ABSTRACT

In today’s competitive business world, for surviving business needs proper branding. Branding is
essential to every industry regardless of the size because it helps distinguish a company from its
competitors. Product branding is not free of cost; it is tough for enterprises, especially Small and
Medium Enterprises (SMEs) of Nigeria, to carry out a successful product branding program
through traditional marketing activities. However, social media has evolved over the last few years
to become the most affordable for product branding. Nowadays, social media is among the ‘best
possibilities available’ to an item to get in touch with potential customers. Social networking
websites are the method to interact socially. Promoters are considering many different social media
possibilities and beginning to apply new social projects at a higher rate than ever before. There is
no universal product branding strategy suitable for all companies, but the appropriate one may be
built according to the company goals and means. Social media, especially facebook, is becoming an
excellent tool for B2C product branding. Recently booming of internet users in Nigeria is enhancing
this opportunity for all sizes of companies. They can enjoy the benefit of social media to promote the
product brand cost-effectively if they overcome the current challenges. This paper discusses the
ideas of social media and social media promotion, other aspects like the development and
advantages, role and benefits of medial social branding, perspective, and importance of social
media in publicity, social media promotion methods. It also presents an outline of social media
promotion in Nigeria.
Keywords: Social Media, Branding Product, Social media promotion, Digital Marketing, Social
media promotion in Nigeria, Internet.
I. Introduction
In recent years the online environment is viewed by users from a new perspective in a commercial
way. With social media, consumers can interact instantly with brands and share opinions on the
products they are interested in. It is the inherent nature of consumers to buy products that are
recommended by friends, family members, relatives, and someone they know in real life or even in the
virtual world.

Social media represents the online content publicly created and available to end-users. It is becoming
one of the main tools used to spread information among customers. Blogs, social networking sites,
content communities, virtual worlds, or collaborative projects all represent groups of people that create
and share content inside and outside of professional routines. For marketers, this phenomenon is of
high interest as social media is becoming an essential source of customer information sharing,
awareness, support, and empowerment (Kaplan and Haenlein, 2010). Consequently, social media
allows businesses to effectively and inexpensively engage in direct client contact, reaching levels of
efficiency undoubtedly higher than any other traditional marketing communication tool (Berthon et al.,
2008).

The recent statistics from different sources show that social media is becoming an essential part of
everyday life. The results from these statistics are astonishing. As of July 2015, every day 1 million
new active mobile social media users are added, which is 12 per second (brand watch). They also
measured that 91% of retail brands use two or more social media channels. All these facts don’t even
leave a doubt about how fast is social media emerging in the business sector and peoples’ lives.

Although traditional forms of brand communication via TV, radio, or newspaper advertising achieved
great success in the past, their effectiveness is decreasing drastically in today’s more customer-
dominated business environment. Virgin America, Inc., a United States-based airline, is spending
nearly 70% of its total marketing budget in digital and emerging social media platforms (Frazier 2011).
Converse, American footwear and apparel brand, is one step ahead in spending its marketing budget
beyond traditional media. Less than 10% of Converse’s spend is on conventional media (Frazier,
2011).

There are many pieces of evidence and examples of how companies use social media for more
efficient communication and better results. As of the second quarter of 2016, facebook had 1.71 billion
monthly active users, and there are 50 million dynamic business pages (brand watch). Marketers
should, therefore, become more and more aware of the importance of these platforms and the
information spread throughout them.

1
II. Literature Review

The term “Social Media” refers to the newer platforms of online technologies that are used by large
groups of people to interact with each other for sharing information, opinions, knowledge, and
interests. According to Kaplan and Haenlein (2010)[5,6], Social Media is a group of Internet-based
applications that build on the ideological and technological foundations of Web 2.0, and that allow the
creation and exchange of User Generated Content. In the business world, social media is known as
consumer-generated media (Mangold and Faulds, 2009)[7]. Social media comes in many different
forms today. The most popular formats of social media are blogs (Blogger, Typepad, WordPress),
microblogs (Tumblr, Twitter), social networks (Facebook, Google+, Hi5, LinkedIn, Myspace, XING),
video-sharing sites (Dailymotion, Metacafe, Vimeo, YouTube), photo-sharing sites (Flickr,
Photobucket, Shutterfly), presentation-sharing sites (authorSTREAM, Scribd, SlideShare), social
bookmarking sites (Delicious, Digg, Reddit, StumbleUpon), review sites (Citysearch, TripAdvisor,
Yelp), virtual worlds (ActiveWorlds, Second Life), and Wikis (Wetpaint, Wikipedia, Wikia).

According to American Marketing Association (2014), a brand is a name, term, design, symbol, or any
other feature that identifies one seller’s good or service as distinct from those of other sellers. Since a
brand is one of the most valuable intangible assets of every business, the success of companies largely
depends on communicating brands with customers.

