EFFECTS OF WHATSAPP MEDIA ON CUSTOMERS

PATRONAGE OF FASHIONISTER SERVICES

(A CASE STUDY OF OPEOLUWA FASHION HOUSE,
AKUTE. OGUN STATE)

BY

IYIOLA OLUWAKEMI JANET

2022231040039

BEING A PROJECT SUBMITTED TO THEDEPARTMENT OF

MARKETING, FACULTY OF BUSINESS AND
COMMUNICATION STUDIES, THE POLYTECHNIC, IBADAN.
OYO STATE

IN PARTIAL FUFILMENT OF THE REQUIREMENTS FOR

THE AWARD OF NATIONAL DIPLOMA (ND) IN MARKETING

AUGUST, 2024
 CERTIFICATION

This is to certify that this research work carried out by Adefolaju Toyirat Omolola,

with Matriculation Number 2022231040039, under my supervision.

--------------------------------------- -----------------------------------
MR. P.B. OLUWAYEMI DATE
PROJECT SUPERVISOR

--------------------------------------- -----------------------------------
DR. I.O. LADOKUN DATE
HEAD OF DEPARTMENT

2
 DEDICATION

This project is dedicated to Almighty God and my parents.

3
 ACKNOWLEDGEMENT

I must at this point give honour, adoration and exaltation to Almighty God, for
turning our dreams into reality and providing us the where withal to produce this
project.

My gratitude and sincere appreciation goes to our supervisor Mr Pius Oluwayemi

for his restless effort in guiding me and correcting my mistakes which facilitated
the success of this project and also my H.O.D, Dr. I.O. Ladokun and thanks to all
my departmental lecturers, and all non teaching staff of Marketing department who
during my course of study encouraged and inspired me towards my academic
success.

I also appreciate all the staff and management of Opeoluwa Fashion House, Akute,
Ogun State for the support and information given to me for the success of this
study.

My thanks and gratitude goes to my darling parents, Mr and Mrs Iyiola for their
love, care and guidance all through and on the successful completion of this
programme.

My profound gratitude goes to my siblings, Bisola, Isaiah and my brother inlaw,

Mr Bolaji Jonathan for their financial support during the course of my study and
for their immeasurable assistance with unfailing promise over the years; their
contribution has been an instrument to the success of this programme.

This acknowledgement is not complete without due regards to Engr Feranmi

Olayuwa (Director, His Comfort Global Enterprises), may Almighty God shower
his unending blessings and favour upon you forever in Jesus name. (Amen). Above
all, thanks to Almighty God for making this projects a success.

4
 ABSTRACT

With the tremendous growth of the online platform, several individuals now use
social media to run their businesses, which is one of the most powerful platforms
on the internet. Social media has become a trend for society as people spend more
time online. Platform such as the whatsapp media platform is both cost-effective
and profitable, allowing firms to access a larger audience. Then, people can voice
their thoughts, form interest-based groups, curate material, post photographs and
videos, and participate in group discussions. There are a variety of strategies for
businesses to advertise their products and attract more customers, including
supporting people who are interested in fashion and can influence their following,
referred to as Fashion Influencers. The main purpose of this study is to see the
effect of whatsapp media as a marketing strategy adopted for advertisement by the
company as well as the suitability of different types of influencers of the company
to the business as a promotional tool.

5
 TABLE OF CONTENT

Title Page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of Content vi
CHAPTER ONE
Introduction 1
1.1 Background to the Study 1
1.2 Statement of the Problem 5
1.3 Aim and Objectives of the Study 5
1.4 Statement of Research Questions 5
1.5 Significance of the Study 6
1.6 Scope of the Study 6
1.7 Limitation of the Study 6
1.8 Operational Definition of Terms 7
1.9 Historical Background and Business Operation of the Business 7
CHAPTER TWO
Literature Review 9
2.1 Concept of Social Media Marketing 9
2.1.1 The Conceptualization of Whatsapp and “Whatsapp Advertisement”

13
2.1.2 Avenues of Advertising via Whatsapp 14

6
2.1.3 Social Media Functionalities 16
2.1.4 Comparison of Social Media with Traditional Media 19
2.1.5 The Impact of Social Media on Business Capabilities 19
2.1.6 The Impact of Social Media on Business Performance 20
2.2 Theoretical Framework 25
2.3 Empirical Review 27
CHAPTER THREE
Research Methodology 29
3.1 Research Design 29
3.2 Population and Sample of the Study 29
3.3 Method of Data Collection 29
3.4 Design of Data Collection Instrument 30
3.5 Administration of Instrument 30
3.6 Method of Data Analysis 30
CHAPTER FOUR
Presentation and Data Analysis 32
4.1 Descriptive Data 32
4.2 Data Analysis of Personal Data of the Respondents 32
CHAPTER FIVE
Summary of Findings, Conclusion and Recommendations 45
5.1 Summary of Findings 45
5.2 Conclusion 45
5.3 Recommendations 46
Appendix 48
References 52

7
 CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Social media plays a vital role in marketing and creating relationships with

customers. With limited barrier to entry, small businesses are beginning to use

social media as a means of marketing. Unfortunately, many small businesses

struggle to use social media and have no strategy going into it. As a result, without

a basic understanding of the advantages of social media and how to use it to

engage customers, countless opportunities are missed. The research aims to acquire

an initial understanding of how a small business recognized for using social media

to grow the business, uses social media to engage customers (Cox, 2012).

The development of social media is popularly used in today‘s business activities at

all levels in terms of size, ranging from micro and small enterprises to medium and

large-sized companies (Andriole, 2010; Bell and Loane, 2010). Current

technologies have become known to enable business network cooperation among

different businesses by serving as efficient tools (Bell and Loane, 2010) and the

applications market is flourishing (Dutta, 2012).

The companies which are already tied to one another with the help of current

technologies are able to enjoy competitive advantages and outperform their

8
competitors by the use of the latest social media platforms. These help them

register benefits of lowering cost and improving efficiencies (Harris and Rea,

2009). These would enable one to have a better understanding of the role of social

media for the performances of a business (Wetzstein et al., 2011).

The impact of social media on business performances may be due to the effects of

social media on management (Birkinshaw and Crainer, 2010), or due to the effects

of social media on governance (De Hertog et al., 2011), or still due to the effects of

social media on knowledge management (Schneckenberg, 2009), or its effect on

strategic competitiveness (Liu and Liu, 2009). Sales and productivity can be

greatly improved by customer engagement via social media marketing (Singh and

Imran, 2012).

