1/21/22, 1:07 PM An Examination Of Twitter Ban On Digital Marketing

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AN EXAMINATION OF TWITTER BAN ON DIGITAL MARKETING

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CHAPTER ONE ON AN EXAMINATION OF TWITTER BAN ON DIGITAL MARKET

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The development of digital marketing is inseparable from technology development. One of the first key events happene
1971, when Ray Tomlinson sent the first email, and his technology set the platform to allow people to send and receive fi
through different machines ( Nielsen 2016). However, the more recognizable period as being the start of Digital Marketin
1990 as this was where the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity
computers was already big enough to store huge volumes of customer information. Companies started choosing online
techniques, such as database marketing, rather than limited list broker.These kinds of databases allowed companies to
customers’ information more effectively, thus transforming the relationship between buyer and seller.

Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desk
computers, mobile phones and other digital media and platforms to promote products and services (Techopedia 2018).
development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing. As dig
platforms became increasingly incorporated into marketing plans and everyday life,and as people increasingly use digita
instead of visiting physical shops,digital marketing campaigns have become prevalent, employing combinations of searc
optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, camp
marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail dir
marketing, display advertising, e–books, and optical disks and games have become commonplace (AMA, 2019).

Most businesses who through digital marketing operates on social network was faced with uncertainty when the Federa
Government of Nigeria on June 5th announced it official ban of twitter operation in Nigeria. Twitter is an American micro
and social networking service on which users post and interact with messages known as “tweets”. Registered users can p
and re-tweet tweets, but unregistered users can only read them. Users access Twitter through its website interface or its
device application software . Suffice to say that Digital Marketing is enhanced through social network hence it is no doub
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1/21/22, 1:07 PM An Examination Of Twitter Ban On Digital Marketing

such ban will have an effect on the profitability of brands and businesses who twitter handles and whose company run d
marketing. Thus it is upon this premise that this study is set to examine the implication of twitter ban on digital marketin

1.2 STATEMENT OF THE PROBLEM

One of the key objectives of modern digital marketing is to raise brand awareness, the extent to which customers and th
general public are familiar with and recognize a particular brand. Enhancing brand awareness is important in digital mar
and marketing in general, because of its impact on brand perception and consumer decision-making. However, it is imp
note that many businesses and brands depend on digital marketing for advertising their product on social media handle
Instagram, Facebook, Twitter, YouTube, WhatsApp and more. Thus for a company that has built an online presence and
reputation if they are no longer able to access any of their media account it invariably connotes that they are on the verg
loosing the niche they have spent years to build.

Wherefore this was the uncertainty that strucked most businesses and brands owing to the decision of the federal gove
on one of the social networking site as twitter.

On 4th June 2021, the Nigerian government officially put an indefinite ban on Twitter restricting it from operating in Nige
the social media platform deleted tweets made by the Nigerian President Muhammadu Buhari warning the south easter
of Nigeria predominantly occupied by the Igbo people of a potential repeat of the 1967 Biafran Civil War (CNN 2021).The
Nigerian government claimed that the deletion of the President’s tweets factored into their decision but it was ultimately
on “a litany of problems with the social media platform in Nigeria, where misinformation and fake news spread through
had real world violent consequences”. Although the ban was condemned by Amnesty International, British and Canadian
missions and the Swedish Embassy in Nigeria as well as domestic organizations like – the Socio-Economic Rights and
Accountability Project (SERAP), the implication of this ban is likely to effect brands and businesses operating via digital m
and on the adverse this may affect their customer engagement, decline in brand awareness and the profitability of such
while the new startup brands might go into extinct on the long run if nothing is done. Therefore it against the backdrop t
study is set present a careful examination of the implication of Twitter ban on digital marketing.

1.3 OBJECTIVE OF THE STUDY

The main objective of this study is to examine the implication of twitter ban on digital marketing. Specifically the study se

Ascertain the nature of twitter ban effect on brands and businesses who operates via digital marketing in Nigeria.

