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EFFECT OF SOCIAL MEDIA PLATFORMS AS MARKETING STRATEGY OF

ACHIEVING ORGANISATIONAL MARKETING GOALS AND OBJECTIVES AMONG
INNOVATIVE CONSUMERS: A COMPARATIVE STUDY

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EFFECT OF SOCIAL MEDIA PLATFORMS AS MARKETING

STRATEGY OF ACHIEVING ORGANISATIONAL MARKETING GOALS
AND OBJECTIVES AMONG INNOVATIVE CONSUMERS:
A COMPARATIVE STUDY

Enitan Olumide Olutade and Marius Potgieter

North-West University, South Africa

Adewale Wasiu Adeogun

Development and Data Science Consultants, Nigeria

Marketing strategy dynamics require from an organisation to concentrate its limited resources on
promising meet opportunities to its stated objectives and sustain a competitive advantage. An effective
marketing strategy should be centred around a specific target market such as Generation Y consumer
due to their youthfulness, large size; purchasing power and global identity. Generation Y consumers,
also known as the innovative consumer, emerging who an attractive segment for fast moving
consumable goods. Social media as platforms as the potential for geometric and exponential influences
on the innovative consumers given that this segment of the population are not always responsive to
conventional media. In view of this, this study seeks to ascertain how the use of social media platforms
can enable organisations to achieve marketing goals and as emerging platforms to attract patronages
from the innovative consumers. It is expected the brands who utilise the social media platforms as a
marketing strategy to achieve their objectives will by far exceed success as compared to traditional
media platforms. Methodically, the research purposively sampled 864 innovativeness consumers (age
range 18-35) from South Africa and Nigeria and administered printed questionnaires via pen on paper
and online platforms. Data were analysed with descriptive statistics and ordinal logistic regression
(OLR). Results showed that for OLR models with organisation social media participation (OSMP) as
predictor variable, significant relationships were detected between constructs of organisational
marketing goals and objectives and the mean of OSMP constructs. Furthermore, social media platforms
are more cost effective than conventional media platforms. It is suggested that brands should optimally
utilise social media platforms to attract the patronage of innovative consumers in order to achieve
marketing goals and objectives.

Keywords: Innovative consumer, Social media, Firm-generated and user-generated communication.

Introduction

Social media marketing strategies permits interaction, connection, conversation, belonging and a sense of
community among its members. Innovative consumers trust their online network of friends for sharing,

213
214 Effect of Social Media Platforms as Marketing Strategy of Achieving Organisational ...

advice and socialising. The recent development of using social media marketing and marketing
communication can be traced to the emergence of social media (Diaconu et al., 2016). This has a
substantial impact on integrated marketing communication as evolving platforms to influence consumer’s
attitude and boost actual purchase behaviour. Agnihotri et al. (2016) expound on the recent relationship
pattern that exist between consumers and the organisation due to an organisation’s social media
participation; it shows that this new platform has successfully enhance attainment of marketing goals and
objective of organisation.
An effective marketing strategy for innovative consumers’ is to routinely introduce new products,
especially in fast moving consumable goods (FMCGs). Retailers need to constantly adjust and update
their offerings to drive traffic among this active shopper segment whom gets bored so easily.
Up till-to-date, there is a dearth of research focusing on the effect of social media platforms as
marketing strategy of achieving organisational marketing objectives on Sub-Saharan Africa (Nigeria and
South Africa). More so, Bolton et al. (2013) hold that a majority of social media marketing research has
been conducted in advanced countries, mostly in Europe and the United States of America (USA),
however little inquiry has taken place in developing countries such as Sub-Saharan Africa (comparing
Nigeria and South Africa). Wang et al. (2012) support the support study of previous scholars that more
social media marketing research should be conducted in other countries, since consumer opinions from
different cultural experiences would differ.
However, previous studies (Guerriero, 2015; Harris & McCabe, 2017) indicate that Web 2.0 and
online tools are still largely untapped resources for many organisations, and in reality only a limited
number of organisations are engaging with innovative consumers via social networking sites.
In light of the above, the purpose of the study was to investigate effect of social media platforms as
marketing strategy of achieving organisational marketing objectives among innovative consumers from
South African and Nigerian sample population. Specifically, the research objective of the study was to
establish if the use of social media platforms can assist FMCG organisations to achieve marketing goals
and objectives among innovative consumers. Therefore, this paper began with introduction of the study
and proceed with overview of social media. This continues with firm-generated and user-generated
communication and situation analysis. The study succeeded in presentation of research methodology,
research findings and discussion. This paper terminates with a final conclusion.

