Impact of Social Media Marketing on the Performance of Clothing Design Industry in Abuja

Agbo Joel Christopher Onu, Abass Salimat Modupe  
(Department of Business Administration, Faculty of Administration, Ahmadu Bello University, Nigeria)

Abstract: The social media drives the society today. This makes it essential that firms understand the social media as a contemporary marketing tool for growing their businesses. The paper assessed the impact of social media marketing tools on performance of fashion designing in Abuja. The paper focused mainly on Facebook, Twitter and Instagram as social media marketing tools and measured performance in terms of finance, growth and customer loyalty. The paper employed both primary and secondary data sources. Questionnaire was used to collect data from 132 selected fashion designers from the 897 registered clothing fashion designers in Abuja. Secondary data were obtained from the Internet, journals, textbooks and periodicals. Data were analyzed using parametric analysis and multiple regression was conducted to test the hypothesis. The paper found that Facebook, twitter and Instagram collectively influenced performance of fashion designers in Abuja. The paper concluded that it is valuable for clothing fashion designing firms to adapt to, and use social media outlets in promoting their products as technology changes and new platforms emerge. The paper recommended that clothing fashion designers should adopt social media sites for both communication and marketing purposes.

Key words: social media; marketing; performance; clothing; fashion designing

JEL codes: M31