CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Social media has become an integral part of our daily lives, influencing various aspects of communication, information sharing, and networking. With the rise of social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and YouTube, entrepreneurs have recognized the potential of these platforms as powerful tools for business promotion and marketing. Kirtis & Karahan (2011). Michael E. Porter in his research paper Strategy and the Internet, 2001, says that emerging digital media technologies, particularly the Internet, social networking sites have changed the market and business dynamics by creating a shift in the firms’ competitive positions and increasing consumer power (Arora & Sanni, 2018).

Entrepreneurs are increasingly leveraging social media to connect with their target audience, build brand awareness, and promote their products or services. Unlike traditional marketing methods, social media allows entrepreneurs to interact directly with their customers, engage in real-time conversations, and receive immediate feedback. It also offers cost effective options for advertising and enables entrepreneurs to reach a wider audience beyond geographical boundaries. Arora & Sanni (2018)

Many successful entrepreneurs have utilized social media platforms to gain a competitive edge in the market. (Mukolwe & Korir, 2016) They have used various strategies such as creating engaging content, running targeted ad campaigns, collaborating with influencers, and leveraging user-generated content to enhance their brand visibility and customer engagement.

However, despite the increasing popularity of social media as a business promotion tool, there is still a need for research to understand its effectiveness and identify the most effective strategies and techniques for entrepreneurs. This study aims to bridge this gap by examining the use of social media as a tool for business promotion by entrepreneurs and exploring the factors that contribute to its success. By investigating the relationship between social media usage and business promotion, this study seeks to provide valuable insights for entrepreneurs looking to harness the power of social media for their businesses.

1.2 Problem Statement

The use of appropriate social media marketing strategies accounts for the growth of small business and companies, increase traffic on products as well as profits, the use of social media platforms in the marketing of business products stands to be one of the most easiest, cost-effective approaches to business promotion  and growth, however, businesses both small and big soon crumble due to poor marketing skills and social media visibility, also, the use of modern technology is a factor mostly appreciated by the youthful population while the older population of local business owners brush off the use of sophisticated platforms for business promotion owing to the old mentality and trust of physically present customers which is not  the case in social media marketing.

Furthermore, although social media marketing is a well-researched topic, it has only been studied through experimental and theoretical research; studies never precisely describe the benefits retailers gain from this marketing tactic. In reviewing the rich plethora of multi-disciplinary literature, it is has become clear that studies are focusing on describing what social media marketing is as well as examining what factors affect consumer behavior relative to social networking. Despite the initial progress made by researchers, development in this area of study has been limited. Thus, the aim of this study which is to investigate the practical use of social media platforms as tools for business promotion by entrepreneurs.

1.3 Research Questions

1.3.1 General Research Question

How do entrepreneurs in Tubah District Bamenda make use of social media platforms for business promotion?

1.3.2 Specific Research Questions

1. What are the different social media platforms used by entrepreneurs to promote business in Tubah District Bamenda?
2. What are the effects of these social media platforms on business promotion in Tubah District Bamenda?

1.4 Research Objectives

1.4.1 Main Objectives

To investigate the practical use of social media platforms as a tool for business promotion by entrepreneurs in Tubah District Bamenda

1.4.2 Specific Objectives

1. To identify the different social media platforms used by entrepreneurs to promote business in Tubah District Bamenda
2. To assess the effects of these social media platforms on business promotion in Tubah District Bamenda.

1.5 Hypothesis

H1: There is a significant use of different social media platforms for business promotion by entrepreneurs in Tubah District Bamenda.

H2: There is a positive and significant effect of social media platforms on Business promotion in Tubah District Bamenda.