Social Media Marketing Strategies and Organisational Efficiency

18 Pages Posted: 27 Jan 2019

See all articles by Newman Enyioko

Newman Enyioko

Medonice Consulting and Research Institute

Gladson Nwokah

Rivers State University

Multiple version iconThere are 2 versions of this paper

Date Written: January 16, 2019

Abstract

The study examined the effect of social media marketing strategies on organisational efficiency. The study reviewed relevant literature and empirically analyzed the data collected for the study by using statistical tools. Data were collected from a random sample of Nigeria industrial marketing companies in Port Harcourt drawn from a Nigeria contact information database. A total of 495 completed copies of questionnaire were received, all representing different companies. The study revealed that two most important objectives of social media marketing are: creating awareness and enhancing brand image. The study revealed that industrial marketing organisations strategically deploy Twitter, Blog and Facebook to implement their social media marketing strategies. Marketers are increasingly held accountable for their actions, yet most marketers struggle in their attempts to optimize marketing performance. The study found that all the three independent variables (Facebook, Twitter and blog) were significant predictors of organisational efficiency. The study therefore, recommends that industrial marketing companies should invest in acquiring human resources with the capability to utilize social media marketing tools.

Keywords: Social Media Marketing Strategies, Business-to-Business Marketing(B2B), Social Media Marketing, Digitization, Organisational Efficiency, Marketing Performance

Suggested Citation

Enyioko, Newman and Nwokah, Gladson, Social Media Marketing Strategies and Organisational Efficiency (January 16, 2019). Available at SSRN: https://ssrn.com/abstract=3316619 or http://dx.doi.org/10.2139/ssrn.3316619

Newman Enyioko (Contact Author)

Medonice Consulting and Research Institute ( email )

2 Oromerueximgbu Street
Total Village, Aba Road
Port Harcourt, South-South 234
Nigeria

Gladson Nwokah

Rivers State University ( email )

Nkpolu-Orowurokwu
Diobu
Port Harcourt, 5001
Nigeria

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