Oranye Ijeoma, Helen and Nwachukwu Blessing, Chinemelum (2025) Social Media Marketing Strategies and Purchase of Kitchen Equipment by Mobile Phone Users in Anambra State, Nigeria. American Journal of Economics and Business Management, 8 (7). pp. 3307-3319. ISSN 2576-5973

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Abstract

This study evaluated social media marketing strategies and purchase of kitchen equipment by mobile phone users in Anambra State, Nigeria. The specific objectives of the study were to: determine the effect of Facebook, X Premium, instagram, youtube and global business whatsapp marketing on purchase of kitchen equipment by mobile phone users in Anambra State. The variables of interest were on mobile phone users’ purchasing behaviour, facebook marketing, X Premium marketing, instagram marketing, youtube marketing and business whatsapp marketing. The study was anchored on uses and gratification theory. Survey research design was adopted. The population of the study comprised of all adult users of mobile phones in Anambra State. Topman’s non-parametric sample size determination for unknown population was applied to obtain a sample size of 368. Structured questionnaire was applied as the instrument of data collection. The study adopted face and content validity. Test-retest reliability was employed to verify the reliability of the instrument. Data generated were arranged in frequency tables and analyzed in percentages. Test of hypotheses was done using multiple regression analysis with the aid of SPSS version 23. It was discovered that Facebook marketing has significant effect on purchase of kitchen equipment by mobile phone users (t = 2.870, p = 0.004); X Premium marketing has significant effect on purchase of kitchen equipment by mobile phone users (t = 2.923, p = 0.005); Instagram marketing has no significant effect on purchase of kitchen equipment by mobile phone users (t = 1.901, p = 0.167); YouTube marketing has significant effect on purchase of kitchen equipment by mobile phone users (t = 2.562, p = 0.009); and Business WhatsApp marketing has significant effect on purchase of kitchen equipment by mobile phone users (t = 3.632, p = 0.000). From the findings we conclude that: social media marketing channels have significant effect on purchase of kitchen equipment by mobile phone users in Anambra state, Nigeria. It was recommended that: Facebook marketing should create a group for all the social media platforms popular in their area of operation. This would assist to develop a community of product users like the mobile phone. X Premium marketing should launch social media and attract consumers on social media pages. The campaigns must focus on raising brand awareness, promote a favourable brand image and create a “buzz” in the online market place. The campaign must appeal to purchasing behaviour. Improvement in the overall research strategy and to help both the consumer to be more enlighten and exposed that instagram marketing would help for easier purchase when buying things online so as to bring both the consumers and the sellers more closer.

Item Type:	Article
Subjects:	L Education > L Education (General)
Divisions:	Postgraduate > Master's of Islamic Education
Depositing User:	Journal Editor
Date Deposited:	17 Jul 2025 05:53
Last Modified:	17 Jul 2025 05:53
URI:	http://eprints.umsida.ac.id/id/eprint/16292

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