AN ASSESSMENT ON THE INFLUENCE OF SOCIAL MEDIA MARKETING STRATEGY ON SALES PERFORMANCE OF A BUSINESS FIRM IN CAMEROON (A CASE STUDY OF BRASSERIES DU CAMEROUN BREWERY)

CHAPTER ONE

INTRODUCTION

Background of the study

The primary driver of organisational development is sales success. In addition to generating profit for the owners, sales performance also creates revenue that may be used for the growth of the organisation. Furthermore, a commendable sales performance confers a competitive edge onto a business. Nevertheless, the sales success may be affected by other variables, such as the effectiveness of product/service advertising and the specific media employed to reach a specified market group. Despite companies being seen as the driving force behind economic growth and development, the existing economic difficulties in Cameroon plainly demonstrate that our businesses are underperforming in comparison to those in other nations. One significant obstacle that many firms in Cameroon encounter is a lack of knowledge among potential clients, both domestically and internationally, about their goods or services. The cause may be attributed to the fact that a majority of them are unable to bear the expenses associated with advertising on traditional media platforms. The incorporation of social media into everyday life has revolutionised the marketing and sales environment for companies. Social media sites such as Facebook, Instagram, Twitter, LinkedIn, and TikTok have not only changed the way people communicate, but also how companies interact with their consumers. According to Statista's data from 2024, the number of social media users worldwide exceeds 4.8 billion. This figure represents a considerable proportion of the global population and offers companies a major chance to connect with prospective clients. Social media marketing (SMM) has progressed from basic, natural postings to intricate, multifaceted plans that include sponsored ads, influencer collaborations, content marketing, and immediate consumer interaction. At first, companies largely used social media for the purpose of promoting their brand and engaging with customers. Nevertheless, due to the advancement of sophisticated data analysis and focused promotional strategies, social media now plays a broader function that encompasses generating direct sales and managing consumer relationships (Ashley & Tuten, 2015).  Businesses use a range of social media marketing tactics to accomplish diverse goals. material marketing is the practice of developing and distributing useful material to attract and keep a specific audience, whereas influencer marketing relies on endorsements and product mentions from people who have a committed social media following (De Veirman, Cauberghe, & Hudders, 2017). Paid social media advertising enables firms to precisely target certain demographics, hence optimising the reach and effectiveness of their marketing initiatives (Tuten & Solomon, 2017). Social media has a significant influence on consumer behaviour. It impacts the way customers find items, solicit suggestions, and make buying choices. The interactive aspect of social media enables immediate feedback and interaction, which may greatly impact a consumer's opinion of a brand. Research has shown that engaging with social media may result in greater customer loyalty and a stronger inclination to make purchases (Wang & Kim, 2017).  Additionally, the material created by users on social media platforms, including reviews and testimonials, has a significant impact on moulding the perceptions and behaviours of consumers. Consumers often place greater reliance on peer evaluations compared to conventional advertising, so making social media an influential instrument for word-of-mouth marketing. Social media marketing performance may be assessed using several indicators such as engagement rates, reach, impressions, and conversion rates. These indicators provide valuable insights into the effectiveness of social media efforts and their influence on sales success. Businesses may use advanced analytics tools to monitor these indicators and make real-time adjustments to their strategy, assuring ongoing optimization of their social media efforts (Tafesse & Wien, 2018).  Although these measures are accessible, accurately measuring the direct influence of social media marketing on sales success remains difficult. A significant challenge faced by several firms is the difficulty in establishing a distinct correlation between their social media endeavours and tangible sales results. The complexity stems from the diverse and intricate nature of interactions on social media platforms and the extended process that customers go through from being aware of a product or service to making a purchase (Sjöström & Thorson, 2020). Nevertheless, even if internet marketing has improved via numerous social media platforms, its implementation in the business sector of Cameroon is not on pace with that of sophisticated nations. This is mostly due to the lack of formal education among most company owners, which may hinder their ability to successfully use social media technologies. Furthermore, the utilization of these social media platforms is limited among Cameroonians due to the inefficiency of internet connections, frequent power outages, and the prevailing issue of low ICT literacy. Therefore, it remains uncertain if firms have completely embraced social media as a marketing tool. Even if business owners have implemented it, the impact of their sales performance on the products/services cannot be determined.Therefore, the researcher sought to assess the influence of social media marketing strategy on sales performance of a business firm in Cameroon (A case study of Brasseries du Cameroun Brewery).

