AN INVESTIGATION OF SOCIAL MEDIA ENGAGEMENT METRICS AND THEIR CORRELATION WITH SALES: A STUDY OF A CONSUMER ELECTRONICS BRAND IN LAGOS, NIGERIA.
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Background of the study:
Social media engagement metrics, such as likes, shares, comments, and click-through rates, have become key indicators of marketing campaign success. Consumer electronics brands in Lagos are leveraging these metrics to gauge consumer interest and drive sales performance (Ogunleye, 2023). This study explores the relationship between social media engagement and actual sales outcomes. By analyzing various engagement metrics, marketers can identify trends, optimize content strategies, and improve targeting efforts. High engagement levels are often associated with enhanced brand awareness and higher conversion rates (Ibrahim, 2024). However, establishing a direct correlation between social media interactions and sales revenue remains complex due to intervening variables such as seasonality, market competition, and offline influences. This research investigates these dynamics, providing a comprehensive evaluation of how social media metrics can serve as predictors of sales performance for a consumer electronics brand. The study aims to offer actionable insights to help brands better allocate marketing budgets and refine digital strategies for improved revenue generation (Afolabi, 2025).
Statement of the problem:
Although social media engagement metrics are widely used to assess campaign performance, consumer electronics brands in Lagos face challenges in linking these metrics to actual sales. Inconsistent data and the influence of external factors often complicate the measurement of direct sales impact from online engagement (Ogunleye, 2023). This disconnect undermines the ability of marketers to justify digital spending and optimize content strategies (Ibrahim, 2024).
Objectives of the study:
To evaluate the correlation between social media engagement and sales.
To identify challenges in measuring the impact of engagement on revenue.
To propose strategies for improving the predictive value of social media metrics.
Research questions:
How do social media engagement metrics correlate with sales performance?
What challenges hinder the accurate measurement of this correlation?
What strategies can improve the linkage between engagement and revenue?
Significance of the study:
This study is significant as it offers insights into the effective use of social media metrics to drive sales. The findings will help consumer electronics brands in Lagos refine their digital marketing strategies, ensuring a better return on investment and informed budget allocation (Afolabi, 2025).
Scope and limitations of the study:
The study is limited to examining social media engagement and its correlation with sales for a consumer electronics brand in Lagos, Nigeria, focusing solely on digital metrics.
Definitions of terms:
Social Media Engagement: Interaction between users and brand content on social platforms.
Sales Performance: The measure of revenue generated from marketing activities.
Consumer Electronics Brand: A company that produces and sells electronic devices for consumers.
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