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