Direct Marketing to Online Social Network (OSN) Users in Nigeria

Abstract

Online Social Network (OSN) serves as one of the pervasive media of connecting to family and friends; make social plans and also obtain information about company's products and brands. This study demonstrated how in the near future online Social Networks may offer greater commercial benefits to its users than the present social benefits. Results indicated that the majority of the users of Social Networking sites are teenagers and young adult. The study as well confirms that Parental rules and regulations have no significant influence on child's use of Social Networking sites.

Impact of Social Media on Users’ Complex Buying Behaviour: Analysing the Mediating Effect of Perception and Moderating Effect of Extended Social Media Usage

“…Consumers receive information about products and services through social media (Clemons, 2009), and before making a final buying decision, they search for people's opinions that they trust more than traditional marketing communications (Karamian et al, 2015). The user involvement and time spent on social media increase with every passing day, and recommendations from friends and acquaintances play an important role on social media that often results in the 'momentum effect' (Gbadeyan, 2010). Xie and Lee (2015) advocated that consumers' augmented exposure to social media elevates the likelihood to buy and this positive influence lasts for at least a couple of weeks.…”

Online Marketing for Media: The Case of Greek News Websites

“…Whether the news content is original or reproduced, it is a factor that users often do not consider, because they are more interested on the validity and timeliness of the report. In order for someone to achieve these qualities (and more) for their website, they have to employ techniques of online marketing and make use of tools that might increase traffic (and probably make profit); techniques that researchers have taken interest on globally, as we see from relevant studies in countries like Malaysia (Hamed et al, 2010) or Nigeria (Gbadeyan, 2010). After all, users themselves create content as well, through comments and interacting with each other (a parameter that website administrators should take into consideration, and support it) (Antonopoulos & Veglis, 2013), since, apart from offering the opportunity of a discussion among users, such interaction contributes to the polyphony of a medium, thus making it more democratic.…”