An Analysis of Social Listening and Use of Social Media as Marketing Tools Among University Students in Nigeria
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Journal of American Academic Research
Timeless art of listening before speaking starts from childhood, unfortunately, many listen to respond rather than listen to understand. All over the world today, so many conversations happen on social media but very few people/organisations listen to them and fewer still, learn from them. Although this problem may seem inconsequential, it has a great effect on the success of every one of us either as individuals or corporate entities. In an era where content is king, engagement is queen and data(information)is the new currency, this research analyses how Nigerian University students tap this enormous data generated from the amount of time Nigerians spend on social media to advance their businesses;it also analyses how they utilise social media and social listening as viable marketing tools in running smart business. This study recommends that University students in Nigeria, as well as other brands, governmental and non-governmental organisations should make use of social media and the social listening aspect of it to effectively boost online presence, clientele range and record significant increase in ROI.
Social Listening , Social Media , Marketing , Social Media Monitoring , Digital Marketing , Research Subject Categories::SOCIAL SCIENCES::Business and economics::Economics
Ogunniyi, M.B. & Ogunshakin, T.O. (2020). An Analysis of Social Listening and Use of Social Media as Marketing Tools Among University Students in Nigeria. Journal of American Academic Research. . San Francisco, CA, USA. JAAR Publishing Center, 8(1), pp 40-49