SOCIAL MEDIA MARKETING ADOPTION AND BUSINESS SUCCESS OF FOOD AND BEVERAGE FIRMS IN RIVERS STATE

Authors

  • Nkpurukwe Obabuike Ikeni, Chukundah, Tutah Tonye (Ph.D) and Giwa Arumben

Keywords:

Social Media, Marketing Adoption, Business Success, Information Accessibility, Sales Growth, Market Share

Abstract

The aim of this study was to empirically examine the relationship between social media marketing adoption and business success of food and beverage firms in Rivers State. Drawing from its theoretical baseline, the study was anchored on diffusion of innovation theory. Cross-sectional survey design was used in accessing the study’s subjects, the research population comprise of 72 staff of the 18 registered food and beverage firms operating in Rivers State. A total of two research questions guided the study and two hypotheses were proposed and tested via Spearman’s Rank Correlation Coefficient statistical tool. Results revealed positive and significant relationship between the dimensions of social media adoption (information accessibility) and the measures of business success (sales growth and market share). It was concluded that social media adoption has become a veritable marketing tool to achieve cost effectiveness and successful business performance. Based on the above findings and conclusions, the study recommended that food and beverage firms be encouraged to use information accessibility as social media marketing strategy to enable firms have access to useful information that helps them acquire market share and improve business success.

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Published

2022-07-18

How to Cite

Nkpurukwe Obabuike Ikeni, Chukundah, Tutah Tonye (Ph.D) and Giwa Arumben. (2022). SOCIAL MEDIA MARKETING ADOPTION AND BUSINESS SUCCESS OF FOOD AND BEVERAGE FIRMS IN RIVERS STATE. BW Academic Journal, 1(1), 15. Retrieved from https://bwjournal.org/index.php/bsjournal/article/view/735