Social Media Overview

Social media as communication platforms has become part of human race everyday lives endeavors of
innovative consumers in this present dispensation (Stokes, 2017). This prevailing social platforms is
known to provide convenience and profitability in marketing management through instant message, text
message, video, pictures, hashtags and social networking sites (Vongkhamheng, 2017). In an attempt to
achieve marketing goals and objectives targeted at young consumer, incorporating social media as part of
marketing strategy of FMCGs organisation is the best option (Vongkhamheng, 2017). This is due to the
shift in marketing communication caused by social media as it enables organisations to gain easy contact
and interact freely with large group of these young cohorts with minimal budgets (Vongkhamheng, 2017).
Although, there are many diverse definitions ascribing to the term social media, the meaning and
functions are adequately related. Social media is regarded as internet based spots for shared interaction in
which users can conveniently generate and share contents amongst themselves (Dao, 2015; Sloan &
Quan-Haase, 2017). Thus, the social media platforms can enhance two-way interaction between an
advertiser and respective consumers.
Kaplan and Haenlein (2010) view social media as “a group of internet-based applications that build
on the ideological and technological foundations of web 2.0 and that allow the creation and exchange of
user-generated content”. The definition shows that social media platforms permits users to create and
share messages in many forms such as video, pictures, audio clips and text to respective online users
based on available applications provided by this platform. All social media activities are enhanced and
facilitated by the integration of internet-based applications.
 Enitan Olumide Olutade et al. 215

In the same manner, Sloan and Quan-Haase (2017) broadly distinct social media as “web-based
services that allow individuals, communities, and organisations to collaborate, connect, interact, and build
community by enabling them to create, co-create, change, share and engage with user-generated content
that is easily accessible”. This includes diverse online media platforms and numerous approaches,
examples are pictures, weblogs, wikis, video, internet forums including Internet forums, message boards,
weblogs, wikis, podcasts, pictures and video.
Notably, Kaplan and Heinlein (2010) and Dao (2015) discuss six basic categorises of social media
platforms as: (1) Collaborative projects ;(2) blogs and micro blogs (3) virtual communities (4) content
communities (5) virtual game worlds (6) social networking sites
These six categories of social media sites are incorporated into this study and the study is based on
specifically social networking sites, and focus on Facebook and WhatsApp, as the two most popular
social media networks, for the purpose to this study.
The term social networking is often used interchangeably with social media. Meanwhile social
networking sites is quite different because it enables all the users on the platforms to jointly come
together other to create individual information and inviting loved and/ or strangers to access their personal
data (Kaplan & Haenlein, 2010). This platform is a web-based platform for creating social relationships
among individuals with no geographical boundaries or time limits (Akhtar et al., 2016).
Recently, social networking sites (SNSs) have become leading communication platforms among
innovative consumers. More so, Thurairaj et. al. (2015), describes SNSs as mobile internet based user-
generated content designed specifically to aid users to interact, disseminate information, collaborate, and
share content among all fellow users on the platforms. The previous of studies Shen and Bissel (2013),
Mbanaso et al. (2015) and Putter (2017) hold that Facebook is most popular and most explore SNSs in the
world among innovative consumers.
However, this study was anchored on the theory of the resource based view (RBV) and the
traditional market-based view (MBV). The resource-based view (RBV) considers an organisation as a
bundle of resources and these resources are combined to make organisations different from one another
and in turn allow an organisation to gain competitive advantage. According to the MBV perspective,
organisations are considered as homogenous in their driving force for market competition through a set of
efforts incorporated into their marketing mix strategies (Madhani, 2009, 2010).
Kozlenkova et al. (2014) posit that an organisation under the RBT theory ought to concentrate on
building platforms that are valuable and reinforced by an organisation’s capabilities to will generate
viable competitive returns, and superior performance. However, the market based view (MBV) of strategy
calls on organisational policies and strategy to be based on the trends of the targeted market and the
nature of the industry’s environment. This aids in selecting the market combination of a brand, in which
the organisation utilises its strategies. Finally, the social media platforms need FMCGs organisation to
exploit extensive new opportunities and embrace the countless potential of online in marketing (Morgan,
2012).
The subsequent section delves into firm-generated and user-generated communication as an
influencing factor on social media platforms.

Firm-generated content (FGC) versus user-generated content (UGC)

It is very important to distinguish between firm-generated and user-generated contents of social media
marketing communication. Each of these holds separate impact on achieving organisational goals and
objectives. Several studies (Olsson & de Vries, 2015; Kumar et al., 2016; Schivinski & Dabrowski, 2016;
Sadek et al., 2018) have successfully investigated the influence and activities of firm-generated and user
generated contents and it thus, significant to elucidate the difference between the firm-generated contents
(FGC) and user-generated contents (UGC).
Firm-generated communication (FGC) is a communication strategy under the influence of the
advertiser or brand (Schivinski & Dabrowski, 2016; Putter, 2017). In contrast to the traditional means of
216 Effect of Social Media Platforms as Marketing Strategy of Achieving Organisational ...

