The Influence Of Social Media Marketing On Brand Loyalty: A Study Of Roban Retail Store, Nigeria

Research Purpose: This study investigates the influence of social media marketing on brand loyalty, focusing on Roban Retail Store in Nigeria, to understand the effects of digital engagement strategies on customer loyalty in the retail sector. Research Motivation: In the context of an increasingly digital marketplace, understanding how social media marketing can foster customer loyalty provides valuable insights for retail businesses. This research aims to address gaps in the literature on social media’s role in enhancing brand loyalty in emerging markets. Research Design, Approach, and Method: A quantitative research design was employed, utilizing a Google Form questionnaire distributed to customers of Roban Retail Store. The survey captured various dimensions of social media marketing, such as content quality, engagement strategies, and customer interaction. Data were analysed using descriptive and inferential statistics to identify significant relationships between social media practices and brand loyalty. Main Findings: The findings reveal that social media marketing strategies that focus on high-quality content and active customer engagement significantly enhance brand loyalty. Customers who frequently interact with brands on social media platforms and perceive the content as valuable are more likely to remain loyal to the brand, indicating a strong link between effective social media use and customer retention in the retail sector. Practical/Managerial Implications: Retailers like Roban Retail Store should invest in robust social media strategies to foster customer loyalty. Emphasis should be placed on creating engaging, high-quality content and maintaining consistent communication with customers. By doing so, brands can build stronger relationships and enhance customer retention, ultimately driving sustained business growth in competitive markets.