Facebook Marketing and Brand Image of Selected Pharmaceutical Industries in North Central, Nigeria

Abstract

In today’s rapidly evolving digital landscape, social media platforms, particularly Facebook, have emerged as vital tools for businesses aiming to strengthen brand awareness and trust. This paper investigates the impact of Facebook marketing on the brand image of selected pharmaceutical industries in North-Central Nigeria, a region experiencing increasing digital adoption. Guided by the Technology Acceptance Model, the research examines how perceived usefulness and ease of use influence stakeholders’ acceptance of Facebook as a marketing tool. The study employed quantitative data from structured questionnaires administered to 400 staff members across various pharmaceutical firms with qualitative insights. Descriptive and inferential statistics, including linear regression analysis using SPSS, were utilized to interpret the findings. Results reveal that Facebook marketing significantly enhances brand awareness, with over 97% of respondents affirming its positive role, and also influences brand trust, perception, and sales growth. The regression analysis shows a significant positive impact of Perception of Facebook platform on brand images (B = 0.284; T =5.642; p =0.000). However, perceptions of Facebook’s direct impact on brand image were more varied, highlighting the need for strategic content. The study concludes that while Facebook remains an effective marketing platform for the pharmaceutical sector, its full potential is realized only when content is credible, engaging, and compliant with regulatory standards. Accordingly, it is recommended that pharmaceutical industries invest in well-targeted advertisements, and consistent audience engagement. These insights contribute to ongoing discourse on social media’s strategic role in sensitive industries such as pharmaceuticals in developing economies.