FGC, social media have been popular and is acknowledged as revolutionising communication platforms
in order to reach specifically the innovative consumers segment (Kaplan & Haenlein, 2010). Innovative
consumers are turning their back against traditional media and are increasingly exploring social media
platforms by sharing contents, and other opinions relating to brands and products (Mangold & Faulds
2009; Schivinski & Dabrowski, 2016).
Therefore, FMCGs organisation are relying heavily on social media as communication platforms due
to its prevailing popularity among innovative consumers and its substantial influence on them (Kumar
et al., 2016). This have caused many FMCGs organisations to create social brand communities where
target consumers can easily with their brand (Bashir et al., 2017)
Similarly, social media provides ample opportunity to both advertisers and innovative consumers to
communicate with one another. Mangold and Faulds (2009) aver that FGC is an indispensable component
of the FMCGs marketing communication mix. Marketing experts concur that the content of their social
media campaigns ought to duly engage their targets market and influence their attitude favourably
towards their brands (Schivinski & Dabrowski, 2016). In addition, FGC is considered by scholars as
promotional activities as a brand influence intentional which is generated by an organisation and
strategically directed by means of a marketing approach (Kumar et al., 2016; Schivinski & Dabrowski,
2016).
However, user-generated communication (UGC) is content generated by online consumers on social
media platforms (Schivinski & Dabrowski, 2016) and the content is an integral part of the social media
which permits users to get connected through ‘many users” to many users’ unlike the traditional
communication which is from “one source to many users” (Sadek et al., 2018).
UGC can be describe as any form of content or material that is generated and voluntarily broadcasted
online by users about a brand (Sadek et al., 2018). Thus, the majority of UGC content is generated by
users without the intentions or expecting rewards or benefits. The driving factors involve connecting with
love ones, expressing their status and showcasing their level of fame. UGC is an evolving and dynamic
strategy to be explored by FMCGs organisations to improve their relationship with their target consumers
and enhance promote their brand awareness (Schivinski & Dabrowski, 2016). This is anchored on the
rising benefits and opportunities provided by the social media platforms frequently by innovative
consumers, for example social media is reckoned with creating social capital.
Importantly for marketer to note that sudden shifts in the form innovative consumer’s realm in for
example the manner in which they generate and share contents via pictures, videos, audio clips and
electronic word-of-mouth (eWOM) as it is a quite is quite novel phenomenon metamorphosed on social
media platforms (Olsson & de Vries, 2015).
Olsson and de Vries (2015) affirm that innovative consumers’ perceive UGC as credible and
trustworthy; also that it possesses great influence on the target consumers’ attitude and purchase
behaviour due to the features offered by social media platforms, such as content sharing, pictures, videos
and audio clips.
Lastly, user-generated social media communication can take the form of either positive or a negative
impact on a brand (Schivinski & Dabrowski, 2014). Positive UGC is an emotional fact that can influence
the attitude and behaviour of a young consumer favourably towards a brand (Maksimova, 2018) and. a
negative UGC can have an adverse effect on brand integrity and the innovative consumers’ actual
purchase, because an unfavourable comment or recommendation made on social media could definitely
jeopardise all marketing effort of FMCGs organisations. The subsequent review presents situation
analysis (strength, weakness, opportunities and threats).

SWOT Analysis

An organisation can make more profit by offering a higher value and satisfaction to its target consumers’
in a particular segment compared to its competitors, by providing adequate information about the nature
of the business and likely influences on its choice of its marketing strategies. The studies of Razzaq et al.
 Enitan Olumide Olutade et al. 217

(2013) and Mousarezaei (2016) describe a situational analysis as an organised data gathering approach of
inform marketers, probably to influence an organisation’s performance to obtain meaningful insight about
the desired position in the market. In the view of Kotler and Keller (2012) these scholars opine a situation
analysis as the second stage of marketing plan. As an integral stage, a SWOT reveals information about
both the internal and the external environment that could influence the successful operation of an FMCGs
organisation.
Relative to this study the aim of a situation analysis is to be proactive in detecting and identifying
likely factors, positively or negatively, that might affect the execution of marketing strategies, and hinder
an organisation in achieving its goals. FMCGs organisations are expected to find identify probable
opportunities and threats within is business environments because its overall survival is centered on its
own capabilities. Thus, a thorough analysis of all internal factors (known as Strength and Weakness); and
all external factors (known as Opportunities and Threats) are regarded as the “SWOT analysis”.
Previous studies (Brooks et al., 2014; Kotler et al., 2015) ascertained that a SWOT helps in
identifying an organisation’s core competencies that are embedded in its potential strengths; exploiting
opportunities; and counteracting threats; and identifying weaknesses to be diminished. Lastly, Gregory
(2017) support the opinion of the previous scholars in that the concept of a SWOT analysis has the
capability to transform weaknesses into strengths, and change threats into opportunities.
A brief description of each of SWOT analysis of social media marketing components is represented
in Table 1 below:

Table 1. SWOT analysis for social media marketing

Strengths ( S)
· Respectable remarks and suggestions about a brand on
social media platforms impact positive perception and
opinion towards organisation offerings
· Use of social networking sites to personalise innovative
consumers brand experience
· Staff skilled with activities of social media platforms,
and render quality customer service to this young cohort
that surpass their expectations
Weakness( W)
· Limited to specific group of consumers.
· No adequate information on return on
investment.
· Brands exposure are limited to only social
media users.
· Updates are not organise, consumers are
shelled with necessary and unnecessary
information.

