CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The advent of information and communication technology is being celebrated today in the whole

world and which has become part of everyday life activities. This modern technology in no doubt

has turned the whole world into a Global village. It’s imminent and change in communication

pattern has helped in the means of communication. It helps people to be better informed,

enlightened and kept abreast with the latest development in the world. Social media has emerged

to be one of the most vital means in communication. Its existence is to ease communication

among individuals. Buettner (2016) saw social media as computer mediated tools that allow

people or companies to create, share, exchange information, career interest, ideas, pictures/

virtual communication and network.

With social media, individuals can with no much of stretch trade profitable information which

can enhance their professional interest. Kietzmann and Hermkens (2011) further stated that

social media depends on mobile and web-based technologies to create highly interactive

platforms through which individuals and communities share, co-create, discuss, and modify user

generated content. Social media exploded as a category of online discourse which includes,

Facebook, Whatsapp, Instagram, Twitter, Blog, Email etc. It has brought tremendous

improvement in the communication system which enhances learning. It has provided different

entertainment functions which serve as a tool for social changes and fast exchange of

information. Jha and Bhandwaj (2012) also pointed out that social media enable people to create

contact, share them, bookmark them and network at prodigious rate.

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Accordingly, it seems like that the most effective social media platform for Nigerian

organizations is on Facebook, which has a varied range of audience with over one billion of

users on Facebook. Also, Smartphone users in Nigeria are growing every day by using social

media platforms for online shopping, socializing, share knowledge and information about

products or brands (Al Tawara and Gide, 2017). Accordingly, Jarad (2014) argued that social

media is a vital marketing tool that will raise marketing efficiency in any organization, for that

reason it is an essential need to study how various industries and sectors use social media and the

purpose of adopting it. Therefore, Nigerian government must adopt strategies to attain a new,

high-quality Internet infrastructure and increase national awareness of the Internet and social

media to the organizations by increasing investment in the ICT infrastructure (Al-Weshah et al.,

2011).

Academic research on social media is still not complete in the context of insightful investigations

into the different purposes of social media usage and subsequent impacts on organizations

(Schultz et al., 2012), and in order to understand the potential of social media, it is critical to

investigate the various purposes of social media usage and its impact on organizational

performance. However, only a limited number of studies have investigated the actual impact of

social media usage on organizational performance (Parveen et al., 2016; Parveen et al., 2015).

Therefore, a number of scholars calls for the need of more research on social media in

organizational context in different countries and environment (Al Tawara and Gide, 2017;

Berthon et al., 2012; Okazaki and Taylor, 2013; Parveen et al., 2016; Parveen et al., 2015), for

the reason that there might be a difference in laws, culture, technology and environment that

could impact the use and acceptance of new communication technologies; and that this may be

so in Nigerian. More precisely, implementing social media in Nigerianian organizations is still

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new (Al Tawara and Gide, 2017) and only limited research conducted in Nigerian on work-

related and non-work related social media use in organizations. Moreover, Alkhoms and Alnsour

(2013) called for future research on social media use in different sectors in Nigerian and

explicitly taking into considering demographics in future researches which can reveal their

influences more clearly.

1.2 STATEMENT OF THE PROBLEMS

Considering today's diverse issues facing companies, addressing employee job performance

should be put at the forefront of any organisation’s agenda to be able to thrive and prosper in the

ever-changing market climate. The context that relates to the use of social media in organisations

as the extent to which organisations benefit from social media is still unclear (Tajudeen, Jaafar,

and Ainin, 2018). Although recent research has shown interest in social media values for

organisations, there are very limited empirical studies to find out how social media use affects

the success of organization. Kim et al. (2016), argues that researchers will try to concentrate on

defining derivatives and moderators that have an impact on business results, rather than on social

media values. The ability to share and access information can affect the performance of

organization, but little work is being done on the connection between the adoption of social

media and their performance (Ahmad, Bakar, and Ahmad, 2019). Organisations are rapidly

embracing emerging technology, such as social media, which give workers a variety of uses that

focus not only on work but also on socialization and entertainment. However, information

regarding the effect on job performance of these diverse technologies is currently limited (Ali-

Hassan, Nevo, and Wade, 2015). Even though earlier researches have shown interest in social

media values for institutions, there is very limited research available on attempting to find the

impact on organisational performances that use social media.

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1.3 RESEARCH QUESTION

i. Does facebook have impact on organization performance?

ii. Does whatsapp have impact on organization performance?

1.4 OBJECTIVES OF THE STUDY

The general objective of this study was to analyze the impact of social media advertisement on

organization performance. The specific objectives are:

i. To investigate the impact of facebook on organization performance.

ii. To examine the impact of whatsapp on organization performance.

1.5 RESEARCH HYPOTHESIS

H01: Facebook has no significant impact on organization performance.

H02: Whatsapp has no significant impact on employee performance.

1.6 SIGNIFICANCE OF THE STUDY

The findings of this study will provide insights into the impact of social media advertising on

organizational growth, particularly in the Nigerian context. The study will be beneficial to

organizations, marketers, and social media advertising agencies looking to understand how to

leverage social media advertising to drive growth. It will also provide recommendations for

organizations to overcome the challenges of using social media advertising to drive growth.

