IMPACT OF SOCIAL MEDIA PLATFORMS ON CONSUMERS AWARENESS OF NEW PRODUCTS IN NNAMDI AZIKWE UNIVERSITY AWKA
Price: 2000 Naira (BSC, MSC)
1.1 Background to the Study
In today’s world [u1] it is important for companies to have higher consumer awareness of their brand in order to be successful as there is bigger competition in the market than ever before (Kozinets, 2002). However, getting more attention from consumers, keeping them engaged, and creating awareness about their brand [u2] with the audience is becoming more challengingday by day[u3] .
For this reason [u4] , it is becoming common for businesses to start using free or paid internet advertising; for the most part, they have begun[u5] using social media platforms as they are expected to further increase with time (Kozinets, 2002).
When it comes to small businesses, the[u6] majority of them have limited financial resources as wellas limited time to expose their brand [u7] to consumers before their competition does [u8] (Homburg,Klarmann, & Schmitt, 2010). This makes things challenging at the moment of capturing new customers and maintaining a brand relevant in the market; since at the same time other businesses are trying to make their brand visible as well. [u9] However, posting a company’s product or service on the internet and having a social media account is not enough to make the brand become known and to stand out from the rest. When creating internet advertisements, or using social media as a tool for marketing, businesses need to utilize these platforms by constantly developing content to keep up with their competitors and exceed them. Furthermore, to reach all the potential these types of
advertisements[u10] have to offer, businesses also need to have clear objectives and a good strategy to go along with it (Kozinets, 2002).
Awareness is an element that appears in the human automatic process. Automaticity can involve a conscious or unconscious course of action (Chartrand, 2005). In this case, the consumer awareness is the level of knowledge about new products (Ishak & Zabil, 2012). Consumer awareness is about making the consumer [u11] aware of his/her rights. It is a marketing term, which means that consumers are aware of products or services, its characteristics and the other marketing P’s (place to buy, price, and promotion) (Karim, 2013). Though[u12] the first consumer movement began in England after the World War II, a modern declaration about the consumer’s rights was first made in the United States of America in 1962, where four basic consumer rights (choice, information, safety, and to be heard) were recognized (Mandal, 2010). Ralph Nadar, a consumer activist, is considered as the father of “consumer movement”. [u13]
March 15 is now celebrated as the World Consumer Rights Day (Mierzwinski, 2010). The United Nations in 1985 adopted certain guidelines to achieve the objectives of maintaining protection for consumers and to establish high level ethical conduct for those engaged in production and distribution of goods and services (Karim, 2013).
Consumers’ awareness of new product, otherwise known as brandawarenessis defined by Aaker [u14] as the “strength of a brand’s presence in the consumers’ mind”[u15] . That means, brand awareness is a customer’s ability to identify or remember a brand in its product group (Aaker,1996). Brand associations can be assumed as “whatever customer connects to brand. It can involve customer image-making, outline of the product, consumer’s conditions, company awareness, product/service characteristics, signs and symbols” (Aaker,2000). Nevertheless, practical indication shows that brand awareness and brand associations could be combined into an exact dimension named brand awareness and associations. Brand awareness or consumers’ awareness of a product connected with strong associations generates a specific brand image. Brand associations involve numerous episodes, ideas, facts, and instances that include a network of brand knowledge. These associations are vital to marketers and directors in brand positioning and differentiation practices, as well as generating positive attitudes toward brands. Additionally, brand associations are more effective when they are built on many experiences or exposures to communications (Aaker,1996).
