The effect of user engagement on social media platforms on customer loyalty: A study of a retail brand in Kaduna, Nigeria
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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
User engagement on social media platforms is a critical factor influencing customer loyalty, especially in highly competitive retail sectors. In Kaduna, retail brands are increasingly leveraging interactive social media strategies—such as live sessions, user-generated content campaigns, and personalized interactions—to foster deeper connections with customers (Ibrahim, 2023). This study examines the effect of social media engagement on customer loyalty by analyzing how active user participation translates into long-term brand commitment and repeat purchases (Adebayo, 2024). The research explores various engagement metrics, including likes, shares, comments, and direct messages, to understand their correlation with customer retention. It also investigates how personalized content and real-time interactions contribute to building trust and emotional attachment among consumers. As retail brands strive to enhance their digital presence, understanding the nuances of social media engagement becomes crucial for developing strategies that drive loyalty and increase lifetime customer value. Through a combination of quantitative analytics and qualitative consumer surveys, the study aims to provide actionable insights and strategic recommendations to optimize social media efforts and reinforce customer loyalty (Okeke, 2024).
Statement of the problem
Retail brands in Kaduna face challenges in translating social media engagement into sustainable customer loyalty. Although high levels of interaction on social media platforms can boost brand visibility, inconsistent messaging and superficial engagement may not lead to lasting customer relationships (Chinwe, 2023). The lack of a robust framework to measure the impact of specific engagement activities on loyalty further complicates strategy formulation. This study addresses these challenges by investigating the relationship between user engagement metrics and customer loyalty, aiming to identify the key factors that drive long-term consumer commitment and offer strategies to optimize social media interactions for enhanced loyalty.
Objectives of the study:
To assess the impact of social media engagement on customer loyalty.
To identify key engagement metrics that correlate with loyalty.
To recommend strategies for enhancing customer retention through social media.
Research questions:
How does social media engagement affect customer loyalty in retail?
Which engagement activities most strongly drive repeat purchases?
How can retail brands optimize their social media strategies for long-term loyalty?
Significance of the study
This study is significant for retail brands by elucidating the connection between social media engagement and customer loyalty. Its findings will help marketers refine digital strategies to foster deeper consumer relationships and drive repeat business. Contributing to academic literature, the research provides a framework for measuring and optimizing engagement activities to boost customer retention, ultimately supporting improved competitive positioning in the retail industry.
Scope and limitations of the study:
This study is limited to examining social media engagement and its effect on customer loyalty for a retail brand in Kaduna, Nigeria, and does not extend to other industries or offline engagement strategies.
Definitions of terms:
User Engagement: The level of interaction between consumers and social media content.
Customer Loyalty: The propensity of customers to repeatedly purchase from a brand.
Social Media Platforms: Digital channels used for communication and engagement with audiences.
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