Social Media Marketing and Economic Development in Sub- Saharan Africa
Author(s)
Dr. Ebhote Oseremen , Evelyn Nwamaka Ogbeide-Osaretin ,
Download Full PDF Pages: 24-34 | Views: 536 | Downloads: 176 | DOI: 10.5281/zenodo.5045289
Abstract
The recent upsurge in internet usage has resulted in the diversification of marketing strategies into the use of social media. This has encouraged general trading (domestic and foreign). However, concerns are now channeled to the growth and developmental impact of the general use of social media and particularly in marketing across the globe and Sub-Saharan Africa (SSA) especially. Hence, this study investigated the impact of the use of social media marketing on economic development in SSA. The study used a Generalized Method of Moment method of estimation on panel data on fifteen (15) countries over the period 2014-2019. Outcomes revealed that social media marketing substantially increases economic development. Fixed broadband subscriptions were also found to have a substantial developmental impact and education captured by gross tertiary enrollment significantly impacted development. We, therefore, recommend the increase in the availability of the internet and encourage the usage of social media for marketing
Keywords
Economic, development, Marketing, Panel data, Social, Media, Sub-Saharan, Africa, Method, General.
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