IMPACT OF INFORMATION TECHNOLOGIES IN PUBLIC RELATIONS

PRACTICE: A STUDY OF AWKA

BY

NWANKWO NKECHINYERE GRACE

FPOMCHB19048

A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT OF

MASS COMMUNICATION SCHOOL OF INFORMATION
TECHNOLOGY FEDERAL POLYTECHNIC OKO,
ANAMBRA STATE

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

AWARD OF HIGHER NATIONAL DIPLOMA (HND) IN MASS
COMMUNICATION.

JUNE 2021
 CERTIFICATION

This project Impacts of Information Technologies in public relations practice: a

study of Awka has been properly certified and approved as research thesis carried

out in partial fulfillment of the requirement of Higher National Diploma (HND) in

mass communication.

………………………….. …………………………..
Mr. Benjamin Obioha Signature
Supervisor

………………………….. …………………………..
Barr. F.M Oduah Signature
H.O.D

………………………….. …………………………..
Dr. Onyeka Uwakwe Signature
Dean School of Information Technology

………………………….. …………………………..
External Examiner Signature
 DEDICATION

This work is duly dedicated to the almighty and ever living God for his guidance

and protection throughout my National Diploma and Higher National Diploma

program.
 ACKNOWLEDGEMENT

Words cannot express my gratitude to my parents, lecturers and also my siblings,

friends and well-wishers for their support care and encouragement to me

throughout my tertiary' education pursuit, y special thanks goes to my parents for

their prayers and financial support to me. To my project supervisor who is like a

father to me, no other person but Mr. Benjamin Obioha and also my head of

department Barr. Dr. F.M Oduah, and to my lecturers, I pray that God Almighty

will surely visit you all in all your efforts to humanity.

 TABLE OF CONTENTS

Title

Approval

Dedication

Acknowledgements

Table of Contents

Abstract

I CHAPTER ONE: Introduction

1.0 Background of Study

1.1 Statement of Problem

1.2 Purpose of Study

1.3 Significance of Study

1.4Research Questions

1.5 Scope of Study

1.6 Definition of Terms

1 .7 Summary

CHAPTER TWO: Literature Review

2.0Introduction

2.1 Literature Review

2.2Theoretical Framework
2.3 Summary of Literature

CHAPTER THREE: Research methodology

3.0 Introduction

3.1 Research Method/Design

3.2 Population

3.3 Sample

3.4 Sample Technique

3.5 Instrument of Data Collection

3.6 Validity of Research Instrument

3.7 Reliability of Instrument

3.8 Method of Data Collection

3.9 Method of Data Presentation and Analysis

3.10 Limitation of Study

3.11 Summary

CHAPTER FOUR: Data Presentation and Analysis

4.0 Introduction

4.1 Data Presentation and Analysis

4.2 Discussion of Findings

CHAPTER FIVE: Summary, Conclusion and Recommendations

5.1 Summary of Findings

5.2 Conclusion

5.3 Recommendations

References

Appendix A

Questionnaire
 Abstract

This study examined the role of social media in public relations. The use of social
media by consumers is anxiously followed by marketers, but not much is known
about how it influences the consumers' decision-making. Many studies focus on
consumer behaviour in the online shopping environment, but without consideration
of the effects of the internet on the different phases of consumers' decision process.
This research explores how the presence and abundance of these new information
sources is influencing the decision process of consumers for complex purchases. It
finds out that social media refers to those Internet-based tools and services that
allow users to engage with each other, generate content, distribute, and search for
information online. In other words, the social media are interactive verb-based
media platforms that offer citizens opportunity and place to connect, hare opinions,
experiences, views, contacts, knowledge, expertise, as well as other things like job
and career tips. They belong to a new genre of media that focuses on social
networking allowing users to express themselves, interact with friends and share
information with greater freedom as well as publish their views on issues on the
World Wide Web. It concludes that social media adverts go a long way to convince
the consumers on their buying habit.
 CHAPTER ONE

Introduction

1.0 Background of the Study

Social media have changed the pattern of corporate communications, affecting the

ways public relations campaigns are formulated, disseminated and measured. The

power over the message is no longer the exclusive preserve of an organisation; the

various publics also enjoy equal power to initiate dialogue. Prior to the digital

explosion and the popularization of the social media, audience engagement was

based on print and electronic media. The focus of a PR publicity campaign was all

about securing decent coverage in television, radio and dailies. With over 75%

internet surfers using social media, (Kaplan and Haenlein 2010), the social media

have provided public relations practitioners a unique opportunity to collect

information, monitor public opinion on issues, and engage in direct dialogue with

their publics about a variety of issues. (McAllister & Taylor, 2007) Eyrich,

Padman & Sweetser, (2008) observed that public relations practitioners are shifting

to social media as the lines between online and offline promotion becomes blurry.

