TWITTER ENGAGEMENT AND BRAND IMAGE OF SELECTED PHARMACEUTICAL INDUSTRIES IN NORTH CENTRAL, NIGERIA.

In today’s digital era, social media has transformed how organizations communicate, manage reputations, and build trust. For pharmaceutical industries, especially in developing regions like North-Central Nigeria, Twitter (now X) provides a vital platform for real-time engagement, public health awareness, and transparent dialogue in a trust-sensitive sector increasingly shaped by online discourse. However, empirical evidence on its specific branding impact in this context remains limited.This paper examines the impact of Twitter (X) engagement on the brand image of selected pharmaceutical industries in North-Central Nigeria. Anchored in Social Identity Theory, the research adopted a mixed-methods design combining quantitative surveys of 400 staff and qualitative insights gathered through structured interviews with operations managers. Quantitative findings indicate that a significant majority of respondents agree that Twitter’s interactive features timely information dissemination, audience engagement, and real-time responsiveness positively influence brand image and foster trust within a highly regulated industry. Qualitative insights further reveal that managers perceive Twitter as essential for countering misinformation and building transparent stakeholder relationships. The hypothesis test confirmed a significant positive impact, with regression analysis showing that a unit increase in Twitter perception leads to a 39% improvement in brand image (B = 0.392; p < 0.01). These results support rejecting the null hypothesis and accepting that Twitter engagement contributes meaningfully to enhanced brand perception. Overall, the study concludes that strategic Twitter usage strengthens brand equity, generates economic opportunities, and positions pharmaceutical industries to engage effectively with the public in a digital era.

0 19 Dec, 2025

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