Opportunities (O) Threats (T)

· Explore unique marketing strategic scheme towards · Changing social media technologies to meet
these young cohorts as related to their respective the target market.
characteristics of the social media classification they · Unstable young consumer’s social media
belong to. communication platforms.
· Updates the organisation strategies to increase brand · Severe rivals increased as a result of varieties
exposure via social media platforms. of social media technologies.
· Update the overall organisation’s goals in line with
social media marketing goals and objectives
· Incorporate and update social media technologies of the
organisation in order to improve business opportunities
Source: Brooks et al. (2014)

Similarly, the study conducted by Brooks et al. (2014) revealed that the SWOT model used in
managing social media platforms in business settings. The application of SWOT analysis to evaluate
social media platforms is a welcome approach for new product development and brand promotion.
218 Effect of Social Media Platforms as Marketing Strategy of Achieving Organisational ...

Of specific relevance to this study is managing the opportunities and threats of social media
platforms related to innovative consumers because social media platforms enabled innovative consumers
to easily share brand information and post visual material through various available applications on the
platforms when making purchase decisions (Strokes, 2017). Therefore, FMCGs brands need to participate
actively on this platform to attend to comments, queries and the opinions of these young cohorts. Strokes
(2017) remarked that FMCGs organisations ought to engage with these young cohorts while persistently
looking out for opportunities to drive their brands forward; as well as creating positive attitude on the
social media platforms amongst innovative consumers.
On the other hand, brand presence on social media platforms save an organisation from unforeseen
risks that could hamper the efforts of an organisation for not reaching their stated goals and objectives.
This risk can be in the form of threats that can negatively affect the reputation and image of a brand in the
target markets.
Therefore, marketer of FMCGs organisations should ensure to identify any potential threats that
might hinder the organisation from partaking in the available opportunities in the business environment
and they also need be proactive and to take the necessary steps to prevent threats before it blows out of
proportions. Notably, at the completion of the SWOT analysis, marketers need to turn their attention
towards establishing the strategic focus of the organisation’s marketing programme to be able to achieve
the marketing objectives.

Social media as marketing strategy for achieving marketing objectives

Information and communication technology (ICT) development can result in unsettling marketing
strategies specifically the emergence of the Internet and social media platforms (Melnikova et al., 2016).
The transformation in marketing communication brought about by social media has greatly empowered
the innovative consumers, enhanced communication patterns between these consumers and marketers
globally, and made accessibility to brand information almost costless and much quicker (Melnikova et al.,
2016).
El-Ansary (2006) and Eyvrigh (2016) are in agreement that the role of marketing strategy is to obtain
an edge competitive above a rival, to be same the market leader, as well as to take the largest portion of
market share in a specific industry, such as of fast-moving consumable goods.
Thus, marketing strategy is a vital element of FMCGs organisations who need to focus on
accomplishing their marketing goals and objectives.
Kotler and Armstrong (2012) proposed that marketing strategy is an essential array of disposition or
means within an organisation is a capacity to communicate with a target market and rival with the goal of
achieving its set objectives. In line with this, Lehtinen (2017) opine that marketing strategy is the
technique of directory the target market’s that attention towards a brand offering of an organisation’s to
favour a particular brand above that of competitors in the same industry.
The studied of Valtari and Kärkkäinen (2016) and Sjoberg (2017) acknowledged the significance of
social media in accomplishing diverse organisational marketing goals and objectives such as increase
traffic, increase brand equity, positive electronic word-of-mouth, financial profitability, improved search
engine rankings, idea generation and new product development, favourable attitude influencing consumer
loyalty; providing marketplace insight, and also lower budget expenses.
Numerous studies (Kaplan & Haenlein, 2010; Laroche et al., 2013; Gao et al., 2018) observed the
activities of young consumers of a brand social media community and found that it reduced marketing
expenses, especially in terms of new product development. Actively engaging young consumers in brand
social community platforms stimulates and intensifies the memorability of a brand and recommending of
a brand to fellow users (Shojaee & Bin Azman, 2014).
 Enitan Olumide Olutade et al. 219

The study conducted by Sjoberg (2017) show that young consumers are keen to purchase new brands
once it is recommend by their online users and study of Statista (2017) add as a support social media
marketing contents incur cost is more effective in relation to orthodox communication media because of it
is versatile target market benefits.
Active organisational social media participation and brand awareness on social media is recon to
yield grater benefits for FMCGs organisation such as leading to increased traffic to both the
organisation’s brand page and the corporate website. Brodie et al. (2013) concur that consumer
engagement enhances brand performance in attaining marketing goals and objectives. Thaichon and
Quach (2016) agree that innovative consumers do trust the recommendations and opinions of their loved
ones, and surprisingly also that of strangers on social platforms as far as their new decisions-making is
concerned.
In a nutshell, Akhtar et al. (2016) avow that social media can favourably influence organisations’
offerings and enhance consumers’ positive relationships with a brand. The subsequent discussion
enunciates who innovative consumers are as used in this study.

