ASSESSMENT OF X (FORMERLY TWITTER) APP ON BRAND AWARENESS IN NIGERIA (A CASE STUDY OF RITE FOOD LIMITED, LAGOS STATE )

ABSTRACT: The purpose of this study was to assess the impact of the Twitter app on brand awareness in Nigeria, with a specific focus on Rite Food Limited in Lagos State. The study aimed to analyse the impact of the Twitter ban on Rite Foods Limited's brand awareness and sales. It also sought to examine the strategies employed by Rite Foods Limited to maintain brand awareness following the ban. The study utilised a survey descriptive research design. The survey received and validated a total of 120 responses. Based on the analysis of the obtained responses, it is evident that the Twitter ban has had a significant negative impact on the brand awareness of Rite Foods Limited. Additionally, the Twitter App has had various effects on the sales of Rite Foods Limited's products. These effects include, but are not limited to, discontinuing the company's online advertising on the Twitter platform, decreasing the volume of sales, limiting customer access to promotions and other awareness campaigns, and reducing the company's profit margin. According to the findings, Rite Foods Limited implemented several strategies to enhance brand awareness. These strategies included leveraging additional social media platforms like Instagram and Facebook, utilising the LinkedIn platform for awareness, engaging social media freelancers, employing traditional advertising methods such as billboards and flyers, and utilising promotional activities to drive sales. The study suggests that it is important for the federal government of Nigeria to make necessary amendments regarding the usage of Twitter in Nigeria. The impact of the Twitter ban on various sectors of Nigeria's economy should be acknowledged by the federal government. It is important for them to comply with the terms and regulations of ECOWAS and reconsider the ban, as it infringes upon the fundamental rights of the citizens. In addition, it would be beneficial for Rite Food Limited to explore alternative strategies for promoting their product to the public through various social media platforms. Additionally, they could consider implementing the use of influencer marketing as a means of increasing brand awareness. The relationship between product quality and customer satisfaction can be seen as a strategy for generating awareness. When customers are satisfied with a brand's products, they become advocates who spread the word about the product to the wider public. It is important for Rite Food Limited to prioritise the maintenance of good product quality.