Higher levels of brand awareness and productivity may be attained at lower costs

through social media when compared to other conventional communication

methods. Therefore, social media marketing may be utilised by both small and

medium-sized businesses, as well as by large, multi-national firms (Gengeswari,

Padmashantini and Sharmeela-Benu, 2013). Social media allows for practically

instantaneous interaction with the global village through the concurrent creation

and deconstructing brands. Brand recognition, social connections, consumer

participation, purchasing habits, pre- and post-sale communication and evaluation,

and lifetime value are all improved through social media marketing (Ahmad and

9
Buttle, 2002). With the advent of social media, everyone is able to easily and

cheaply promote oneself through their extensive online networks.

The direct relationships between social media and business performances will

indicate and support the use of Enterprise 2.0. This is a new business environment

which enables business organizations to look at their benefits if they integrate

social media suites into their day to day activities. Even though social media are

extensively used here and there, little is known whether the technologies of social

media have any specific impact on business performances (Denyer et al., 2011).

So, social media has turned into a conveyor of information in more than one way,

and most recently, the fashion business is seeing a significant change in its

motivation for designs and patterns. Instagram, YouTube, WhatsApp, Facebook,

Twitter, etc., are just a few of the social media and blogging sites that have made

this possible

The use of WhatsApp to advertise became very rampant at the verge of the

coronavirus (Covid-19) pandemics (Perez, 2020; Online Journalism Awards, 2020;

Chawla, 2020). Perez believes that the app saw a 40% increase in its usage due to

the COVID-19 pandemic. According to her, the increase was from an original 27%

hit at the beginning of the pandemic to 41% in the mid-phase. For countries that

already had a high rate of WhatsApp usage before the pandemic, WhatsApp usage

increased to 51% (Perez, 2020; Kantar, 2020). According to WhatsApp (2020),

10
WhatsApp helped people connect with those that mattered most to them during the

pandemic; it provided ways for users to check up on their friends and family, get

updates on the latest official health information, and disseminate information

responsibly (Cheney, 2020; Hutchinson, 2020).

WhatsApp (a pun on the phrase “what’s up”), with 1.5 billion monthly active users

around the world, prides itself as the leading social media platform in most parts of

the world (Mazereeuw, 2018). As a matter of fact, at the breakout of the

coronavirus, WhatsApp users who are entrepreneurs, start-ups, and managers of

medium enterprise started using WhatsApp aggressively to promote their business

in the bid to maintain their customers; the customers who could no longer visit

physical business premises due to the lockdown (Anand, 2014; Singh, 2019;

Negedu&Isik, 2020; Antler Team, 2020). WhatsApp status, private messages,

broadcast messages, and WhatsApp chat groups were floated with pictures and

videos of products and services. WhatsApp advertising became the buzz of the

advertising trend among social media platforms during the pandemic (Lin, 2020;

Hillier, 2020; Neifield, 2010).

Nonetheless, before the pandemic, there were traces of the usages of WhatsApp for

advertisement and advertising (Bestor, 2020; Poel, 2020). But, the lockdown of

physical shops, markets, and business premises led, according to cursory

observations, skyrocketed the usage of this social media for marketing,

11
promotions, and advertising. WhatsApp which was invented in 2009 was meant to

be a social networking platform where people send and receive messages instantly

to complement the conventional short message service (SMS) (Mazereeuw, 2018;

Dove, 2020). Things changed for WhatsApp when the rate of its users increased

drastically over the past years. Business owners and analysts started test running

the potential of WhatsApp for business marketing communication in terms of

promotions and advertising (Mazereeuw, 2018; Bestor, 2020).

Given the intense use of this media for advertising and promotions, concerns are

arising regarding the influence of the use of WhatsApp on buyers' behaviour and

customers' patronage of small and medium scale enterprises in Nigeria. Therefore,

this study attempts to assess the extent to which businesses use whatsapp in their

business process in order to get connected with their customers or more patronages

(Bughin, 2011).

1.2 Statement of the Problem

The main problem statement of this project is to identify the strategies that aid an

business’ use of social media to interact with customers, business marketing

strategy and social media. The majority of academic literature discussing social

media strategy in organizations only researches strategy in large organizations. The

weakness of such literature, however, is that those same strategies do not

necessarily work for small businesses. The study examines a small business

12
(Opeoluwa Fashion House, Akute, Ogun State) recognized for its success of using

social media. This study provides a set of techniques that the small business uses

for their social media strategy, an analysis of these techniques, and lessons from

the techniques that may benefit others.

1.3 Aim and Objectives of the Study

The aim of this study is to appraise the effect of Whatsapp Media on Customer

Patronage of Fashionsta Services using Opeoluwa Fashion House, Akute, Ogun

State as a study. The research aims to achieve the following:

i. To identify how can whatsapp media be applied to businesses.

ii. To determine the whatsapp media strategies used on businesses.

iii. To evaluate the impacts of whatsapp media on businesses.

1.4 Statement of Research Questions

The research aims to answer the following questions:

i. How can whatsapp media be applied on businesses?

ii. What are the whatsapp media strategies used on businesses?

iii. What are the impacts of whatsapp media on businesses?

1.5 Significance of the Study

The importance of this study is to examine the effect of whatsapp media marketing

on customers patronage. In today’s social media driven environment, it is essential

that businesses understand Facebook, twitter, and the strategies behind using social

13
media for growing their business. Unfortunately, many businesses do not have a

strategy when they begin using social media (Adegbuyi and Akinyele, 2015). The

study reveals the different strategies the owner uses to build and maintain

relationships with consumers and the study concludes with important implications

for small businesses (Adegbuyi and Akinyele, 2015). Social media provides

businesses the opportunity to engage and interact with consumers to create lasting

relationships. The results gained from this study provide an initial understanding of

how businesses use whatsapp media to engage customers and build long term

relationships, which helps the business to grow (Cox, 2012).

1.6 Scope of the Study

This study is carried out on effect of whatsapp media on customer patronage of

fashionsta services using Opeoluwa Fashion House, Akute, Ogun State as a case

study. The choice of the case study is as a result of its location as it is centered on

the heart of Akute market where customers have ease of access for patronage.

1.7 Limitation of the Study

This study is delimited to Opeoluwa Fashion, Akute, Ogun State. The choice of the

case study is because it is a good representation of other businesses in Nigeria,

being controlled by the same government policies.

14
1.8 Operational Definition of Terms

 Advertisement: This is the means of communication in which a product,

brand or service is promoted to a viewership in order to attract interest,

engagement, and sales.

 Customers: This is a person who buys goods or services from a shop or

business.

