ASSESSMENT OF TWITTER BAN ON BRAND AWARENESS IN NIGERIA (A CASE STUDY OF RITE FOOD LIMITED, LAGOS STATE )
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ABSTRACT
This study was carried out on the assessment Of Twitter Ban On Brand Awareness In Nigeria using Rite Food Limited, Lagos State as a case study. Specifically, the study determined the extent to which the Twitter ban affected the brand awareness of Rite Foods Limited, to ascertain the effects of the Twitter ban on the sales of products of Rite Foods Limited, and to investigate the means through which Rite Foods Limited continued to create brand awareness after the ban. The study employed the survey descriptive research design. A total of 120 responses were received and validated from the survey. From the responses obtained and analysed, the findings revealed that Twitter ban has affected the brand awareness of Rite Foods Limited to a very high extent. Furthermore, the effects of the Twitter ban on the sales of products of Rite Foods Limited includes but not limited to stopping the online advertisement of the company product via twitter platform, reduces the volume of sales of the company, limited customers access to the company promotions and other awareness, reduced the profit margin of the company. The findings also revealed that Rite Foods Limited adopted the following strategies in order to continue creation of brand awareness: the use of other social media platform such as Instagram and Facebook, awareness through LinkedIn platform, use of social media freelancers, use of manure advertisement through the use of bill boards and flier, use of promotions to attract more sales. The study therefore recommended that The federal government of Nigeria should endeavour to go back to their drawing board and make necessary amendment on the ban on Twitter usage in Nigeria. Also, the federal government of Nigeria should recognise that the ban on Twitter is affecting different spheres of the economy. They should adhere to the terms of and rules of ECOWAS and revoke the ban since the ban is a bridge of the fundamental rights of the citizens. Furthermore, Rite Food Limited should devise other means to create awareness of their product to the public via other social media platforms and as well utilize manure method. Product quality and customer satisfaction is another means of creating awareness whereby, the customers of the brand becomes the first ambassadors of the product to the public. Therefore, Rite Food Limited should endeavour to maintain good quality of their product.
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