New product or brand awareness is the ability of a potential buyer to recognize and recall a brand as part of a particular product category. Brand awareness requires continuum,ranging from feeling of uncertainty that a particular brand has been known before, so the consumer believes that the product is the only brand in a particular group. [u16] Brand awareness is divided into four stages, namely brand unaware, brand recognition, brand recall and top of mind. The lowest level of brand awareness is the brand recognition or
it is also called as[u17] levels of aided recall. The next level is brand recall or unaided brand recall since the consumers do not need to be helped to remember the brand. The measurement of unaided brand recognition is more difficult than aided brand recognition. The aid in aided brand recognition can be a poster, video, advertisements, banners, or social media[u18] . The next level is a brand that is introduced for the first time in unaided brand recognition and it is called top of mind (conscious top of mind). Top of mind is the highest brand awareness that is on the top of other different brands that exist in the minds of consumers (Tritama& Tarigan,2016).
It is common in any business to use marketing strategies; some companies even have a separate department that is devoted to this specific task that relates to marketing orientation (Eggers,Hatak, Kraus & Niemand, 2017). However, with the passage of time, the marketing sector developed into advanced levels in order to capture the market and to sustain businesses in the marketplace (Perry, 2014). There are many methods to obtain market value and customers with the help of marketing tools and strategies
that[u19] include: paid advertisement, relationship marketing, undercover marketing, word of mouth, internet marketing, transactional marketing or diversity marketing (Thevenot, 2007). Recently, many organisations (regardless of the business type they have) have opted to use internet marketing since its usage by consumers has increased.Everything is more accessible for everyone around the world, therefore the spread in marketing has become more effective and quicker (Dahnil, Marzuki, Langgat & Fabeil, 2014).There are several kinds of internet marketing, such as: Social Media Marketing (SMM),influencer marketing, affiliate marketing, Email marketing, content marketing, search engine optimization, paid advertising and pay per click. However[u20] , social media marketing has immense usage by targeted audience (Erdoğmuş and Çiçek, 2012). The increased use of social networks such as Facebook, Instagram, Twitter, YouTube, LinkedIn or Pinterest has changed the way people communicate over the Internet. Companies are aware that[u21] their customers are an[u22] active part of social media, [u23] have increased the interest and focus of the people in charge of the[u24] marketing departments to explore them[u25] as a new marketing tool (Katona, Zubcsek, & Sarvary, 2011).
According to Hoffman
&[u26] Fodor (2010), social media networks are part of integrated marketing communications with customers in the web market.In the business world, social media platforms have played a critical role, owing to the fact that the majority of users are regular social media users, which allows the firm to get closer to its clients, as each of us is a prospective customer for any company with a social media presence. [u27] Apart from their relevance in the development of new products, social media also play an important role in the maintenance of existing products by keeping users informed and exposed to them on a regular basis. Facebook and Instagram are two of the most popular social media platforms for product marketing nowadays.[u28] Through the use of various online applications, nowadays [u29] people are able to exchange numerous information and experience with other users in social media (Baum, D.,Spann, M., Füller, J.& Thürridl, C.,[u30] 2018).The benefit of adopting social media is that presenting products online attracts a larger number of clients, ranging from potential to actual buyers. Furthermore, social media platforms are critical in a business since consumers are more simply and rapidly informed about a product’s attributes in a shorter period of time. According to Jansen et al[u31] . (2009), even gossip in social media regarding certain products could lead to the decision-making of customers. Moreover, their influence on purchasing decisions develops a certain product, whether it is an existing or new product on the market. Additionally, businesses may use social media to learn more about their customers, their views, and their opinions about their competition. Every client opinion is critical for the company since, after making the necessary modifications in their business processes, the company will be one step ahead of their competition.
Social networking power becomes apparent when looking at statistics, which demonstrate that it is now a global movement. Globally, the rate of those with a social media account is now 61%. [u32] Social networks have a faster rate of growth and usage than other online forms such as blogs and user groups (Hutton & Fosdick, 2011). Foster Research found that in 2008, 75% of Internet users were active on “Web-based social networking” sites, such as blogs, online shopping sites or networks intended for socializing. This is up from 56% the year before. This activity included participating on social networks, reading websites or blogs, or contributing reviews and ratings to online shopping sites (Kaplan
and[u33] Haenlein, 2010).
