EFFECT OF SOCIAL MEDIA MARKETING ON SALES VOLUME OF SELECTED E-BUSINESS IN LAGOS STATE, NIGERIA
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Abstract
Description
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.
Keywords
H Social Sciences (General), HF Commerce