An investigation of mobile social commerce on consumer interaction: A study of a lifestyle brand in Lagos, Nigeria.
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- NGN 5000
Background of the study
Mobile social commerce integrates social media functionalities with online shopping, creating interactive platforms where consumers can engage, share, and make purchases seamlessly. In Lagos—a vibrant hub for digital innovation—a leading lifestyle brand has embraced mobile social commerce to foster real-time consumer interaction. This study explores how integrating social sharing features, user reviews, and in-app purchasing options drives consumer interaction and enhances brand engagement. By leveraging mobile social commerce, the brand not only offers convenience but also builds community and trust among its audience, thereby encouraging organic word-of-mouth promotion (Adeyemi, 2023). Research indicates that such interactive platforms positively influence consumer attitudes and purchasing decisions, leading to higher conversion rates and improved customer loyalty (Okoro, 2024). However, challenges such as data security, platform usability, and content relevance remain prevalent. The study will assess these aspects through user engagement metrics and consumer feedback, providing insights into how social commerce can be optimized to drive deeper interaction and brand affinity. The findings are expected to guide lifestyle brands in Lagos on effective strategies for integrating social commerce into their digital marketing mix (Chinwe, 2025).
Statement of the problem
Lifestyle brands in Lagos encounter difficulties in maintaining active consumer interaction when mobile social commerce strategies are not fully optimized. Inadequate integration of social features with e-commerce functionalities often results in low engagement and minimal customer interaction. This fragmentation can lead to reduced conversion rates and lower overall brand loyalty. Despite investing in digital platforms, the lack of cohesive social commerce solutions hinders the brand’s ability to capitalize on its mobile audience. This study aims to uncover the obstacles that affect effective mobile social commerce and assess how they impact consumer interaction, ultimately affecting the brand’s market performance (Adeyemi, 2023; Okoro, 2024).
Objectives of the study:
To assess the impact of mobile social commerce on consumer interaction.
To identify barriers hindering effective integration of social and shopping features.
To recommend strategies for enhancing consumer engagement through mobile social commerce.
Research questions:
How does mobile social commerce affect consumer interaction?
What challenges limit the integration of social and e-commerce functionalities?
What strategies can improve consumer engagement for lifestyle brands?
Significance of the study
This study offers valuable insights into optimizing mobile social commerce to enhance consumer interaction for lifestyle brands in Lagos. The findings will help marketers develop more engaging, interactive platforms that drive both engagement and sales, ultimately strengthening brand loyalty (Chinwe, 2025).
Scope and limitations of the study:
This research focuses exclusively on a single lifestyle brand in Lagos and examines mobile social commerce’s impact on consumer interaction. External factors and other brands are not considered.
Definitions of terms:
Mobile Social Commerce: The integration of social media and mobile shopping.
Consumer Interaction: The engagement and communication between users and a brand.
Lifestyle Brand: A brand that markets products reflecting a particular lifestyle or identity.
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