The Impact of Social Media Marketing on Customer Engagement in Small Businesses: A Study of Retail Stores in Sokoto State
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- NGN 5000
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
- To assess the impact of social media marketing on customer engagement in retail stores in Sokoto State.
- To identify the challenges faced by retail stores in using social media for marketing.
- To recommend strategies for improving social media marketing effectiveness in small retail businesses.
Research Questions
- How does social media marketing impact customer engagement in retail stores in Sokoto State?
- What challenges do retail stores in Sokoto State face when using social media for marketing?
- What strategies can enhance the effectiveness of social media marketing in small retail businesses?
Research Hypotheses
- H0: Social media marketing does not significantly impact customer engagement in retail stores.
- H0: Challenges faced by retail stores do not significantly hinder the effectiveness of social media marketing.
- H0: Proposed strategies do not significantly enhance the effectiveness of social media marketing.
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
- Social Media Marketing: The use of social media platforms to promote products, services, and engage with customers.
- Customer Engagement: The interaction between customers and businesses through various channels, leading to stronger relationships and brand loyalty.
- Small Retail Businesses: Independent stores that sell goods directly to consumers on a small scale.
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