Role of Paid Media Smartphone Advertising in Creating Awareness for Jumia Fashion Among Female Youths in Ikate Elegushi
Chapter One
OBJECTIVES OF THE STUDY
The Main Objective of the research is to appraise the role of paid advertising in creating awareness for jumia fashion among female youths in Iikate Elegushi. The specific objectives include:
- To determine the role of paid advertising in creating awareness for jumia fashion among female youths in Iikate Elegushi.
- To investigate the number of females with smarthphones in Iikate Elegushi.
- To determine the awareness level of online advertising in promoting products for Jumia.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Theoretical framework
The diffusion of innovation theory and the uses and gratification theory formed the theoretical anchor for this study. The diffusion of innovation theory explains how information or idea can spread overtime through some channels and social structures in the society (Katz et al, 1963 cited in Ojobor, 2002). The idea behind the theory is that for a new idea to spread there must be awareness stage, interest stage, evaluation stage and trial and adoption stages. Rogers (1962) and Rogers and Shoemaker‘s (1973) model of information diffusion envisaged four stages: information, persuasion, decision or adoption and confirmation (McQuail, 2011). The relevance of this theory to this work stems from the fact that social media are at the evolving stage and as such, different users will adopt them in varying degrees. While some users have passed awareness, interest and trial stages, adopting social media for advertising and some patronizing products advertised on them, others are yet to embrace this new media even though they are aware of them. The uses and gratification theory explains the use to which different individuals put the media and the gratifications they derive from the media. Folarin (2005) observes that the theory perceives the recipient of media messages as actively influencing the effect process; he selectively chooses, attends to, perceives and retains the media messages on the basis of his needs and beliefs. This implies that ―members of the public will actively select and use specific forms of media content to fulfill their needs and to provide gratifications for their interests and motives‖ (DeFleur & Dennis, 1994, p.559).The implication is that business organisations or entrepreneurs who use social media are active as they willingly create their social media page. The users choose social media as a means to fulfil their wants and goals over other sources. Basically, the business organisation/entrepreneur signs up an account on Facebook or Twitter, for example, for a particular purpose. That is, the need to connect with customers to promote a product/service. For other users, it could be the need to connect interpersonally with friends or the need to patronise a product/service advertised on those social platforms or just to know an organisation they are interested in the better. The assumption is that those who decide to patronise products/services on social media may be doing so because of the gratification they hope to derive from those products/services. While those who do not patronize the products, may not have seen any gratification in the messages. Therefore, the theory is relevant to this study because it deals with how people use social media.
Social media and advertising: the case of Facebook
Facebook is a social network for connecting people with those around them – friends, family, co-workers, or simply others with similar interests. Facebook was created by Mark Zuckerberg in 2004 alongside his roommates and fellow computer science classmates Eduardo Saverin, Austin Maskovitz and Chris Hughes at Harvard University in the U.S (Locke cited in Nnaane, 2011). Initially, Facebook membership was restricted to Harvard students but later extended to other colleges in Boston and Stanford University all in the U.S. ―Since 2006, Facebook has expanded beyond Harvard to other schools, corporations, businesses and any user across the world‖ (Dunay & Krueger 2010, p.27). Zuckerberg, cited in Nweze (2009), explains that advertising on Facebook is an opportunity for companies to reach their exact audience and connect real customers to their business. Facebook allows users to connect and share information in a variety of ways. Facebook allows users to post photos, videos and customize their profile content. Facebook has added a number of features over the past few years, including instant messaging/chat and apps (and their developer platform).Users communicate with one another through different methods, for instance, private messaging as well as writing on another user‘s wall. Wall posts are visible to a user‘s friends, but usually not to the general public. Users can also change their privacy settings to allow different users to see different parts of their profile, based on any existing relationships (the basic privacy settings are ―only friends, ―friends of friends, and ―everyone). Users can post notes that are visible to all of their friends. Users can also comment on or, more recently, ―like the posts of their friends, and conversations often occur within the comment sections among multiple people (Dunay & Krueger, 2010). Facebook pages are online location for businesses, organisations, public figures, entertainers, professionals of all types and individuals with the intention of marketing themselves to the Facebook community. Facebook pages provide a powerful set of online tools for engaging with customers (or, as they are called in Facebook, fans).
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine Role Of Paid Media Smartphone Advertising In Creating Awareness. Jumia Fashion Among Female Youths In Ikate Elegushi forms the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain role of Paid Media Smartphone Advertising in Creating Awareness for Jumia Fashion Among Female Youths in Ikate Elegushi. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of role of Paid Media Smartphone Advertising in Creating Awareness for Jumia Fashion Among Female Youths
Summary
This study was on role of Paid Media Smartphone Advertising in Creating Awareness for Jumia Fashion Among Female Youths in Ikate Elegushi. Three objectives were raised which included; To determine the role of paid advertising in creating awareness for jumia fashion among female youths in Iikate Elegushi, to investigate the number of females with smarthphones in Iikate Elegushi and to determine the awareness level of online advertising in promoting products for Jumia. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from jumia fashion among female youths in Iikate Elegushi. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
From the research findings, it is revealed that at least for half or more of the instances female youths follow a brand in social media referred by their friends. Also, the findings, affirm that almost half of the female youths spend at least 5–6 hrs daily in social media whereas it is quite low for traditional media. Moreover, the result of the research shows that female youths wants to use social media along with buzz marketing approaches to know about university. In contrast, they prefer to rely mostly on social media while informing about their university. Lastly, the study evealed that the most preferred soail media for students for marketing is Facebook followed by Instagram nad Youtube.
Recommendation
It is recommended that business organisations should not only register their presence on Facebook and depend on their updates, notes, and wall posts to keep their fans informed about what they do; they should actually place advertisements and pay the owners of the sites, bearing in mind that their ads would get to their target market based on their location, age, interest and activities online. Information posted on their wall is limited to only their network of friends (fans) unless it is so interesting that people will be willing to share it with others. The reason for this is to enable business organisations maximise both paid search and the viral spread of their message. Similarly, Nigerians on social media should see these platforms beyond social networking sites that help them stay in touch with friends and family, but should enjoy the marketing advantage these platforms present. This is because some of the advertisers deliver their goods/services within the shortest time frame at the buyer‘s doorstep without extra charges.
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