 Enterpreneurs: An entrepreneur is an individual who starts their own

business based on an idea they have or a product they have created while

assuming most of the risks and reaping most of the rewards of the business.

 Marketing: This is the activity or business of promoting and selling

products or services, including market research and advertising.

 Sales: Sales refers to the exchange of a product, commodity, service or

delivery for money.

 Patronage: This is the business given to a commercial establishment by its

customers.

1.9 Historical Background and Business Operation of the Business

Opeoluwa Fashion House is an organization based in Akute, Ogun State. The

organization is an enterprise based to fashion and entertainment technology. It has

a competitive ability which has kept the organization intact, focused and

progressive among her counterparts. The organization is also known for training on

15
technological fields which has bred many young enterpreneurs. Being a registered

body with Corporate Affairs Commission of Nigeria, the organization has trained

many students from various parts of the country on industrial training and as

apprentices in preparation for their future.

16
 CHAPTER TWO

LITERATURE REVIEW

2.1 Concept of Social Media Marketing

Social media is engaging with consumers online. According to Wikipedia, social

media is internet-based tools for sharing and discussing information among human

beings. Social media is all about networking and networking in a way that

espouses trust among parties and communities involved. Any website which allows

user to share their content, opinions, views and encourages interaction and

community building can be classified as a social media. Some popular social media

sites are Facebook, YouTube, Twitter, Dig, and my space, stumble Upon,

Delicious, Scribe, Flickr etc. (Neti, 2011). Social media has caused a significant

change in the strategies and tools companies use for communicating with

customers.

Social media marketing enables companies to achieve a better understanding of

customer needs in order to build effective relationships (Cox, 2012). Social media

marketing is marketing using online communities, social networks, blog marketing

and more. It's the latest "buzz" in marketing. Global companies have recognized

Social Media Marketing as a potential marketing platform, utilized them with

17
innovations to power their advertising campaign with social media marketing

(Neti, 2011).

The development of social media is popularly used in today‘s business activities at

all levels in terms of size, ranging from micro and small enterprises to medium and

large-sized companies (Andriole, 2010; Bell and Loane, 2010). Current

technologies have become known to enable business network cooperation among

different businesses by serving as efficient tools (Bell and Loane, 2010) and the

applications market is flourishing (Dutta, 2012). The companies which are already

tied to one another with the help of current technologies are able to enjoy

competitive advantages and outperform their competitors by the use of the latest

social media platforms. These help them register benefits of lowering cost and

improving efficiencies (Harris and Rea, 2009). These would enable one to have a

better understanding of the role of social media for the performances of a business

(Wetzstein et al., 2011).

The impact of social media on business performances may be due to the effects of

social media on management (Birkinshaw and Crainer, 2010), or due to the effects

of social media on governance (De Hertog et al., 2011), or still due to the effects of

social media on knowledge management (Schneckenberg, 2009), or its effect on

strategic competitiveness (Liu and Liu, 2009).

18
The direct relationships between social media and business performances will

indicate and support the use of Enterprise 2.0. This is a new business environment

which enables business organizations to look at their benefits if they integrate

social media suites into their day to day activities. Even though social media are

extensively used here and there, little is known whether the technologies of social

media have any specific impact on business performances (Denyer et al., 2011).

Even though social media have been recognized as the most powerful medium in

business practice, there is a lack of understanding in terms of what social media

benefits the organization (Parveen, 2012). Some reports argue against the use of

social media inside companies as it is blamed for reducing the productivity of

employees for long periods of time online and chatting unacceptably. Moreover,

social media are considered as time wasters and security traps by some (Turban et

al., 2011). The aim of this study was, therefore, to assess the extent to which

businesses use social media tools in their business process in order to get

connected with their customers and to analyze the impact of social media on the

capabilities and performances of businesses (Bughin, 2009, 2011).

Social media advertising plays a vital role in marketing and creating relationships

with customers. In consideration of the enormous benefits of social media

advertising, business organizations all over the world are now harnessing social

media platforms like FaceBook, WhatsApp, Twitter, Instagram, YouTube, and

19
micro blogs to advertize their products and services to intended targets. With

limited barrier to entry, cosmetics manufacturers and dealers in Detroit are

beginning to use social media as a means of advertising and marketing.

What then is social media advertising? In my view, social media advertising is

simply the implementation of an advertising campaign through social media

platforms as a channel. Some folks have misconstrued social media advertising to

mean social media targeting, but this not correct. Social media advertising is not

the same as social media targeting.

As people spend more time online, social media has evolved into a fashion for

society in the modern digital world. Social media channels, which have evolved as

one of the main advertising and marketing channels for fashionistas, have become

consumers' key source of information. Instagram, for example, has been labelled

the most innovative and influential platform. The fashion imperative has served

organizations by utilizing social media, sharing images and videos, and blogging

about their fashion bias and business procedures in order to lead clients and

increase brand awareness (Noris et al., 2021). Fashion firms can improve their

advertising and management strategies by implementing new technologies, which

provide an interactive medium of mass verbal interchange that can help fashion

businesses improve their marketing and marketing strategies. These platforms

attract new customers by providing fashion and logo information while also

20
maintaining current clients by providing greater advertising techniques (Barnes,

2013).

Even many fashion brands use social media to interact with their customers in

order to meet their requirements and expectations. At the same time, people want

fashion designers to interact with them in real-time via an active social media

presence, resulting in emotional relationships. Given the full-size capability of

making content material from fabric and taking photos of consumers' pastimes on

social media, fashion producers may also consider digital advertising to be more

effective, beneficial, and appropriate than traditional advertising and marketing. As

the advertising and marketing landscape evolves, it has the potential to be the most

likely avenue for obtaining, controlling, and monetizing (Carr and Hayes, 2015).

Social media have a positive impact on business growth and performance. From

the review of available literatures, it can be concluded that social media enable

companies to reach out to more customers and cater to their specific needs better

For instance, for the majority of recruiters, LinkedIn, Twitter, Facebook, and

employee referrals have officially surpassed traditional job boards as the preferred

way to acquire talent for business organizations. Today‘s leaders must embrace

social media for three reasons. First, they provide a low-cost, highly accessible

platform on which a personal brand can be built, and also communicates our

21
identity within and outside the company. Second, they allow engaging rapidly and

simultaneously with peers, employees,

customers, and the broader public in order to leverage relationships, show

commitment to a cause, and demonstrate a capacity for reflection. Third, they give

an opportunity to learn from instant information and unvarnished feedback.

Companies that are at the maturity stage in the product lifecycle can adopt social

media to extend their business survival if they fail to do so, they are undoubtedly

going downhill in the coming years.