The unique aspects of social media and its immense popularity have revolutionized marketing
practices such as advertising and promotion (Hanna, Rohn, and Crittenden, 2011) Social media has
also influenced consumer behavior from information acquisition to post-purchase behavior such as
dissatisfaction statements or behaviors about a product or a company. (Mangold and Faulds, 2009).

Communication of brand/company and users help create a favorable or less favorable image of other
users who read the information posted and consider them in the information or purchase. Interactivity
with the target brand in social media is perceived differently by consumers depending on the message
they convey (Shin, 2008). The perceived risk of purchasing and how much money are willing to pay
for a product also determines the user to think more about the quality and the utility of the product.
(Ioanas, 2012).

Urde & Greyser (2014) combined brand identity, communication, and brand reputation in the so-called
‘Corporate Brand Identity and Reputation Matrix’ (CBIRM). In this context, the communication layer
within the model functions as a catalyst that decodes a strategically defined brand identity in
operational measures, which ideally results in a positive brand reputation among multiple stakeholders.

2
III. Research Methodology

Selecting a proper method for analyzing the proposed topic is important for reaching the aim of a
study. This study is base on different sources of data. At first, the use of the Internet in marketing
research was only a new source of information. Now the research can be done directly, not just
surveys, but qualitative research as in-depth interviews and focus groups. (Stoica, 2011).

Time is changing as well as technology is continuously improving. Companies need to stay in the
game and use any new opportunity to improve sales, marketing, and customer loyalty. Technology
gives consumers the power to investigate products. Therefore many companies today have pages on
social networks to supplement information held about products.

Consumers have much more tendency to relate with a company after they read various reviews and
comments of the consumers who have already purchased these products. By using social media,
consumers have the power to influence other buyers through reviews.

For example, instead of buying a product that he knows very little, consumers have become new
researchers. Before making a purchase, many consumers read what other people think about a
particular product by logging in to an account on a social networking site. Social media users trust in
what they believe their friends, family, and even strangers on these networks. Many online buyers
consider social sites as being a valuable and reliable source for researching products and services.

This research tries to offer answers to some usual questions as: What is the role of social media? Is
social media playing a role in promoting product branding? Do the consumers appreciate the
opportunity to link with an online brand? Is social media playing a role in purchasing decisions?
Therefore, it aims to study the impact of social media on product branding, consumers, and the choices
they make in the online environment.

Secondary data is best known as a methodology for doing research using pre-existing statistical data
(Heaton, 2004). It is a research strategy using pre-existing quantitative or qualitative research data for
the reasons for investigating new questions or verifying previous studies (Heaton, 2004).

Social media is an entirely new and emerging technology in Nigeria. Content analysis, desk research,
and reliance on literature were based on books, journals, articles, trade publications, newspapers, and
magazines. Besides, web-based information was thoroughly extracted and analyzed for statistical
representation. Data collection was also conducted through relevant documents concerning the
research’s overall goal. Several reports were collected from internet that provides useful information
regarding social media product branding in Nigeria.

3
IV. Social media
Social media is the most straightforward way to engage with customers in online. According to
Wikipedia, social media is internet-based resources for sharing and discussing details among humans.
Community social networking websites are all about social networking as well as social networking in
a way that espouses believe in among parties and areas engaged. Any website which allows the
customer to discuss their material, views, and motivates connections and group developing can be
classified as social media. Most popular social media websites are Facebook or FB, YouTube, Twitter,
MySpace, Stumble Upon, Delicious, Scribed, Flickr, etc.

Wikipedia has a standard definition of the term: Community Press is the democratization of details,
transforming people from material visitors into material publishers. It is the move from a broadcast
mechanism to a many-to-many model, rooted in discussions between authors, people, and colleagues.

Social media is the way to interact socially with mass people. They use web based technology to
spread information and details to the customers quickly. Social media symbolizes low-cost resources
that are used to combine technology and social connections with the use of terms. Andreas Kaplan and
Michael Haenlein determine social media as "a team of Internet-based applications that develop the
ideological and technological foundations of Web 2.0, which allows the development and return of
user-generated material." There are two advantages of social media that are essential to companies,
they include:
 Cost decrease by decreasing staff time.
 Increase of probability of revenue creation.

A Role of social media in product banding

Social media is now becoming an integral part of political strategies, national defence methods, public
policy, advertising, item management and even intra organization interaction. The major task of social
media is to inform customers about the company’s product. Social promotion plays a natural aspect in
promotion.

