EXPLORING THE INFLUENCE OF PERCEIVED COST ON THE ADOPTION OF SOCIAL MEDIA PLATFORM FOR MARKETING AMONG TAILORS IN JOS, NIGERIA: MEDIATING ROLE OF BUSINESS INTELLIGENCE

Cornelius Noel Wukari, Micah Azuakolam David, Arinzechukwu Jude Okpara

University of Jos Nigeria,

Keywords: Perceived Cost, Business Intelligence, Social Media, Perceived Usefulness

Abstract

This study explores the influence of perceived cost on the adoption of social media platforms for marketing among tailors in Jos, Nigeria, with a specific focus on the mediating role of business intelligence. In an increasingly digital marketplace, social media offers a cost-effective avenue for small-scale entrepreneurs, such as tailors, to promote their products and services. However, the perception of cost can significantly shape the willingness of these business owners to embrace digital marketing tools. Drawing on the Technology Acceptance Model (TAM) and Technology – Organisation - Environment (TOE) model, this research employs a quantitative approach using structured questionnaires administered to a sample of 322 tailors in Jos metropolis. Data analysis was conducted using multiple linear regression to test the formulated hypotheses, while process by Andre Hayes. The findings revealed that perceived cost has a positive influence on the adoption of social media platform by tailors, while business intelligence was also found to have a mediating effect on the relationship between perceived cost and adoption of social media for marketing of tailors in Jos city. This implies that tailors with higher business intelligence are more likely to perceive the benefits of social media platforms, thereby mitigating cost concerns and enhancing adoption rates. The study recommends targeted training and support programs to improve digital business intelligence among local entrepreneurs as a pathway to greater digital inclusion and marketing effectiveness. It also recommends that fashion designers should look at the other variables of adoptions like perceived ease of use, attitude towards, and perceived usefulness as a way of improving their online marketing efforts.

Published

March, 2025

ISSUE

VOL.5.NO.1

Citation

Cornelius Noel Wukari, Micah Azuakolam David, Arinzechukwu Jude Okpara (March, 2025). EXPLORING THE INFLUENCE OF PERCEIVED COST ON THE ADOPTION OF SOCIAL MEDIA PLATFORM FOR MARKETING AMONG TAILORS IN JOS, NIGERIA: MEDIATING ROLE OF BUSINESS INTELLIGENCE. International Journal of Marketing and Management Sciences,(VOL.5.NO.1), 329 - 346.

APA format

Cornelius Noel Wukari, Micah Azuakolam David, Arinzechukwu Jude Okpara. "EXPLORING THE INFLUENCE OF PERCEIVED COST ON THE ADOPTION OF SOCIAL MEDIA PLATFORM FOR MARKETING AMONG TAILORS IN JOS, NIGERIA: MEDIATING ROLE OF BUSINESS INTELLIGENCE." International Journal of Marketing and Management Sciences, vol. , no. VOL.5.NO.1, March, 2025, pp. 329 - 346.

MLA format

Cornelius Noel Wukari, Micah Azuakolam David, Arinzechukwu Jude Okpara. March, 2025. "EXPLORING THE INFLUENCE OF PERCEIVED COST ON THE ADOPTION OF SOCIAL MEDIA PLATFORM FOR MARKETING AMONG TAILORS IN JOS, NIGERIA: MEDIATING ROLE OF BUSINESS INTELLIGENCE." International Journal of Marketing and Management Sciences , no. VOL.5.NO.1: 329 - 346.

Chicago format

Cornelius Noel Wukari, Micah Azuakolam David, Arinzechukwu Jude Okpara (March, 2025). "EXPLORING THE INFLUENCE OF PERCEIVED COST ON THE ADOPTION OF SOCIAL MEDIA PLATFORM FOR MARKETING AMONG TAILORS IN JOS, NIGERIA: MEDIATING ROLE OF BUSINESS INTELLIGENCE." International Journal of Marketing and Management Sciences, vol. , no. VOL.5.NO.1, pp. 329 - 346.

Harvard format