CHAPTER ONE
INTRODUCTION
Background of the study
These days, the term “broadcast media” is frequently used. It’s a relatively new occurrence, and one would assume that everyone is aware of or understands what it signifies. In one way or another, about 90% (if not more) of all online or internet users consume broadcast media (Kietzmann and Kristopher, 2011; Dolwick, 2009). The emergence of broadcast media began in the early days of the internet, when individuals began exchanging information and talking with one another (Boyd and Ellison, 2010), although the platforms used at the time were more ‘technical intensive,’ requiring some level of experience prior to use. As a result, the number of people who used broadcast media channels back then was small. As technology progressed, less complicated platforms were built, allowing billions of average internet users, with no prior knowledge of technology, to use the services (Boyd et al., 2010; Baden, Bender, Spring, Bhattacharjee and Strain, 2009) This was a watershed moment in media history, as it made the media more inclusive, allowing people to no longer be quiet viewers of the content being served up to them. They could now develop their own content, share it with others, interact with others, cooperate with them, and much more (Andreas and Haenlein, 2010). This user interaction is what sparked the development of today’s rapidly growing broadcast media platform. Many organizations throughout the world have joined, but they have only joined the fastest growing networks such as Facebook and Twitter to engage with their customers. Broadcast media mediums such as radio and television now allow member individuals to interact with one another and form relationships (Trattner and Kappe 2012). The broadcast media networks serve as a terrific vehicle for assisting businesses in gaining traffic or attention to their products and services, typically through the use of Links in the advertisements they place on the broadcast media (Chinag and Chung, 2011; Deis and Hensel, 2010). It also works in the same way that traditional Word of Mouth operates in mainstream marketing. Corporate communications delivered via broadcast media travel quickly among users. In this regard, broadcast media networks have become the new archetypal 21st-century market medium for firms to exploit (IMAP, 2010) and influence their customers’ purchasing behavior more since 2002. This is because, according to a survey report, approximately half of the 170 million Nigerians regularly use broadcast media (Oracle Retail, 2010), and as a result, virtually all businesses, particularly the retail industry, now use broadcast media networks as an extension of their existing corporate marketing strategies in order to capture and serve those active users with a broad range of lifestyle brands and products across the universe. As a result, a growing number of businesses in Nigeria have begun to use these platforms.
Statement of the problem
One of the goals of employing broadcast media is to raise awareness of the marketed products. Producers routinely advertise their products in order to achieve this goal (Jonathan1995). Despite advertisements for shopping goods such as men’s packet shirts, women’s apparel, jewelry, television, and other items, consumers in Rivers State have their own areas of interest and the kind of goods they purchase. They like to buy on the side of the road or at an open market where they may haggle. Advertising aims to increase brand awareness or educate consumers (Kotler, 2006). Consumers in Rivers State, on the other hand, are less concerned about brand choice. Some customers prefer to shop on the side of the road or in the open. There is little or no public communication media in Rivers State via which consumers might be informed about a product. The majority of customers do not receive information on buying goods that will benefit them. When a promotion or discount is offered for purchasing a product, for example, certain consumers who do not have access to television, radio, or other public communication means may be unaware. Consumers purchase shopping products after comparing quality, price, style, color, and size (Kotler, 2003). Consumers in Rivers State, on the other hand, prioritize pricing, transportation, and proximity to the market while making purchases. According to Osuala (1987), vendors market a wide range of general products in order to boost sales of the product category. Consumers in Rivers State, on the other hand, believe marketed products sold in stores to be highly expensive, thus they choose to buy on the open market. Advertisements based on the sizes, colors, shapes, and features of televisions may persuade people to buy, but consumers who do not watch television commercials regularly will not be thus influenced. Furthermore, many consumers believe it is a waste of time, and those who do not have access to television may not be persuaded by such advertisements. Consumers in Rivers State, on the other hand, evaluate criteria such as cost, income, transportation, proximity to market, and so on. Consumers who purchase 8 unique products, on the other hand, will prefer to get high-quality products from stores. As a result, determining the impact of broadcast media is critical.
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