THE ROLE OF SOCIAL MEDIA IN BRAND MANAGEMENT USING LINDA MEDIA IKEJI AS A CASE STUDY

ABSTRACT

This study examined the role of social media in brand management using linda media ikeji as a case study. The objectives of the study were to find out the relevance of social media in brand management; find out how effective social media is in brand management; explore the roles social media has played in branding Linda Ikeji and x-ray the limitations of social media in brand management. The study was anchored on the media framing theory. The research method was survey while the questionnaire was the research instrument. Four hundred (400) copies of questionnaire were distributed randomly to respondents in Benin City, however, 388 were retrieved while 12 were lost. Findings from the study showed that social media aside its information dissemination, correlation, surveillance and socialization function can also be used for brand management, many Nigerians are aware of Linda Ikeji brands and that social media is a veritable tool for brand management and is one of the tools of branding for Linda Ikeji. Based on the findings, it was recommended that brand managers and entrepreneurs should utilize social media in their brand building and management as social media has become a new normal for branding to those who are cognizant of it in the 21^st century, social media pioneers should create platforms on social media that can better help brand managers reach out to their consumers swiftly and persuasively and that consumers should utilize social media in seeking out for brands they wish to patronize as the use of social media has gone beyond education, entertainment and socialization.