However, the level of compliance of PR managers to the social media varies.

While many public relations practitioners value the social media, a few of them

actually maximize the advantage it offer to their profession. (Gordon 2010). It

appears that a good number of public relations practitioners are yet to understand
how social media can help improve their professional practices. Some of them

simply use social media as another tool of personal communication while others do

not even use them at all.

In the university system, there is high level of compliance to the social media by

staff and students. Many of them depend on the social media for information on

activities within and outside the university. They use the social media to share their

thoughts, make inquires, and react to posts shared by other members of the

university community. With their Smartphone and laptops, they monitor events in

the university through the social media. The development has placed a burden on

public relations practitioners in the universities. It is the burden of meeting the

information needs of members of their internal and external publics using their

favorite channels.

With the popularity of university ranking system, public relations practitioners

cannot afford to be apathetic to the use of social media in their job. The stake has

gone beyond using the social media to promote internal and external

communications. It also involves positioning the university as socially relevant in

the global comity of universities. Contemporary public relations practice in the

university requires that the public relations practitioner should use the social media

to complement research efforts of his faculties in order to improve the global

rankings of his institution. One of the indicators for global ranking of universities
is their web presence. The social media platforms arc employed by the public

relations departments of highly ranked organizations to generate backlinks to their

websites. Although no additional form of communication skill is required from PR

managers in this direction, what is paramount is the traffic attracted to website

through their social media platforms. This is a challenge which many PR managers

of Nigerian organizations seem yet to embrace.

1.1 Statement of Problem

The usage of social media amongst public relations experts might be new to

Nigerian firms but the usage cannot be undermined in any way. From time, it has

been observed that the usage of public relations for the purpose of relations has

been hampered due to the changing nature of the communication spae, the use of

billboard, radio and television might still be available but overdependence on the

traditional media is a sure indication of less growth and subsequently less

customers. Organizations in Nigeria especially in Awka has underutilized the

social media for communication its customers or to the prospective client thus

constituting a bridge in their effectiveness to understanding the customer needs and

issues.

The above problem motivated this study to look into the role of social media in

public relations practice in Awka,

1.2 Purpose of Study

i. To examine the relevance of social media in modern public relations practice

in Nigeria

ii. To find out the factors that motivate the usage of social media in public

relations practice.

iii. To evaluate the perception of Awka consumers towards the use of social

media as a public relations tool.

iv. To find out the contributions of social media to PR practice

1.3 Significance of Study

The work which is centered on social media and public relations is significant

because it will be of relevance to companies towards understanding the perception

of consumers towards social media marketing and advertising. It will be of

relevance to media professionals towards channeling their resources towards social

media whilst maintaining a steady flow to the mainstream media, Finally, it will be

sources of material to other researchers who will be want to Lake enquiries on this

field.
1.4 Research Questions

i. What is the relevance of social media in modern public rchitions practice in

Nigeria?

ii. What are the factors that motivate the usage of social media in public

relations practice?

iii. What is the perception of Awka consumers towards the use of social media

as a public relations tool?

iv. To what extent do social media contribute to PR practice in Nigeria?

1.5 Scope of Study

This work is limited to the geographical area of Awka metropolis as it will review

the topic and related materials on social media and public relations but not

exhaustive.

1.6 Definition of Terms

Social Media: Online platforms like Facebook, Twitter, YouTube, Instagram e.t.c

that were created in the earlier 21st century for socialization and interactions

amongst people.

Public Relations: This refers to the act of creating and sustaining mutual

understanding between an organization and its customers or clients.

Advertising: This is the process of making goods and services known to the

potential/prospective buyer.

Consumer: This refers to the user of an economic product.

1.7 Summary

Social media public relations is the application of internet capabilities to the

process of carefully packaging non-personal communication messages to specific

audience in order to engender positive perception and purchase decision of

products and services (Tavor, 2011). This chapter lays a background to the study in

view with a link to advertising, the concept of social media relations, objectives of

the study, statement of problem and the scope it covers.

 CHAPTER TWO

Literature Review

This section of the work treats the literary review of this work under the following

subheads;

 Literature review

 Theoretical Framework

 Summary

2.1 Concept of Social Media

The concept of social media is wide and varied, so much so that the meaning of the

word social media depends on context. What one person understands as social

media may slightly differ from what another hold (Granados, 2016). According to

Pearson (2009), because people mean different things when they make reference to

social media, it has become hard to actually tie the word to any specific concept.

Reasons for this inconsistency may be due to the rapid changes in both the

technology that bear social networking system and nature of the content that are

traded on social media.

