Breaking Barriers: The Crossroads of Social Media, Affiliate, and YouTube Marketing in Nigerian Integrated Marketing Communication

Abstract

This research investigates the interplay between marketing strategies and Integrated Marketing Communication (IMC) within the dynamic Nigerian market. Hypothesis 2 suggests that there is a statistically significant correlation between an upsurge in Affiliate Marketing (AM) and an increase in Integrated Marketing Communications (IMC). Hypothesis 1 posits that there exists a statistically significant negative correlation between Social Media Marketing (SMM) and Integrated Marketing Communications (IMC), indicating that the increasing prevalence of SMM may impede the effectiveness of IMC in the context of Nigeria. Hypothesis 3 posits a statistically significant negative correlation between YouTube Marketing (YM) and Integrated Marketing Communications (IMC), indicating that an escalation in YM might potentially lead to a reduction in IMC, specifically in terms of Internalized Motivation to Conform. A purposive sampling technique is employed to conduct a descriptive survey among marketing and sales department officers from Coca- Cola HBC Nigeria, Uber Nigeria, and Dulux Paints. The objective of this survey is to determine the optimal sample size for the study. The study employed Partial Least Squares Structural Equation Modelling (PLS-SEM), a statistical technique known for its proficiency in managing limited sample sizes and non-normal data distributions, to analyse the responses obtained from Likert Scale questionnaires. The statistical analysis of the study was found to be valid, and its relevance to Nigerian business marketing strategies was emphasized through the use of SmartPLS calculations.