000			03317nam a22003137a 4500
003			KOHA
005			20230419100030.0
008			230324d2022 cy o|||| |||| 00| 0 tur d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 2831 _bA43 2022
100	1		_aAlayande, Sola Afeez
245	1	0	_aTHE EFFECT OF SOCIAL MEDIA ADVERTISING ON CUSTOMER BEHAVIOR OF TELECOMMUNICATION COMPANIES IN NIGERIA. A CASE STUDY OF AIRTEL INTERNATIONAL / _cSOLA AFEE ALAYANDE; SUPERVISOR: Asst. Prof. Dr. GALİP ERZAT ERDİL
264			_c2023
300			_aix, 62 sheets; _bphotos; _c31 cm. _eIncludes CD
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Communications and Media Studies Department
504			_aIncludes bibliography (sheets 55-55)
520			_aABSTRACT 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
650		0	_aAdvertising _vDissertations, Academic
650		0	_aDigital media _vDissertations, Academic
650		0	_aMicroblogs _vDissertations, Academic
650		0	_aSocial media _vDissertations, Academic
700	1		_aErdil, Galip Erzat _esupervisor
942			_2ddc _cTS
999			_c290053 _d290053