SOCIAL MARKETING: A PANACEA TO REBRANDING NIGERIA’S CORPORATE IMAGE

Abstract

This study covered the potentials of Facebook and Twitter as social marketing channels for effective rebranding of Nigeria’s corporate image. Aimed at determining the relationship between Facebook and rebranding Nigeria’s image and, the relationship between Twitter and rebranding Nigeria’s image, the population of study were graduate citizens from five states in South-eastern Nigeria. Sample size of 382 was determined using Freund and William’s method. 5-points Likert questionnaire was used in collecting data. Out of the 382 copies distributed through research assistants, 370 were returned. Data collected were arranged in frequency tables and hypotheses tested with Pearson’s product-moment correlation coefficient. The results revealed a significant positive relationship between Facebook and rebranding Nigeria’s corporate image. Similarly, it showed that there is a significant positive relationship between Twitter and rebranding Nigeria’s corporate image. It was then concluded that both Facebook and Twitter as social marketing tools have the capability of repositioning the image of Nigeria on the national and global stage as good people and great nation. Recommendation therefore is that both state and federal government in Nigeria should create a strategic and special Facebook page and Twitter account to open crucial dialogue with the citizens of this country on how best to move Nigeria forward, polish her image and expunging her name from the record of Transparency International (TI) as one of the most corrupt nations in the world.