Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Effect of Social Media Marketing on Sales Volume of Selected e-business in Lagos State Nigeria

Author(s): Somto J. Okolo, Augusta B. Amaihian, Joseph A. Dada, Edu J. Usendiah, Ejiro G. Ukpeibo

Nigeria's e-business environment faces a significant gap in the wide adoption of appropriate technology to enhance marketing and improve sales. Lack of adequate technological infrastructure is a challenging factor to a larger extent to the achievement of sales volume through social media marketing in Nigeria. The study seeks to examine the effect of social media marketing on sales volume of e-business in Nigeria. The study used descriptive research design through stratified and simple random sampling techniques to determine the sample size from the population of 900 registered e-business customers. Two hundred and sixty-eight (268) copies of valid questionnaires were returned from the respondents representing 99.9% response rate. The results of the study revealed that social media marketing has significant effect on sales volume of e-business in Nigeria. The study recommended that managers of e-business should focus their efforts on exploiting widely used digital channels and improving customer service one-channel to achieve business competitive advantage and larger market share in this economic recession and disruptive business environment organisations are operating in.


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