Background of the Study
Social media analytics has become a powerful tool for businesses to understand consumer behavior, trends, and engagement patterns. Retail businesses, in particular, can leverage social media data to refine their business strategies, enhance customer experiences, and drive sales growth (Johnson & Murphy, 2024). This study will critically analyze the impact of social media analytics on business strategy, focusing on retail businesses in Gombe State and how they use these insights to make strategic decisions.
Statement of the Problem
While many retail businesses in Gombe State use social media platforms for marketing and customer interaction, the effective use of social media analytics to inform strategic decisions may be underdeveloped. The study will explore how retail businesses can better utilize social media data to shape their business strategies and remain competitive.
Objectives of the Study
Research Questions
Research Hypotheses
Scope and Limitations of the Study
This study will focus on retail businesses in Gombe State that actively use social media for marketing. Limitations include potential variability in the use of analytics tools and differences in the maturity of social media strategies across businesses.
Definitions of Terms
Social Media Analytics: The process of collecting, analyzing, and interpreting data from social media platforms to understand consumer behavior and trends.
Business Strategy: A plan of action designed to achieve long-term business objectives and competitive advantage.
Customer Engagement: The interaction between a business and its customers, often facilitated through digital channels.
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