TITLE:
Social Media Marketing and Business Success of Automobile Dealers in Rivers State
AUTHORS:
N. Gladson Nwokah, Felix Lebete Aeenee
KEYWORDS:
Social Media, Marketing, Business Success, Automobile, Rivers State
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.7 No.12,
December
19,
2017
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.