SOCIAL MEDIA MARKETING AND WOMEN'S PERCEPTION OF FAMILY PLANNING METHODS IN AKWA IBOM STATE, NIGERIA

This study investigated the effect of social media marketing on women’s perception of family planning methods in Akwa Ibom State. Research design approach was adopted for this study. The population for the study consisted of women of reproductive age and nursing mothers between the ages of 18 to 45 years and above who are involved in family planning methods in Akwa Ibom State. Sample size for the study consisted of 400 respondents, determined using Taro Yemane formula, since the population was finite. The main source of data used in this study was from primary, gathered with the use of an adjusted 4-point Likert scale questionnaire. Respondents were selected using the convenient sampling technique. Data collected were analyzed using table, frequency and percentage, while hypotheses were tested using simple regression analysis with the help of SPSS 24. Findings revealed that influencer marketing, educative contents and engagement had positive and significant effect on women’s perception of family planning. It was concluded that influencer marketing, educative contents and engagement were positive and significant predictors of women’s perception of family planning methods. It was therefore recommended amongst others that government and other stakeholders should partner with key influencers to build trust and credibility among women about family planning methods on social media platforms.