Information Motivation: Does the Opinion Users form on Facebook Induce Preferences for Confectionery Goods in an Emerging Market?

Abstract

Many buyers turn to multiple sources of information when making buying decisions thereby, resulting into information overload. Among the main sources that buyers sift purchase opinion from is the giant social media platform – Facebook.  Unfortunately, most studies in emerging economy like Nigeria undercaptured this significant area of concern. This study therefore unravels the opinions users’ form on facebook and evaluates if such opinions induce preferences for confectionery goods taking cognizance of Nestle brands of product as the case. Survey design was adopted and data was collected through structured self-administered questionnaire designed on 3-point Likert scale.  The main source of data was primary and the target population consisted of 384 randomly selected consumers that were conveniently reached in Ibadan Metropolis, Oyo State, Nigeria. The single hypothesis formulated was tested with product moment correlation coefficient at 0.05 level of significant. Based on the analyzed data, the study found that there is a positive significant relationship between opinion users’ form on facebook and purchase preferences for confectionery goods. By this key finding, the study advised that the manufacturers of confectionery products should adopt the facebook platform more vigorously for advertising their products. This is best achieved by targeting opinion leaders in major selected groups in the facebook media database.