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1.7 SCOPE OF THE STUDY

This study intends to examine the impact of social media advertisement on organization

performance among the customers of Globacom Users in Offa as a case study, by looking at the

customer’s perception on social media usage on organization performance.

1.8 DEFINITION OF TERMS

Social Media: These are forms of electronic communication which facilitate interactive base on

certain interests. Social media include web and mobile technology.

Social Networking Sites: A website where people put information about them and can send to

others.

Media: Are all those media technologies that are intended to reach a large audience by mass

communication. “They are messages communicated through a mass medium to a number of

people.

Computer: A computer is a machine that receives or stores or process data quickly according

to a stored program.

Performance: It is the act of presenting how effective a person is in an organization.

Telecommunication: This is seen as communication over a distance, generally by electronic

means.

Telephone: Instrument for communicating by voice long distance, invented by United States

inventor Alexander Graham Bill.

GSM: (Global System for Mobile Communications), it is the standard originally described a

digital, circuit switched network optimized for full duplex voice telephony.

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1.9 HISTORICAL BAQCKGROUND OF STUDY

Globacom Limited, commonly known as Glo (Global communication), is a Nigerian

multinational telecommunications company founded on 29 August 2003 by Mike Adenuga. As

of June 2018, the company employs more than 3,500 people worldwide. LO has over 45 million

subscribers (December 2018), making it the second largest network operator in Nigeria. In 2011,

GLO became the first telecommunication company to build an $800 million high-capacity fibre-

optic cable known as Glo-1, a submarine cable from the United Kingdom to Nigeria. It is the

first successful submarine cable from the United Kingdom to Nigeria. Globacom has the

following strategic business units: Glo mobile, Glo Broad Access, Glo Gateway and Glo-1.

GLO is privately owned by the Mike Adenuga Group which also consists of Cobblestone

Properties and Estates, a real estate and property development company, Conoil PLC, a

petroleum marketing company, and Conoil Producing, a crude exploration and production

company. Glo Mobile, a subsidiary of Globacom, is Nigeria's second largest Mobile Network

Operator. In the first year of operation, it had one million subscribers in over 87 towns in Nigeria

and over 120 billion Naira in revenues.[6] Glo Mobile has now spread to other African countries,

namely Benin and Ghana. Glo Mobile's subscriber base in Nigeria stood at over 45 million by

December 2018. As at November, 2020, the subscription level has hit 54 million.

In August 2003, Glo Mobile was launched in Nigeria. Glo Mobile introduced lower tariffs, pay

per second billing and alongside other value added services. Although Glo Mobile was the fourth

GSM operator to launch in Nigeria, within seven years of the company's operation, its subscriber

base has grown to over 25 million.[15]

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In June 2008, Glo Mobile was launched in Benin. Glo Mobile showed unprecedented growth

through the sale of 600,000 SIM cards in the first ten days of operation.[16] Glo Mobile offered

Per Second Billing, which charges subscribers for the exact airtime used. They also offered other

value added services such as MMS (Multimedia Messaging Service), Glo Magic Plus news and

information, vehicle tracking, musical ring-back tones and mobile banking.

In May 2008, GLO acquired an operating license through its Glo Mobile division in Ghana and

plans to capture 30% of the current 11 million subscriber market within 18 months of launch.

They plan on achieving this goal by launching with bundled voice and Internet services for

Ghana and through specifically targeting ‘un-serviced’ areas outside Ghana's two major cities,

Accra and Kumasi. Glo Mobile was set to launch in Ghana the first quarter of 2010. This has

however been postponed to the third quarter of 2011, and again to 2012. In January 2012, Glo

Ghana opened the "Reserve your number" campaign, but still without opening the network. On 8

April 2011 GLO launched the sub-marine optical fiber GLO1, one part of its maiden operation in

Ghana, to usher in another major player in the Ghana telecommunication industry. In October

2009, GLO acquired submarine cable landing rights and International Gateway Services in Côte

d'Ivoire.

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 CHAPTER TWO

LITERATURE REVIEW AND THEORETICAL FRAMEWORK

2.1 INTRODUCTION

This chapter deals with review of current literature, conceptual framework, empirical review and

theoretical framework on social media and organization.

2.2 CONCEPTUAL REVIEW

2.2.1 Concept of Social Media

Social media refers to the means of interaction among people in which they create, share,

exchange and comment among themselves in different networks (Peter, 2015).Social media are a

collection of internet websites, services, and practices that support collaboration, community

building, participation, and sharing”.(Junco , Heibergert, Loken, 2011). The advanced and

improved sage of social media platforms such as facebook and whatsapp has become a

worldwide phenomenon for quite some time (Mensah & Nizam, 2016). Social media has made

the concept of the world as a global village to actually hold firm in the minds of people. Social

media spans and cuts across news sharing platforms such as CNN, social networking platforms

such as Facebook and social video and photo sharing platforms such as Instagram.

