IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v5y2021i12p679-687.html
   My bibliography  Save this article

New Media Platform and the marketing of Product and Services in Nigeria a Study of Jumia Online marketing and Shopping Out Fit

Author

Listed:
  • Abubakar Bappayo

    (Department of Mass Communication, Abubakar Tatari Ali Polytechnic Bauchi, Bauchi State Nigeria)

  • Ahmad Abubakar

    (Department of Mass Communication, Abubakar Tatari Ali Polytechnic Bauchi, Bauchi State Nigeria)

  • Abubakar Na’alolo

    (Department of Mass Communication, Abubakar Tatari Ali Polytechnic Bauchi, Bauchi State Nigeria)

Abstract

The study was conducted to find out the marketing of product using new media and marketing of new product. Case study jumia. In recent years, social media has become everywhere and most important for social media networking, content sharing and online accessing. The objective of the study was to determine the awareness and attitude of customers towards online shopping and to identify the various challenges faced by online customers of jumia. The researcher used the purposive method, the questionnaires were used as instrument of data collection for the study. Based on the data collected, and having been analyzed, it is recorded that it’s about 300 respondents which represents 79% are aware of online shopping and they also shop online. It was also recorded that majority of respondent shop online using Jumia. And in terms of attitude of consumers towards online shopping 77% of respondents agreed that they enjoy shopping online while 23% said they don’t enjoy shopping online, from these findings it is clearly seen that the attitude of consumers towards online shopping is good. Finding also reveals that late delivery is one of the major challenge confronting customers of Jumia online shopping. Therefore, based on findings, the study established that online shopping is well known and used by respondent. It also reveals that respondents patronize online shopping to an extent. Respondent identify late delivery as one of the challenges of online shopping. The researcher recommends that, Retailers of online product should ensure that delivery matches what was requested by customers and online marketers should improve delivery services in terms of price and offer delivery discount.

Suggested Citation

  • Abubakar Bappayo & Ahmad Abubakar & Abubakar Na’alolo, 2021. "New Media Platform and the marketing of Product and Services in Nigeria a Study of Jumia Online marketing and Shopping Out Fit," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(12), pages 679-687, December.
    • Handle: RePEc:bcp:journl:v:5:y:2021:i:12:p:679-687
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-5-issue-12/679-687.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/virtual-library/papers/new-media-platform-and-the-marketing-of-product-and-services-in-nigeria-a-study-of-jumia-online-marketing-and-shopping-out-fit/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chaney, Isabella & Gamble, Jos, 2008. "Retail store ownership influences on Chinese consumers," International Business Review, Elsevier, vol. 17(2), pages 170-183, April.
    2. Roth, Katharina P. & Diamantopoulos, Adamantios, 2009. "Advancing the country image construct," Journal of Business Research, Elsevier, vol. 62(7), pages 726-740, July.
    3. K. Roth & A. Diamantopoulos, 2009. "Advancing the country image construct," Post-Print hal-00787417, HAL.
    4. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    5. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Leonidas C. Leonidou & Bilge Aykol & Saeed Samiee & Nikolaos Korfiatis, 2022. "A Meta-analysis of the Antecedents and Outcomes of Consumer Foreign Country Image Perceptions: The Moderating Role of Macro-level Country Differences," Management International Review, Springer, vol. 62(5), pages 741-784, October.
    2. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    3. Jamal El-Den & Pratap Adikhari & Pratap Adikhari, 2017. "Social media in the service of social entrepreneurship: Identifying factors for better services," Journal of Advances in Humanities and Social Sciences, Dr. Yi-Hsing Hsieh, vol. 3(2), pages 105-114.
    4. Monica Patrut, 2015. "Candidates In The Presidential Elections In Romania (2014): The Use Of Social Media In Political Marketing," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 21.
    5. Stylos, Nikolaos & Vassiliadis, Chris A. & Bellou, Victoria & Andronikidis, Andreas, 2016. "Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination," Tourism Management, Elsevier, vol. 53(C), pages 40-60.
    6. Benjamin Appiah Osei & Ama Nyenkua Abenyin, 2016. "Applying the Engell–Kollat–Blackwell model in understanding international tourists’ use of social media for travel decision to Ghana," Information Technology & Tourism, Springer, vol. 16(3), pages 265-284, September.
    7. Maria Rosaria Napolitano & Alessandro De Nisco, 2017. "Cultural heritage: the missing “link” in the place marketing literature “chain”," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(2), pages 101-106, May.
    8. Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.
    9. Luis-Alberto, Casado-Aranda & Angelika, Dimoka & Juan, Sánchez-Fernández, 2021. "Looking at the brain: Neural effects of “made in†labeling on product value and choice," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    10. Giannis Milolidakis & Demosthenes Akoumianakis & Chris Kimble, 2013. "Digital traces for business intelligence: A case study of mobile telecoms service brands in Greece," Post-Print halshs-00954440, HAL.
    11. Lashgari, Maryam, 2014. "Social Media Technology Deployment in B2B: A Case Study," INDEK Working Paper Series 2014/9, Royal Institute of Technology, Department of Industrial Economics and Management.
    12. Waleed Yahya Yousef, 2023. "The Influence of a Country’s Sustainable Development on Likeability, Intention to Travel, and Country Image: A Case Study from Saudi Arabia," Sustainability, MDPI, vol. 15(7), pages 1-17, March.
    13. Riefler, Petra, 2012. "Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 25-34.
    14. Martin, Drew & Palakshappa, Nitha & Woodside, Arch, 2019. "Consumer metaphoria: Uncovering the automaticity of animal, product/brand, and country meanings," Australasian marketing journal, Elsevier, vol. 27(2), pages 113-125.
    15. Simon Fauser & David Agola, 2021. "The influence of regional Italian images on consumer behaviour: a study of consumers in Germany," Italian Journal of Marketing, Springer, vol. 2021(1), pages 129-158, June.
    16. Andreea Ionescu & Laurentiu-Dan Anghel & Gheorghe Jinga, 2014. "Organizations` Responsibility in Maintaining the Security of Personal Data posted Online by Romanian Consumers: an Exploratory Analysis of Facebook and Linkedin," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 273-273, February.
    17. Mainolfi, Giada & Marino, Vittoria, 2020. "Destination beliefs, event satisfaction and post-visit product receptivity in event marketing. Results from a tourism experience," Journal of Business Research, Elsevier, vol. 116(C), pages 699-710.
    18. Stachowiak-Krzyżan Magda, 2021. "Involvement of Generation Z in the Communication Activities of Clothing Brands in Social Media — The Case of Poland," Marketing of Scientific and Research Organizations, Sciendo, vol. 41(3), pages 115-136, September.
    19. Wu He & Feng-Kwei Wang & Yong Chen & Shenghua Zha, 0. "An exploratory investigation of social media adoption by small businesses," Information Technology and Management, Springer, vol. 0, pages 1-12.
    20. Moro, Sérgio & Rita, Paulo & Vala, Bernardo, 2016. "Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach," Journal of Business Research, Elsevier, vol. 69(9), pages 3341-3351.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:5:y:2021:i:12:p:679-687. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://www.rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.