The Impact of Social Media Analytics on Customer Engagement: A Case Study of Fashion Brands in Sokoto State
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- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the Study
Social media analytics has become a critical tool for businesses seeking to engage with customers effectively. By analyzing data from social media platforms, businesses can gain insights into customer behavior, preferences, and trends, enabling them to tailor their marketing strategies and enhance customer experiences. According to Eze and Bello (2023), social media analytics helps brands monitor sentiment, measure campaign performance, and identify engagement opportunities.
Fashion brands in Sokoto State face unique challenges in reaching their target audience due to cultural diversity, varying consumer preferences, and increasing competition. Social media platforms such as Instagram, Facebook, and Twitter have emerged as key channels for customer engagement, allowing brands to showcase their products and interact with customers. However, as noted by Adamu and Salisu (2024), many fashion brands in the region lack the expertise and tools to effectively leverage social media analytics, limiting their ability to maximize engagement.
This study explores the role of social media analytics in improving customer engagement among fashion brands in Sokoto State, highlighting best practices and challenges in its implementation.
Statement of the Problem
Despite the growing importance of social media in modern marketing, many fashion brands in Sokoto State struggle to utilize social media analytics effectively. Challenges such as limited technical knowledge, inadequate infrastructure, and the high cost of analytics tools hinder their ability to analyze customer data and optimize engagement strategies (Yusuf & Aisha, 2023). As a result, these brands may fail to build meaningful connections with customers and miss opportunities to drive brand loyalty and sales.
While existing research focuses on global and national trends, there is limited knowledge about how social media analytics impacts customer engagement in the context of Sokoto State. This study aims to bridge this gap by examining the adoption and impact of social media analytics among local fashion brands.
Objectives of the Study
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To assess the adoption of social media analytics by fashion brands in Sokoto State.
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To evaluate the impact of social media analytics on customer engagement.
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To recommend strategies for improving the use of social media analytics among fashion brands in Sokoto State.
Research Questions
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How widely is social media analytics adopted by fashion brands in Sokoto State?
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What impact does social media analytics have on customer engagement for fashion brands?
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What strategies can enhance the adoption and effective use of social media analytics in Sokoto State?
Research Hypotheses
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Social media analytics has no significant impact on customer engagement among fashion brands in Sokoto State.
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The adoption of social media analytics does not significantly improve brand-customer interactions.
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Strategies for enhancing social media analytics adoption have no significant effect on customer engagement.
Scope and Limitations of the Study
This study focuses on fashion brands in Sokoto State, assessing the role of social media analytics in improving customer engagement. Limitations include the availability of data, varying levels of social media analytics adoption across brands, and potential biases in responses from brand managers and customers.
Definitions of Terms
Social Media Analytics: The process of gathering and analyzing data from social media platforms to improve business outcomes.
Customer Engagement: The level of interaction and connection between a brand and its customers, typically measured through loyalty, satisfaction, and interactions.
Fashion Brands: Businesses involved in the design, production, and sale of clothing and accessories.
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