EFFECT OF SOCIAL MEDIA ADVERTISING IN THE INTRODUCTION OF NEW BRAND OF AUTOMOBILES IN NIGERIA: A CASE OF TOYOTA BRAND OF CARS

Marketing activities in Nigeria have been enhanced by the upsurge of information technology and the prevalent use of social media and other e-marketing platforms. The use of emarketing that include social media, digital marketing and all other e- marketing platforms have gained ascendence appreciably in Nigeria and as a result many marketing oriented organizations are adapting to the new changes and consumers preferences. This research aimed to find out the effect of Social media advertising in the introduction of new brand of automobiles in Nigeria: a case of Toyota brand of cars. The objectives of the study was to determine the effect of social media networks in the introduction of new brands of Toyota cars; investigate the effect of social media on consumer buying decision making process in the introduction of new brand of Toyota cars and determine the factors that influence consumer purchase intentions in the introduction of new brand of Toyota cars. The study adopted the descriptive analytical method. The study sample size comprised of one hundred seventy one respondents. The research depended on data from primary sources that was gathered through the use of structured questionnaires. The study found out that social advertising has a significant effect on consumer Patronage Decision. The study concludes that inquiries were received via social media about new and existing brands. Promotions done via Social Media led to increased sales in on-line markets. Online marketing attracted more customer and customers perceived online marketing as convenient mode of transaction. Use of email helped in customer retention and customer provided feedback on the email sent. The study recommends that policy makers ought to formulate strategies on better adoption of E-marketing. The policy makers ought to enhance the better usage of social advertising to market their products. Administrators ought to train their staffs on E-marketing mode of transactions. Marketers ought to use e-marketing for easy awareness creation of products and services offered. Marketing oriented organizations ought to embrace e-marketing to save on cost and to create awareness of products via E-marketing platforms.