Analysis of Consumer Engagement and Perception in the Social Media Marketing of Nono Using Photographs

Elishama Pyarisom Lakam; Gausa Solomon; Elisha Lucky Dauda; Bassi Mathias Kashim

doi:10.56201/ijmcs.v9.no7.2025.pg1.7

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Analysis of Consumer Engagement and Perception in the Social Media Marketing of Nono Using Photographs

Elishama Pyarisom Lakam, Gausa Solomon, Elisha Lucky Dauda, Bassi Mathias Kashim

Abstract

This study investigated the effectiveness of photographs in the social media marketing of Nono, an indigenous fermented milk product, with emphasis on consumer engagement and purchase intentions. A quantitative research design was adopted, using an online questionnaire (424 respondents) and experimental postings on Facebook with multiple photographic renditions. Data were analysed using descriptive statistics, Chi-square tests, regression, and ANOVA. Findings showed that Nono has a weak online presence, as most respondents disagreed that photographs of the product are visible or persuasive on social media. The study concludes that photographs are powerful tools for enhancing the visibility, trust, and marketability of indigenous products. It recommends that marketers of Nono and similar foods prioritize visual marketing, adopt context-specific photography styles, leverage social media analytics, and promote capacity building for indigenous producers. The research contributes to knowledge on digital marketing of traditional foods in Africa, offering practical insights for practitioners, policymakers, and academia.

Keywords

NonoMarketingPhotographySocial Media

References

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Analysis of Consumer Engagement and Perception in the Social Media Marketing of Nono Using Photographs

Abstract

Keywords

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