The Influence Of The Use Of Social Media As An Instrument For Business Development In Selected Organizations In Benin-City, Edo State, Nigeria
Akerejola Williams Olasojumi
Wellspring University, Benin-City, Edo State
Ohikhena Patrick Stephen
Wellspring University, Benin-City, Edo State
Onoigboria Marciline
Wellspring University, Benin-City, Edo State
Emenike Anthony
Wellspring University, Benin-City, Edo State
Keywords: Business Development, Social Media, Customer Loyalty, Micro-influencers
Abstract
This study examines the influence of the use of social media as an instrument for business development in selected manufacturing and hospitality industries in Benin-City, Edo State, Nigeria. In order to have empirical evidence on the research topic; A total of 100 customers of the two selected hotels and a manufacturing company were randomly selected from the numerous population customers estimated at above 1000 in Benin-City. A well-structured and validated questionnaire was administered through convenience random selection of the customers. Two research hypotheses were formulated and tested using non-parametric statistic; the study revealed that customer loyalty is significantly related to and has the capabilities to promote business development of the selected organizations in Benin-City, Edo State; collaboration with micro-influencers is also significantly related to and can promote business development in the selected organizations in Benin-City, Edo State. Based on these findings, it was recommended that programmes that will boost growth or sales which also promotes customer loyalty in an organization be addressed, social media usage in products promotion which can lead to maintain, gain and win back customers be pursue and it is hereby recommended that brand advocate be created which could influence customer loyalty. Similarly, organizations should collaborates with micro-influencer in order to aid business operations in the organization and to influence customers to buy your products/services. Also use an influencer that align with your brand identity and narrative in order to impact on the organization business development