The influence of social media marketing activities on consumers brand preference. A comparative study of Cameroon and Finland. Case of small and medium size enterprises.
Nduepyenze Pozuzu, Nwoteh (2022)
Nduepyenze Pozuzu, Nwoteh
2022
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022122231404
https://urn.fi/URN:NBN:fi:amk-2022122231404
Tiivistelmä
The cost of marketing products nowadays keeps going up especially when it comes to small and medium sized enterprises (SMEs). These increases in cost comes from the classical communication systems such as radios, televisions and newspapers which unfortunately hardly meets hardly meets the target customers or yield expected results. The main objective of this study was to proof that social media marketing activities has an effect on consumers brand preference. Several theories where used in the process of this work such as the unified theory of acceptance of use of technology, the theory of reasoned action etc. A questionnaire was formulated and distributed via a link to individuals from both countries and a comparative study was done. The objective was to get 60 respondents from Cameroon and Finland and the objective was attained giving a response rate of 100%.
The data collected was analyzed using webpropol and presented by using descriptive statistics such as bar charts. The results of the data reveals that digital marketing systems such as social media greatly influences the growth of small and medium sized enterprises. So it was concluded that social media is a convenient source of product information and it should be used to promote small and medium size enterprises.
The data collected was analyzed using webpropol and presented by using descriptive statistics such as bar charts. The results of the data reveals that digital marketing systems such as social media greatly influences the growth of small and medium sized enterprises. So it was concluded that social media is a convenient source of product information and it should be used to promote small and medium size enterprises.