Abstract
This research study was carried out to empirically examine the relationship between social media marketing and business success of automobile car dealers in Rivers State, Nigeria. The study involved one hundred and sixty (160) respondents using questionnaire as the major instrument. After data cleaning one hundred and forty-three (143) copies of questionnaire were used for analysis with statistical tool Spearman Rank Order correlation coefficient with statistical package for social science (SPSS). It was found that there is a significant relationship between Facebook, Twitter and YouTube that significantly influenced sales growth, market share and profitability. The study concluded that Facebook, Twitter and YouTube significantly influence sales growth, market share and profitability of automobile car dealers in Rivers State. The study recommends amongst others that: Firms should make Facebook, Twitter and YouTube advertisement more catchy, appealing and trendy in order for online customers to patronize their products. The study suggested that more empirical research should be carried out on other social media platforms such as MySpace, LinkedIn, Friendster, Kyte and Istagram. This study further suggests that additional studies should be carried out in other states of the country so that we can compare the outcome with the present study.
Highlights
Background of the StudyThe proliferation of digital economy has giving birth to internet-based business models in a vast array of industries and has dramatically changed the way companies deliver services to their customers, how they interact with clients and vehicles they use to market their products
Looking at the zero correlation, we find that both Social Media Marketing and Business Success are highly positively correlated with Power Supply, the control variable
1) There is a significant relationship between Facebook and sales growth, market share and profitability of automobile car dealers in Rivers State
Summary
Background of the StudyThe proliferation of digital economy has giving birth to internet-based business models in a vast array of industries and has dramatically changed the way companies deliver services to their customers, how they interact with clients and vehicles they use to market their products. Social media have dramatically altered how people interact with one another and firms. Social media have enabled new communication channels for companies and allow them to reach current and potential customers, distribute their content, promote their product, monitor their brands and reputation as well as improve client retention and acquisition practices. Social media marketing is used by organizations to take advantage of opportunities that online customers present. These strategies employed in social media marketing allow interaction, linkage and a sense of togetherness among its users [2]. Most firms have approached social media as an avenue to engage in customer attraction and interaction while others employed it solely for marketing research activities or to seek opinion of customers [3]
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