The Impact of Social Media on Purchase of Hand Sanitizer Brands in Lagos, Nigeria
Chapter One
Objective of the study
General Objective
To assess the impact of social media on purchase of hand sanitizer in Lagos, Nigeria.
Specific Objective
- To examine how social media marketing influence users purchasing behavior of Hand sanitizer.
- To analyze how social media display ad, affect user-buying behavior of hand sanitizer.
- To study the impact of website on user-buying behavior of hand sanitizer.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Theoretical Review of the Study
Social media
Social media concept originated from the Internet and search engines ranking of websites. The first search engine was start in 1991 with a network protocol called Gopher for query and search. After the launch of Yahoo in 1994, brands started to maximize their ranking on the website (Smyth 2007).
Social media also known as online marketing can be define as marketing of goods and services done through electronic tool. It is developing the tools online transactions of business in buying and selling. It is the modern way of marketing in which technology used drastically. It has now become a huge tool between marketers and customers. (Meng, 2009).
E-marketing is new and rising tool in marketing world. It is done through audio, video, 3D, etc. most MNCs and International Business worldwide effectively adopt it. Its scope is rising throughout the world. (Hooda & Aggarwal, 2012).
Thompson (2005), said that e-marketing has a huge target audience, growing e-technology has a high potential to cut-down the cost and increase revenue. E-commerce, carry day today activities by having low cost and shrinking the time for both buyers and sellers. Dealing with different business sectors and departments, it unite them at one platform, through internet brands all departments deal with customers at a time. As compare to the old traditional marketing e-marketers has low cost to bare. Through this if you want to buy products from different countries you can get them on your home place. (Gangeshwer, 2013).
History of Social media
The term social media was first used in the 1990s, but social media has roots in the mid- 1980s when the Soft Ad Group, now Channel Net, developed advertising campaigns for automobile brands, wherein people would send in reader reply cards found in magazines and receive in return floppy disks that contained multimedia content promoting various cars and offering free test drives. Social media became more sophisticated in the 2000s and the 2010’s; the proliferation of devices’ capability access digital media at almost any given time has led to great growth of digital advertising; statistics produced in 2012 and 2013 showed that social media was still a growing field. Social media is often referred to as ‘online marketing’, ‘internet marketing’ or ‘web marketing’. The term social media has grown in popularity over time, particularly in certain countries. In the USA online marketing is still prevalent, in Italy is referred as web marketing but in the UK and worldwide, social media has become the most common term, especially after the year 2013. Digital media growth is estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010. An increasing portion of advertising stems from businesses employing Online Behavioral Advertising (OBA) to tailor advertising for internet users, but OBA raises concern of consumer privacy and data protection. (Ibrahim M. Rihan, 2021)
Types of Social media
There are lot of different types of social media however According to Nail Patel Backs Theory all social media fall in to eleven categories however we will focus on some of the most common forms of social media.
Search Engine Optimization (SEO)
Data or information about an unknown subject is usually searched on the first page of search engines. After examining first 5 result pages, other remaining pages are not evaluated by users. Because of this, it is important to move a web page to top lists of search engines in order to introduce it better. In order to achieve this, the search engine optimization must be used by web site developers. Because, it is possible to move a web page to the first page of a search engine by using only some necessary optimization rules. It is important to have an effective, well-structured and good-looking web page to introduce the related brand, services or products better. But it is also too important for customers to search and find the related web page on a search engine easily. Furthermore, 80 percent of Internet users also search for products or services by using search engines mostly (interactive-advertisements) (Internet3,2010)
The implementation of the websites into an organization’s marketing approach is strategic. There is another layer of innovative strategy that marketers use to enhance the visibility of websites on the internet among search engines called Search Engine Optimization (SEO). Wien claw (2017) defined SEO as “the process of increasing the probability that a website will be listed in the results of an online search and that it will be placed prominently in the search results (p.4)(.”International Journal of Scientific and Research Publications, Volume 8, Issue 2, February 2018 14 ISSN 2250- 3153 www.ijsrp.org)
CHAPTER THREE
METHODOLOGY OF THE STUDY
Research design
Research design is the nature of research to be conducted. It is described as the plan, structure and strategy of investigation conceived to obtain answers to research questions. It will be the researcher’s plan for the study, which includes the methods to be used, what data to be gathered, where, how and from whom. The study adopts descriptive survey design. Descriptive survey research was defined by Kerlinger (1973) as a method that was used to study large and small population by selecting and studying the samples chosen from the population to discover the relative incidences, distributions and interrelations of sociological and psychological variables.
Research Population
This is the group of individuals or items from which samples are taken for measurement. John and James (2006). It refers to all members of the population which research findings can be generalised and is an accurate record of the sampling from which the samples are drawn.
The study targets all the hand sanitizer brands in Lagos operating on social media and their customers. There are about 100 hand sanitizer brands in Lagos with social media presence.