2.1.1 The Conceptualization of WhatsApp and “WhatsApp Advertisement”

WhatsApp is a free social media app for mobile phones launched in 2009. It uses

the phone’s internet connection to allow chatting as well as sharing of files and

images and permits the making of free voice and video calls with other WhatsApp

users. Initially, it was for mobile phones only. Later on, the web version of the app

was introduced (Mazereeuw, 2018; Dove, 2020). The term “WhatsApp

advertisement” is a coinage from two words WhatsApp and advertisement. To

properly conceptualise this term, it is inimical to define each term distinctly.

As stated above, WhatsApp, simply put, is a free social app used in sharing text,

pictures, voice and video using the Internet. On the other hand, advertisement

means a notice or announcement in a public medium promoting a product, service,

or event or publicizing a job vacancy (https://languages.oup.com/google-

22
dictionary-en/). Also, the Advertising Association of the UK defines

advertisements as the paid-for messages by those who send them which the

intentions of informing about products and service as well as influencing people

who receive them (https://economictimes.indiatimes.com/definition/advertising).

Therefore, WhatsApp advertisements can be defined as the use of WhatsApp to

send out messages – text, voice notices, pictures and videos – to promote and

create awareness for products and services. Since WhatsApp is free, WhatsApp

advertisement changes the dynamics of advertisement; those who send WhatsApp

advertisements do not have to pay for them.

2.1.2 Avenues of Advertising via WhatsApp

There are four (4) avenues on WhatsApp that SMEs owners and managers in

Nigeria can harness to reach out to their potential customers with their product

message and promotional activities: via status updates, broadcast messages, one-to-

one/ private chats and group chats. However, Mazereeuw (2018) explains just

three: one-to-one chat/ private chat where users can chat directly – through text,

voice call or video call, or even record snippets of audio (voice notes) – with

another user who is in their phone’s contact list.

Broadcast list messaging which is sending a single message to many users at a

time who see the message as a normal message. This is similar to the BCC (blind

carbon copy) function in an email (If they reply, it will appear as a normal, one-to-

23
one message in the sender’s chats screen, and their reply is not sent to anyone else

in that broadcast list. Broadcast lists are limited to 256 contacts. Besides, group

chats which allow users to message with up to 256 people at once, sharing

messages, photos, and videos just like addressing a community of people who can

interact together and share ideas and meaning.

The fourth avenue is WhatsApp status. According to WhatsApp (2020), status

permits users to share text, photo, video, and GIF updates that disappear after 24

hours. The user must save receivers’ in their phones' address books to view status.

According to Cipriani (2017), it is only the sender’s contacts can view his or her

status by default. However, in the privacy settings, users can change the people

that can view the status.

According to Hartshorn (2010), social media is a new version of networking which

individuals make use of it with the help of internet as a medium in the 21stcentury.

It reaches large numbers of people all over the world without the limitation of

distance. Hence, it has become a highly effective tool for businesses to

communicate with customers. Social media is a catchphrase that describes

technology that facilitates interactive information, user-created content and

collaboration (Elefant, 2011). Examples of social networks include Wikipedia (for

reference), Facebook (for social activity), YouTube (for video sharing), and

TripAdvisor (for travel networks).

24
According to Kaplan and Haenlein (2010), social media is defined as a group of

Internet-based applications built on the ideological and technological foundations

of Web 2.0‖. It allowed the production and exchange of the content generated by

users. Web 2.0 is the software that is doing social purpose the value of whom is

generated by the volumes of the people who make use of it in creating and sharing

content collaboratively. The presence of an exact definition of the concept of social

media would help realize a comprehensive list of tools that fall into this category.

But the emphasis given to collaboration assisted the common consensus on the

tools that belong to the Web 2.0 generation of Web development. Among these are

weblogs, wikis, RSS technologies, social networks, mashups, podcasts,

folksonomies, or virtual worlds.

The ways people communicate with one another have changed as a result of Social

Media. In spite of the fact that social networking existed right from the onset of

humanity, with the advancement of technology the concept of social networking

has become similar to other innovations and it is sophisticated increasingly in

today‘s world (Edosomwan et al., 2011). Social networking is the base of

understanding of social media and it is impossible to learn about social media

before understanding social networking. To make things simple, social media is the

kind of communicating with the help of electronic media in which interested

individuals generate and transfer information in the form of texts, pictures, audio

25
and videos online. In fact, the telegraph was used to transmit messages over a long

distance in the 1700s. This now has developed into the reality in which users

communicate using networking tools such as Google buzz which help users to link,

share photos, messages, videos and their views on a specific issue in conversations

and ‘visible in the user‘s inbox‘‘ (Ritholz, 2010).

2.1.3 Social Media Functionalities

Kietzmann et al. (2011) contributed the base which helps to analyze the impact of

Web 2.0 instruments on business by differentiating the seven functional elements

which are used as building blocks of a Web 2.0 tool. According to Kietzman et al.

(2011), the seven functional building blocks of Web 2.0 and their impacts on the

capabilities of businesses are:

i. Identity: this is the extent to which users reveal themselves and has the

impact in the sense that the company‘s capacity to monitor the privacy of

data and gives tools for branding at a personal level and help promoting

one self.

ii. Conversation: is the extent at which users make use of the tool to

interact and assist the company to be able to control and monitor

communication and to determine sufficient moments for beginning

conversations.

26
 iii. Sharing: is the extent to which users exchange, distribute, and receive

content and assist the company to be able to administrate content and

determine the items which may have the potential for viruses.

iv. Presence: is the extent to which users are aware of the presence of one

another and enable the company to create and manage the context by

analyzing user availability and location.

v. Relationship: is the extent to which users relate to one another and

enable a company ability to administer the relationship with the network

by examining how strong is the relations and the patterns of

communication.

vi. Reputation: is the extent to which people who use social media are

aware of the social standing of other social media users and enable the

company to identify a measure that evaluates how strong the sentiment of

others is.

vii. Group: is the extent to which users form communities but the problem is

identifying the rules which guide membership and criteria for becoming a

member of the group.

Networked business institutions enjoyed a competitive advantage as a result of the

introduction of Web 2.0. This refers to companies which could effectively use

social media instruments for making two-way communications, collaboration, and

27
the process of business enhanced (Bradbury, 2010). Moreover, organizations are

categorized into three on the basis of the type of network they are engaged in. They

are organizations internally networked; organizations which are networked

externally and organizations which are mixed in terms of the network (Bughin,

2011). Web 2.0 provides several benefits to networked businesses and other

organizations such as lower costs, innovations and fast development of products.

