INFLUENCE OF ONLINE MARKETING AND ELECTRONIC COMMERCE ON PUBLIC RELATIONS PRACTICE IN NIGERIA.

INFLUENCE OF ONLINE MARKETING AND ELECTRONIC COMMERCE ON PUBLIC RELATIONS PRACTICE IN NIGERIA.

ABSTRACT

Information and communication technology (ICTS) play vital roles in any modern society. The essentially central or vital roles of icts ion every human activity informed the topic: “influence of online marketing and electronic commerce on public relations practice in Nigeria”. It is against this background that this work is aimed at finding out the extent to which online marketing and e-commerce have influence the practice of public relations in Nigeria. The study was focused on Enugu Metropolis, the capital of Enugu State and Awka, the capital of Anambra State. This choice is informed by the fact that both state capitals have high concentration of public and private establishments. A total of 150 questionnaires were randomly distributed and collected. Each of the state capital, Enugu and Awka got 75 questionnaires. Four hypotheses were formulated and tested chi-square test and percentages were employed in the analyses of the data collected. The result of the study made some interesting revelations and regards the influence of online marketing and electronic commerce on public relations practice in Nigeria. Of the four hypotheses tested, three out of the four hypotheses gained statistical support that online marketing and electronic commerce have influenced the practice of public relations in Nigeria while 25% said otherwise. This study was subjected to all limitations associated with survey research. Through longer period of time and wider scope wile would have been ideal but due to constraints of time, paucity of fund, the study was limited to Enugu State capital and Awka the capital of Anambra State. It is important to state here that the study was restricted to registered member of NIPR.