Social Media Usage and Firm Performance: Reflections from the Nigerian Telecommunication Sector-Reference-Cited by-同舟云学术

Social Media Usage and Firm Performance: Reflections from the Nigerian Telecommunication Sector

Published:2018 Issue:6 Volume:4 Page:7-16
ISSN:1849-5419
Container-title:INTERNATIONAL JOURNAL OF MANAGEMENT SCIENCE AND BUSINESS ADMINISTRATION
language:
Short-container-title:IJMSBA

Author:

Ekom Etim Akpan¹,Uzonna Ibekwe²,Steve C. Worgu²,Chibuike E. Nwangwu³

Affiliation:

1. University of Port Harcourt, Department of Management, Nigeria

2. University of Nigeria, Department of Management, Nigeria

3. University of Nigeria, Department of Accountancy, Nigeria

Abstract

This study examines the relationship between social media usage and firm performance in the Nigerian telecommunication sector. A sample size of 76 people was determined from a population of 95 employees comprising customer service personnel, supervisors, and managers of four telecommunication outlets operating in Rivers State, Nigeria. The Pearson Product Moment Correlation Coefficient statistical technique was used to analyze data collected with the aid of the Statistical Package for Social Sciences computer software version 22. The study revealed that social media usage has a significant positive correlation with performance measures of profitability and market share. It was recommended that management of these firms need to give adequate attention to their social media platforms and use them extensively in rendering customer service, and for advertisement and promotion of their services which will elevate their performance.

Publisher

Inovatus Usluge d.o.o.

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