PEOPLE’S PERCEPTION ON THE IMPACT OF SOCIAL MEDIA IN MANAGING BRAND REPUTATION IN CRISIS
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- NGN 3000
ABSTRACT
The aim of this study to examine People’s perception on the Impact of social media in managing brand reputation in crisis using MINIMIE Chin-Chin in Portharcourt metropolis of Rivers State. Survey research design was employed for the study and with the aid of convenient sampling technique 80 respondent who are consumers of MINIMIE Chi-Chin in Portharcourt metropolis was selected as the participant for the study. 80 well structured questionnaire was issued to the respondent of 70 were retrieved and validated for the study. The data obtained were analyzed using frequency, simple percentage, mean and standard deviation. Hypothesis test was conducted using Chi-Square statistical tool (SPSS v.23).
Findings from the study reveals that a high level of social media integration with the management of other media is a sufficient condition for high levels of perceived improvement of both brand awareness and brand reputation during crisis. Findings from the study also revealed that the importance of social media cannot be overemphasized as good brand reputation implies soar in sales, profit, high competitive edge, brand loyal and customer satisfaction. the study therefore recommends that Corporate organizations should embrace the use of social media in planning their marketing communication and as well use it as tool to resolve possible crisis affecting their reputation.
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