According to Ezeah, Asogwa and Edogor (2013) “social media are modern interactive

communication channels through which people connect to one another, share ideas, experiences,

pictures, messages and information of common interest”. On their part, Ngai, Moon, Lam, Chin,

and Tao (2015) summarize the definition by dividing the compound term “social media” into its

two components “social” and “media.” The “social” part they refer to as the activities carried out

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among people, whereas “media” they refer to the Internet-enabled tools and technologies used to

carry out such activities. Social media is an extension of the traditional word of mouth networks

(Sajithra & Patil, 2013). With the increasing wave of technological advancement, social is

changing the very nature of interpersonal communication. This cultural shift is even more

profound among undergraduate students.

Previous research proves that social media is used by young people the most. Jamil, et al., (2020)

pointed clearly that among youth, the teenage group was more addicted to social media. They

spend a lot of their time on these sites as a part of their daily lives. (Kolhar, Kazi, & Allameen,

2021). Khatony (2019) in their studies revealed that among the various age groups of students,

university students are among the most using social networking. A sphere 93.4% of students in a

survey by (Owusu-Acheaw & Larson, 2015) attested to having a mobile phone and 85% of them

have access to internet connectivity. This solidifies the fact that social media is part and parcel of

the life of students at all levels. The total time spent on social media across mobile devices

increased by 37%, 121 billion minutes in July 2012 compared to 88 billion minutes in July 2011

(Nielsen, 2012).

2.2.2 Functions of Social Media

Considering that social media offer different opportunities, Kietzmann, Hermkens, McCarthy,

and Silvestre (201); and Kietzmann, Silvestre, McCarthy and Pitt (2012) provided a framework

for examining the functionality of social media. According to them, the seven functional blocks

of social media are anchored on:

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 i. Identity:

The identity functional block represents the extent to which users reveal their identities in

a social media setting. This can include disclosing information such as name, age, gender,

profession, location, and also information that portrays users in certain ways. Aggarwal

(n.d) is of the opinion that social media contain tremendous information about the

individual in terms of their interests, demographic information, friendship link

information, and other attributes. This can lead to disclosure of different kinds of

information in the social network, such as identity disclosure; attribute disclosure, and

linkage information disclosure.

For instance, Kaplan and Haenlein (2011) explain that the presentation of a user’s

identity can often happen through the conscious or unconscious ‘self -disclosure’ of

subjective information such as thoughts, feelings, likes, and dislikes. According to

Steinfield, Ellison, Lampe, and Vitak (2012), the information disclosures on social media

are key to their successful functioning facilitating relationship initiation, development,

and maintenance that permit the establishment of bridging and bonding social capital.

Identity is core to many social media platforms.

ii. Conversations:

The conversations block of the framework according Kietzmann et al (2011) represents

the extent to which users communicate with other users in a social media setting. Many

social media platforms are designed primarily to facilitate conversations among

individuals and groups. These conversations happen for all sorts of reasons. People tweet,

blog, ping and chat to meet new like-minded people, to find true love, to build their self-

esteem, or to be on the cutting-edge of new ideas or trending topics. Social media makes

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 it easy for one to get involved discussion by answering questions or taking part in the

conversation without having to take a day off school. Cabral (2011) express the opinion

that social media is a web-based technology that transforms how people communicate by

enhancing interactive conversations. There is more about conversation than identity in

most social media networks.

iii. Sharing:

Sharing represents the extent to which users exchange, distribute, and receive content.

The term ‘social’ often implies that exchanges between people are crucial (Kietzmann et

al, 2011). Social media technologies comprise a wide range of tools and technologies,

such as media sharing sites, blogs, social bookmarking sites, virtual communities, SNSs,

and virtual worlds. These tools provide people with various ways to interact and share

information and knowledge with friends and the public. Steinfield et al (2012) are of the

opinion that rich interaction such as sharing photos and videos among friends can

enhance and sustain strong ties that are a source of bonding social capital.

iv. Presence:

The framework building block presence represents the extent to which users can know if

other users are accessible. It includes knowing where others are, in the virtual world

and/or in the real world, and whether they are available. In the virtual world, this happens

through status lines like ‘available’ or ‘hidden.’ Given the increasing connectivity of

people on the move, this presence bridges the real and the virtual (Kietzmann et al, 2011).

Social media afford users who prefer to engage in real-time communication the platform

to stipulate their presence or status line indicator, along with a suitable mechanism

through which these users can contact each other and interact.

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 v. Relationships:

The relationships block according to Kietzmann et al (2011) represents the extent to

which users can be related to other users. By ‘relate,’ they mean that two or more users

have some form of association that leads them to converse, share objects of sociality,

meet up, or simply just list each other as a friend or fan. The popularity of social media

by implication, provide a simple interface for individuals to establish some form of

association.

vi. Reputation:

Reputation is the extent to which users can identify the standing of others, including

themselves, in a social media setting. Reputation can have different meanings on social

media platforms. In most cases, reputation is a matter of trust, but since information

technologies are not yet good at determining such highly qualitative criteria, social media

sites rely on ‘mechanical Turks’: tools that automatically aggregate user-generated

information to determine trustworthiness.

vii. Groups:

The groups’ functional block represents the extent to which users can form communities

and sub-communities. The more ‘social’ a network becomes, the bigger the group of

friends, followers, and contacts. Facebook and Whatsapp have groups, for instance, with

administrators who manage the group, approve applicants, and invite others to join. The

direct implication of groups is fairly straightforward. It can be assumed that a social

media community would enjoy a way to group its users, even when the number of likely

contacts is low for each member initially. Groups in social media are more than just a

listing of users.

