DRIVING BRAND VISIBILITY THROUGH SOCIAL MEDIA MARKETING OF SOFTS DRINK IN OSOGBO, OSUN STATE, NIGERIA

Oluwaseun Ademuyiwa Adesanya, Phillip Olatunde Ogunode, Agnes Avuokerie Adesanya

Osun State University, Osogbo, Federal Polytechnic, Ado-Ekiti

Keywords: Social media marketing, brand visibility, whatsApp usage, instagrams marketing, facebook.

Abstract

Abstract The advent of global systems for mobile communication (GSM) has revolutionized social media marketing across the world. Any business that ignore the paradigm shift does so at its own peril. This study examines the impact of social media marketing on brand visibility of soft drinks in Osogbo, Nigeria. The specific objectives of the study were to examine the impact of whatsApp usage, instagrams marketing channel and facebook usage on brand visibility of soft drinks in Osogbo. A survey research design was used and data were collected through well-structured questionnaire. The research target audience is unlimited (Unknown). Krejcie and Morgan sample size determination table posited that when population of a given study is above 75,000, a sample size of 384 can be used as such the sample size of the study taken was 384 consumers. Findings revealed that there was significant impact of whatsApp usage on brand visibility. Furthermore, the finding also showed that there was significant impact of instagrams marketing on brand visibility. Lastly, the finding revealed that (R=.700, R2 =.490; p<.05) there was significant impact of Facebook usage on brand visibility. Based on the result of findings, it was concluded that social media has positive impact on brand visibility of soft drinks. However, it is recommended that organisations should see social media marketing as a strategy to drive brand visibility.

Published

November 2025

ISSUE

VOL.6.NO.2

Citation

Oluwaseun Ademuyiwa Adesanya, Phillip Olatunde Ogunode, Agnes Avuokerie Adesanya (November 2025). DRIVING BRAND VISIBILITY THROUGH SOCIAL MEDIA MARKETING OF SOFTS DRINK IN OSOGBO, OSUN STATE, NIGERIA. International Journal of Marketing and Management Sciences,(VOL.6.NO.2), 288 - 305.

APA format

Oluwaseun Ademuyiwa Adesanya, Phillip Olatunde Ogunode, Agnes Avuokerie Adesanya. "DRIVING BRAND VISIBILITY THROUGH SOCIAL MEDIA MARKETING OF SOFTS DRINK IN OSOGBO, OSUN STATE, NIGERIA." International Journal of Marketing and Management Sciences, vol. , no. VOL.6.NO.2, November 2025, pp. 288 - 305.

MLA format

Oluwaseun Ademuyiwa Adesanya, Phillip Olatunde Ogunode, Agnes Avuokerie Adesanya. November 2025. "DRIVING BRAND VISIBILITY THROUGH SOCIAL MEDIA MARKETING OF SOFTS DRINK IN OSOGBO, OSUN STATE, NIGERIA." International Journal of Marketing and Management Sciences , no. VOL.6.NO.2: 288 - 305.

Chicago format

Oluwaseun Ademuyiwa Adesanya, Phillip Olatunde Ogunode, Agnes Avuokerie Adesanya (November 2025). "DRIVING BRAND VISIBILITY THROUGH SOCIAL MEDIA MARKETING OF SOFTS DRINK IN OSOGBO, OSUN STATE, NIGERIA." International Journal of Marketing and Management Sciences, vol. , no. VOL.6.NO.2, pp. 288 - 305.

Harvard format