1.1 Introduction
Social media is a platform where individual social on a virtual space to exchange ideas about social lives, business which is been facilitated with the use of Internet. With the connectivity people shares their lifestyle status, interest and also do business with the information and create awareness (Sharma & Soundarabai, 2017). Social media has revolutionalized the modern world, which is why it has been made the virtual creation; it has been keeping people busy regarding a day or the hour during the day. The database collect information how peoples on social media, stored it, corporate organization gets those data about users on social media to promote their good, product and service by mining those data and predicting their occurrence in a database.
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitations of the Study and Definition of technical terms.
1.2 Background of Study
Bigi Soft drink beverage industry has evolved over period of time with products that typically contains carbonated water, artificial flavoring and sweeteners like sugar and high fructose. The industry is dynamic with increasingly new product innovations that have created stiff competition among different product categories forcing marketers to invest in online marketing strategies to gain competitive advantage and create brand awareness.
Consumers of Bigi Soft drink beverage consist of young, youth and adults who are currently more conscious about their health and concerned with the high sugar level in Bigi Soft drink and beverages. Consumers tend to shift to products that are perceived to be healthy like the drinking water, milk and tea.
Social media has emerged to be one of the most vital communication means. It exist so as to ease communication among people regardless of the expanse, making it open to people to easily share information, files and pictures and videos, create blogs and send messages, and conduct real-time conversations. These systems are referred to as social, simply because they allow communication with friends, course mates, teachers, project supervisors, lecturers etc so easily and effectively. Social media which are a form of electronic communication that has become the highest activity on the internet.
According to Kim and Kim, (2010) “Social media are the emerging digital communication channels which create a user oriented information sharing ground where any people can generate or subscribe information content as both information provider and consumer”. Buettner, (2016) sees social media as “computer mediated tools that allow people or companies to create, share exchange information, career interest, ideas, pictures/ virtual communities and networks”
By suggestion, through Social media, individuals can with no much of a stretch trade profitable information which can enhance their profession interest, thoughts and so on. It additionally helps in sending pictorial outlines of thoughts. Andreas and Micheal (2010) asserts that “social media is a group of internet-based applications that build on the ideological and technological foundations of web 2.0 and that allow the creation and exchange of user generated content”. Kietzmann and Hermkens (2011) elaborates on this, stating that “social media depends on Mobile and Web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. They introduce substantial land pervasive changes to communications between communities and individuals”.
In contribution, Ganiyu, and Akinreti, (2011) assert that “the emergence of social media has increase interactivity among people, making them to be producers and consumers of information in a simultaneous manner”. Social media such as Facebook, Twitter, 2go etc have brought tremendous improvement in the communication system which enhances learning, it has provided different entertainment functions which serve as a tool for social change and fast exchange of information. With the aid of the internet students can form their own page, access to news and lectures notes via email sent to him/her by a lecturer.
Therefore, in Nigeria where the research was carried out, the activities that was conducted is to scrutinize the perceived influence of social media in the promotion of bigi drinks among Graceland Polytechnic Student.
1.3 Statement of Problems
Investigation revealed that Social media is important for companies interacting with their clients on the networking platforms. However, research on how social media marketing has influenced brand awareness among consumers of Bigi Soft drink and beverages is limited and it is difficult to tell if social media marketing has led to increased sales, strengthening brand, finding new customers and retaining old customers (Carlson, 2010).
Online promotion as one strategy of advertising a given product has revolutionized the world. Although, there are several ways by which promotion and advertisement are carried out. The research purpose is investigate the perception, influence of promoting on social media platform for Faro Juice on digital marketing social media, among the student in an academic environment.
Consumer’s users of social media platform have contributed to the development and influence of promoting product, delivering of services online in real time to the prospective users. Social media has impacted the digital ecosystems most especially advanced countries where service economy and fastest delivering of service is pronounced, social media promotion is the best and most acceptable means of disseminating information and promoting of good to a widely users of social media.
1.4 Aim and Objectives of Study
The aim of the study is to scrutinize the perceived influence of social media in the promotion of bigi drinks among Graceland Polytechnic Student. In achieving this aim, the following specific objectives were laid out as follows:
- To determine the factors influencing the promotion of bigi soft drink social media.
- To ascertain the nexus between social media platforms and promotion of bigi drinks among Graceland Polytechnic Student
- To determine the relationship between the variables of social media platforms
- To assess the influence of bigi soft drink social media promotion and employment status perception on students.
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- Are there factors influencing the promotion of bigi soft drink social media?
- Is there any significant relationship between the variables of social media platforms?
- What is the influence of bigi soft drink social media promotion and employment status perception on students?
- What is the linkage between social media platforms and promotion of bigi drinks among Graceland Polytechnic Student?
1.6 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
Hypothesis One
- H0: There is no significant relationship between the variables of social media platforms
- H1: There is a significant relationship between the variables of social media platforms
Hypothesis Two
- H0: There are no significant factors influencing the promotion of bigi soft drink social media
- H1: There are significant factors influencing the promotion of bigi soft drink social media
1.7 Significance of Study
The student is significance because social media platform such as Facebook, WhatApp, Linkedln, Instagram, Twitter, YouTube etc. are the modern and fastest way of disseminating news, passing of information and the revolutionized the entire Internet because of the number of user on it every day, time and hours. Also it is important because it will study how the students perceive and were influence by these platforms.
This study will be of immense benefit to other researchers who intend to know more on this study and can also be used by non-researchers to build more on their research work. This study contributes to knowledge and could serve as a guide for other study.
1.8 Scope of Study
The study focuses on the perceived influence of social media in the promotion of bigi drinks among Graceland Polytechnic Student.
1.9 Limitations of the Study
During the course of this study, many things militated against its completion, some of which are:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Research material: availability of research material is a major setback to the scope of the study.
- Frequent power failure: This made the researcher append more money on fuel to ensure sustainable power.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
1.10 Definition of Terms
Online: The activity performed by the use of computer connectivity and systems electronically for networking or transmitting of process data
Advertisement: The act of notice or announcing through a medium to the public either for a product or services
Social Media: A platform or application that enables an individual to share and communicate in social networking
1.11 Organization of the Study
Chapter one of the study, provides background of the study, stating the problem of the study and the research questions and hypotheses to be tested in the study. It also highlights the significance of the study and scope of the study.
Chapter two reviews related literature on the perceived influence of social media in the promotion of bigi drinks among Graceland Polytechnic Student.
Chapter three discussed the research methods to be used in designing the study which will include research design, population, sample size and sampling technique, data collection and data analysis methods.
Chapter four presents the data gathered in frequency and percentage tables. The data will also be analyzed and research hypotheses will be tested with chi-square statistical test.
Chapter five summarizes the outcome of the study, draw conclusions based on the findings of the study and make necessary recommendations.