 Social media can be used to provide an identity about the companies and the items or solutions
that they provide.
 Social media can be useful for creating connections with those who might not otherwise know
about the items or support or what the companies represent.
 Social media creates companies "real" to customers. If they want people follow them they need
not just talk about the newest item information, but discuss their character with them.
 Social media can be used to affiliate themselves with their colleagues that may be serving the
same concentrate on industry.
 Social media can be used to connect and provide the connections that customers look for.
4
B Benefits of social media product banding
They are different from conventional promotion methods with social media product banding. social
media product banding offers distinct advantages. It provides a window to marketers not only present
items / solutions to clients but also to pay attention to customer’s grievances and suggestions. Social
media product banding allows marketers to recognize various professional categories or influencers
among various categories. Social media product banding is nearly zero prices (as compared to
conventional client outreach programs) as most of the social media websites are free.

Social media promotion allows in:

 Generating exposure to companies.
 Increasing traffic/subscribers.
 Building new organization partnerships.
 Development of internet search engine results positioning positions.
 Generating qualified brings due to better prospecting projects.
 Selling more solutions and items.
 Reduction in overall promotion expenses.

V. Social Media in Nigeria

In the first time in 1996 Nigeriai people got the opportunity to use internet. Internet was launched in
June, 1996. After internet was launched, national poll results were made available to the netizens of the
web using World Wide Web. This was the first ever usage event of its kind in Nigeria. The effort was
appreciated in many corners especially among the Nigeriais living abroad. (Hamidur, 2009). Gradually
Nigeriai people become introduced with different usages internet, though a large number of people do
not have access to internet till today. Today internet users of Nigeria use social networking sites than
any other applications.

According to CNN report on January 26, 2015 the top five most popular social networking sites in
Nigeria are, Facebook: Facebook is planet’s most prevalent long range interpersonal communication
site. It is ranked on 1st number in the list of top five best social networking websites in Nigeria. There
is no device that does not have an inherent Facebook application in it. Facebook was made by Mark
Zuckerberg in 2004 and now it has a large number of clients all around the globe. Designers continue
working day and night to keep it up to the necessities of its clients.

Twitter: It is ranked on 2nd number in the list of top five best social networking websites in Nigeria.
Twitter is an extremely mainstream micro-site its clients can accompany whom they need to take after
incorporating businesspeople on- screen characters, performers, models or any of their top picks stars
and companions. Similarly, user can impart their emotions to the companions in 160 words which
twitter calls a ‘tweet’.
5
Linkedin: It is ranked on 3rd number in the list of top five best social networking websites in Nigeria.
It is tremendously well known around the business class and that is the reason the top executives and
presidents of extraordinary organizations have their profiles on this site. It is the best interpersonal
interaction webpage for the individuals who need to occupations as their profile will function as CV
and individuals can offer them employments through this informal communication site.

Pinterest: Despite the fact that it has not been quite a while that Pinterest was presented however it
has made its name as a result of the prosperity of the android telephones. It is ranked on 4th number in
the list of top five best social networking websites in Nigeria. The clients can make a pinboard and
stick any life occasion or photographs on their pin board.

Friendcircle: It is ranked on 5th number in the list of top five best social networking sites in Nigeria.
Friendcircle was made by Mutalib Raza in April 2014. Friendcircle (https://friendcircle.co) is mostly
popular in Nigeriai college students. They use friendcircle to share their picture, stories; also they can
upload music or videos too.

Although internet penetration rate in Nigeria is marked very low, a big online community is gradually
developing. According to Nigeria Telecommunication Regulatory Commission (BTRC) 80 percent
internet users of Nigeria are on social networking website Facebook. It has more than 26 million users
on January 2017 with 16% penetration rate. A major portion of this internet community is using social
media regularly.

As social media brand-building power grows, it no longer makes sense to treat it as an experiment.
That is the reason companies in Nigeria are coming forward to have their strong and active presence
on social media. Even some big companies are recruiting social media managers for managing their
pages on social media and interacting with the page members (clients) actively. Social media
principles and guidelines have also been enacted in some companies for their executives.

B Top Brands of Nigeria on Facebook

Facebook is an American profit oriented corporation. It is an online social media and social
networking service based in Menlo Park, California. The Facebook website was launched on
February 4, 2004. Mark Zuckerberg, along with his four fellow Harvard College students and
roommates are built Facebook as social platform. Facebook has more than 1.79 billion monthly
active users as of January, 2017 and it is the most popular social networking site in the world, based
on the number of active user accounts.