The analysis and quantification of the impacts of web 2.0 have been made with the

help of several models which have been developed for this purpose (Andriole,

2010; Birkinshaw and Crainer, 2009; Bughin, 2011; Dutta, 2012).

It was assumed by Van Heck and Vervest (2007) that different sets of Web 2.0

functionalities in unity form an environment of capabilities that help the

networking of businesses, the effects of network and increased performance. The

authors assume that such effect of network and greater performance can only be

possible if Networked Business Operating Logic is developed by the network. The

connection between different actors can be carried out easily as well as linkages

between business owners and the network processes and the available data can take

place with the help of this logic. Surprisingly, the logic supports the network to be

smart. This is because it creates the process of businesses to be able to rapidly pick,

plug, and play to achieve a specific objective rapidly for instance, to respond to

customer order.

28
It is argued that the existence of Networked Business Operation Logic is

mandatory if one wants to use web 2.0 resources effectively. The Web 2.0

ecosystem logic encompasses the abilities to connect many actors in an

organization, supports business processes, and the flow of information to create

network effects which would improve the effectiveness of business. These clearly

indicate that a set of Web 2.0 tools help to improve the business process and its

performance but require adequate business capabilities.

2.1.4 Comparison of Social Media with Traditional Media

User participation in social media marked the difference between social media and

traditional media. Both social and traditional media are used to reach customers;

with social media as the only media that allows customers to take part and

disseminate their opinions. Research on social media shows that approximately

50% of adults who use the internet participate in social networking which indicates

that this number has a significant implication on businesses. Marketing companies

use customized data mining software that enables them to keep track of consumer

behavior, spending pattern and satisfaction ratings. These findings are used to

measure the effectiveness of marketing campaigns in terms of return on investment

(ROI) and other performance indicators (Kasavana, 2008).

2.1.5 The Impact of Social Media on Business Capabilities

29
Business capabilities play a great role in better performances of businesses.

Andriole (2010) identifies six factors (business capabilities) that are influenced by

using Web 2.0 tools, and ultimately affect business performance. These six factors

relate to organizational capabilities, influenced by social media use. Based on the

resource-based view of the firm, the use of social media technology resources may

enhance organizational capabilities, and, ultimately, business performance. Martin

and Serban (2013) conducted research on the impact of social media on business

performance and found out that the study company uses a set of six tools to support

all business processes among the 120 employees, the customers, and service

providers.

Interviews clearly indicate that together, the six tools form the social media

ecosystem that enables the study company to run and coordinate its intra and inter-

organizational business processes. All business processes in the study company are

supported and coordination among processes is fully based on the wide set of

functionalities offered by these tools.

2.1.6 The Impact of Social Media on Business Performance

From the perspective of resource-based theory a set of resources that organizations

get (such as human resource, information communication technology

infrastructure, and social media) are peculiar to the business, which rival cannot

easily imitate. The specific mix of resources will create the basis for business

30
competitive advantage and greater performance. The differences between resources

and capabilities show that resources are the basic units of analyses, capabilities; on

the other hand, are repeated outlines of action while using resources to create

something of value, produce products, or provide value to a market for the business

organization (Barney, 1991).

According to KPMG International (2011), the adoption of social media is

widespread for businesses in the emerging markets of China, India and Brazil who

on average are 20 to 30 percent more likely to use social media than counterparts

in the UK, Australia, Germany or Canada. This may be attributed to the emerging

markets‘ lower dependence on ‗legacy systems‘ that – in more established markets

– tends to bind organizations to their long-established channel strategies, as well as

the rapidly declining cost of internet access and devices in the developing world.

Emerging markets seem to be quickly finding that social networks offer yet

another opportunity to leapfrog the competition in the developed markets. KPMG

International further indicated that the majority of businesses use social media to

enhance their relationships with their customers. But more than half are also

expanding their use of social media to drive innovation in their products and

services and for recruitment. Companies are finding a wide variety of business uses

for social media. Clearly, social media is rapidly moving up the boardroom agenda,

31
regardless of an industry group or ownership structure. There seems to be little

doubt that social media is widely seen as a viable and effective business tool.

Social media is also applied to marketing. Social media marketing consists of the

attempt to use social media to persuade consumers that one's company, products

and/or services are worthwhile. Social media marketing is marketing using online

communities, social networks, blog marketing and more (Kaplan and Haenlein,

2010). Social networking websites allow individuals to interact with one another

and build relationships. Social networking sites like Twitter, Facebook, Google

Plus, YouTube and blogs allow individual followers to retweet or repost comments

made by the product being promoted (Bajpai et al., 2012).

Dutta (2012) indicates that social media are changing the way we do business and

how leaders are perceived, from lower to the higher management level.

Interestingly, even though the best businesses are creating comprehensive

strategies in this area, research suggests that few corporate leaders have a social

media presence and that those who do not use it strategically. But in today's world,

leaders must use social media for three reasons:

i. They provide a low-cost, highly accessible platform on which a personal

brand can be built, and also communicate our identity within and outside

the company.

32
 ii. They allow engaging rapidly and simultaneously with peers, employees,

customers, and the broader public in order to leverage relationships, show

commitment to a cause, and demonstrate a capacity for reflection.

iii. Third, they give an opportunity to learn from instant information and

unvarnished feedback.

Similarly, Hunt (2010) investigates the important role of social media in the

recruitment of employees amongst companies. He further claims that in addition to

socializing, social media could be used in hiring and introducing some information

about the companies. He also mentions that business organizations which do not

embrace social media such as Facebook, LinkedIn, and Twitter for recruitment

purposes may lose competent candidates. Kaplan and Haenlein (2010) have the

opinion that to identify the challenges and opportunities of social media, the

concept of Social Media is top of the agenda for many business executives today.

According to Singh and Sinha (2017), the following are the major benefits of

social media for business:

i. Improved customer insights: The business gets a better understanding of

their customers and they can always share their insights as they are aware

that the company is listening to them.

ii. Better customer service: Social media allows businesses to respond to

customers‘ grievances, questions and concerns almost instantaneously.

33
 iii. Cost efficient: using social media is the most cost-efficient way to market

and promote the business.

iv. Connectivity: The business will always be connecting to the customers in

terms of changing preferences, lifestyles and resources and adapt to the

changing interest of the consumers using social media.

v. Establishing Brand Awareness: it is possible to increase the brand

awareness among customers as businesses can create awareness by

building company image social media.

vi. Sales: increased exposure to social media drives traffic into companies.

This, in turn, converts the potential customers to actual customers.

