An Assessment of Social Media Engagement and Customer Loyalty in Retail Businesses: A Study of Supermarkets in Kogi State
- Project Research
- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the Study
Social media has become an integral part of marketing strategies for retail businesses, particularly in fostering customer engagement and loyalty. The use of platforms like Facebook, Instagram, Twitter, and WhatsApp enables businesses to communicate directly with customers, promote products, and build brand awareness (Chukwu & Omotayo, 2024). Social media engagement involves interactions such as likes, shares, comments, and customer service inquiries, all of which contribute to the development of a loyal customer base.
In Kogi State, supermarkets are increasingly adopting social media strategies to enhance customer interaction and build lasting relationships. However, while global research has demonstrated the positive impact of social media engagement on customer loyalty (Khan & Ali, 2023), there is limited research on its effectiveness within Kogi State’s retail environment. Understanding how social media engagement influences customer loyalty in this specific region is crucial for helping supermarkets optimize their social media marketing strategies.
Statement of the Problem
Supermarkets in Kogi State are facing challenges in cultivating customer loyalty despite heavy investment in social media marketing. Factors such as inconsistent content creation, limited customer interaction, and a lack of targeted campaigns may be impeding the effectiveness of social media engagement efforts.
The gap in empirical research regarding the relationship between social media engagement and customer loyalty in Kogi State’s supermarket sector hinders the ability of managers to leverage social media effectively. This study seeks to assess how social media engagement impacts customer loyalty in the retail businesses of Kogi State.
Objectives of the Study
- To assess the level of social media engagement in supermarkets in Kogi State.
- To evaluate the relationship between social media engagement and customer loyalty.
- To identify factors that influence the effectiveness of social media engagement strategies in supermarkets.
Research Questions
- How do supermarkets in Kogi State engage with customers on social media?
- What is the relationship between social media engagement and customer loyalty in supermarkets?
- What factors affect the success of social media engagement strategies in supermarkets?
Research Hypotheses
- Social media engagement positively influences customer loyalty in supermarkets.
- Higher levels of customer interaction on social media lead to increased loyalty.
- Inconsistent social media engagement strategies negatively affect customer loyalty.
Scope and Limitations of the Study
This study focuses on supermarkets in Kogi State, examining the relationship between social media engagement and customer loyalty. The study excludes other types of retail businesses and regions. Limitations include potential biases in self-reported data and the inability to generalize findings beyond supermarkets in Kogi State.
Definitions of Terms
- Social Media Engagement: The level of interaction and participation by customers on social media platforms.
- Customer Loyalty: The degree to which customers continue to purchase from a business over time due to their satisfaction and emotional connection.
- Supermarkets: Retail businesses offering a broad range of goods, including food, beverages, and household products.
