New Media Platform and The Marketing of Product and Services in Nigeria a Study of Jumia Online Marketing and Shopping Out Fit
- January 12, 2022
- Posted by: rsispostadmin
- Categories: IJRISS, Mass Communication, Social Science
International Journal of Research and Innovation in Social Science (IJRISS) | Volume V, Issue XII, December 2021 | ISSN 2454–6186
Abubakar Bappayo1, Dr Hashimu Sabo Bello2, Mohammed Rasheed Aliyu3,
1Department of Mass Communication, Abubakar Tatari Ali Polytechnic Bauchi, Bauchi State Nigeria
2,3Department of Business Admin. and Management, Abubakar Tatari Ali Polytechnic Bauchi, Bauchi State Nigeria
ABSTRACT
The study was conducted to find out the marketing of product using new media and marketing of new product. Case study jumia. In recent years, social media has become everywhere and most important for social media networking, content sharing and online accessing. The objective of the study was to determine the awareness and attitude of customers towards online shopping and to identify the various challenges faced by online customers of jumia. The researcher used the purposive method, the questionnaires were used as instrument of data collection for the study. Based on the data collected, and having been analyzed, it is recorded that it’s about 300 respondents which represents 79% are aware of online shopping and they also shop online. It was also recorded that majority of respondent shop online using Jumia. And in terms of attitude of consumers towards online shopping 77% of respondents agreed that they enjoy shopping online while 23% said they don’t enjoy shopping online, from these findings it is clearly seen that the attitude of consumers towards online shopping is good. Finding also reveals that late delivery is one of the major challenge confronting customers of Jumia online shopping. Therefore, based on findings, the study established that online shopping is well known and used by respondent. It also reveals that respondents patronize online shopping to an extent. Respondent identify late delivery as one of the challenges of online shopping. The researcher recommends that, Retailers of online product should ensure that delivery matches what was requested by customers and online marketers should improve delivery services in terms of price and offer delivery discount.
Keywords: New Media, Marketing, Product and Jumia
Introduction
It is not very easy to draw the line between “new media” and “old media” because the so-called “old media” has found ways of representation in digital forms, leaving behind its conventional methods of representation. New media is considered to be the multimedia and digital form of communication happening via laptop and desktop computers, as well as phones, tablets and other devices. New media has introduced user interaction, rather than simply consuming media. New media can be customizing to user’s preferences and it can selectively link from one form of content to another {Technopedia}, (Agichten, Carlos, Donato, & Aristiddes, 2008).
The world seems to be shrinking by the moment and increasingly becoming a ‘global village’ in the modern era;’ (Taylor, 2002) in his book understanding ‘New media’ (1964), is probably a reality in the present times. Firmly believed that globe could be contracted into a village by electric technology and the interaction movement of information from one quarter to every point at the same time. The term marketing; according to the American marketing association (AMA) Board of Directors, Marketing is the activity, set of institutions and process for creating, communicating, delivering, and exchanging offerings that have value to customers, client, partners and society at large. (Business Dictionary) explains marketing, as the management process through which goods and services moves from concept to customers.