One thing that stands out in the attribution of meaning to the concept of social

media is the role that the word 'social' plays. Troltier and Fuchs (2011, p.56)

contends that what makes the web a social tool depends on some theoretical

questions, these questions include: - "what does it mean to be social? Are human
beings always social or only if they interact with others?" Answer to these

questions according to them, also depend on the concept of sociality that is adopted

and the identification of different aspects of sociality including, apprehension of

ideas, transmission of ideas and collaboration.

According to Trottier & Fuchs, (2011, p.58), all computing systems

(like calculators, computers and counting machines), all web applications (like web

browsers, search engines, 'social media' and networking platforms), and all forms

of media (like CDs, Cables, Satellites, Newspapers, Radios and Television etc.) are

social because human knowledge can be transmitted through them and this

engender social interaction among people although, not all of them allow for a

direct sharing of information between human beings. A conclusion deducible from

this argument is that the web is and becomes social only when it involves

interactions between humans not just between media platforms or computing

devices and a human character.

The sociality of a social network or media can therefore be judged by its ability or

inability to incorporate technologies that allow users the display and reflection of

values that are collective. These values should be shared or decipherable between

humans (cognition), they should be used to create connections between people

(Communication). Finally, they should allow the establishment of links that

encourage fraternity (Cooperation). Many of the social media platforms available

today perform these roles so aptly.

Different terms have been used to describe social media. Social media sometimes

refer to services which can be obtained on the web where the content is generated

by the consumer of the media service (Cann, 2011). In fact, Burke (2013) on his

own part defined social media as the very items that a user uploads on the internet

such as videos, music, podcasts, blog posts and even eBooks, this position is also

held by Miller, Costa, Hayncs, McDonald, Nicolescu, Sinanan, Spyer,

Venkatraman & Wang (2016). To properly conceptualize social media, it is

necessary to distinguish between social media as a tool for social networking and

social networking as an activity within social media platforms.

First of all, there cannot be a talk about social media (as the word is used today)

without taking into cognizance social networking and, although the terms can be

and are used interchangeably (Burke, 2013), they do not mean the same thing.

Colin (2011) argued that, it is a misconception to assume that social media and

social networking refer to the same thing. But then, social networking (as we will

see) necessitates what is referred to as social media today (Watson & Seymour,

2011).
The difference between social network and social media lies heavily on the

understanding of the word 'media', A media in general, refers to a means or source,

especially one that stores, convey, or communicate data or information (Coleman,

2016). There are different classes and types of media, they include: electronic

media, print media, mass media, social media and others. It is argued that before

the proliferation of internet mediated social networking, the term media ostly

referred to the mass media - radio, television, newspapers, and magazines

(Alejandro, 2010). Cohn (2011) described social media as the use of mobile or

internet enabled technologies to turn communication into a kind of dialogue that

encourages interaction and or collaboration between individuals. Social media

technologies to often provide utilities that put the user in control of contents and

consumption (Vitak, 2012) - a situation that never existed with traditional media.

One description of social media that really captures the essence of this concept is

that by Jacka and Scot (2015). It describes social media as technologies that are

established through the web and that support the social equality of what users

share, allowing the user to rise from consumers to originators of the products they

consume. This viewpoint is very important in the study of music consumer

behavior.

The social 'media' (Facebook, Twitter, Linkedln, Inslagram and many more)

provides the platform upon which social networking is carried out today. Social
media therefore refers to online sites that offer social networking services and they

are also referred to as social network sites (SNSs) (Karnik, Oakley & Nisi, 2013)

or software that facilitate social networking.

2.1.1 Public Relations (PR)

Public relation, according to Theaker (2004), is quite challenging to define as it

draws on concepts and practices from several distinct arenas including

management, media, communication and psychology. In Wilcox, Cameron, Ault

and Agee's work (as cited in Theaker, 2004), public relations was defined as a

separate management role which aids the establishment and maintenance of mutual

communication channels, acceptance, concurrence and co-operation between an

organisation and its publics. A public relations (PR) is seen as encompassing crisis

management, keeping abreast with and better responding to public trends and

opinions. It also emphasises the need for management to keep the public interests

at heart, using research and ethical communication techniques as key aids. Freitag

and Stokes (2009) notes that in defining public relations, three components become

apparent. The first component is that of management and leadership; practitioners

having access to top management and acting as though they were managers

themselves. Stated another way, practitioners must have the support of top

management, and public relations efforts must conform to corporate goals. The

second component involves practitioners who must execute public relations

responsibilities as well as keep in touch with the organization's key publics. The

final component includes the fundamental and practical competences of designing,

conducting and analyzing both qualitative and quantitative research.

The foregoing perspectives demonstrate the essence of public relations to

organizations in their attempt to establish, maintain and enhance relationships with

key publics. However, as new forms of communication develop and old forms

evolve — especially with respect to the internet and social media — public

relations practice seems to be headed for change.