Innovative Consumers

Generation Y is often also referred to as the millennials and native digitals. This distinguishable specific
cohort of people in society possesses related characteristics and features in terms of behaviour and
attitude towards marketing stimulus (Bevan-Dye, 2016a) and a cohort is described as having precise
limits, for example age or date of birth.
Innovative consumers for the purpose of this study, are the population born between 1983 and 2018;
representing the age group between 18 and 35 years old in the year 2018. For the relevant of statistical
consistency between South Africa and Nigeria, innovative consumers are categorised according to
affirmed by the African Union (2006) who specify “every person between the ages 18 and 35 years” was
adopted for the purpose of this study.
Students makes up a separate market segment of innovative consumers who do have two main
sources of access to money, namely from their respective families and/or and paid job (Bevan-Dye,
2016a) besides bursaries and sponsorships. Helderwerdt (2017) indicated that these cohorts have highest
expenditure level, therefore FMCGs organisation should take advantage of exploring this largest
segment.ln addition the study of Solomon (2015:1) support |Helderwerdt assertion “it’s estimated
they’ll be spending $200 billion annually by 2017 and $10 trillion over their lifetimes as consumers, in
the U.S. alone”.
Innovative consumers’ is a market segment with great purchasing power and it is therefore
indispensable segment for FMCGs marketers. Furthermore, Bevan-Dye (2016b) noted that the innovative
consumers grew up having greater accessibility to global world related information, prefers to do brand
price comparisons, xxx brand quality, search for online product demonstration videos, and require access
to advertiser history and competing brands. Innovative consumers are technology smart, savvy and knows
how to use of mobile phone to acquire access to social media which has become a normal and vital part of
their daily routine (Barton et al., 2012).
More so, Solomon’s (2015) conceptualised innovative consumer behaviour as a learning process
undertaken by set of young people’s choice, purchase, use, services, and idea also ideas in order to satisfy
their wants and preferences. Furthermore, in order to achieve organisational marketing goals and
objectives, FMCGs organisations ought to integrate the social media touch to all their offerings targeted at
innovative consumers (Bevan-Dye, 2016c).

How to Win Innovative Consumers

Involving innovative consumers during innovation and product development is a creative way of both
winning them for a brand as well as, satisfying their needs and preferences (Bester, 2012). Marketers need
220 Effect of Social Media Platforms as Marketing Strategy of Achieving Organisational ...

to keep in mind that they are selling experiences and not just a product and a well-executed and
memorable satisfying products not only strengthens the relationship between a brand and a consumer, it
also encourages consumer loyalty (Bester, 2012).
It can categorically be inferred that for FMCG organisations not to participate in social media
marketing conversations with their consumers is indeed a very big deficiency (Bati, 2012). FMCGs
organisations should often include market research, feedback and customer relationship management
(CRM) and in addition, brands transparency, should be increased and be more honest about their offerings
in today’s marketing environments. This is because, innovative consumers surf for the ‘truth’ online often
offered by virtual strangers. Thus, it is essential that FMCGs organisations should have digital face in the
marketplace. Marketers need to establish a powerful electronic presence or else their relevance in the
market could be doubted (Bati, 2012).
VinIntell (2013) identified specific points that should be part of the marketing strategy in order to
win the hearts of innovative consumers for a brand:
· Innovative consumers have less brand loyalty than earlier generations, it is useful to consider that
quality and price rank higher than brand names.
· Innovative consumers are tied to their mobile phones; therefore, brands must reach this cohort
mostly through smartphones. This requires more than just having a mobile-friendly site; brands
are conspicuous when they offer an app that provides value and is truly useful.
· Innovative consumers naturally connect to social media 24/7 and can instantly share their views
and perspectives with others. This is both threatening and opportunistic. They are one another’s
opinion leaders and they listen to what their peers say about a product, service and / or news
topic.
The subsequent section explores is the research methodology undertaken in the course of this study.

Method of Research

This study was conducted in the post-positivist paradigm and was quantitative in nature. study A
quantitative and descriptive was adopted in order to provide empirical facts and the uniqueness of the
study is that it was comparative in nature. This study is centered on innovative consumers at the North-
West University in South Africa and at the University of Lagos in Nigeria. A non-probability, purposive
and virtual snowball sampling was used to generate the sample. A total of 864 usable questionnaires were
received from both countries and equates to South Africa 401(46%) and 463(54%) Nigerian responses,
while Nigeria
A pilot study was conducted with 48 respondents from the North-West University South Africa and
in addition, two experts were requested to provide insight into the contents of the questionnaire. Data
collection was by means of a self–administered questionnaires (in printed) and online format (with
Google Forms). The survey data was obtained from innovate consumers from South Africa and Nigeria
who are between age of 18 and 35 years. Data were analysed using the statistical package for social
science (SPSS) and took the form of descriptive and ordinal logistic regression analysis methods form.
The next section delves on the analysis of research findings of the study.

