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THE IMPACT OF SOCIAL MEDIA ON PURCHASE OF HAND SANITIZER BRANDS IN LAGOS, NIGERIA

ABSTRACT

The study had examined the impact of social media on purchase of Hand sanitizer in Lagos. The sample populations of the study were users of Hand sanitizer in Lagos. Quantitative research approach was adopted in selecting a sample size of 385. Primary data were collected using questionnaires from the users of the product and then collected 355 response, the data collected were carefully edited, coded, encoded using spread sheet and analyzed by using SPSS, Descriptive and explanatory research design was used to analyze the result. The results of the analysis revealed that online display ad in social media and Website were identified by the users of hand sanitizer as factors determining their buying behavior, In accordance with existing empirical literature the results of the present study have supported the established relationship between buying behavior and Social media, The result of the study indicated that the identified factor (Online display ad on Social Media) have significant Effect on purchase of hand sanitizer. As the world moving towards digital era, the digital channels plays vital role in increase of sales of any firm’s products. So the present study made an attempt to reveal the impact of social media on purchase of hand sanitizer.

CHAPTER ONE

INTRODUCTION

1.1   Background of the Study

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 users 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 users, 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 users.” (Flores, 2014).

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