2.2 The Internet and Public Relations

As opposed to the traditional communications paradigm, the elements of the

promotional mix such as public relations, which were largely within the control of

organisations, have now become democratized as internet users can now generate

and adjust content (Mangold & Faulds, 2009). User-generated content has been

facilitated by Web 2.0 (Kaplan & Haenlein, 2010).

Web 2.0 is a term encompassing a second generation of internet-based and

interactive applications that are developed around user-generated and user-adjusted

content, such as wikis, blogs, podcasts and social networking sites. Web 2.0 allows

Internet users to engage in the creative process by publishing and sharing creative

content as well as disseminating information (Thackeray ct al, 2008).

With the broad range of new communication channels, public relations

practitioners are faced with a daunting challenge as "internet-based social media

tools such as blogs, podcasts, online video and social networks are giving voice to

the opinions of millions of consumers" (Carrabis, Cass, Gillin, Nacht & Peverill-

Conti, 2008, pg. 11). Kim and Johnson (2011), drawing on Soils and

Breakenridge's (2009) work add that Web 2.0 and social media have widened the

parameters of communication and has granted public relations practitioners various

avenues for reaching publics.

From the forgoing views, public relations practitioners, such as organisations, may

need to reconsider and augment their traditional approaches. The reason is that,

building and maintaining relationships with key publics have paradoxically

become both easier and difficult. It has become easier in the sense that more

communication options are now available, but the difficulty arises from the fact

that publics now have a significant amount of control over content, as opposed to

traditional public relations.

2.2.1 Online Public Relations using Social Media

Previously in the 1980s, information channels could be split into two forms: mass

communication and micro-communication. Mass communication included

newspapers, magazines, television, radios and other information sources shared

with large groups of people in an asymmetrical or unbalanced exchange. Micro-

communication on the other hand tended to deal with exchanges between

individual persons and thus, was more symmetrical in its exchange (Phillips &

Young, 2009).

In this current online space, public relations practice has become more transparent

because communication is handled in the spotlight (that is, on the internet where

everyone has democratic access). This has been facilitated by the rise of social

media (Breakenrijdge, 2012). As defined in Chapter One, social media includes

mobile and web-rbased technologies that construct highly engaging arenas by

which individuals and communities share, create, dialogue, and adjust user-

generated content (Kietzmann et al, 2011).

Breakenridge (2012) notes that "when social media meets PR, communication

unites with technology" (p. 1). Social media causes content to be democratized,

and demands a change of attitude to unite communications with collaborative

technology. Lovejoy, Waters and Saxton (2012) assert that social media or social

Networking, such as Facebook, has afforded organisations the opportunity of

engaging their stakeholders in real-time communication and information exchange.

Facebook as a Public Relations Tool

Despite the surge in popularity of social media, studies that explore the usage of

social media for public relations remain few (Brioncs et al, 2011). Public relations,
defined by Grunig and Hunt (as cited in Kamerer & Morris, 2011), is an

organisation's attempt to manage the communication between itself and its publics,

Communication by a single person or organisation to thousands of other

individuals has been heightened by the advent of internet-based social media

(Mangold & Faulds, 2009).

Waters, Burnett, Lamm and Lucas (2009) undertook a content analysis of 275

nonprofit organisation profiles on Facebook to assess how they used social

networking sites to promote their organisational mission and programmes. Among

others, they sought to answer the question of how non-profit organisations

incorporate relationship development strategies into their Facebook profiles. They

found that the non-profits had not integrated most of the numerous interactive

Facebook applications on their profile. They failed to capitalise on the interactivity

of social networking, and consequently Facebook. They also rarely distributed

organisational news.

McCorkindale (2010) also conducted a quantitative content analysis of 2008

Fortune 50 companies Facebook pages to assess how they used Facebook. The

study analysed 55 Facebook pages to determine what was posted or published

about the company. Among other results, the findings from the study indicated that

few companies were using Facebook as a channel for disseminating information.

Moreover, the communication on the Facebook page was generally one-sided,

resembled a monologue and thus, neglected the two-way, relationship building

potential of Facebook. McCorkindale (2010) concluded that companies in the

Fortune 50 were not taking Hill advantage of Facebook and needed to incorporate

relationship building strategies on their social networking sites,

Furthermore, Briones et al (2011) conducted a study by interviewing forty

individuals from the American Red Cross to explore how social media is used in

communication with key publics. The study sought to investigate how two-way

dialogue had been accomplished primarily through Facebook and Twitter. The

research showed evidence that the study's participants were aware of the

importance of social media, and how it could be used to build stronger

relationships with publics such as volunteers and the community.

It seems that most studies recognise the relationship-building capacity of social

media. This can also be applied to the four companies of this study, as they also

communicate or dialogue with various key publics, using "Face-book. In effect,

dialogue is seemingly necessary in an organisation-public relation.

