structured questionnaire was used to collect data from the affected respondents. The data collected were analyzed and the study hypotheses tested with the use of linear regression. Findings revealed that Facebook, Youtube and Twitter positively and significantly influence product adoption. It was concluded that effective use of appropriate social media platform(s) influence customers’ purchase intention. That proper utilization of social media not only creates product awareness but result to product adoption amongst competing brands. It was recommended that awareness of the existence of a number of social media platforms be widely created and used based on the peculiarities of market segment(s) of the business organization.

Keywords: Social Media, Marketing, Effective Communication, Business, Influence, Customer, Product Adoption.

DOI: 10.7176/EJBM/12-21-14

Publication date:July 31st 2020

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ISSN (Paper)2222-1905 ISSN (Online)2222-2839

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