IMPACT OF SOCIAL MEDIA ON CUSTOMERS' PATRONAGE OF SHOPRITE IN THE SOUTHERNWEST, NIGERIA

Mulikat Abdulraheem, Kamal Asola Bello, Omoniyi Ebun Imouokhome

Abstract


In most organizations, effective communication offers the best opportunity to make an outstanding first impression. Traditional media is becoming ineffective and inefficient because it is a one way communication process. Social media is adjudged one of the newest and best communication channels; it is a two way communication that allows prospect and customers to respond immediately to sales messages. The aim of the study is to examine the influence of social media on customers' patronage in Shoprite Nigeria Limited. The descriptive survey design was adopted for the study and the population for the study comprised of customers of Shoprite Nigeria Limited in two South west cities, Lagos and Ibadan. However the study employs Godden (2004)'s sample size formula for infinite study population to arrive at a representative sample of 369 respondents out of which 321 respondents filled and returned the questionnaire. One research hypothesis was formulated for the study and a structured questionnaire was designed on a five point Likert scale to assess the degree of respondents' agreement. The null hypothesis formulated was tested using multiple regression analysis and was rejected because the Fcalculated for the study was 61.135 with significant value of .000 and since the significant value is less than 5% it implies that social media affect customers patronage in Shoprite Nigeria Limited. It was concluded that social media is an essential factor that should be considered by Shoprite Nigeria Limited to bring about customer's patronage because it represents a powerful platform of communication and interaction worldwide. The study recommended that Shoprite Nigeria Limited should invest more on social media to reach their customers.

Keywords


Social Media, Customers, Patronage, Communication, Sales

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International Journal of Management Science Research ISSN ISSN 2536 – 605X(Print)

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