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2.2.3 Problems of Social Media

The numerous problems of social media usage have recently been the major focus of attention

worldwide (Buhari & Ashara, 2014). Even though many schools have created many strict rules

that forbid the use of handheld technology during school activities or that block certain social

media applications, many students are still able to connect during lecture hours as they please

(Subrahmanyam & Greenfield, 2008). According to moralists like Onah and Nche (2014) while

social media have fuelled or deepened the level of immorality among the youths in the country;

new acts of immorality have cropped up as result of the negative influences available on these

social sites.

According to them, some of the moral issues that have arisen from the abuse and obsession with

social media include: Sexual promiscuity, Internet crimes, indecent dressing and sexual

harassment, loss of sense of sacredness of human life and neighbourliness, impatience and quick

syndrome. Other scholars have equally expressed their concerns about the problems of social

media. They are angered that social media have caused distractions during instruction time (Al-

Sharqi, Hashim & Kutbi, 2015), encourage terror (Buhari & Ashara, 2014; Bloem et al., 2013),

cause students to become less sociable, make students become mentally dull (Al-Sharqi, Hashim

& Kutbi, 2015; Bloem et al., 2013).

Bloem et al., (2013) remark that social media have brought us attention and knowledge deficits

that tend to darken the bright benefit which was so badly sought after. They have given rise to

information overload. Information is causing lack of focus and flow and this corrodes the

productivity and innovation capability of students (Bloem et al., 2013). Based on the information

in our profiles, social media will automatically bury all true serendipity if we do not watch out,

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and thus also eliminate an important source of creativity and innovation, resulting in increasing

cocooning and tunnel vision (Bloem et al., 2013).

2.2.4 Organization Performance

Performance is the end result of activities carried out and for any business it is concerned with

the general efficiency or productivity. Two ways to deal with performance have been recognized

in literature: the financial or “sales-based” and the non-financial or “firm-based". Whereas the

financial is measured with dimensions such as profitability, growth, productivity, level of sales

revenue, market share and product, return on investments, product added value; the non-financial

is measured in terms of employee development, customer satisfaction, job satisfaction and

efficient organizational internal processes (Eniola & Ektebang, 2014).

Organizational performance comprises the actual output or results of an organization as

measured against its intended outputs (or goals and objectives). The performance of any business

organization is affected by the strategies in place within that organization (Mutuku, 2005).

Strategies determine the long term performance of the firm. Business managers must therefore

monitor customer needs and preferences, competitors’ actions, technology development, and the

performance of internal processes, as well as the overall financial condition of the business and

develop appropriate strategies. Organizational performance can be a challenging because of their

various standards including sustainability, profitability, pleasing the group, and willingness to

deal with environmental changes. Somehow, however, organizational performance can be

calculated using financial metrics have generally been thought of as conceptualized on paper

rather than in practice. on the results obtained is seen as in many other-phrasing it is the mix,

product variety of stakeholders and non-output measures (Anwar, 2017).

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Performance is normally measured using standards which are usually detailed expressions of

strategic objectives. They are also the measures of acceptable performance results. Measures

used to assess organizational performance depend on the organization and the objectives that

need to be achieved. These objectives are normally established in the strategy formulation stage

of the strategy management process and they could include: profitability, market share and cost

reduction among others. Thompson et al., (2007) identified two distinct performance yardsticks.

They are those relating to financial performance and those relating to strategic performance.

Conventionally an organization’s performance can be gauged using its current financial data.

2.2.5 Social Media and Organizational Performance

The corporate adoption of social media provides many benefits, and several have identified a

positive relationship between social media adoption and corporate performance (Ainin et al.,

2015; Paniagua and Sapena, 2014; Parveen et al., 2013; Rodriguez et al., 2015). For example,

Rodriguez et al. (2015) found that social media use had a positive effect on customer-facing

activities and therefore sales performance. Similarly, Kwok and Yu (2013) found that Facebook

adoption had a positive effect on SMEs’ sales performance. In addition, the adoption of social

media has been found to positively affect organizational social capital, which in turn affects

performance (Ferrer et al., 2013). Likewise, Hassan et al. (2015) noted that social media could

have a significant impact on business by significantly influence purchasing decisions. These

studies are consistent with previous technology adoption literature that found that technology

adoption had a positive impact on the financial and non-financial performance (Parveen et al.,

2013; Scupola and Nicolajsen, 2013; Thong, 2001).

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Organizations must act in response to changes and be obliged to have individuals able to deal

with the associated facing challenges regularly, and Feedbacks received from social media sites

could be utilized to upgrade business plans and make changes admitting the desire of loyal

customers (Dane, 2016; Olof Lagrosen and Grunden, 2014). In addition, using social media to

track the activities of competitors and analyzing the result to use in business helps to upgrade

business followed by upgrading plans, such as offering discounts and other offers to attract more

customers (Caruso, 2016). Accordingly, by implementing social media within the marketing

strategy, organizations can acquire additional information about the market, competitors, and

primarily their customers and their requirements which will improve the information

accessibility of the organizations and their ability to adapt to sudden changes (Parveen et al.,

2013).