Research findings

According to Figure 1, the largest group of respondents are from the University of Lagos, 54%, and.
Figure 1 depicts the geographic distribution of the study.
 Enitan Olumide Olutade et al. 221

Figure 1. Geographic distribution

A descriptive analysis of the statistical data indicates that the gender percentage of both countries:
South Africa Mean =2.11; SD=0.489 and Nigeria (Mean =1.42; SD=0.494). The South African
respondents were largely females (61.3%; n = 246) and the Nigerian were largely males and (58.1%; n =
269). The majority of the innovative consumers from South Africa who participated in the survey were
21- 23 years (48.1%), by comparison with the Nigerians who were between, 18 and 20 years (32.8%) of
age.
With regards to marital status, single innovative consumers in South Africa were 367 (91.5%)
respondents and 426 (92.0%) of the Nigerian respondents. The results further show that the majority of
innovative consumers in the study are from Black race group in both countries. Responses to the level of
study at their respective university them. The Majority of them were first year students in South Africa
114 (28.4%) while the largest portion in Nigeria were students in their second year of study.

Descriptive Analysis Results

The study endeavour to establish if social media platforms can assist fast-moving consumable goods
(FMCGs) organisations to achieve their marketing goals and objectives amongst innovative consumers in
South Africa and Nigeria. The measurements used were designed to capture the responses of the
respondents ranging from strongly disagree (SD) to strongly agree (SA).
Table 2 presents the views of the respondents concerning marketing goals and objectives.

Table 2. Descriptive analysis of marketing goals and objectives

S/n Items South Africa Nigeria
Statements SD% D% A% SA% SD% D% A% SA%
1 Young people are increasingly using 8.7 4 30.9 56.4 5.2 5.0 37.6 52.3
social media platforms to gain
recommendations, reviews and
opinions from friends, family, experts
and the collective social community
2 Social media provides an effective and 3.5 5.7 42.1 48.6 3.2 5.4 39.5 51.8
powerful platforms for consumers to
communicate with one other and with
the companies.
222 Effect of Social Media Platforms as Marketing Strategy of Achieving Organisational ...

3 Social media platforms serves as a 3.7 5.7 50.4 40.1 5.4 5.8 41.5 47.3
medium of gathering information for
organisation to know a lot about
different the opinions of potential and
actual consumers about their brand.
4 Social media has provided more 3 9.2 46.4 41.4 3.0 10.2 43.2 43.4
effective and efficient platforms to
draw consumers’ attention towards
organisation brands than mass media
channels.
5 Social media create brand awareness 2.5 8.0 41.4 48.1 3.5 6.5 40.2 49.9
for a newly launch product among the
innovative consumers.
6 Social media platforms are economical 7.7 22.7 38.2 31.4 8.9 18.8 39.5 32.8
in decreasing marketing budgets.

Table 2 displays the six statements used to explore achieving marketing goals and objectives via
social media. In South Africa, 90.7% of the respondents display strong agreement that social media
provides effective and powerful platforms to communicate. More so, there is also an agreement in the
statement which shows that 91.3% of the respondents signified that social media is a medium of gathering
information about the opinions of consumers. In the same manner, in Nigeria 91.3% of the Nigerian
responses indicate that social media provides effective and powerful platforms to communicate. This is in
agreement with the views of their fellow online users in South Africa. Furthermore, the results show that
90% signified that social media create brand awareness for newly launched products. The percentages
obtained for these items indicate that social media as platforms can achieve organisational goals and
objectives.

Research Results using Ordinal Logistic Regression (OLR)

The rationale is to establish and estimate the relationship between variables (Likert scale items or
statements) of constructs stated in the research hypotheses statements. As a predictive analysis, ordinal
regression describes data and explains the relationship between one dependent variable and two or more
independent variables, ordinal regression analysis predicts trends and future values. This study used the
measurement scale for designing the questionnaire items of the Likert-scales format ranging from 1 to 4,
strongly disagree to strongly agree.
 Enitan Olumide Olutade et al. 223

Table 3 OLR analysis of marketing goals and objectives

Table 3. MGO- marketing goals and objectives, OSMP- organisation social media participation
Construct – Section C Marketing goals and objectives (MGO)

