THE EFFECTS OF DIGITAL MARKETING BARRIERS ON THE PATRONAGE AND MARKET SHARE OF COMPANIES: A CASE STUDY OF THE BAN ON X (FORMER TWITTER)

ABSTRACT: The main focus of this study is to examine the implication of X (formerly twitter) ban on digital marketing using GoTv Lagos State as case study. The study adopted a survey research design and with the aid of convenient sampling techniques, 80 participants who are staff of of GoTv walk-in centers in Lagos State was enrolled for the study. A well structured questionnaire was issued to the respondent of which a total of 77 responses were received and validated for the study. Data was analyzed using simple percentage as well as frequencies and table. Findings from the study revealed that the revenue, profitability of digital marketing and brand awareness of GoTv product in Nigeria was affected by X (formerly twitter) ban as the  extent to which brand products were patronized through digital marketing on firm’s X (formerly twitter) handle has reduced. The study therefore recommend that Organizations should devise alternative means of creating awareness of their product to the public via other social media platforms and as well utilize social ad and SEO method. Moreso, the federal government of Nigeria should recognize that any ban on social media affects different spheres of the economy. Government should always adhere to the terms of and rules of ECOWAS when considering such action as it is a deliberate bridge of the fundamental rights of the citizens.