THE ROLE OF SOCIAL MEDIA IN SALES GENERATION
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THE ROLE OF SOCIAL MEDIA IN SALES GENERATION
This research investigates the role of social media in sales generation. Objectives are: (1) to assess the effectiveness of different social media platforms in generating sales, (2) to analyze the impact of social media engagement on customer acquisition, and (3) to evaluate the return on investment (ROI) of social media marketing. A survey design is chosen for its ability to gather quantitative data efficiently. Using Taro Yamane's formula, the sample size is 350, ensuring a representative sample. The case study focuses on the fashion industry in Lagos, Nigeria, known for its heavy reliance on social media. The reliability coefficient score is 0.88, indicating robust measurement consistency. Findings reveal that social media significantly contributes to sales generation, with Instagram and Facebook being the most effective platforms. Recommendations include increasing social media marketing efforts and leveraging analytics to optimize engagement strategies.
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