Investigate the extent to which brand products were patronized through digital marketing on their twitter handle before
twitter ban in Nigeria.

Investigate the extent to which brand awareness were created and brand niche built through digital marketing on their t
handle before the twitter ban in Nigeria.

Examine if the revenue and profitability of digital marketing in Nigeria will also affected by the recent twitter ban.

1.4 RESEARCH QUESTIONS

The research is guided by the following questions

What is the nature of twitter ban effect on brands and businesses who operates via digital marketing in Nigeria?

What is the extent to which brand products were patronized through digital marketing on their twitter handle before the
ban in Nigeria? Chat with us!

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1/21/22, 1:07 PM An Examination Of Twitter Ban On Digital Marketing

What is the extent to which brand awareness were created and brand niche built through digital marketing on their twit
handle before the twitter ban in Nigeria?

Will the revenue and profitability of digital marketing and brand awareness in Nigeria be affected by the recent twitter b

1.5 SIGNIFICANCE OF THE STUDY

Since this study portrays the nature of twitter ban effect on digital marketing and also the significant roles played by this
under study, it is therefore pivotal to note that the findings and theoretical aspect of this work will be relevant to the ma
business brands and businesses who operates online via digital marketing. More so study will also be significantly usefu
students and researchers and other individuals who may have the interest to gather or carryout any study related to the
under study.

1.6 SCOPE OF THE STUDY

The scope of borders on the examination of twitter ban on digital marketing. The study is therefore limited to GoTV Lago

1.7 LIMITATION OF THE STUDY

The limitations of this study includes:

Finance: Due to the economic difficulty that the researcher was experiencing, the prospect of a greater sample size, whic
have enabled the study to reach a larger region, has become impossible; thus, this work is limited to only Lagos state ba
GoTV centres.

Time: It was not surprising that the researcher was limited by time frame as it posed a direct challenge to the effective co
intended in the course of this report. It is the intention of the researcher to interview all the employees of the selected G
outlets but because of numerous activities of the researcher which borders on both academics, work schedules and oth
activities it became relatively impossible to explain the intention hence only the digital marketing department was enrol
participant of the study.

Attitude of respondents: The majority of workers fail to collect the questionnaires, and some who do collect pay urgent a
required in filling and returning it, and others did not return theirs at all. Others were less accommodating and may have
provided untrustworthy information because they were afraid of being exposed, despite the researcher’s promise that a
information would be treated with the utmost secrecy and only for education purpose.

1.8 DEFINITION OF TERMS

Twitter: Twitter is an American micro-blogging and social networking service on which users post and interact with mess
known as “tweets”. Registered users can post, like, and retweet tweets, but unregistered users can only read them.

Twitter Ban: this is the authoritative pause in the operation of twitter as mandated by the Federal government of Nigeria
5th 2021 until the owners of the social network meet the newly established requirement given to them by the governme
Nigeria.

Digital marketing: Digital marketing is the component of marketing that utilizes internet and online based digital technol
such as desktop computers, mobile phones and other digital media and platforms to promote products and services.

Brand Awareness: Brand awareness is a marketing term that describes the degree of consumer recognition of a product
name. Creating brand awareness is a key step in promoting a new product or reviving an older brand.Chat
Ideally,
withawareness
us!
brand may include the qualities that distinguish the product from its competition.
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1/21/22, 1:07 PM An Examination Of Twitter Ban On Digital Marketing

REFERENCE

American Marketing Association (AMA 2019) “The Four Faces of Digital Marketing”. Retrieved 22 August 2019.

CNN (2021) Nigeria bans Twitter after company deletes President Buhari’s tweet”. Retrieved 5 June 2021.

Nielsen (10 March 2016). “Digital Advertising is Rising in Canada, Requiring More Sophisticated Measures of Success”. Nie
Nielsen. Retrieved 25 March 2016.

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