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Social Media Marketing and Brand Loyalty Among Online Shoppers in Anambra State, Nigeria: Mediating Effect of Brand Awareness

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  • Ebuka Christian Ezenwafor

    (Nnamdi Azikiwe University, Awka, Nigeria)

  • Adeola A. Ayodele

    (Nnamdi Azikiwe University, Awka, Nigeria)

  • Chukwudi Ireneus Nwaizugbo

    (Nnamdi Azikiwe University, Akwa, Nigeria)

Abstract

Although extant literature is gorged with the influence of social media marketing on brand loyalty, empirical investigation on mediating effect of brand awareness on social media marketing (SMM) and brand loyalty in the online retail industry in Nigeria are still lacking. This study examines the mediating effect of brand awareness on social media marketing and brand loyalty among online shoppers in a typical emerging market. To achieve this objective, survey design was adopted, and the unit of analysis was online shoppers in Anambra, Nigeria. Quota sampling and questionnaire were the sampling technique and research instrument respectively. A sample of 254 respondents was drawn using the Cochran's formula. The hypotheses were tested using structural equation model via Smart-Pls. It was found that SMM has predictive effect on brand awareness and brand loyalty: brand awareness predicts brand loyalty, and brand awareness mediates the relationship between SMM and brand loyalty. Organizations should strategize and harness the potential of growing social media and SMM.

Suggested Citation

  • Ebuka Christian Ezenwafor & Adeola A. Ayodele & Chukwudi Ireneus Nwaizugbo, 2021. "Social Media Marketing and Brand Loyalty Among Online Shoppers in Anambra State, Nigeria: Mediating Effect of Brand Awareness," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 19(3), pages 16-27, July.
    • Handle: RePEc:igg:jeco00:v:19:y:2021:i:3:p:16-27
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    Cited by:

    1. Lie Ao & Rohit Bansal & Nishita Pruthi & Muhammad Bilawal Khaskheli, 2023. "Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis," Sustainability, MDPI, vol. 15(3), pages 1-15, February.
    2. Emini, Adelina & Zeqiri, Jusuf, 2021. "The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2021), Hybrid Conference, Zagreb, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021, pages 256-266, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.

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