2.3 EMPERICAL REVIEW

Ogedebe, Emmanuel and Musa (2012), a study on Facebook and Academic Performance in

Nigeria Universities was carried out on 122 university students; they tested six hypotheses

to know the effect of Facebook on the academic performance of students in selected universities.

The study tested among other hypotheses that the more time a student spends on Facebook, the

lower his or her grade point average will be.

Olubiyi (2012) observed that the bone of contention of the social media is the obsessive attitude

of Nigerian youths towards its use. He pointed out that students waste their time through idle

chats and other immoral acts. Students are so engrossed in the social media networks that they

are almost 24 hours online. Even in classrooms and lecture theatres, it has been observed that

some students are always busy pinging, Whatsapping or Facebooking, while lectures are on. The

16
result is that quality time that ought to be spent on academic research and other productive

networking is lost.

Junco (2015) studied the impact of college students’ academic level and found that Facebook

affected Grade Point Averages (GPAs) negatively for freshmen, sophomores, juniors but not for

seniors. Seniors spend less time on Facebook, and they are less likely to post status updates

comments, chats, posts, videos or photos than others.

Haseena and Rasith (2016) conducted a survey of 200 students among the students of Eastern

University, Sri Lanka. Their findings concluded that there is a significant positive relationship

between social media usage and academic performance. Indicating that if the students spend

more time on social media it will help the students to easily discuss about the study task,

assignment and exams. When the time spending on social media is increasing it will also

increase the performance of the students.

Mensah and Nizam (2016) concluded in their study that a social media platform has a significant

impact on students’ academic performance in Malaysia tertiary institutions. Nevertheless, among

the six variables used in their study, time appropriateness and health addiction has a stronger

significant influence on students’ academic performance. This is because time management plays

an essential role in determining the success and failure of an individual. Thus, students who lack

time management can easily fall prey to the negative impact of social media. Likewise, health

and addiction, students who are engrossed with social media platforms ends up skipping meals

which has health impact.

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2.4 THEORETICAL FRAMEWORK

2.4.1 Uses and Gratification Theory

Use and gratification was developed in 1974 by Katz, Blumler and Gurevitch (Wimmer &

Dominick 2011). Basically, the theory places more emphasis on “what people do with media”

rather than “what media do to people” (Katz, 1959 cited in Idakwo, (2011). Uses and

Gratifications theory is the study of the gratifications or benefits that attract and hold audiences

to various types of media and the types of content that satisfy their social and psychological

needs. Social networking sites as new media of communication also lends itself to uses and

gratifications approach, in part due to its interactive nature (Grant, 2005). Uses and gratifications

research has typically focused on how media are used to satisfy cognitive and affective needs

involving personal needs and entertainment needs (Rubin, 2002).

This hypothesis specifically puts power in the hands of the crowd. Instead of expecting that

media messages have immediate, uniform impacts on the individuals who devour them, the Uses

and Gratifications point of view suggests that beneficiaries make planned, purposeful choices

about the media messages they open themselves to and at what recurrence taking into account

individual needs and cravings independent of its impact on them-positive or negative.

Relating this theory to this current study, it shows that students use Social networking sites like

facebook, whatsapp, 2go, twitter etc just to satisfy their needs- which may either be physical or

psychological irrespective of the direction of its influence on their academic performance.

Besides, it offers explanations to suggest that students use this site for varying reasons. In other

words, users select media based on how well each one helps them meet specific needs or goals.

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2.4.2 Social Cognitive Theory

The social cognitive theory provides a system in which the psycho-social components,

through which emblematic communication affects the idea, the influence, and human activity,

are analyzed and determined. The frameworks of communication work in two respects: the

instant way and the social way. They encourage change immediately by teaching,

empowering, persuading and managing members (Bandura (2006). In the socially interfered

route, the media have an impact on connecting employees with social systems and network

settings which provide distinctive driving forces and continue the required change in a

person. Because wide communications have a compelling position in the public interest, it

is of important significance to understand the psychosocial elements by which representative

communication influences idea, impact and human activity.

A theoretical structural agent for inspecting determinants and structures of such effects is the

social cognitive theory. Human behavior, in which conduct is created and regulated by

environmental effects or inner dispositions, was frequently categorized according to the

unidirectional causality. Social cognitive theory clarifies psychosocial activity regarding

the supplementary triadic causality (Bandura 1986). In this view, Fonagy (2018) based on the

value of oneself and society, individual variables like mental, social and natural occasions, norms

of private behavior and environmental events are determining variables mutually influencing one

another.

2.4.3 Thread Cognition Theory

The sub-process cognition by Salvucci and Taatgen (2008) is a theory of multiple resources that

means to clarify the psychological procedures and the results of multitasking practices. It

19
depends on ACT-R (Adaptive Control of Thought-Rational), a computational model of mind

design that attempts to recognize and talk about crucial structures and procedures (Martin &

Sujatha (2016). Underlined cognition holds that there are sets of distinctive assets for various

intellectual procedures, which include a set of focal points for procedural memory (i.e., how

assignments are made) and marginal backgrounds for observation, motor capabilities and

memory revealing. While multiple tasks are performed, each task is composed around the

particular objectives of the individual as a subjective self-sufficient "thread" (or numerous

threads for complex tasks).