Response Variables and MGO_SA1 / NIG1 MGO_SA2 MGO_SA3 / NIG3 MGO_SA4 / MGO_SA5 / NIG5 MGO_SA6 / NIG6
statements Young people are /NIG2 Social media NIG4 Social media create Social media platforms are
increasingly using Social media platforms serve as a Social media brand awareness economical in decreasing
social media provides effective medium of has provided for a newly launch marketing
platforms to gain and powerful gathering more effective product among the budgets.
recommendations, platforms for information for and efficient young consumers
reviews and opinions consumers to organisation to platforms to
from friends, family, communicate with know a lot about t draw
experts one other and with different the consumers’
and the collective the companies. opinions of attention
social community potential and towards
actual consumers organisation
about their brand. brands than
mass media
channels.
Predictor Variable: organisation social media participation’ (OSMP _Mean)
MGO1 MGO2 MGO3 MGO4 MGO5 MGO6
SA NIG SA NIG SA NIG SA NIG SA NIG SA NIG
Model Fitting Information 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Goodness of Fit (Deviance) 0.107 0.014** 0.231 0.006* 0.914 0.001* 0.095 0.001** 0.170 0.001* 0.571 0.00**
* *
In(Odds) 0.930 0.838 1.171 1.008 1.173 1.128 0.828 1.104 1.205 1.016 1.265 1.051
Odds (Likelihood) Value 2.53 2.312 3.23 2.74o 3.23 3.089 2.29 3.016 3.34 2.762 3.54 2.861
Test of Proportional Odds 0.241 0.147 0.074 0.948 0.414 0.056 0.879 0.106 0.668 0.912 0.740 0.009*
(Sig. Value)
Significance Value 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
224 Effect of Social Media Platforms as Marketing Strategy of Achieving Organisational ...

For the South Africa and Nigeria innovative responses to organisational social media participation
(OSMP) (on the average), the likelihood of responding ‘agreed’ (compared to responding ‘strongly
agreed’) to statements under ‘Marketing goal objectives’ will increase by:
More than 2 times over (2.53) for MGO_SA1; More than 2 times over (2.31) for MGO_NIG1
More than 3 times over (3.23) for MGO_ SA2; More than 2 times over (2.74) for MGO_ NIG2
More than 3 times over (3.23) for MGO_ SA3; 3 times over (3.08) for MGO_ NIG 3
More than 2 times over (2.29) for MGO_ SA4; About 3 times over (3.01) for MGO_ NIG 4
More than 3 times over (3.34) for MGO_ SA5; More than 2 times over (2.76) for MGO_NIG5 More
than 3 times over (3.54) for MGO_ SA6; More than 2 times over (2.86) for MGO_ NIG6

Table 4. Organisation social media participation (OSMP)

S/no Statement
1 Participating in brand community events will surely increase my loyalty to a brand.
2 Brand participation helps to build a trusting and deep relationship that makes innovative consumers
have a sense of belonging, as well as to preserve their affiliation.
3 Engaging the innovative consumers in an online brand community, will lead to cost decreasing for
FMCG product development.
4 I will participate in brand events on social networking sites only if there are incentives such as
souvenirs, free data, gifts or rewards.
5 Engaging the innovative consumers in a social networking platforms with brand activities will
build a positive perception among innovative consumers towards a brand.

Across their respective perceptions, South African and Nigerian innovative consumers believe that
those factors contributing to participation on social media are related to the factors contributing towards
marketing goals and objectives. The following inferences is drawn.
There are differences in the rate or number of times innovative consumers responded in both
countries as they asserted that ‘Engaging innovative consumers in a social networking platforms with a
brand activity will build a positive perception among innovative consumers towards a brand’ (that is,
organisation social media participation, (see Table 4 statement 5). It was also established that more than 3
times over (over 300%) in South Africa while in Nigeria more than 2 times over (over 200%) agreed that
‘Social media create brand awareness for a newly launch product among innovative consumers’ (that is,
MGO _ SA A5 and NIG5).
Also only the respondents in South Africa asserted that ‘when innovative consumers engage in
online brand community, it leads to decreasing cost for FMCGs ‘product development’ (that is, SMP (see
Table 4 statement 3). It will be very much (more than 3 times over or over 300%) believe that ‘social
media platforms are economical in decreasing marketing budgets’ (that is MGO_ South Africa A6). This
is a logical affirmation that social media has provided more effective and efficient platforms to draw
consumers’ attention towards organisation brands than mass media channels (that is, MGO_ South Africa
A4/ NIG 4). Thus, ‘organisational social media participation’ is a good predictor variable for both South
African and Nigerian innovative consumers to purchase on social media platforms in achieving marketing
goals and objectives in research question one.

Discussion of Results

The study hypothesis showed that social media platforms can assist fast-moving consumable goods
(FMCGs) organisations to achieve their marketing goals and objectives amongst innovative consumers in
South Africa and Nigeria. This study primarily used descriptive statistics which showed that innovative
 Enitan Olumide Olutade et al. 225

