| Summary, etc |
Multilevel marketing (MLM), also called network marketing has become a fruitful concept that<br/>endows ordinary people to turn into successful entrepreneurs. Although, there are so many<br/>benefits accruing from it, the need for an organization to properly coordinate its marketing<br/>communication strategies in order to deliver clear, consistent, credible and competitive message<br/>about itself and its products has become an issue of concern, which result oriented firms wishes<br/>to overcome. The study sought to find out the different communication strategies adopted by<br/>Longrich products’ multi-level marketers and the extent to which they influence consumer<br/>patronage of the products, it also examined the marketing strategies adopted by Longrich multilevel marketers and the challenges they encounter while distributing products or recruiting new<br/>members. Both quantitative and qualitative method research were adopted for the study. Sample<br/>size 160 was systematically selected for the survey. While 8 multi-level marketers were<br/>interviewed. The findings revealed that the respondents and Longrich multi-level marketers make<br/>adequate use of social media for receiving information as well as dissemination of information<br/>respectively. Facebook, WhatsApp, Instagram story twitter and word of mouth are forms of<br/>media that are mostly used by consumers and multi-level marketers, while issues surrounding the<br/>credibility of the business is the challenge mostly encountered by multi-level marketers. The<br/>study recommended more proactive ways of utilization of social media by multi-level marketers<br/>to educate the public about the business opportunity and improvement on pictorial<br/>representation that will be used to convince people. |