According to Starkov and Mechoso (2008), social networking websites generate

many special roles in the hospitality industry. The websites give a platform for

calculating the rating system which can generate, monitor, and evaluate the image

and reputation of the businesses in the hospitality industry. The credibility of

information generated by consumers is perceived as high compared to the

information released by the hospitality entity.

Kasavana and Teodosic (2010) found out that the participation of hospitality

companies in social networking resulted in a cost-effective way of communicating

and engaging with potential customers. The businesses get direct access to active

users with the help of websites with no need to acquire additional hardware and

34
software. A social networking site that is easily accessible, straightforward, and

appealing enables participants to become engaged in unique ways.

A research conducted on Analyzing the Effects of Social Media on the Hospitality

Industry‖ by Seth (2012) using a careful review of the literature on the use of social

media among businesses shows that debate was made on how customers perceive

social media in relation to marketing and brand formulation and management. The

result indicated that the majority of hotel bookings are made over the internet.

Moreover, the number of reservations made via hotel owned websites has also

increased briskly. Hotel branded websites went up from having 75% of internet

reservations in 2005 to 81% in 2006 (Mintel International Group, 2007).

Lanz et al. (2010) indicate that interactive marketing comprised 21% of all

marketing expenditure by 2014, and social media represented 3 to 6% of the

interactive marketing expenditure. Kasavana (2008) recommended that in order for

better business outcomes companies need to continually use social media for

monitoring, analyzing and evaluating customer reviews.

Singh and Sinha (2017) conducted research on The Impact of Social Media on

Business Growth and Performance in India in which they concluded that many

companies use Social media. Moreover, they use traditional media in order to

market their products as well as to be connected to their customers. They further

concluded that different from traditional media social media have the ability to

35
reach out to many customers as well as be able to entertain customers’ specific

needs in a better way. These show that social media helps businesses do their job

in an effective and efficient manner today and can have the ability to bring out

innovative strategies which could assist companies to operate fast that used to be

very monotonous.

Social media offer different values to firms, such as enhanced brand popularity (de

Vries et al., 2012), facilitating word-of-mouth communication (Chen et al., 2011),

increasing sales (Agnihotri et al., 2012), and sharing information in a business

context (Lu and Hsiao, 2010).

Aula (2010) focuses on the problems associated with social media to the reputation

of business organizations. He indicates the most popular and interesting social

media services based on the corporate perspectives which include Facebook,

MySpace, and Twitter.

2.2 Theoretical framework

a. Technology Acceptance Model

The study anchored on the Technology Acceptance Model (TAM). In 1989, Davis

introduced the Technology Acceptance Model (TAM). Ajzen and Fishbein in 1980

adapted the Theory of Reasoned Action (TRA) from TAM. This theory is believed

to be an offshoot of the uses and gratification theory of the mass media. The two

main constructs that influence behavioural intention are Perceived Usefulness (PU)

36
and Perceived Ease of Use (PEU). It was the belief of Davis in 1989 that perceived

ease of use refers to the level to which an individual believes that using a particular

system would be easy and free of stress. While perceived usefulness refers to the

users' behavioural intention to use an information system is geared, to a large

extent, by their perceived usefulness of the system (Davis et al., 1989). Technology

Acceptance Model (TAM) is widely used and accepted to explain the relationship

between perceptions and the use of technology such as WhatsApp advertisement

(Azmi et al (2010); Olushola& Abiola (2017).

b. Theory of Planned Behavior (TPB)

Additional construct namely as perceived behavioral control was incorporating in

theory of planned behavior (TPB) which extension from theory of reasoned action

(TRA). Perceived behavioral control is an individual lacks substantial control over

the targeted behavior (Ajzen, 1991). According to TPB, an individual's behavior

can be explained by his or her behavioral intention, which is jointly influenced by

attitude, subjective norms and perceived behavioral control.

c. Social Cognitive Theory (SCT)

Social cognitive theory extends the TAM model by trying to include a more

comprehensive understanding of behavioral intentions to adopt a new

technological innovation. Social cognitive theory was proposed by Bandura (1986)

to understand the interaction in the environment an individual has with their

37
behavior. Social cognitive theory is dynamic, thus, this dynamic ability to adapt to

change is particularly important in the rapidly evolving global technology industry

in which new innovations take place.

2.3 Empirical Review

Kumar & Sharma (2016) investigated the usage and effect of WhatsApp in the

regions of Northern India. The survey results show that there is a significant

impact of WhatsApp on its users by improving their relationship with friends. In

line with this, Ekwueme& Okoro (2018) analysed the use of social media

advertising among selected online businesses in Nigeria. Their findings revealed

that online businesses in Nigeria have embraced social media advertising. It was

also revealed that several challenges mitigating the adoption of social media

advertising by online businesses in Nigeria such as lack of technical knowhow.

Also, Hindshaw (2016) studied the effectiveness of advertisement in social

networking sites to measure both the positive and negative aspects of

advertisements. He concluded that the advertisement creators must concentrate

more on the information and social aspects in any advertising and must avoid harm

products.

38
Lakshmanan& Basariya (2017) opine that advertising through the Internet has

more advantages over the traditional media such as print media, television and

radio; highly influenced by its messages/contents quality, the company’s

involvement, and its association with the other marketing platforms. Silva et al

(2017) surveyed to ascertain the effectiveness of users towards advertisement

messages on social media. Results from the analysis indicated that social media is

a very important tool for networking among youngsters.

Negedu& Isik (2020) examined the importance of WhatsApp and Facebook

advertisement on small business start-ups in the Abuja Municipal Area Council,

Nigeria. The study showed that social media advertisements not only has a positive

impact on business growth in Nigeria but has the potential to improve ease of

doing business in Nigeria if research recommendations are followed and adequate

improvements are made.

39
 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design

Research design is the blue print that allows a researcher to provide solution to the

problems of who, what to study, when to study, how to generate data in order to

make it applicable to scientific research. It must be noted that a research without a

proper research design is like a boat without a rudder to direct its course on the sea.

3.2 Population and Sample of the Study

The study population for this study comprises of the some selected number of

customers in Opeoluwa Fashion House, Akute, Ogun State which is 50. The

sampling method adopted in this research work is random sampling without

replacement so that each member of the population has an equal chance of being

selected. The sample size for this research work is 50

3.3 Method of Data Collection

The data used for the research was collected from two main sources namely

primary and secondary sources.

 Primary Source: The main instrument used was the questionnaire which

was administered in the order of specified sample size.

40
  Secondary Sources: The instruments used are information as gotten from

the websites, libraries and other related textbooks.

3.4 Design of Data Collection Instrument

This is the means adopted in collecting information the respondents.