At the moment in which an objective is established, it triggers a progression of principles from

the set of focal procedure assets, which guide the psychological sub-processes and the use of

assets from different groups to achieve the objective (Nijboer, Taatgen, Brands, Borst, & van

Rijn (2013). Think of a direct circumstance: a man is walking through a hallway and chatting

with a partner. There are two particular goals (walking and talking) with establishing

psychological principles for each one. The principles are activated in the memory of

procedures; and the fundamental forms of perception, motor or decisive memory that

participate in the execution of each task are fused in intellectual threads (for example, observing

the earth, moving the legs, creating expressions).

The most important thing is that a single thread can effectively attract a set of assets at a time.

This is not at all like the restricted general limit or the different estimation of assets represented

previously, in which the restrictive element is the measure of the assets accessible in a

group (Nijboer, Borst, van Rijn, & Taatgen (2016). Conversely, if a group of assets is drawn

with a one-thread procedure, at that point a procedure is deferred from another thread. In the case

of walking and talking, there may not be an extraordinary level of asset coverage between the

20
different sub-processes. This considers that the two objectives will be executed simultaneously.

In more complicated assignments, there could be more notable coverage among assets,

delivering bottlenecks or impedance between companies.

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 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 INTRODUCTION

This chapter describes the techniques and procedures used by the researcher in conducting the

study and accumulating the data for the study. It comprises of research design, description of the

population of the study, sampling techniques and sample size, sources of data, and method of

data collection and method of data analysis.

3.2 RESEARCH DESIGN

The exploratory research design used in this study was a case study of Globacom users in Offa.

The case study focuses on one organization selected from the total population of organizations in

the same industry (Kapel, 2015). Cohen, Manion and Morrison (2013) imply that case studies are

capable of providing a major challenge to a theory and can provide a source of new hypothesis.

Survey research is defined as "the collection of information from a sample of individuals through

their responses to questions" (Check & Schutt, 2012). This type of research allows for a variety

of methods to recruit participants, collect data, and utilize various methods of instrumentation.

Survey research can use quantitative research strategies (e.g., using questionnaires with

numerically rated items), qualitative research strategies (e.g., using open-ended questions), or

both strategies (i.e., mixed methods).

3.3 POPULATION OF THE STUDY

Population is the larger aggregate a researcher is interested in studying. The population of the

study is the whole group within which the research finding could be based or applicable for the

22
purpose of this study. The population of this study comprises the entire Globacom users in Offa.

The researcher finds it difficult to determine the actual number of Globacom users. Thus, the

population of this study is considered as infinite population.

3.4 SAMPLE SIZE AND SAMPLING TECHNIQUE

Sampling, as explained by Oloyede and Adejare (2012), is the act of taking members of a given

population as representative of that population. As cited in Oloyede and Adejare (2012) define

sampling as the selection of a part to represent a whole. This means the exact number of

respondents which the researcher studied out of the whole population.

For the fact that it was practically impossible to reach out to the whole population of Globacom

user in Offa, Rose et al (2015), model is used to determine the sample size.

nr = 4pq

d2

nr = required sample size

P = proportion of the population

Q = 1-p

d = Degree of Freedom (Level of Significant)

nr = 4 x 0.5 x 0.5

(0.05)2

= 1

0.0025

nr= 400

23
Israel (2013) advises that 10-30% should be added to minimum sample size to take care of

attrition. Therefore, 15% was added to 400.

15

___ X 400 = 60

100

nr = 400 + 60 = 460

: - nr = 460

3.5 SOURCES AND METHOD OF DATA COLLECTION

The method of data collection means the way in which the data forms to provide meaningful

information were collected. Data sample means raw information; there is various way of

obtaining data for research purpose. These could be by observation or communication method,

the observation method of data collection is costly and energy consuming. It implies that the

researcher keep eyes so as to note all events of interest either personal or with the end

mechanical device installed in strategic location. The communication method of collection data

on the other hand involves seeking questions in face of putting such questions in writing and

administering it to the respondents to answer, so as to extract the needed information from the

respondents to raised questions.

Data collection can be classified into primary and secondary sources, because of the evaluation

nature of this research. It is significance to apply primary source of data so as to arrive at a

comprehensive end.

24
3.6 VALIDITY AND RELIABILITY OF INSTRUMENT

The questionnaire used as the research instrument was subjected to face its validation. This

research instrument (questionnaire) adopted was adequately checked and validated by the

supervisor his contributions and corrections were included into the final draft of the research

instrument used.

Therefore, reliability given to the responsibility of a measurement i.e. of a particular variable is

measured second and the third term around. It should yield similar result. If the procedure

method and condition specified in the measurement are the same therefore, reliability is a

measure of consistency.

