Influence of social media on promoting online trading in Nigeria: A focus on Abakaliki residents of Ebonyi State

Abstract

This study was carried out to investigate the influence of social media on promoting online trading in Nigeria: a focus on Abakaliki residents of Ebonyi State. This study was anchored on Technological Determinism Theory (TDT). The population size was 723,000, drawn from residents of Abakaliki metropolis of Ebonyi State. With Australian Calculator, a sample size of 385 was adopted while multi-stage sampling technique was used to select the respondents. Questionnaire was designed in a 5-point Likert scale form and used to generate data which were coded, analyzed and presented in tables using descriptive method. The results showed that: social media  platforms like Facebook, Instagram, Whatsapp, Twitter, Youtube etc. were used for online trading by presenting, advertising and marketing goods and services online. It also revealed that the extent to which social media contribute in promoting online trading in Ebonyi State was at average rate or level. This study recommended that: online marketing public awareness campaigns and sensitization should be created to make more residents of Abakaliki metropolis be fully aware and consequently engage on it for easy and fast marketing; Social media experts and agents on online trading should organize seminars and workshops to educate residents of Abakaliki metropolis on online marking apps; Platforms and channels and owners of social media platforms in collaboration with online marketers should reduce the financial and technical costs of online trading to enable small and medium scale business people to be actively involved in digital marketing in Abakaliki metropolis of Ebonyi State.