IMPACT OF SOCIAL MEDIA ON SALES OF PRODUCTS IN MARTRITE SUPER STORES, ILORIN

The study examined the impact of social media on the sales of products in Martrite super stores Ilorin.The one-way communication marketing media such as the radio, TV commercials and print advert are becoming inefficient and ineffective because consumers don't have immediate opportunity to respond to sales advertisement. Social media is one of the best communication channels that must be considered by business because it is a two-way communication that allows prospect and customers to respond immediately to sales messages. The descriptive survey design was adopted for the study and the population for the study comprised of staff of Martrite super stores, Ilorin. However, 32 staff from the total population of 38 were relevant to the study (those in charge of sales). One research hypothesis was formulated for the study and a structured questionnaire was designed on a five point Likert scale of agreement. The null hypothesis formulated were tested using multiple regression analysis and was rejected because the F-calculated for the study was 12.934 with significant value .000. The significant value is less than 5% it implies that social media influences sales of products in Martrite super stores. It was concluded that social media features are essential factors that must be considered by Martrite super stores to boost the sales of their products. The study recommended that Martrite super stores should invest more on social media features.