AWARENESS AND PERCEPTION OF FACEBOOK MARKETPLACE AMONG MOBILE PHONE SELLERS AND BUYERS IN BIDA, NIGER STATE

Abstract

Facebook Marketplace is an online shopping platform that allows users to seamlessly buy and sell new and old products within their communities. It launched in 2016 following huge transactions recorded through buying and selling groups on Facebook in the previous year. Ever since, Marketplace has increasingly grown in popularity. It is now being used by millions of people across the globe, since it allows users to make money and or fulfill their aspirations while socializing on the platform. However, the awareness, perception and even usage of Marketplace among individuals and businesses in Bida are still unclear. Previous studies indicate that there is limited research on the awareness and perception of Facebook Marketplace in third worlds like Nigeria. This study aims to bridge this knowledge gap and contribute to literature on the awareness and perception of Facebook Marketplace in developing countries, particularly in Bida, Niger State. A mixed-methods approach will be used for the study, with surveys being conducted to gather quantitative data on awareness and perception of Facebook Marketplace among mobile phone owners in Bida and in-depth interviews to gather qualitative data on the factors influencing perception and usage among mobile phone dealers in Bida. The Diffusion of Innovations (DOI) Theory, which contends that the adoption of new ideas, behaviours, products, or technologies is a process that takes place over time, will serve as the study’s theoretical foundation. According to the theory, adoption of innovation occurs in five stages: awareness, interest, evaluation, trial, and adoption.