Libraries at University of Nebraska-Lincoln
Abstract
Social media are platforms through which people of the different networks create, share and exchange information, ideas and also market products such as books in a virtual community. They are instruments for communication that do not just pass information but interact with customers. Since many benefits are derivable from the use of social media for marketing, it becomes imperative to investigate how book marketers use social media to achieve the objectives of their organisations. This study adopted a descriptive research design of correlational type. The population of the study was 212 marketing and sales staff of selected publishing firms. The total enumeration sampling technique was used to collect data from the respondents. A questionnaire was the instrument used for data collection and data collected were analysed through the use of descriptive statistics such as frequency distribution, percentages, mean and standard deviation. The hypothesis was tested at a 0.05 level of significance. The results showed the performance expectancy of staff of publishing firms in the use of social media for marketing to be high. There was also a significant relationship between performance expectancy and use of social media by the staff of publishing firms (Perceived usefulness r=0.150, p
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Communication Technology and New Media Commons, Library and Information Science Commons, Other Economics Commons, Other Social and Behavioral Sciences Commons, Publishing Commons, Social Media Commons