Digital Media use is increasing more rapidly in developing economies than in developed ones. International students are progressively participating in discussions through online mediums, which in turn are molding their study abroad choices. The world’s most prevalent long range informal communication site is, obviously, Facebook, and it has as of late overwhelmed neighborhood web-based life rivals in developing nations, including Mexico, India, Taiwan, and Brazil. Facebook infiltration in Brazil has detonated to 79 million clients, as of late outperforming India’s Facebook populace. So also, of Turkey’s 35 million web clients, 31 million are on Facebook, and 23 million of them are in the 16-34 age accomplice.
Globalization has transformed the marketing field from traditional marketing media to social marketing media because of its numerous roles of reaching more customers at the least cost. Traditional marketing communicates with customers through dedicated media channels like television, radio, newspaper, magazine, but the failure of traditional marketing channels to yield significant returns on investment is attributed to many reasons including lack of interactive engagement between the customers and the brand. Social media appeared as the solution to the letdown of traditional marketing, social media are online platforms that facilitate social conversation between social agents regardless of the geography while social media marketing is the promotion of products and services through social media platform. Thus, considering its ability to penetrate across national boundaries without any stoppage, this study found it worthwhile to investigate social media marketing in emerging markets using social media marketing platforms such as Facebook, Twitter, Instagram, YouTube, WhatsApp, LinkedIn, et cetera. The study adopted purposive and systematic sampling technique to ensure that mature adults who fall within the age of 18 and 65 with deep knowledge of social media marketing in organizations in emerging economies are involved in the study through a standard questionnaire which was designed for such purpose. Classical regression model was adopted for the analytical findings, the study concluded that social media activity positively affect brand success in emerging economies. In other words, there is a direct and positive relationship between social media activity and success of an organization’s brand in the market. It is recommended that Organization should design effective social media marketing strategy in order to increase its brand engagement and create more customer delights.
Achieving potential students through long range social media communication can be a powerful technique to break into new and troublesome developing markets without acquiring restrictively high extra expenses. The present interconnected worldwide youth populace and tight spending condition are making internet based life fundamental as an understudy commitment and enrollment technique.
Social Media Marketing
This study examines social media marketing in an emerging market using a case study of Nigeria. Two hundred respondents were interviewed across different sectors of the economy and their opinions are captured and collated using a structured questionnaire. The study hypothesizes a nexus between social media activity and brand success in emerging economy. Simple regression analysis was used to analyze the hypothesis while simple percentage analysis was use to present demographic information of the study. Findings revealed that Facebook is the prominent social media platform employed by organizations in emerging economy but the rate of adoption is still low considering the percentage of organization that have social media department/team. The study also indicated that social media activity has significant impact on brand success in emerging economies. Based on the findings of the study, the study concludes that social media marketing is gaining traction in emerging economies. Therefore, the following policy recommendations were suggested:This study examines social media marketing in emerging market using a case study of Nigeria. Two hundred respondents were interviewed across different sectors of the economy and their opinions are captured and collated using a structured questionnaire. The study hypothesizes a nexus between social media activity and brand success in emerging economy. Simple regression analysis was used to analyze the hypothesis while simple percentage analysis was use to present demographic information of the study. Findings revealed that Facebook is the prominent social media platform employed by organizations in emerging economy but the rate of adoption is still low considering the percentage of organization that have social media department/team. The study also indicated that social media activity has significant impact on brand success in emerging economies. Based on the findings of the study, the study concludes that social media marketing is gaining traction in emerging economies. Therefore, the following policy recommendations were suggested While web-based life nearness is the initial step, it doesn’t guarantee accomplishment in student recruitment. Advanced education foundations need to likewise screen and inventively connect with their important target gathering of people by including present and previous international students. Organization should design effective social media marketing strategy in order to increase its brand engagement and create more customer delights. There is need for organization to have a social media department/team in order to fully design social media strategy. Small scale organization and new startups in emerging economies should leverage on the social media tools to promote their businesses in order to remain relevant in the market.
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