The Impact Of Social Media On Purchase Of Hand Sanitizer Brands In Lagos, Nigeria

Chapter 1

1. Introduction

Hand sanitizers, otherwise known as hand antiseptics is an alternative to hand washing with soap and water. It can be made in different form such as gel, foam and liquid solution (sprays). The base of all hand sanitizers is alcohol. The alcohol used may be isopropyl alcohol (Isopropanol), ethanol-propanol or povidone-iodine. Alcohol based hand sanitizer are more effective in killing microorganisms. (Hand hygiene., 2006)

Hand sanitizers is clearly effective against gastrointestinal and, to a lesser extent, respiratory infections. Alcohol rubs also helps, to kill many different kinds of bacteria and TB bacteria. Medicinal plants are plants used in the management of many ailments and as such there applications are numerous. Examples include turmeric which contains a main bioactive compound curcumin, it has power anti-inflammatory effects and is a very strong anti-oxidant. (Bhowmik et al., 2009). The aim of this study is to produce hand sanitizers from locally grown medicinal plants.

 

Social media is fundamental to businesses’ success in today’s modern era of engagement marketing. Promoting brands, products, and services online and through mobile applications is quickly becoming table stakes. So as a marketer, you must get on board. (Asif, 2016) social media is also called online market that endorse of goods, services, and brand brands through online media channels. Due to the advance in technology, the rise internet and the development of web, interconnectivity between individuals has risen substantially (Hajili, 2014).

Different scholars define the concept of social media in different ways, according to their experience, background and knowledge. However, the most commonly quoted definitions were given by Kotler and American. Accordingly, Kotler and Armstrong defined social media as is a form of direct marketing which links consumers with sellers electronically using interactive technologies like emails, websites, online forums and newsgroups, interactive television, mobile communications and others (Kotler and Armstrong, 2009).

“The term “social media” appeared only recently in the world of professional marketing and communication. It refers to the promotion of products and brands among consumers, through the use of all digital media and contact points. Although social media has many similarities with Internet marketing, it goes beyond it, since it frees itself from the Internet’s single point of contact and accesses all so-called “digital media,” including, for example, mobile telephony (SMS or applications) and interactive television, as the communication channel. The term “social media” therefore seeks to bring together all the interactive digital tools at the service of marketers for promoting products and services, while seeking to develop more direct and personalized relationships with consumers.” (Flores, 2014)

The implementation of social media into business strategy has become a more regularly used strategy. Gaikwad & Kate (2016) noted that marketing has always been around. Zimmer (2017) stated that “marketing is concerned with a relationship called an exchange relationship (p.1).” Social media is a strategy that provides an individual or organization the ability to reach clients by establishing innovative practices, combining technology with traditional marketing strategies. (Charles, 2018).

Search Engine Optimization or SEO is considered to be the most general type of social media tools used to escalate the visibility of the website through the search engines. Techniques used in social media includes on-site technical analysis, link building, content creation and blogging. According to the Search Engine Land, SEO is the process of receiving traffic from search results based on search engines. One can elevate a website to rank higher for related searches. (Safko, et,.al 2009).

According to different business journals of America, internet advertisement is quicker than traditional one. (Howard, October 2011). With dramatic increase in online advertisement brand started to do or spend more on e-marketing rather than traditional one. (Bakshi & Dr. Surender Kumar Gupta, January 2015).

The purpose of this research to investigate how the social media conversations and marketing of hand sanitizer affects the purchase of the product. Even though many researchers explained about the success of the hand sanitizer on social media in other countries, there is no research have been done based on Nigerian Hand sanitizer customers.

This research concentrates only on their main product which is the standard Hand sanitizer beverage and this research will analyze how Hand sanitizer brands use social media strategy to influence customer buying behavior.

 

2. Statement of the Problem

This study focus on the impact of social media on purchase of hand sanitizer.

Nowadays Internet is one of the major platform where the various forms of Hand sanitizer advertisements are placed. Specifically, the brand online advertisement is undertaken through the extensive use of banners, pop-up ads, on-site sponsorships and various other formats of online advertisements in thousands of websites along the globe. Moreover, there are specific forums and many websites globally that are dedicated to Hand sanitizer fans and where users share their stories where Hand sanitizer is involved (Jhon,2015).

According to Cook (2008) there are four main functions for social software which are communication, cooperation, collaboration and connection. All these four functions are evident in Hand sanitizer’s social media practice. For instance, they utilize Twitter as a new way to deliver real- time customer service, using the platform to communicate direct with the public often replying to customer’s mentions and answering relevant questions. The brand uses Pinterest in a more collaborative manner, they manage boards, concentrating in their profile page various materials which was independently created by general users rather than simply using Hand sanitizer’s created content.

In this research, Hand sanitizer is selected because of the current Covid 19 pandemic, It has become a necessary item for households and individuals, however no research have been done regarding Nigerian consumers of Hand sanitizer, as we all agree any form of social media activity should be tailor-made with the needs, culture and social status.

This study will analyze the impact of social media on the purchase of hand sanitizer Nigeria.

 

3. Research Question

1. In what extent social media affect consumer purchase of hand sanitizer brand?
2. How social media display ad influence customer-buying decision of hand sanitizer brand?
3. Does website influence customer-buying decision of hand sanitizer?

 

4. Objective of the study

General Objective

To assess the impact of social media on purchase of hand sanitizer in Lagos, Nigeria.

Specific Objective

1. To examine how social media marketing influence consumers purchasing behavior of Hand sanitizer.
2. To analyze how social media display ad, affect consumer-buying behavior of hand sanitizer.
3. To study the impact of website on consumer-buying behavior of hand sanitizer.

 

5. Significance of the study

The study will be helpful to the Hand sanitizer brands sellers for decision-making. The realization of the industry is becoming one of the highly competitive businesses and calls for respective marketing department to adopt properly formulated marketing strategies for identification of purchase intension of consumers and to increase number of loyal customers for the success of the brands.

In addition, the study finding may have a great importance because through marketing expertise, the brands will be better position to gauge their performance and make improvements where to boost their market performance and overall ranking in the industry, and it helps them to know how to develop their social media in order to grow with this growing market.

 

6. Scope of the Study

The scope of this study will cover the impact of social media on purchase of hand sanitizer in Lagos state. This research work will be restricted to the Social media conversation and marketing of Hand sanitizer in Lagos state. Which will enable the researcher to generalize and affirm how effective social media is in affecting customers behavior to buy.

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