Sample size and sampling procedure
Sampling is a survey procedure where the elements necessary for the research are selected and grouped. It is a process of selecting a number of individuals or objects from a population such that the selected group contains elements representative of the characteristics found in the entire group.
CHAPTER FOUR
DATA PERESENTATION AND INTERPRETATION
Response Rate
Out of the distributed 385 questionnaires, 355 were collected back and found useful for the study giving a response rate of 92%, such a response rate is considered sufficient for statistical reliability and generalizability (Mokhlis, 2009) and a reliability of 88.4%. After collection, the questionnaires were diligently checked for errors and omissions and entered into SPSS version 25.0 (statistical package for social sciences) to generate descriptive statistical reports. Inferential analyses were performed to indicate the possible nature of relationships that exist among the dependent and independent variables in the study.
CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION
Summary of Major Findings
The study intended to find out the impact of Social media on the purchase of hand sanitizer brands. From the analysis and data collected the following discussions, conclusions and recommendations were made. The analysis was based on the objectives of the study
The objective of this research is to examine the effects of social media on the purchase. As such the researcher selectively studied different social media plat forms these are social media, online display ad and website that affect the purchase. The result of this research provides important information about the impact of social media on the purchase and also leads us towards the most effective social media practices,
As the study was conducted using the structured questionnaire it helps the researcher to understand the insight on factors that are affecting the buying behavior. Based on the analysis of data and discussion of results, the followings are the summary of major findings of the study.
Descriptive statistical techniques were used to analyze the primary data collected through structured questionnaires from Hand sanitizer users. Appropriate tests are also undertaken in order to check the validity and reliability of questionnaires.
- From the Pearson correlation analysis we have found out that online display, social mediaand website have strongly correlate with purchase.
- The linear regression analysis output stated that all the three variables which are onlinedisplay, social media and website positively affect user behavior.
- The coefficient of online display ad was found .485 implying 48.5% effect on purchase, on five percent significance level. So the impact of online display onpurchase is highly significant. As a result, social media have positive impact on purchase than social media. Even though social media have a significant impact purchase compare to
- The coefficient of website on purchase was found to be .165 implyingrelatively weaker effect on purchase comparing to other independent variables at five percent
- the research result has found that social media as one of the best marketing plat formto influence purchase
- Allin all, the social media used by the companies has helped to win These results are perfectly in line with the theories and finding stating the significance impact of positive brand image results from non-monetary sales promotion and overall sales promotion on brand image.
Conclusion
With the overall research, the researcher come to the point that all independent social media variables such as Social media, Online display ad & website all are positively relating to Purchase, that is why all hypothesis has been accepted in this research paper. Survey statistics shows that the growth of social media has rapidly increase since past few years, with the increase of technologies and its multiple usages. The researcher use three type of test Descriptive analysis, Correlation test and coefficients test which has clearly shows that online display ad, Social media & Website plays an important role in affecting purchase.
Different online business and social webs has highly effecting Sales to grow more. Today’s business is totally depending on digital than traditional media. With the study we analyzes that people are more interesting to see online marketing rather than watch advertisement on TV, billboard, magazines, books, pamphlets, newspapers etc. It update customers time to time on different apps by showing them short ads on Facebook, Whatsapp, instagram, Twitter, YouTube, e- mails, e-webs LinkedIn and other online marketing tools.
Survey shows that social media has reach to the point where it become compulsory for companies to adopt it if they want to stay in the business world. With the high usage of internet customers demand and choices fluctuated very quickly and that is why social media has been adopted in today’s advertisement agencies and sectors. With the use of social media companies market their product or services throughout the world.
With the use of social media companies can advertise their product 24/7, because there is no time duration fix for internet marketing, and any customers can go to the internet at any time and any part of the world.
Recommendation
From the results of the research, it has been observed that customers responded positively to the various social media plat forms offered by the company. Accordingly, given the significantly positive relationships between social media (online display ad, social media and website) and purchase, therefore, in the light of this, the following recommendations have been given for better and more impact of social media.
- Basedon the result, Hand sanitizer company should give high priority to social media specially on online display ad’s instead of other Traditional marketing
- Users find certain benefits in online marketing over traditional marketing; therefor thecompany can spend more on online media rather than other traditional Medias.
- The Company should mix and match various mediums of social media to reach theirdesired target This will help to spread awareness among them and to influence buyers behavior thus companies must formulate an effective social media Communication plan where they can combine various tools to grasp maximum prospects.
- However, Hand sanitizer is doing well on social media, but still the communication on thesocial media are not custom tailored to Nigerian Therefore, Hand sanitizer Company must revise some content in social media which has to be more related to Culture and Language.
Generally speaking, in Nigeria social media is in infant stage. However, besides the difficulties and the challenges that are happen in the ground may not constrain companies to invest on the social media.in addition with social media the company can reach wide audience with small advertisement budget. Thus from my research and from other scholars finding social media have a significant effect on purchase.
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