consumers strongly agreed with all the statements measured in Table 2, which depicts that activities and
attributes on a social media platform can assist FMCGs organisational goals and objectives to be
accomplished in the innovative consumer’s market. This result is accordance with the study of Sjoberg
(2017). The author reported by identifying the significance of social media in the accomplishment of
diverse organisational marketing goals and objectives such as: increased traffic, increased brand equity,
electronic word-of-mouth, marketing profitability, improved search engine rankings, reputation
management and increased sales, attitude influence, consumer loyalty; providing a marketplace insight
and cost-effective.
The results of this study might be evident because it confirmed that social media platforms offer
invaluable productivity when an organisation attempts to increase target market participation and brand
awareness. This aid in directing heavy online traffic to the brand page of an organisation. This was
sustained by the study of Brodie et al. (2013) who remarked that effective consumer participation boost
brand performance in the accomplishment of set goals.
It is significant from the findings of this study that engaging innovative consumers in a social
networking platforms with a brand activity will build positive perception among innovative consumers
towards such a brand. This corroborates with the findings of the study of Akhtar et al. (2016) concluded
that social media can form a positive influence on organisations offerings towards a brand due to online
comments and feedback or online comments from friends and users.
The results of this study further support that social media do create brand awareness for newly
launched products amongst the innovative consumers. This is affirmative with the study of Sjoberg
(2017) who reported that innovative consumers are eager to spend their money on a new product when
brand awareness is generated from the recommendations of their loved ones on social media. This finding
also support previous study of Brandt (2017) that ascertained that the marketing communications function
has a positive impact in the introductory stage of new brands and to support prevailing brands.
Likewise, the findings of this study established that both South African and Nigerian innovative
consumer testify that social media platforms are economical in decreasing the marketing budgets of an
organisations. This is in accordance with several other studies (Kaplan & Haenlein, 2010; Laroche et al.,
2013; Gao et al., 2018) that submits that innovative consumer’s engagement in an online brand
community leads to a decrease in the cost of FMCGs product development.
To further support these results, following the two theories of dominant theories of competitive
advantage: theory of market-based view (MBV) and the resource-based view (RBV). The MBV and RBV
competitive advantage is obtained when an organisation develops or acquires a set of qualities (or
executes actions) that allow it to outperform its competitors (Wang, 2012). The theory of MBV suggests
that the primary source of high returns is the bargaining power of an organisation in the market and RBV
state that the source of high returns is the set of unique resources, capabilities and knowledge of an
organisation (Wang, 2012). These theories aid in explaining the competitive advantage and how it has
occupied the attention of the management of FMCGs organisations.

Limitations and Recommendations of Results

The following limitations should be taken into consideration when inferring to the findings of this study.
Firstly, the non-probability sampling technique was adopted to generalise the sample and the research is
confined to a single university in the North-West province of South Africa and only the University of
Lagos in Nigeria out of numerous recognised universities in both countries. Secondly, the sample was
typical of the South African and Nigerian populations, which are mainly Black (African). and findings of
this study are subjected to cultural and racial preferences.
Thirdly, this study was limited and concentrated only the 18-35years age groups. The exclusion of
older students, such as of masters and PhD students, necessitates further research. Inclusion of the older
age group may give a diverse perspective to the conclusions of this study. In addition, non- student
innovative consumers might display a likely different sets of research findings.
226 Effect of Social Media Platforms as Marketing Strategy of Achieving Organisational ...

Despite the aforementioned limitations, this study provides some valuable insights to the existing
literature on social media marketing among innovative consumers.
Based on an extensive review of literature and the empirical outcomes of various studies that aid in
establishing attainable marketing goals and objectives, FMCGs organisations need to select appropriate
social media platforms that is most suitable to their respective target market to adopt. Social media
platforms can aid in achieving marketing goals and objectives if the organisations does have the proper
knowledge and behaviour of the platforms, the target group and the industry; and how to implement it.
Thus, FMCGs organisations should keep various social networks platforms in mind when
formulating marketing goals and objectives for their respective brands. The findings of this study suggest
that online marketers should develop informative, educating and entertaining activities trending on social
media platforms when targeting innovative consumers.
Lastly, Schivinski and Dabrowski, (2014) that submit that FGC and UGC have a positive effect on
brand integrity and brand equity. In a nutshell, marketer should work vigorously to curb and tactically
address issues relating to negative UGC and FGC that might influence young consumers’ attitude
negatively towards organisations offerings on social media platforms.

Conclusions

This study provides compelling evidence that social media is an emerging marketing tool that it is cost-
effective in building brand equity among innovative consumers online. Although, it requires an
enormously amount of attention, and social brand presence. It is a strategy of undertaking costless
business activities targeting innovative consumers.
One negative aspect of social media revealed in this study is that organisations cannot control it:
FMCGs organisation should therefore attract young consumers to be part of their social media sites by
giving these consumers a convincing reason to follow the business/ brand.
However, before organisations send traffic to their brand pages online, the marketers should ensure
that brand pages or websites are attractive with the image and brand they want to project. The empirical
findings of this study provide a new understanding that marketers are no longer the sole shaper of a brand
on social media. Currently, consumers’ feedback also plays an extremely crucial role. Research has found
that consumers’ feedback is one of the key influencers of consumers’ brand evaluation and purchase
decision making and FMCGs marketers should incorporate social media as communication tool in their
marketing planning and strategies.

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