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 Prime Journal of Business Administration and Management = ISSN: 2251-1261

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Njeru A

 

 

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Prime Journal of Business Administration and Management

ISSN: 2251-1261. Volume 6, Issue 5, pp. 2096-2104

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Full Length Research

 

Title

Use Of Strategic Social Media Factors Influencing Products Awareness: A case study of Jumia Online Shopping In Nairobi

 

Author(s)

Joyce Muthoni Murimi and Dr. Agnes Njeru

 

Address(es)

Jomo Kenyatta University of Agriculture and Technology, Kenya.

 

Accepted Date

28th May, 2016

 

Citation

Murimi JM, Njeru A (2016). Use Of Strategic Social Media Factors Influencing Products Awareness: A case study of Jumia Online Shopping In Nairobi. Prim. J. Bus. Admin. Manage. 6(5): 2096-2104.

 

Abstract

The study sought to establish the use of strategic social media factors affecting products awareness. The study specifically investigated the influence of cost of media usage, availability of network, business exposure and access to information on products awareness. This study adopted a case study approach. The target population of this research was the users of social media pages for Jumia online shopping in Kenya, an online business selling wide assortment of high quality products in Kenya. Primary data was collected through structured questionnaire and mean rating used as the statistical tool. Data was collected by use of semi-structured type of questionnaire. The study findings indicated that that social media is very affordable. Further findings revealed that Jumia network is widely available in social media and the page is easily accessible. Furthermore, the findings indicated that the content posted by Jumia is tailor made to meet the local needs of their customers and mobile phones are used to access the products to a great extent. The study concluded that there is a significant positive effect on products awareness as a result of adopting various strategic social media factors namely: cost of media usage, availability of network, business exposure and access to social media information. The study further concluded that adoption of strategic social media factors under study significantly affects products awareness of a business.

Keywords:
Cost of media usage, Availability of network, Business exposure, Access to information, Products awareness.


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