John Olotewo


Globalization has transformed the marketing field from traditional marketing media to social marketing media because of its numerous roles of reaching more customers at the least cost. Traditional marketing communicates with customers through dedicated media channels like television, radio, newspaper, magazine, but the failure of traditional marketing channels to yield significant returns on investment is attributed to many reasons including lack of interactive engagement between the customers and the brand. Social media appeared as the solution to the letdown of traditional marketing, social media are online platforms that facilitate social conversation between social agents regardless of the geography while social media marketing is the promotion of products and services through social media platform. Thus, considering its ability to penetrate across national boundaries without any stoppage, this study found it worthwhile to investigate social media marketing in emerging markets using social media marketing platforms such as Facebook, Twitter, Instagram, YouTube, Whatsapp, LinkedIn, et cetera. The study adopted purposive and systematic sampling technique to ensure that mature adults who fall within the age of 18 and 65 with deep knowledge of social media marketing in organizations in emerging economies are involved in the study through a standard questionnaire which was designed for such purpose. Classical regression model was adopted for the analytical findings, the study concluded that social media activity positively affect brand success in emerging economies. In other words, there is a direct and positive relationship between social media activity and success of an organization's brand in the market. It is recommended that Organization should design effective social media marketing strategy in order to increase its brand engagement and create more customer delights



Social Media, Emerging Market, Media, Networking, Promotion

Full Text:

Full Text PDF


Abdul, S. R. and Nor, A. B. (2016) Factors That Influence The Usage of Social Media In Marketing, Journal of Research in Business and Management, Volume 4 ~ Issue 2(2016) pp: 01-07

Alakali, T. T., Alu, F. A., Tarnong, M., and Ogbu, E. (2013) The Impact of Social Marketing Networks on the Promotion Of Nigerian Global Market: An analytical approach, International Journal of Humanities and Social Science Invention, Volume 2 Issue 3 ǁ March. 2013ǁ PP.01-08

Ali, Z., Muhammad, A. S., Mashal, R. and Abid, H (2016) To Assess the Impact of Social Media Marketing on Consumer Perception, International Journal of Academic Research in Accounting, Finance and Management Sciences, Vol. 6, No. 3, July 2016, pp. 69–77

Andrea, M. and Annamaria, T. (2014) Social media marketing and relationship marketing: revolution or evolution, A first step analysis,

Bajpai, V., Pandey, S. and Shriwas, S. (2012). Social media marketing: Strategies and its impact. International Journal of Social Science and Interdisciplinary Research, 1 (7)

Celine, A (2012) Social Media Marketing benefits for businesses, Master of International Marketing

Chikandiwa, S.T. Contogiannis, E. & Jembere, E. (2013).The adoption of Social Media Marketing in South African Banks. European Business Review, 25(4), pp. 365-381.

Kaushik, R. (2012). Impact of social media on marketing, IJCEM International Journal of Computational Engineering and Management, 15 (2)

Ogunnaike, O. O. and Kehinde, O. J. (2013) Social networking and business performance: The case of selected entrepreneurs in Ota, Nigeria, Journal of Business Administration and Management Sciences Research Vol. 2(5), pp. 116-122, May, 2013

Olabanji, A. O., Shumba, P.M. and Tafadzwa, M. (2014) The Impact of Social Media-Based Marketing on the Turnover of Retailers Based in Polokwane, South Africa, Mediterranean Journal of Social Science, MCSER Publishing, Rome-Italy

Omotayo, A. A., Akinyele, F.A. and Akinyele, S.T.(2015) Effect of social media marketing on small scale business performance in Ota-metropolis, Nigeria, Int. J. Soc. Sci. Manage. Vol-2, issue-3: 275-283

Otugo, N. E., Uzuegbunam, C. E. and Obikeze, C. O. (2015) Social Media Advertising/Marketing: A Study of Awareness, Attitude and Responsiveness by Nigerian Youths, International Conference on Communication, Media, Technology and Design, Dubai – United Arab Emirates

Rashid, H. and Aminu, A. (2014) The impact of social media on virtual marketing in Nigeria, Scholarly Journal of Mathematics and Computer Science Vol. 3(1), pp. 6-9, February 2014, Available online at http://

Rodney, G. D. and Myles, W. (2016) Social media marketing communications effect on attitudes among Millennials in South Africa, The African Journal of Information Systems: Vol. 8: Iss. 3, Article 2, Available at:

Sisira, N (2011) Social media and its role in marketing, International Journal of Enterprise Computing and Business Systems, ISSN (Online) : 2230-8849

Thirushen, N (2011) The effectiveness of advertising through the social media in Gauteng, North-West University

About this article




Social Media, Emerging Market, Media, Networking, Promotion





Additional Links

Manuscript Submission


International Journal of Online Marketing Research
Vol 2, Issue 2, 2016 Page: 10-18

Online ISSN



891 Views | 521 Downloads

Authors & Affiliations

John Olotewo

Article Tools



  • There are currently no refbacks.

Copyright (c) 2017 John Olotewo

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.