Questionnaires that are pilot tested and validated were used to ensure reliability

and validity in the information from respondents. The conduct of the fieldwork

involved visiting of the selected customers and distribution of the questionnaires

that are open and closed ended with ‘Strongly Agreed (SA), Agreed (A),

Undecided (U), Strongly Disagreed (SD) and Disagreed (D)’ method of response

to save time were given to the respondents that represents the population of the

total size.

3.5 Administration of Instrument

The conduct of the fieldwork involved visiting of the selected organization and

distribution of the questionnaires that are open and closed ended with ‘Strongly

Agreed (SA), Agreed (A), Undecided (U), Strongly Disagreed (SD) and Disagreed

(D)’method of response to save time were given to the respondents that represents

the population of the total size.

3.6 Method of Data Analysis

The research used the chi- square method as the statistical tool in testing the

hypothesis. The chi- square is denoted with X2C which is defined as

41
X2C = Chi- square

Where X2 = ∑(Fo - Fe)2

Fe

Fo = Observed Frequency

Fe = Expected Frequency

The expected frequency can be derived from using the formula:

Expected Frequency = Total Rolls x Total Column

Grand Total

The X2 value obtained from the calculation is then compared with the value from

the chi- square (X2) table for a given level of significance and degree of freedom.

42
 CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

4.1 Descriptive Data

This chapter presents the analysis of the data obtained through a structured

questionnaire which were personally administered to the respondents. 50

questionnaires were distributed and returned. The opinion of fifty 50 respondents

based on their responses to the questions were tabulated, analyzed and interpreted

to obtain formation and subsequent results which were hereafter presented in

tabular form, using simple percentage ratio.

Table 1: Distribution of respondents by Gender

Sex Frequency Percentage

Male 22 56

Female 28 44

Total 50 100

Field Survey, 2024

From the above table 1, it shows that 22 (44%) of the total respondents were males,

while 28(56%) of the respondents were females.

43
Table 2: Distribution of Respondents by Marital Status

Marital Status Frequency Percentage (%)

Single 39 78

Married 7 14

Others 4 8

TOTAL 50 100

Field Survey, 2024

Table 2 above shows the educational status of the respondent. It indicates that

39(78%) and 7(14%) of the respondents were singles and married respectively,

while 4(8%) of the respondents were in the categories of others.

Table 3: Distribution of respondents by Age

Age Frequency Percentage

20-30 32 64

31-40 12 24

41 and above 6 12

Total 50 100

Field Survey, 2024

44
From the above table 3, it shows that 32(64%) of the total respondents were in the

age range of 20-30, while 12(24%) of the respondents were in the age range of 31-

40, while 6(12%) were in the age range of 41 and above.

Table 4: Distribution of respondents by Years of Patronage

Years of Patronage Frequency Percentage

1- 10 19 20

11- 20 19 38

21 and above 12 24

Total 50 100

Field Survey, 2024

Table 4 above reveals that 19(38%) of the respondents were customers having

patronage years between 1 and 10, 19(38%) were in the year range of 11 to 20,

while 12(24%) respondents were 21 years and above of patronage.

Table 5: Distribution of respondents by Level of Education

Sponsorship Frequency Percentage

Undergraduate 15 30

Graduate 13 26

Post graduate 22 44

Total 50 100

Field Survey, 2024

45
Table 5 above shows that 15(30%) respondents were on undergraduates, 13(26%)

of the respondents were graduates and, while 22(44%) respondents were post

graduates.

SECTION B

Table 6; Question 6: Whatsapp media advertisement has links with other

unreached customers.

Items Frequency Percentage

SA 28 56

A 21 42

U - -

D - -

SD 1 2

Total 50 100

Field Survey, 2024

Table 6 of question 6 above shows that 28(56%) and 21(42%) of the respondents

strongly agreed and agreed respectively that Whatsapp media advertisement has

links with other unreached customers, while 1(2%) of the respondents strongly

disagreed.

46
47
Table 7, Question 7: The use of Whatsapp media advertisement is economical

to both customers and the sellers

Items Frequency Percentage

SA 20 40

A 26 52

U 2 4

D 1 2

SD 1 2

Total 50 100

Field Survey, 2024

Table 7 of question 7 above shows that 20(40%) and 26(52%) of the respondents

strongly agreed and agreed respectively that the use of Whatsapp media

advertisement is economical to both customers and the sellers; 2(4%) and 1(2%) of

the respondents could not decide and disagreed respectively that above statement

in the question while 1(2%) of the respondents strongly disagreed.

48
Table 8, Question 8: Whatsapp media through whatsapp advertisement

makes products and brands information available to convince customers for

patronage

Items Frequency Percentage

SA 17 34

A 28 56

U 2 4

D 1 2

SD 2 4

Total 50 100

Field Survey, 2024

Table 8 of question 8 above reveals that 17(34%) and 28(56%) of the respondents

strongly agreed and agreed respectively that Whatsapp media through whatsapp

advertisement makes products and brands information available to convince

customers for patronage, 2(4%) respondents were undecided, 1(2%) respondents

disagreed respectively while 2(4%) respondents strongly disagreed.

49
Table 9, Question 9: WhatsApp advertisement influences customers

patronage

Items Frequency Percentage

SA 15 30

A 29 58

U 5 10

D - -

SD 1 2

Total 50 100

Field Survey, 2024

Table 9 of question 9 above shows that 15(30%) and 29(68%) of the respondents

strongly agreed and agreed respectively that WhatsApp advertisement influences

customers patronage, while 5(10%) respondents were undecided and 1(2%) of the

respondents strongly disagreed respectively.

50
Table 10; Question 10: Customers pay more attention to WhatsApp

advertisement by show casing the brands

Items Frequency Percentage

SA 24 48

A 24 48

U 1 2

D - -

SD 1 2

Total 50 100

Field Survey, 2024

Table 10 of question 10 shows that 24(48%) and 24(48%) of the correspondents

strongly agreed and agreed respectively that customers pay more attention to

WhatsApp advertisement by show casing the brands, while 1(2%) and 1(2%) of the

respondents were undecided and strongly disagreed respectively.

51
Table 11, Question 11: Feedback and referrals are possible on Whatsapp

media through whatsapp advertisement

Items Frequency Percentage

SA 23 46

A 23 46

U - -

D 2 4

SD 2 4

Total 50 100

Field Survey, 2024

Table 11 of question 11 shows that 23(46%) and 23(46%) of the respondents

strongly agreed and agreed respectively that feedback and referrals are possible on

Whatsapp media through whatsapp advertisement, while 2(4%) and 2(4%) of the

respondents disagreed and strongly disagreed respectively.

