Behavioural Social Media Engagement Campaign and E-Marketing Effectiveness of Health Care Firms in Nigeria
Vol 7 Issue 1
The purpose of this study was to investigate the relationship between behavioural social media engagement campaign and e-marketing effectiveness of health care firms in Nigeria. The population of this study was thirty-seven (37) healthcare firms in Nigeria. Two hundred and twenty-two (173) employees of the health care firms were drawn to provide data for the study through semi-structure questionnaire that was designed in the Likert scale ranging from 1 to 5 (strongly disagree to strongly agree). The validity and reliability of the instrument was determined through Exploratory Factor Analysis (EFA), and Cronbach’s Alpha Coefficients respectively. The hypotheses were tested using Pearson Product Moment Correlation (PPMC), with the aid of the Statistical Package for Social Sciences (SPSS) 22. Results of the analysis revealed that, behavioural social media engagement campaign has positive and significant relationships with click-through-rates, cost-per-click, and cost-per-impression which are the measures of e-marketing effectiveness. In view of the findings of the study, it is concluded that behavioural social media engagement relates positively and significantly with e-marketing effectiveness of health care firms in Nigeria. Hence, it is recommended that, health care firms in Nigeria should continuously improve on their behavioural social media campaigns to facilitate the achievement of e-marketing goals and objectives.