Statement of the problem

According to the United Nations Industrial Development Organisation (UNIDO), the survival rate of business firms is barely 20% (Kabue, 2017). Many company enterprises have several problems when it comes to expanding their client base, and the conventional methods of contacting them may be rather expensive. Social media has the potential to address both issues. Social media provides companies with the potential to establish and cultivate connections with customers. While many corporate organisations are familiar with social media marketing, most are unaware of the commercial value and strategic implications it has for boosting company, increasing sales performance, enhancing profitability, and influencing consumer buy decisions. In addition, despite the substantial allocation of resources towards social media marketing, several organisations have challenges in accurately measuring its influence on sales success. Although several studies have investigated different components of social media marketing, such as brand engagement (Tafesse & Wien, 2018) and customer interaction (Ashley & Tuten, 2015), there is a dearth of comprehensive research that establishes a connection between these features and sales success indicators. Hence, the study  assess the influence of social media marketing strategy on sales performance of a business firm in Cameroon (A case study of Brasseries du Cameroun Brewery).

1.3 Objective of the study

The broad objective of the study is to assess the influence of social media marketing strategy on sales performance of a business firm in Cameroon (A case study of Brasseries du Cameroun Brewery). the specific objectives is as follows

To investigate whether the type of marketing content posted on social media significantly impact sales performance of a business firm in Cameroon.

To evaluate whether the type of  marketing content posted on social is effective in driving sales of a business firm.

To assess the influence of social media marketing strategy on the profitability of business firms in Cameroon.

To determine how social media marketing strategy influence the sales performance of business firms in Cameroon. 

1.4 Research Questions

The following questions have been prepared to guide the study

Does the type of marketing content posted on social media significantly impact sales performance of a business firm in Cameroon?

Is  the type of  marketing content posted on social effective in driving sales of a business firm.

What is the influence of social media marketing strategy on the profitability of business firms in Cameroon?

How has social media marketing strategy influence the sales performance of business firms in Cameroon?

1.5 Significance of the study

This study is significant for several reasons. It provides a deeper understanding of how social media marketing strategies affect sales performance, offering valuable insights for marketers and business leaders. By elucidating the link between social media activities and sales outcomes, the research can help businesses optimize their marketing efforts, allocate resources more effectively, and achieve better financial results. Furthermore, the findings can contribute to the academic literature on digital marketing, add to library resources, addressing existing gaps and proposing new avenues for future research.

1.6 Scope of the study

The study focuses on the influence of social media marketing strategy on sales performance of a business firm in Cameroon (A case study of Brasseries du Cameroun Brewery). Empirically, the study will investigate whether the type of marketing content posted on social media significantly impact sales performance of a business firm in Cameroon,  evaluate whether the type of  marketing content posted on social is effective in driving sales of a business firm, assess the influence of social media marketing strategy on the profitability of business firms in Cameroon and determine how social media marketing strategy influence the sales performance of business firms in Cameroon. 

Geographically, the study is delimited to Brasseries du Cameroun Brewery.

1.7 Limitation of the study

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection (internet, questionnaire, and interview), which is why the researcher resorted to a moderate choice of sample size. More so, the researcher will simultaneously engage in this study with other academic work. As a result, the amount of time spent on research will be reduced.

1.8 Definition of terms

Social Media Marketing (SMM):  The use of social media platforms and websites to promote a product or service. SMM involves creating and sharing content, engaging with followers, and running targeted advertisements to achieve marketing and branding goals.

Sales Performance: A measure of how effectively a company’s sales team meets its sales goals and objectives. Sales performance can be evaluated using various metrics such as revenue, units sold, and conversion rates.

Content Marketing:  A marketing strategy focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action.

Engagement Metrics: Quantifiable measures used to assess how users interact with social media content. Common engagement metrics include likes, comments, shares, retweets, and clicks.

Influencer Marketing: A type of social media marketing that involves endorsements and product placements from influencers—people who have a dedicated social following and are viewed as experts within their niche.