52
Table 12, Question 12: The reach of Whatsapp media advertisement makes

marketing of fashion products easier

Items Frequency Percentage

SA 14 28

A 36 72

U - -

D - -

SD - -

Total 50 100

Field Survey, 2024

Table 12 of question 12 shows that 12(28%) and 36(72%) of the respondents

strongly agreed and agreed respectively that the reach of Whatsapp media

advertisement makes marketing of fashion products easier.

53
Table 13, Question 13: Social media through whatsapp advertisement makes

customers patronize more through referrals

Items Frequency Percentage

SA 12 24

A 38 76

U - -

D - -

SD - -

Total 50 100

Field Survey, 2024

Table 13 of question 13 reveals that, 12(24%) of the respondents strongly agreed

that Social media through whatsapp advertisement makes customers patronize

more through referrals and 38(76%) of the respondents agreed to the statement as

well.

54
Table 14, Question 14: Whatsapp media encourages small business start-ups

and medium scale enterprises via WhatsApp advertisement

Items Frequency Percentage

SA 13 26

A 35 70

U 2 4

D - -

SD - -

Total 50 100

Field Survey, 2024

Table 14 of question 14 shows that 13(26%) and 35(70%) of the respondents

strongly agreed and agreed respectively that Whatsapp media encourages small

business start-ups and medium scale enterprises via WhatsApp advertisement

while 2(4%) respondents were undecided.

55
Table 15, Question 15: Whatsapp media advertisement increases sales

turnover and profitability

Items Frequency Percentage

SA 16 32

A 32 64

U 2 4

D - -

SD - -

Total 50 100

Field Survey, 2024

Table 15 question 15 above shows that 16(32%) and 32(64%) of the respondents

strongly agreed and agreed and agreed respectively that Whatsapp media

advertisement increases sales turnover and profitability, while 2(4%) of the

respondents were undecided.

56
 CHAPTER FIVE

5.0 Summary of the Findings, Conclusion and Recommendations

5.1 Summary of the Findings

The company introduced the whatsapp, through which people (influencers as well

as users) can select their wardrobe via virtual meetings and view advertisements.

Fashion brands and products displayed digital platforms (whatsapp media), used

digital models and collaborated with video uploading across the world to influence

buyers to patronage.

The whatsapp advertisements are gaining popularity because they are accurate,

innovative, reliable, and accurate, most importantly, they are quickly visible. The

fashion designs new features, promote with the help of influencers that leads to the

impulsive buying among the users or the people. The more usage of whatsapp

media platform for advertisement, the more sales turnover as a result of referrals

from existing customers.

5.2 Conclusion

Whatsapp media have a positive impact on business growth and performance.

From the review of available literatures, it can be concluded that Whatsapp media

enable companies to reach out to more customers and cater to their specific needs

better For instance, for the majority of recruiters, LinkedIn, Twitter, Facebook, and

57
employee referrals have officially surpassed traditional job boards as the preferred

way to acquire talent for business organizations.

Today‘s leaders must embrace Whatsapp media for three reasons. First, they

provide a low-cost, highly accessible platform on which a personal brand can be

built, and also communicates our identity within and outside the company. Second,

they allow engaging rapidly and simultaneously with peers, employees, customers,

and the broader public in order to leverage relationships, show commitment to a

cause, and demonstrate a capacity for reflection. Third, they give an opportunity to

learn from instant information and unvarnished feedback. Companies that are at

the maturity stage in the product lifecycle can adopt Whatsapp media to extend

their business survival if they fail to do so, they are undoubtedly going downhill in

the coming years.

Finally, people are using Whatsapp media and digital platforms to express

themselves and share their thoughts and feelings about fashion, style, or brands,

even though the current trend of increasing designers’ collaborations with fashion

bloggers allows those who are interested in fashion but have little fashion

knowledge to break into the field especially whatsapp media.

5.3 Recommendations

This study makes the following recommendation in line with the finding of the

study, thus:

58
i. Whatsapp Media should adopt a strategy to provide their audiences with

critiques that provides appropriate information to the consumers about

products and services in the local market.

ii. Messages that describe misleading information and the use of fraudulent

documents, such as someone sharing a post with false information about

fashion or other brands or products using a fake account, must be avoided

or removed from the platform

iii. Whatsapp Media should contribute more with providing information and

creating well informed consumer society.

iv. Whatsapp media is able to level the small ones with the big ones. They

compete as if they were equal. The government should promulgate

policies that will handle cybercrimes on Whatsapp media platforms in

Nigeria to help businesses use the media without fear.

59
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 APPENDIX I

The Polytechnic, Ibadan

Department of Marketing
Research Questionnaire on Effect of Whatsapp Media on Customers
Patronage of Fashionista Services
(A Case Study of Opeoluwa Fashion House, Akute. Ogun State)

Dear respondent,
I am a final year student of the above named institution carrying out my final year
research work on the topic: Effect of Whatsapp Media on Customers Patronage
of Fashionista Services. This questionnaire is given out strictly for research
purpose and would be pleased if you will faithfully answer it. Please tick as
appropriate in the boxes provided to indicate your choice.
Thanks

SECTION A - RESPONDENT BIODATA

1. Gender: Male Female

2. Marital Status: Single Married

3. Age: 20- 30 31-40 41 and above

4. Years of Patronage: 1-10 11-20 21 and above

5. Level of Education: Undergraduate Graduate Post Graduate

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SECTION B
Keys: SA (Strongly Agree), A (Agree), U (Undecided), SD (Strongly Disagree),
D (Disagree)
s/n Description SA A U S D
D
Objective 1: To identify how whatsapp media can be applied to business
6 Whatsapp media advertisement has links with other
unreached customers
7 The use of Whatsapp media advertisement is
economical to both customers and the sellers
8 Social media through whatsapp advertisement makes
products and brands information available to convince
customers for patronage
Objective 2: To Determine the Whatsapp media strategy used on business
9 WhatsApp advertisement influences customers
patronage
10 Customers pay more attention to WhatsApp
advertisement by show casing the brands
11 Feedback and referrals are possible on social media
through whatsapp advertisement
Objective 3: To evaluate the impact of Whatsapp media on business

12 The reach of Whatsapp media advertisement makes

marketing of fashion products easier
13 Whatsapp media through whatsapp advertisement
makes customers patronize more through referrals

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14 Whatsapp media encourages small business start-ups
and medium scale enterprises via WhatsApp
advertisement
15 Whatsapp media advertisement increases sales
turnover and profitability

67