Product and company profile and information on social media networks are assumed to be reliable and credible sources, more dependable and proper than the traditional marketing (Bruhn, Schoenmueller & Schafer, 2012). According to researchers in traditional marketing, consumers will tell seven to ten individuals about the product, but now social media permits consumers to share experiences with other customers in no time (Mangold& Faulds, 2009). From a marketing standpoint, social media network is now a vital part of an organization’s media mixes that revolutionize the way consumers and marketers connect. It also offers new opportunities to spread to potential consumers. Social media in marketing has generated two important opportunities for all types of businesses. First, companies now have contact to a massive collection of social media tools that can be employed for various marketing purposes, such as marketing communication, market research, customer service, product management, and word-of-mouth (WOM) marketing (Milewicz& Saxby, 2013). Secondly, marketers use social media as a crucial role of their marketing strategies. It has the power to attain great results on productivities, competitive position and customer value for least budget and time.
Social media was found [u34]
that it plays[u35] a vital role in building a brand as well. Consumer-based brand equity is the intangible evaluation of the brand and subjective for consumers, as a result it’s objectively perceived value. Four main dimensions of brand equity are customer brand awareness and associations, customer brand loyalty and perceived brand quality (As’ad, & Al Hadid, 2014). At a global level, social media and its platforms (like Facebook, Twitter, MySpace and LinkedIn) are projecting online activities in terms of average consumed time or index and number of engagement and active users. It was assumed that time spent on social media sites is rising at more than three times, the rate of total Internet progression. The Internet users visiting social networking sites at least once a month is predicted to grow from 41% in 2008 to above 65% in 2014 (Heidemann, Klier& Probst, 2012).
It has emerged in recent times that, although many product brands are designed for the same or similar purpose, they are often undifferentiated based on the customer’s point of view (Hansen, Kupfer& Hennig-Thurau, 2018). The proliferation of identical goods in the mass-market makes brand identification for consumer engagement more complex, especially among Small and Medium Enterprises (SME’s). Even though works
are[u38] done by Kozinets (2007), Muniz and O’guinn (2001), and Gong (2018) suggest that the application of social media platforms deepen the marketing communication and advertising strategy regarding new or existing product/brand, their research[u39] could not reveal its impact on consumers’ awareness of new products on school environment. Indeed, there are insufficient studies exploring the vivid inter-connection and the inter-relationship that exists between social media as a platform, triggering online based-brand community and consumers’ awareness and their purchasing attitude. Therefore, this study aims at investigate[u40] the impact of social media platforms on consumers’ awareness of new product[u41] in Nnamdi Azikiwe University, Awka
1.3 Objective of the Study
- To find out if social media platforms [u46] havea significant
effecton consumers’ awareness of new products[u47]
- To ascertain if there significant joint and independent influence of social media platforms (YouTube, Facebook, Twitter, WhatsApp and LinkedIn) on consumers’ awareness of new products
1.4 Research Questions
- LinkedIn) on consumers’ awareness of new products?
- [u49] Research Hypotheses
Ho: There is no significant relationship between social media marketing and consumers’ purchasing attitude of new products
Hi: There issignificant relationship between social media marketing and consumers’ purchasing attitude of new products
[u50] 1.6 Significance of the Study
This study is expected to provide a better understanding of the impart impact [u51] of social media platforms on consumers’ awareness of new product[u52] Nnamdi Azikiwe University, Awka. The outcome of this study will be of help to marketers and students on the knowledge and application of appropriate strategies needed for effective and efficient marketing of new product in the social media platforms. It will be a great asset to marketers and it will add to existing literature.
The study intends to spur more research and provide methodological relevance for related studies on the variables in this study.In addition, this study would provide educators and managers with a deeper insight into the factors influencing consumers’ awareness.
1.7 Scope of the Study
- Poor co-operation of some business operators who always felt
to[u60] busy to respond to issues of this nature.
