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Social Media Usage and Firm Performance: Reflections from the Nigerian Telecommunication Sector

Author

Listed:
  • Akpan Ekom Etim

    (University of Port Harcourt, Department of Management, Nigeria)

  • Ibekwe Uzonna

    (University of Nigeria, Department of Management, Nigeria)

  • Worgu Steve C.

    (University of Nigeria, Department of Management, Nigeria)

  • Nwangwu Chibuike E.

    (University of Nigeria, Department of Accountancy, Nigeria)

Abstract

This study examines the relationship between social media usage and firm performance in the Nigerian telecommunication sector. A sample size of 76 people was determined from a population of 95 employees comprising customer service personnel, supervisors, and managers of four telecommunication outlets operating in Rivers State, Nigeria. The Pearson Product Moment Correlation Coefficient statistical technique was used to analyze data collected with the aid of the Statistical Package for Social Sciences computer software version 22. The study revealed that social media usage has a significant positive correlation with performance measures of profitability and market share. It was recommended that management of these firms need to give adequate attention to their social media platforms and use them extensively in rendering customer service, and for advertisement and promotion of their services which will elevate their performance.

Suggested Citation

  • Akpan Ekom Etim & Ibekwe Uzonna & Worgu Steve C. & Nwangwu Chibuike E., 2018. "Social Media Usage and Firm Performance: Reflections from the Nigerian Telecommunication Sector," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 4(6), pages 7-16, September.
    • Handle: RePEc:mgs:ijmsba:v:4:y:2018:i:5:p:7-16
    DOI: 10.18775/ijmsba.1849-5664-5419.2014.46.1001
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    More about this item

    Keywords

    Social media usage; Advertising and Promotion; Firm performance; Profitability; Market share;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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