2.3 The New Media as an Advantage to PR

The positive implication of the shift from the old to the new media for public

relations has been decidedly profound. Gross (2012) reflects on this effect, thus:

Throughout the years there have been many changes in the media that have

affected the practice of public relations. The appearance and popularity of such
tools as offset printing, radio, television and magazines have each dramatically

changed the way public relations professionals do business. But no change has

appeared as fast and as strong as the Internet. The Internet offers public relations

professionals millions of opportunities to perform research and spread their

message. This new medium has expanded both internal public relations and

external public relations. From electronic mail to newsgroups to World Wide Web

sites, professionals now have the chance to communicate with the person in the

office next door, their consumers and the world. The possibilities are endless. The

pros and cons of this new media are still being debated by many professionals, but

it is impossible to deny that the Internet has become a powerful force in the world

of public relations, and it is hard not to recognize its potential for the future.

Similarly, Phillips and Brabham (2012) writes:

New media technologies challenge much of what we know about public relations

theory and practice, since these technologies fundamentally change the ways

publics interact with organisations, particularly the speed with which that

interaction happens. New media technologies, such as the Internet, enable a great

deal of temporal flexibility and can facilitate real-time communication (e.g., chat,

instant messaging, tweets), rapid message exchange (e.g., email), or indefinite

asynchronous communication (e.g., bulletin board systems and blogs, where users

can read and leave messages for one another across long stretches of time). New
media technologies also have an enormous reach, as messages on the Internet are

globally accessible to those with connectivity.

Having brought about a fundamental change in the orientation of communication

such that communication has become decidedly interactive giving the audience

much more power of control than was ever available to them, the PR publics of

today, unlike in the era of the old media, are in a better position to really engeige

the organisation in a completely interactive setting; asking questions and

demanding immediate answers. Phillips and Brabham (2012) discuss this fact:

This new kind of public relations work locates power very much in the hands-of

participants in online communities rather than in the organizational hierarchy or

the public relations practitioner, and it calls for public relations practitioners to act

as online community managers who monitor the ebb and flow of community needs

and dynamics.

Very importantly, the modern day PR practitioners ought to be thankful to the new

media for having made it so easy and convenient for them to measure public

opinion. The new media sphere is one where people freely give out their views

without fear or pretences — an advantage which the traditional methods of PR

research may not always guarantee. Secondly, such Internet-aided research could

cover a much wider geographical area and populations in a very cost-effective

way, as data gathering is electronic rather than physical.

In the same vein, the new media have brought to the PR practitioner a new

leverage, a new flexibility in terms of gatekeeping. Such practitioner is no longer

encumbered by the old media imperative of subjecting his/her PR message to the

scrutiny and selection of the journalist. Meiners (2010) comments on this as

follows:

The Internet has made it easier to find media contacts and form relationships with

journalists, but more importantly the rise of social media and online PR has meant

bypassing the media and going directly to your audience. Online PR has changed

the PR industry and it's not going back.

Similarly, the new media have added vibrancy to public relations; increasing the

amount of messages generated and enlarging the scope of participation both in

terms of audience size and geographic spread, thus generally increasing the pace of

public relations engagement in a relatively cost effective manner.

2.4 Theoretical Framework

This study is set within the framework of the uses and gratification and the

technological determinism theories.

Earlier research on the uses- and-gratifications theory focused on audience motives

for selecting traditional media sources and the gratifications they obtained from

them. However, as the new media technologies evolved, attention began to shift to

the technologies and how uses and gratifications approach could be applied to
them. Hence the theory's scope continues to expand to embrace other media of

mass communication (Uzuegbunam, 2015). According to Baran (2013) cited in

Akakwandu(2012), the uses and gratification theory states that the media do not do

things to people rather people do things with media. In other words, .the influence

of media is limited to what people allow it to be.

According to Akakwandu(2012), the technological determinism theory was

propounded by Marshall McLuhan. Technological Determinism is distinctly a

humanistic theory. The basic idea behind the theory is that changes in the way

humans communicate are what shape our existence. McLuhan feels that our culture

is molded by how we are able to communicate. First, inventions in communication

technology cause cultural change. Secondly, changes in modes of communication

shape human life. Thirdly, as McLuhan himself puts it, "We shape our tools, and

they, in turn, shape us".

However, according to Baran(2013, p.27) economic and cultural changes are

driven by the development of machines. Espousing the concept, Baran noted that

some people perceive technology as more neutral and posit that the way people use

technology is what gives it significance. Thus, the influence of technology is

majorly determined by the level of power it is given by the people and the culture

that use it. So, if technologies are indeed neutral and their power resides in how we
choose to use them, then they can be utilized responsibly and thoughtfully to meet

our needs.