- Time and resources constraints
- Academic workloads, which must have to be combined with this research work
1.9 Definition of Terms
Social Media: Social media refers to online platforms that serve as a vehicle that moderate and mediate the engagement and interaction of persons or group of individuals.
New Product: New products are goods and services that differ significantly in their characteristics or intended uses from products previously produced by the firm.
You can only do the chapter two when you get the chapter one right. This is in view of the fact that the key variables in the specific objectives that would be used in decomposing the major variables in the topic have to be discussed under the conceptual review. However, your structural format of your chapter two is faulty and not in line with our school and departmental standard. When you get the chapter one right, then follow these procedures to do the chapter two;CHAPTER
[u1]Put a comma
[u2]About whose brand? Consumers or producers brands? Crosscheck and reframe
[u4]For these reasons,
[u5]Is this the right word? Please crosscheck
[u7]Do not sound certain in a study you are yet to conduct, rather say “majority of them appears to have limited financial resources……………..
[u8]What do you mean here? The statement did not flow. Revisit please.
[u9]Recast this statement for a proper understanding.
[u13]This has made every March 15th to be celebrated as
[u14]Where is the year of publication or are you quoting out of contest? Please include the year.
[u15]Note that since you included quotation mark, the year of publication has to come with page number of the work you cited, eg; Aaker (2022: 10)
[u16]Recast the statement to give proper meaning
[u17]Expunge and replace with “what is called……….
[u20]Expunge and replace with, “In all these, social media marketing………….
[u26]Note that APA 6th edition rule on when citing authors outside the bracket, is that “and” be used, while when inside a bracket, ampersand & should be used. Crosscheck and reflect the corrections.
[u27]What do you mean here? Please reframe the statement
[u28] Don’t be conclusive. Reframe to read thus; Facebook and Instagram seem to be two most popular social media platforms for products marketing presently.
[u29]Expunge and replace with “These days
[u30]Wrong way of citation. Expunge the cancelled abbreviations and leave only the surnames of the authors
[u31]In first citation of more than two authors, you write their names in full and subsequently use et al. So list out the other authors
[u32]Where is the source of this information? Please cite that here
[u33]Ampersand &. Maintain consistency please
[u34]Who made the finding please? Cite that source here
[u35]To be playing
[u36]You have to make a concluding remark of your background, Eg., “It is against this background that this study examines the effect of Social Media Platforms on Consumers Awareness of New Products in Nnamdi Azikiwe University, Awka.
[u37]The problem statement is grossly inadequate. You need to beef this section up, especially on problems this pose in a school setting.
Also you need to show how lack of awareness of a certain product has resulted to poor sales or patronage on the part of the producers.
[u43]examine the effect………
[u44]in where? Please write your topic of study in full.
[u45]You have not been able to decompose your key variables, SOCIAL MEDIA PLATFORMS and CONSUMER AWARENESS. Try and look for appropriate variables that are related to the major variables in the topic as I highlighted and use them to decompose in the specific objectives, research questions and hypotheses.
[u47]in Nnamdi Azikiwe University, Awka. Reflect in all the specific objectives and research questions.
[u48]This can stay, but objectives 1 and 3 are not properly decomposed, hence to be expunged.
[u49]Rework in line with the decomposing guideline of the specific objectives.
[u50]Revisit in line with the decomposing variables.
[u51]What do you mean here? Crosscheck p[lease
[u53]Could you please tell us how social media users or consumers could benefit from this study?
[u56]Is this how it is in your topic or you just feel like reframing the topic at every instance? This has to reflect what is on your topic.
[u57]The scope is very scanty and we expect to see the geographical scope of the study, the study participants or those that are going to be the respondents, possibly the duration or time scope that this study will cover.
[u58]Limitations of the Study
[u59]Grammatical error. Please recast
[u61]In definition of terms, you are expected to give your own meaning of the word as it pertains to your study and not that of another scholar. Therefore, no citation is allowed in this section.
[u62]Note the comment below and follow that guide for your chapter two. That must be after you have effected corrections of the chapter one
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