THE EFFECT OF SOCIAL MEDIA ADVERTISING ON CUSTOMER BEHAVIOR OF TELECOMMUNICATION COMPANIES IN NIGERIA. A CASE STUDY OF AIRTEL INTERNATIONAL /
Alayande, Sola Afeez
THE EFFECT OF SOCIAL MEDIA ADVERTISING ON CUSTOMER BEHAVIOR OF TELECOMMUNICATION COMPANIES IN NIGERIA. A CASE STUDY OF AIRTEL INTERNATIONAL / SOLA AFEE ALAYANDE; SUPERVISOR: Asst. Prof. Dr. GALİP ERZAT ERDİL - ix, 62 sheets; photos; 31 cm. Includes CD
Thesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Communications and Media Studies Department
Includes bibliography (sheets 55-55)
ABSTRACT
Social media channels have been adopted by different telecommunication companies
with the aim of increasing their customer behavior in terms of market share. The
essence is that through advertising, they can achieve increased brand visibility to their
customers. This study takes on the view of examining the customers’ perspectives on
the use of social media advertising by telecommunication companies and whether
market share has been improved as the companies seek to reach out to a variety of
customers through a number of social media channels.
This study adopted a case study design to blueprint the methods of data collection.
Firstly, the study collected data from customers on various WhatsApp groups as well
as Facebook users on the condition that they are Airtel subscribers, thus employing the
use of electronic questionnaires whose link was shared to the customers, resulting into
a sample response of 252.
The study argues that generally social media advertising has a positive relationship
with Customer behavior, there was a positive relationship between photo sharing and
customer behavior, as well as a positive relationship between video sharing and
customer behavior, and a positive relationship between microblogging and customer
behavior. However, the study reveals that social networking does not have a significant
effect on customer behavior compared to other predictors. Besides, it also argues that
microblogging has not been utilized by customers as most of them argued for the
existence and effectiveness of other channels of social media platform communication.
The study therefore, recommends majorly to the telecommunication companies to
create rapport with the customers and provide timely feedback through the various
social media channels, as well directing the customers to the microblogs for more
information on the company’s brands.
Keywords: Digital media advertising, microblogging, photo sharing, social media,
video sharing
Advertising--Dissertations, Academic
Digital media--Dissertations, Academic
Microblogs--Dissertations, Academic
Social media--Dissertations, Academic
THE EFFECT OF SOCIAL MEDIA ADVERTISING ON CUSTOMER BEHAVIOR OF TELECOMMUNICATION COMPANIES IN NIGERIA. A CASE STUDY OF AIRTEL INTERNATIONAL / SOLA AFEE ALAYANDE; SUPERVISOR: Asst. Prof. Dr. GALİP ERZAT ERDİL - ix, 62 sheets; photos; 31 cm. Includes CD
Thesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Communications and Media Studies Department
Includes bibliography (sheets 55-55)
ABSTRACT
Social media channels have been adopted by different telecommunication companies
with the aim of increasing their customer behavior in terms of market share. The
essence is that through advertising, they can achieve increased brand visibility to their
customers. This study takes on the view of examining the customers’ perspectives on
the use of social media advertising by telecommunication companies and whether
market share has been improved as the companies seek to reach out to a variety of
customers through a number of social media channels.
This study adopted a case study design to blueprint the methods of data collection.
Firstly, the study collected data from customers on various WhatsApp groups as well
as Facebook users on the condition that they are Airtel subscribers, thus employing the
use of electronic questionnaires whose link was shared to the customers, resulting into
a sample response of 252.
The study argues that generally social media advertising has a positive relationship
with Customer behavior, there was a positive relationship between photo sharing and
customer behavior, as well as a positive relationship between video sharing and
customer behavior, and a positive relationship between microblogging and customer
behavior. However, the study reveals that social networking does not have a significant
effect on customer behavior compared to other predictors. Besides, it also argues that
microblogging has not been utilized by customers as most of them argued for the
existence and effectiveness of other channels of social media platform communication.
The study therefore, recommends majorly to the telecommunication companies to
create rapport with the customers and provide timely feedback through the various
social media channels, as well directing the customers to the microblogs for more
information on the company’s brands.
Keywords: Digital media advertising, microblogging, photo sharing, social media,
video sharing
Advertising--Dissertations, Academic
Digital media--Dissertations, Academic
Microblogs--Dissertations, Academic
Social media--Dissertations, Academic