Background of the Study
Social media marketing has become a powerful tool for businesses, especially small enterprises, to engage with customers, build brand awareness, and drive sales. In Nigeria, retail businesses have increasingly adopted social media platforms such as Facebook, Instagram, and Twitter to reach wider audiences and foster customer loyalty (Akintoye & Oladipo, 2024).
Retail stores in Sokoto State, similar to other regions, are utilizing these platforms to enhance customer interaction, promote products, and respond to consumer feedback. However, the actual impact of social media marketing on customer engagement in small retail businesses remains under-researched, particularly in the context of Sokoto State, where digital marketing adoption is still evolving (Ibrahim & Sule, 2023).
Statement of the Problem
While social media marketing is widely regarded as an effective tool for customer engagement, many small retail businesses in Sokoto State struggle to fully leverage its potential. Factors such as limited digital literacy, inconsistent internet access, and inadequate content strategy often hinder successful engagement. This study aims to assess the actual impact of social media marketing on customer engagement in retail stores and identify the key challenges affecting its effectiveness (Olayemi & Bello, 2024).
Objectives of the Study
Research Questions
Research Hypotheses
Scope and Limitations of the Study
This study is focused on small retail businesses in Sokoto State, particularly on the use of social media marketing for customer engagement. Limitations include the varying levels of social media marketing adoption and potential biases in self-reported data from business owners.
Definitions of Terms
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