Use of Social Media Platforms for Consumer Information on Green Household Products by Online Marketers in Selected Faculties in the University of Nigeria

Abstract

The study explored the use of social media platforms for consumer information by online marketers on green household products by online marketers in selected faculties in the University of Nigeria. Two research questions were formulated for this study; (1) what are the social media platforms useful for consumer information on green household products. (2) to what extent are social media platforms used to enhance consumers’ awareness in patronising green household products. Two null hypotheses were tested at 0.05 level of significance. The population for the study was 60 online marketers; 30 male and 30 female post graduate students of two selected faculties in the University of Nigeria, Nsukka, in Enugu state Nigeria. A structured questionnaire was used as the instrument for data collection and was validated by three experts. The data collected was analysed using SPSS version 23. Based on the findings, it was observed that a good number of the student online marketers of green household products do not make use of all the social media platforms available. It was also revealed that the only social media platforms highly used to inform consumers about green household products were YouTube, Instagram, Facebook, and WhatsApp. The study recommends, among others, that due to digitalisation, marketers of green household products can tap into diverse social media platforms for creating awareness on the health benefits of using green household products and their sustainable effects on the environment.