SOCIAL MEDIA NETWORK AND THE PERFORMANCE OF DANGOTE CEMENT COMPANY OBAJANA, KOGI STATE

ABSTRACT This study investigated social media network and organizational performance, with a focus on Dangote cement company. The study's particular goals were to; examine the impact of social media communication usage on organizational performance and to examine the impact of social media marketing on organizational performance. 19,112 employees of Dangote Cement Company make up the study's population. There are 392 people in the sample. Both primary and secondary data were used in the investigation. To test the analysis, multiple regression analysis was employed. The finding from the study revealed that; social media communication usage and social media advertisement have a positive impact on organizational performance, they enhanced brand visibility, customer engagement, market insights and ultimately, sales and revenue. In conclusion, social media enhance brand visibility, customer engagement and communication efficiency, but it also poses challenges such as reputation management, privacy concerns and information overload. Organizational success in leveraging social media depends on strategic utilization, adaptability, and a clear understanding of its implications on operations and stakeholder relationships. The study recommended that, in order to ensure that employees utilize social media platforms responsibly and productively on both a personal and professional level, organizations should teach their staff members in social media norms.

1 29 Jun, 2024

pg: 15

JBMIC PORTAL SYSTEM

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