Mountain Top University Library

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