INFLUENCE OF SOCIAL MEDIA MARKETING ON CUSTOMER AWARENESS OF TELECOMMUNICATION SERVICES (A STUDY OF GLO, NIGERIA)

ABSTRACT The rapid expansion of social media has transformed marketing practices, with companies across various industries leveraging these platforms to connect with consumers. This project explores the influence of social media marketing on customer awareness of telecommunication services, using the Nigerian telecom giant, Glo, as a case study. Social media platforms such as Facebook, Instagram, Twitter, and YouTube have become essential tools for telecommunication companies to engage with customers, promote new services, and build brand loyalty. The study investigates how Glo's use of social media marketing strategies—such as promotional campaigns, influencer partnerships, and interactive content—has contributed to heightened customer awareness of its services. Through surveys, interviews, and analysis of Glo’s social media activity, the research examines the effectiveness of different content types and engagement tactics in shaping consumer perceptions and enhancing service knowledge. The findings indicate that Glo’s targeted and dynamic social media campaigns have played a pivotal role in increasing consumer awareness and influencing purchasing decisions. Furthermore, the study highlights the importance of personalized communication and content relevance in fostering consumer trust and satisfaction. These insights offer actionable recommendations for Glo and other telecommunication providers seeking to optimize their social media marketing strategies and improve customer engagement.