SOCIAL WEB ADVERTISING AND ORGANIZATIONAL PRODUCTIVITY OF FISH FARMS IN RIVER STATE

Abstract

The study ascertained the relationship between social web advertising and organizational productivity of fish farms in Rivers State. The objective of the study was to investigate the relationship between the dimensions of social web advertising, such as content creation and social media campaign, and organizational productivity of fish farms in Rivers State, especially in terms of output level and time minimization. The study was anchored on Diffusion of Innovation Theory. The population of the study consisted of sixteen (16) operational registered fish farms in Rivers State. The entire population of sixteen (16) operational registered fish farms in Rivers State was covered without sampling, which made the study a census research. As pertaining to respondents, seventy-seven (77) top level managers which cut across Managing Director, Marketing Manager, Human Resource Manager, Chief Financial Officer, ICT Managers, and Business Development Manager, were selected from each of the 16 fish farms based on existence or availability. Cronbach Alpha was used to ascertain the reliability of the instrument. Seventyseven (77) copies of the questionnaire were administered and 71 copies were retrieved. The primary data obtained from the field were analyzed using Pearson Product Moment Correlation in SPSS version 27.0 for the bivariate analysis. The study found that there is a significant positive relationship between the dimensions of social web advertising, such as content creation and social media campaign, and measures of organizational productivity of fish farms in Rivers State, being output level and time minimization. The study concluded that the strategic fusion of compelling content and targeted digital campaigns is a decisive force that transforms productivity from a mere goal into a sustained competitive advantage. Therefore, the study recommended amongst others that fish farm managers in Rivers State should intensify their use of social web advertising platforms, such as Facebook, Instagram, and X, to promote their products, engage directly with customers, and receive instant feedback that can inform quality improvements, hence promoting productivity in the long run.