Social Media Usage and Firm Performance: Reflections from the Nigerian Telecommunication Sector

Akpan Ekom Etim, Ibekwe Uzonna, Worgu Steve C. and Nwangwu Chibuike E.
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Akpan Ekom Etim: University of Port Harcourt, Department of Management, Nigeria
Ibekwe Uzonna: University of Nigeria, Department of Management, Nigeria
Worgu Steve C.: University of Nigeria, Department of Management, Nigeria
Nwangwu Chibuike E.: University of Nigeria, Department of Accountancy, Nigeria

International Journal of Management Science and Business Administration, 2018, vol. 4, issue 6, 7-16

Abstract: This study examines the relationship between social media usage and firm performance in the Nigerian telecommunication sector. A sample size of 76 people was determined from a population of 95 employees comprising customer service personnel, supervisors, and managers of four telecommunication outlets operating in Rivers State, Nigeria. The Pearson Product Moment Correlation Coefficient statistical technique was used to analyze data collected with the aid of the Statistical Package for Social Sciences computer software version 22. The study revealed that social media usage has a significant positive correlation with performance measures of profitability and market share. It was recommended that management of these firms need to give adequate attention to their social media platforms and use them extensively in rendering customer service, and for advertisement and promotion of their services which will elevate their performance.

Keywords: Social media usage; Advertising and Promotion; Firm performance; Profitability; Market share (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijmsba:v:4:y:2018:i:5:p:7-16

DOI: 10.18775/ijmsba.1849-5664-5419.2014.46.1001

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