The technological determinism theory is relevant to the study because it helps give

perspectives to the influence of technological innovation on individuals7 use of the

media since these innovations are assumed to be neutral. In view of this, the uses

and gratification theory further expanded the framework lo emphasize that beneath

the adoption and usage lays the gratification individuals get. Hence, as big as

technology might be, it may also be a function of individuals' interest to take action

even though they have seen the advertisements on the social media.

2.6 Summary of Literature

One thing that stands out in the attribution of meaning to the concept of social

media is the role that the word 'social' plays. The chapter reviewed the concept of

social media, usage of new media in public relations impact using the uses and

gratification theory and the technological determinism theory.

 CHAPTER THREE

Research Methodology

3.0 Introduction

This chapter consists of the following; The research method/design, population,

sample size, sampling procedure, instrument of data collection, validation of

instrument, reliability of instrument, method of data collection, method of data

presentation and analysis, limitation of the study and summary.

3.1 Research Design

For this study, the survey research method was used. Survey Method according

to Ofor (2012, p.56) involves drawing up a set of questions on various aspects of

study to which selected members of a population are regulated to react. In other

words, survey method focuses on a representative, it goes into the field and in the

data, selects sample out of the entire population. The survey method was used

because it would help to study a large number of units and make

generalizations on the basis of data collected and analyzed It would .be considered

more appropriate for topics that have to do with audience exposure and utilization

of media contents.
3.2 Population of the Study

The population of this study comprises of residents in Awka state, who are722,664,

The population of 722,664comprises of 3 local government areas which are Awka

East, Awka North and Awka South.

3.3 Sample Size

Due to the impracticability of studying the population, sampling becomes

imperative in that only few elements of the population shall be selected for actual

investigation. To get the sample size for this study therefore, the Taro Yamane

(2006) formula for sample size determination shall be adopted.

The formula, Taro Yamane

= N

1+ N (e)

n= 722,664

1+722,664(0.05)'

n= 722,664

1+722,664(0.0025)

n= 722,664

1+ 1806.66 n= 722,664

1807.66

= 399.92
Approximately n= 400

3.4 Sampling Technique

The Multistage sampling was adopted. Multistage sampling is a complex sampling

procedure which involves different levels of clustering before actual sampling is

done. (Ofor, 2009, p.53). A researcher studying an entire population of Metropolis

into regions, the researcher may resort to convenience or systematic sampling so

that the sampling technique would be more represented.

3.5 Instrument of Data Collection

The Questionnaire was used for the study. The questionnaire was well structured in

order to keep the respondents with the school of the study. The questionnaire is

partitioned into two pails, (1) The demographic details of the respondents and (2)

The Thematic details which deals with items that directly and closely interact with

the thrust of the investigation, in this segment of the research instrument, the bulk

of questions fall into.

3.6 Validation of Instrument

Validity means the degree to which a research instrument measures what it was

meant to measure. Validity involves internal and external validity. The internal

validity was used in order to fortify it to measure what it is designed for.

However, the researcher made efforts to ensure and guarantee the validity of the

instrument by critical studying the questionnaire.

3.7 Reliability of Instrument

Reliability refers to the degree to which a research instrument is consistent in

producing the same result whenever applied in the same context. However, the

researcher ensured that the questionnaires were first administered to a small

fraction of the sample in order to determine the degree of accuracy of the

instrument, from this exercise; secondly, the work was presented for vetting by the

supervisor thus ensuring a satisfactory outcome was achieved making the

instrument a reliable and standardized one for this study.

3.8 Method of Data Collection

The researcher personally administered the copies of questionnaires to the

respondents to reduce the incidence of unreturned responses. Perhaps, due to this

reason or due to some unexpected reasons, there was 100% return of the

questionnaire.

3.9 Method of Data Presentation and Analysis

Data was presented in simple tables and analyzed in percentage. These tools would

be efficient to breakdown and analyze the values of variables. The simple tables

which are used to categorize a set of classified data into a single column were used.

The tables convey meaningful impression to the reader.

3.10 Limitation of Study

Due to the constraints of time on the part of the researcher and also the inability of

the respondents to give out information. Therefore, the study was only limited to

the responses of the respondents.

3.11 Summary

In all, the sample size was determined, the multistage sampling and accidental

sampling were used as the technique and the questionnaire were used as instrument

for data collection.

 CHAPTER FOUR

Data Presentation and Analysis

This work looks at the distributed questionnaire that out of 400, 390 copies were

returned.

Data Analysis

Items 1 to 4 in the questionnaire answered question on the demography of

respondents.

