EFFECT OF FACEBOOK ADVERTSING ON CONSUMER BUYING BEHAVIOUR OF MOBILE PHONES IN ENUGU METROPOLIS: A STUDY OF FINE BROTHERS LIMITED ENUGU
Abstract
This study investigated the effect of Facebook advertising on Consumer Buying behaviour in Enugu state: A study of Fine brothers Limited Enugu. The objectives of the study include examining the relationship between the Facebook advertising strategies of Fine brothers Limited Enugu and consumer awareness about its mobile phones in Enugu state, the relationship between the Facebook advertising strategies of Fine brothers Limited Enugu and customer purchase of its mobile phones in Enugu state, the relationship between the Facebook advertising strategies of Fine brothers Limited Enugu and customer satisfaction with its mobile phones in Enugu state and the relationship between the Facebook advertising strategies of Fine brothers Limited Enugu and profitability of its mobile phones in Enugu state.. To achieve these research objectives, research questions, and hypotheses were designed and a descriptive survey research was conducted. Primary data were collected using questionnaire and personal observation while secondary data were collected from already existing materials such as magazines, newspapers, and journals. The Simple random sampling technique was used to select a sample size from the population of marketing staff and customers of Fine brothers Limited Enugu. The hypotheses formulated were tested using the chi- square(x) statistical tool. After the test of hypotheses, it was observed; that there is a significant relationship between the Facebook advertising strategies of Fine brothers Limited Enugu and consumer awareness about its mobile phones in Enugu state, customer purchase of its mobile phones in Enugu state, customer satisfaction with its mobile phones in Enugu state and profitability of its mobile phones in Enugu state. The researcher concluded that Facebook advertising is a vital tool with which an organization can effectively promote the company's mobile phones and ensure the survival of the organization especially in the midst of stiff competition in the business environment in Nigeria. Based on these, the researcher recommended that Fine brothers Limited Enugu should ensure that Facebook advertising strategies of the company are deployed and improved upon for enhanced awareness about its mobile phones. This will ensure that the company maintains and exceeds the level of its customer patronage, satisfy its customers properly to be able to enjoy their loyalty, as well as improved market share and profitability.
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