3.7 TECHNIQUES OF DATA ANALYSIS

The data collected was coded and captured into the computer for analysis using Statistical

Package for Social Sciences (SPSS). The data was presented in a convenient and informative

way including frequency tables, graphs and charts for easier analysis and interpretation.

Multiple regressions were used to determine the proportions and frequency of the variables.

Correlation tests was use to draw inferences about the population from the sample and Statistical

Package for Social Sciences (SPSS) was use to facilitate the data analysis. The result was

presented in the form of tables and figures.

25
 CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 INTRODUCTION

This chapter contains response rate, demographic characteristics of respondents, data analysis

and the discussion of findings adopted in the research process.

4.2 RESPONSE RATE

Table 4.1: Questionnaire Distributed

QUSETIONNAIRE FREQUENCY PERCENTAGE %

No. of Questionnaire Distributed 460 100

No. of Questionnaire Returned 420 91

No. of Questionnaire Not Returned 40 9

The table above shows the summary of the copies of questionnaire distributed and the number

returned. A total number of 460copies of questionnaires were distributed to respondents and

420copies was received which is found to be valid and useful for the analysis of this research

work, while 40 questionnaire was not returned.

4.3 DEMOGRAPHIC CHARACTERISTICS OF RESPONDENTS

This section presents demographic statistics based on the demographic characteristics of

respondents. The demographic characteristics include age distribution, gender distribution, and

26
education, occupation of the respondents as well as the network provider of the respondents. The

results are presented in Table 4.3.

Table 4.2: Demographic Characteristics of Respondents

Characteristics Frequency Percentage

Gender

Male 153 36

Female 267 64

Total 420 100

Age Distribution Frequency Percentage

18-25 35 8

26-35 275 65

36-45 110 27

Total 420 100

Academic Qualification Frequency Percentage

SSCE 132 31

ND/NCE 121 29

HND/BSC 118 28

Master and Above 49 12

Total 420 100

27
 Occupation Frequency Percentage

Student 280 67

Employee 80 19

Business Owner 60 14

Total 420 100

Network Frequency Percentage

GLO 153 36

AIRTEL 92 22

MTN 160 38

9MOBILE 15 4

Total 420 100

Source: Field Survey, 2023

Table 4.2 shows that majority of the respondents who participated in this study are female which

constitute 267, which is equivalent to 64% of the total responses usable for the analysis. In

addition, 153 participants representing only 36% percent of the total respondents are male . The

GLO customers are more dominated by females compare to their male counterpart.

Table 4.2 shows that only 35% of the sampled respondents are between the ages of 18- 25 years

of age, most of the sampled respondents of this study, are either between the ages of 26-35 and

ages 36-45, with 27% and 33.0% respectively. Also, 65% of the total respondents are above,

which shows that most of the respondents are of the range age of 26-35.

28
Next is the academic qualification distribution of sampled respondents, 31% are SSCE holders,

while 29% are respondents that have attained ND/NCE, 28% of the respondents are HND/BSc.

Holders. Finally, 12% are master holder and above.

It has been observed on Table 4.3 that 280 respondents constituting 67% of the respondents are

student, while 80 respondents which constitute 19% of the respondent have been employed and

60 respondents which constitute 14% are business owner.

Finally, 153 of the respondent are GLO user which constitute 36%, 92 respondents which

constitute 22% are Airtel user; while 160 respondents which constitute 38% are MTN use and 15

respondent which constitute 4% are 9mobile user. This implies that most of the respondents are

MTN service provider user.

4.4 DATA ANALYSIS

Table 4.3: Path Coefficient

Adjusted R Square 0.119

Hypothesis B Value Std. Error T Statistic P Value Decision

Ho1 0.187 0.068 2.668 0.008** Rejected

Ho2 0.414 0.120 3.664 0.000** Rejected

P value** < 0.01 and P value*<0.1

29
The result in Table 4.4.1 shows facebook has a positive and significant impact on organizational

performance with P value of .008 <.0.5%. Thus, Ho 1 which states that facebook has no

significant impact on organizational performance among Globacom user in Offa is hereby

rejected.

The results also revealed that Whatsapp has a positive and significant impact on organizational

performance with P value 0.000 <0.5%. Therefore, the null hypothesis which stated that; there is

no significant impact on Whatsapp to organizational performance among Globacom user in Offa

is also rejected.

The R2 of 0.119 means that the two constructs of social media (Facebook and Whatsapp) can

jointly explain 11.9% of the variance of the endogenous construct of organizational performance

while the remaining 88.1% are other variables that are not capture in the model.

4.5 DISCUSSION OF FINDINGS

Having presented the results of the hypothesized in the previous sections of this chapter, it is

worthy enough to summarize such findings in a single Table representing all the findings of the

study. Hence, Table 4.4 presents the summary of findings.

Table 4.4: Summary of Findings of Hypotheses Testing

Ho1: Facebook has no significant impact on organizational Rejected

performance among Globacom user in Offa.

Ho2: There is no significant impact on Whatsapp to organizational Rejected

performance among Globacom user in Offa.

30
Source: Field Survey, 2023
Facebook has no significant impact on organization performance. This finding reaffirmed the

results of Haseena and Rasith (2016) that found a negative relationship between social media and

organization performance.