Table 1: Gender of Respondents

Response Frequency Percentage

Male 185 47%

Female 205 53%

Total 390 100

Source: field work, 2020

From the table above, 185 respondents (47%) were male, while 205 respondents

are female, showing that a greater percentage of female responded to the

questionnaire.
Table 2: Age of Respondents

Response Frequency Percentage

18-24 125 32%

25-31 180 46%

32-38 55 14%

39-40 30 8%

Total 390 100

Source: Field work, 2020

From the above, 125 respondents fell under the age bracket of 18-24, while 180

respondents (37.1%) were under the bracket of 25-31; 55 respondents (14%) were

under the age bracket of 32-38,, while 30 respondents (8%) were between the age

brackets of 39-40 years. This shows that a greater number of respondents were

youths between the ages of 25-31.

Table 3: Occupation of respondents

Response Frequency Percentage

Student 151 38%

Entrepreneur 126 32%

Civil servant 60 15%

Other 59 15%

Total 390 100

Source: Field work, 2020

From the table above, 151 respondents (38%) were students, 126 respondents

(32%) were entrepreneurs, 60 respondents (15%) were Civil servants and other

occupations are 59 representing 15%. This shows that a greater number of

respondents are students.

Table 4: Awareness of social Media

Response Frequency Percentage

Yes 390 100%

No - -

Total 390 100

Source: Field work, 2020

From the table 5 above, all respondents are aware of the existence of social media

sites and are aware of its usage.

Table 5: Showing what motivates respondents to engage in social media

Response Frequency Percentage

Education 32 8

Business purpose 233 60

Socialization 74 19

Convenience 51 13

Total 390 100

Source: Field survey, 2020

From the table 5, the 32 respondents (8%) were exposed to social media due to

educational purpose, 233 respondents were motivated due to business, 74

respondents were motivated due to socialization and 51 respondents were exposed

when they want to relax or when they need convenience. This table however shows

that a greater number of respondents are exposed to social media due to the

business purpose
Table 6: Gratification from social media

Options Frequency Percentage

Jokes 91 23

Family connections 46 12

Product marketing 73 19

Information 180 46

Total 390 100

Source: Field survey, 2020,

Table 6 represents the gratification gotten from social media. From the analysis,

23% (91) of the respondents stated that the types of information they get from

social media are mostly jokes, which members of the group chat crack. 12%

opined that it is majorly Family connections, 19% argued that it is partly product

marketing as the 46 % remaining (180 respondents) are mostly getting updates and

information on events and adverts..

Table 7: Social Media most exposed to by respondents

Options Frequency Percentage

Facebook 173 44

Whatsapp 132 33

Instagram 83 22

Twitter 2 1

Others - -

Total 390 100

Source: Field survey, 2020.

Table 7 represents the type of social media platform the respondents are exposed to

most, Twitter had only 2 respondents, Instagram had 83 respondents , Whatsapp

had 132 respondents, while Facebook had the highest respondents ratio as 173

students out of the 390 sampled were in this category showing that Facebook is the

most used platform in the radar.

Table 8: Impact of Social media on Respondents buying behaviour

Options Frequency Percentage

Low 42 12

Moderate 95 23

High 182 46

Very High 71 19

Total 390 100

Source: Field survey, 2020.

From the analysis in table 9, 42 respondents regarded the social media as having a

low impact on their buying behaviour, 95 respondents acknowledged its impact to

be moderate, 182 respondents were of the opinion that it is high as 71 ticked the

very high option. This shows that soeial media has a high impact on the consumers

behaviour.
Table 9: Exposure to social media on a daily basis

Options Frequency Percentage

2-6 hours 109 28

7-11 hours 67 18

12-16 hours 4 i

Unaware 210 53

Total 390 100

Source: Field survey, 2020.

From the Table 9, the exposure rate of the respondents on a daily basis is shown.

109 respondents are exposed to social media within 2-6 hours daily, 67 are

exposed within 7-11 hours daily, 4 are exposed within 12-16 hours daily and 210

are unaware of the time they spend on social media platforms.

Table 10: Connection to products due to social media exposure

Options Frequency Percentage

Low 61 15

Moderate 73 19

High 253 65

Very High 3 1

Total 390 100

Source: Field survey, 2020.

From the Table 10, 61 respondents opined that their connection to people in reality

was low, 253 respondents ticked high, 73 respondents' ticked moderate as 3

respondents which is the lowest ticked very high. The above shows that a greater

number of respondents connect products in reality due to social media exposure.

Table 11: Social media advert as portraying reality

Response Frequency Percentage

Yes 219 55%

No 171 44%

Total 390 100

Source: Field survey, 2020

Table 12 clearly shows that 219 (55%) of the respondents said Yes while

171(44%) of the respondents said No.

Table 12: Relevance of adverts to your choice of products

Response Frequency Percentage

Yes 302 77%

No 88 23%

Total 390 100%

Source: Field survey, 2020

Table 12 clearly shows that 302(77%) of the respondents said Yes while 88(23%)

of the respondents said No.