Facebook allows millions of its users to connect and interact with each other. Facebook has also the
opportunity for companies to create their official page and to engage customer talking about their
brands. Today’s customers would like to connect and interact with the businesses whose services they
6
want. Among the top most visited sites in Nigeria, facebook is holding the number one position as
described before. The following table shows the most popular official fan pages of different brands in
Nigeria on Facebook:

C Top Brands of Nigeria on Twitter

Millions of people around the world use Twitter to discuss everything from the news to brands and
businesses. At present, there are 313 million monthly active users on Twitter worldwide (as of January,
2017). And those users post an average of 500 million Tweets every day. Short message services of
Twitter are called Tweets. Registered users on Twitter can read and post or re-tweets, but unregistered
users can only read them. According to few statistics Twitter is one of the top five social networking
sites in Nigeria. Companies can use Twitter to connect directly with people (followers/ customers)
who are interested in their brand, participate in real-time events and conversations, enhance the online
brand personality and thus delight the customers. The following table shows the most popular official
Twitter accounts of different brands in Nigeria.

D Top Brands of Nigeria on YouTube

Founded in February 2005, YouTube allows billions of people to discover, watch, and share
originally-created videos. YouTube provides a forum for people to connect, inform, and inspire others
across the globe and acts as a distribution platform for original content creators and advertisers
(YouTube, 2014). It has 1 billion monthly active users who are watching over 6 billion hours of video
each month on YouTube, that’s almost an hour for every person on earth (January, 2017).

Due to limited internet speed YouTube are still suffering to get popularity among the mass people of
Nigeria. Though it has no position on the top most visited social networking sites in Nigeria, marketers
and companies are trying to establish their own brands channel in YouTube as a substitute of most
popular traditional marketing channel television.

The following table shows the most popular YouTube channels of different brands in Nigeria
(according to the total number of views of the videos).

VI. Conclusion
If a company wants to have a successful online presence today, social media marketing is most
important. It is one of the most popular, influential, and promising means of product branding way
which every company in Nigeria must embrace. In this study, an attempt was undertaken to depict the
using of social media in product branding. With the uptrend in both the number and engagement of
users, social media is going to be a big online community in Nigeria. Companies doing business in
Nigeria can grab the attractive economic benefits of social media identified throughout the study. This
study also depicts that social media is not a risk-free platform. Casual dabbling with social media

7
content would not ensure the target benefits for the companies. Since fans, followers, and subscribers
are free to post their comments on these platforms, businesses are also susceptible to the possibility of
negative publicity. To do so, companies are suggested to appoint executives who will be responsible
for developing and maintaining content in social media. Businesses should also align other resources
with their social media marketing strategies so that they can ensure the attention and frequent
communication needed to embrace social media effectively.

8
References
Ahmmady, Chowdhury Md. Usman (2012). Facebook: New name of addiction. The Financial
Express. April 01, 2012.
Social Media Marketing Industry Report 2011- Michaela Stelzner.
Kotler, P., Keller, K.L., Brady M., Goodman M. & Hansen, T. (2009). Marketing
Management, 13th edn, New York: Prentice Hall.
Kaplan, A.M. and Haenlein, M., (2010). Users of the world, unite! The challenges and
opportunities of social media. Business Horizons, 53, (1), 59-68.
Gurinder Batra- Social Samosa website, Article Social marketing Benefits-2013
en.wikipedia.org/wiki/Facebook
en.wikipedia.org/wiki/Social_media_marketing
Digital In 2017, Southern Asia, We are Social & Hootsu.
2010 Social Media Marketing Benchmark Report, Marketing Sherpa.
2016 Social Media Marketing Industry Report, Social Media Examiner
blog.hubspot.com/marketing/social-media-roi
stats#sm.000yvki9s18qadq7pfb1yqjon8b8site.
Kaplan, A.M. and Haenlein, M., (2010). Users of the world, unite! The challenges and
opportunities of social media. Business Horizons, 53, (1), 59-68.
Socialbakers (2014). Twitter Brands Statistics: Nigeria.
Socialbakers (2014). Nigeria Facebook Statistics.
Alexa (2014). The top 500 sites in Nigeria.[Online] Available:
http://www.alexa.com/topsites/countries/BD (February 04, 2014).
Nigeria Bureau of Statistics (2011). Population and Housing Census 2011. [Online]
Available:http://www.bbs.gov.bd/WebTestApplication/userfiles/Image/Census2011/Bang
ladesh_glance. pdf (February 10, 2014).
Nigeria Enterprise Institute (2010). Realizing the Vision of Digital Nigeria through e-
Government. July 2010.
Nigeria Sangbad Sangstha (2013). Bandwidth price to be cut further making Internet affordable. BSS.
April 17.[Online] Available: http://www1.bssnews.net/newsDetails.php?
cat=2&id=325716&date=2013-04-17 (March 05, 2014).
Nigeria Telecommunication Regulatory Commission (2013). Internet Subscribers in Nigeria
October, 2013.[Online] Available: http://www.btrc.gov.bd/content/internet-subscribers-
Nigeria-october- 2013 (December 17, 2013).
Ookla Net Index (2014). Household download index. [Online] Available: