A Research On The Effectiveness Of Social Media Marketing Activity:a Case Of Nestle Uganda Limited

With the rapid development of internet technology,there emerges a lot of social media on the basis of internet technology.It becomes one of business' s important marketing patterns to launch social media marketing.In practice not all social media marketing can attain expected effectiveness and how to improve the effectiveness of social media becomes the urgent issue in academia and industry.It is critical to solve the above problem so that people understand the process of social media impacting business performance.In this research we aim at Nestle Uganda Co.,Ltd.and analyze impact of some social media(i.e.Facebook,Twitter,Blogs and Linkedln)on the company's performance,.In the research we construct the conceptual model in which social media marketing is used as independent variable,consumer perception as mediator and business performance as dependent variable.Through the above conceptual model we try to reveal the process of social media marketing impacting the performance and propose the relating theoretical hypothesis.We also use SPSS and AMOS to test the reliability and validity of questionnaire and test the hypothesis.The results indicate that the social media marketing has the positive impact on consumer perception.Social media marketing and consumer perception has positive impact on business performance.Consumer perception plays mediating role in the relationship between social media marketing and performance.Based on the above results we provide the suggestions for how to improve effectiveness of social media marketing in terms of company circumstance.