ORGANISATIONAL CULTURE AND SOCIAL MEDIA INNOVATION FOR PRODUCT PROMOTION

Abstract

The study investigate the relationship between organisational culture and the effective use of social media (SM) for product promotion among firms involved in servicing and sales of consumer technology and clothing in Southwestern, Nigeria. The study explored characteristics of the firms capable of influencing their business performance while engaging SM. It further investigated the factors influencing the effective use of SM for product promotion in Southwestern Nigeria and also focused on firms involved in servicing and sales of consumer technology and clothing, located in Lagos, Ogun, and Oyo States. Using a set of questionnaire, a multi-stage sampling technique was employed to gather information from 400 respondents in the selected area. The result indicated that apart from the background prowess of the managers as occasioned by their educational training, other key factors that influence financial performance include: years of experience of use (β = -0.14, ρ < 0.05), ease of Internet access (β = -0.26, ρ < 0.05) and a regular Internet connection (β = 0.16, ρ < 0.05). In addition, the result further showed that due to these influencing factors, it was noted that firms whose performance increased was largely associated with the budget dedicated for SM promotion. Based on these findings, the study recommended the use of SM as a valuable resource for boosting business performance among service firms in the consumer technology and clothing industry.