Finally, the result revealed that, whatsapp has significant impact on social media with

organizational performance. This result is similar with the studies of Mensah and Nizam (2016)

that found a positive relationship between social media and organization performance.

31
 CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 SUMMARY OF FINDINGS

The study examined the impact of social media advertisement on organization performance

among Globacom users in Offa. The two specific objective of the study is to determine the extent

to which social media advertising affects Glo's brand awareness and to investigate the impact of

social media advertising on Glo's sales growth, hence, two hypotheses were tested.

Hypothesis one was tested to achieve objective one set in the study, which is to determine the

extent to which social media advertising affects Glo's brand awareness. Finding from the

regression analysis presented in table 4.2 showed a r value of .438 (43.8%), this depicts a strong

positive influence of social media advertisement on Glo brand awareness. Finding also revealed

that the variables are statistically significant at 95% confidence level, with the Sig. value

showing .000<0.05, this also show evidence against the null hypothesis and that the alternate

hypothesis should be accepted.

Hypothesis two was tested to achieve objective two set in the study, which is to evaluate

therelationship between social media advertising andGlo's sales growth. The correlation analysis

result in table 4.5 shows .742a(74.2%), which explains strong positive relationship of social

media advertising andGlo's sales growth. Finding also revealed that the variables are statistically

significant at 95% confidence level, with the Sig. value showing .000<0.05, this also show

evidence against the null hypothesis and that the alternate hypothesis should be accepted.

32
5.2 CONCLUSION

The study therefore concluded that social media advertising has enormous impact on the growth

of Glo. Social media advertisement helps to reach customers at a global level. It creates

information to the customer in order to aid customer patronage and increase it. Social media

advertisement strategies make customer to purchase a product /service of the organisation on

online which is a global space. The growth of an organisation is enhanced through online

marketing. The sales as well are also influenced by online marketing strategies. Social media

advertisement helps customers in determining choice of the product. Business performance

improves the growth of an organization. Business performance influences the increase in shares

of an organization.

5.3 RECOMMENDATION

To improve customer loyalty in the service provider industry in Nigeria, the service providers, as

a matter of necessity, must focus on the following key areas as:

a. With the increased competition in the Nigerian Telecommunications Industry and the

ever increasing influence of the Nigeria Telecommunications Commission (NCC), and

continuous complying is one major strategy that the companies must adopt to remain

profitable.

b. GLO service providers should focus more attention on social media usage because of its

close knit relationship with customers. With the introduction of Mobile Number

Portability (MNP) which permits subscribers to transfer to a better service provider while

maintaining their existing mobile number, retaining customers should be a smarter option

than attracting new customers since it is less expensive.

33
5.4 LIMITATIONS OF THE STUDY

The study was limited to Globacom user in Offa and only two proxy of social media (Facebook

and Whatsapp) here considered. Also, the study was considered using cross sectional research

design as the data were collected at a point in time for respondents.

5.5 SUGGESTION FOR FURTHER STUDY

The major focus of this study was to investigate the impact of social media advertisement on

organizational performance among Globacom user in Offa. This study recommends that another

study should be done to augment finding in this study, it therefore recommends a study be done

to determine the effect of different social media measures on overall business performance.

Furthermore, conducting a replication study in other sector is also needed.

34
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37
 APPENDIX A

Department of Business Administration and

School of Business & Management Studies,

Lens Polytechnic,

P.M.B 4438, Offa,

Kwara State.

Dear Sir/Maa.

I am final year student of the above named institution, carrying out a research on “Impact of

Social Media Advertisement on Organizational Performance”, (A Case Study of Globacom User

in Offa).

The completion of this questionnaire will be appreciated for the purpose of this research. Please

provide an answer to the questions attached honestly, your responses will be treated

confidentially for academic purpose.

Thanks.

Yours Faithfully,

___________________

Ogunyode Eunice O.

38
 APENDIX B

SECTION A: BIO-DATA

1. Age: a. 18-20 b. 21-23 c. 24-28

2. Gender: a. Male b. Female

3. Education Level: a. ND b. HND c. BSc

4. Position at Work: a. IT Student b. Employee

5. Years of Social Media Usage: a. Less than 1year b. 1-3years

c. 6-10years

SECTION B: RESEARCH QUESTION

Direction: This part of the questionnaire intends to find your perception towards social media

and organization performance. Please select the number which reflects your perception;

1 = Agree, 2 = Strongly Agree, 3 = Neutral, 4 = Disagree and 5 = Strongly Disagree.

S/N QUESTION A SA N D SD

FACEBOOK 1 2 3 4 5

1. I feel very sad when I cannot access my facebook social media

account.

2. I have high demand of friend on facebook social media

account.

3. I would rather chat on facebook than other social media.

39
4. I maintain a strong presence and identity on my facebook page.

5. Facebook platform is used for entertainment and social

purposes and not marketing purposes.

WHATSAPP

6. Am mostly distracted from whatsapp but its well entertain.

7. Whatsapp is the most active social media for customers.

8. I use some of the materials gotten on whatsapp to complete my

sales.

PERFORMANCE

9. I usually understand myself and it doesn’t affect my

performance.

10. I gained knowledge from people i meet online.

40