Table 13: Persuasion by social media adverts

Response Frequency Percentage

Yes 219 55%

No 170 44%

Total 389 100%

Source: Field survey, 2020.

Table 13 clearly shows that 219 (55%) of the respondents said Yes while

170(44%) of the respondents said No.

4.2 Discussion of Findings

From the tables, 185 respondents (47%) were male, while 205 respondents are

female, Showing that a greater percentage of female responded to the

questionnaire. 125 respondents fell under the age bracket of 18-24, while 180

respondents (37:1%) were under the bracket of 25-31; 55 respondents (14%) were

under the age bracket of 32-38, while 30 respondents (8%) were between the age

bracket of 39-40 years. This shows that a greater number of respondents were

youths between the ages of 25-31. 151 respondents (38%) were students, 126

respondents (32%) were entrepreneurs, 60 respondents (15%) were Civil servants

and other occupations arc 59 representing 15%. This shows that a greater number

of respondents are students. From the Table 9, the exposure rate of the respondents

on a daily basis is shown. 109 respondents are exposed to social media within 2-6
hours daily, 67 are exposed within 7-11 hours daily, 4 are exposed within 12-16

hours daily and 210 are unaware of the time they spend on social media platforms.

From the Table 10, 61 respondents opined that their connection to people in reality

was low, 253 respondents ticked high, 73 respondents' ticked moderate as 3

respondents which is the lowest ticked very high.

 CHAPTER FIVE

Summary, Conclusion and Recommendations

5.1 Summary of Findings

The project so far has revealed that social media refers to those Internet-based tools

and services that allow users to engage with each other, generate content,

distribute, and search for information online. In other words, the social media are

interactive web-based media platforms that offer citizens opportunity and place to

connect, share opinions, experiences, views, contacts, knowledge, expertise, as

well as other things like job and career tips. They belong to a new genre-of media

that focuses on social networking allowing users to express themselves, interact

with friends and share information with greater freedom as well as publish their

views on issues on the World Wide Web.

5.2 Conclusion

Social media public relations though one of the major influences in the purchasing

habit of consumers but there are also other factors that affect the purchase which

include: the price, the taste, family and friends. Also, the advertiser needs to make

effective use of the medium by selecting the appropriate strategy that would be

used choosing a wrong medium for a product is like sending the product to its

graveyard.
5.3 Recommendations

Based on the result and conclusion of this study. The recommends that;

1. The company should also engage in relations thai is bringing the products

closer to the both men and children and selling it at a cheaper rate so that the

old users will always continue to use it and those that don't use it will come

in contact with it and want to use the product.

2. The company should pay more attention to using social media as a medium

of public relations

3. The PR department of the company should design messages that are

appealing to the social media public especially the youths.

4. They should also endeavour to check that all claims which they are making

about their products such as price factor, taste, quantity etc. which would be

reflected on social media advertisements are true and authentic.

5. As a business owner, you have an obligation to your business and to yourself

to be a part of the new media revolution. If you aren't a part of it, you won't

be able to enjoy the success that you and your business want and deserve.
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APPENDIX
 Department Of Mass Communication,
Federal Polytechnic, Oko,
January, 2021.

Dear Respondents,

AN APPEAL FOR THE FILLING OF QUESTIONNAIRE

I am a Higher National Diploma student of the above-mentioned department and

polytechnic. As part of the requirements for the award of Higher National Diploma
in Mass communication.
This study is purely for academic exercise an all information provided will be used
as such. All the information supplied shall be treated with utmost confidence. Your
identity will not be revealed in any form. Please, feel free to complete the
questionnaire with objective and independent mind
Thanks for your cooperation.

Yours faithfully,

Nwankwo Nkechinyere Grace

 APPENDIX B

QUESTIONNAIRE (PART I)

Instruction:Click [.] the appropriate box among the alternated response categories

to indicate your choice of option.

1. Sex:

(a) Male [ ] (b) Female [

2. Age

a. 18-24

b. 25-31

c. 32-38

d. 39-40

2. Are you aware of social networking sites?

a, Yes [ ]

b. No [ ]

3. What type of information do you get from social media?

a) Jokes

b) Family connection

c) Product marketing

d) Information

4. Social Media most exposed to by respondents

a) Facebook

b) Whatsapp

c) Instagram

d) Twitter

e) Others

5. Impact of Social media on buying choice a) Low

b)-Moderate

c) High

d) Very High

6. Exposure to social media on a daily basis

a) 2-6 hours

b) 7-11 Hours

c) 12-16 hours

d) Unaware

7. Connection to social media adverts

a) Low

b) Moderate

c) High

d) Very High