Title: Social Media Marketing And Customer Loyalty In The Retail Sector Of Small And Medium-Sized Enterprises (Smes) In Nigeria
Authors: OLANNYE Henry
Volume: 9
Issue: 3
Pages: 171-177
Publication Date: 2025/03/28
Abstract:
This study explores the relationship between social media marketing and customer loyalty in the retail sector of Small and Medium-Sized Enterprises (SMEs) in Nigeria. With the increasing use of social media platforms for marketing, SMEs have leveraged these tools to engage with customers, build brand awareness, and improve customer loyalty. However, limited empirical research exists on the impact of social media marketing on customer loyalty in the context of Nigerian SMEs. This study aims to examine how social media marketing techniques, including content creation, customer engagement, and paid advertising, influence customer loyalty in Nigerian retail SMEs.Using a sample size of 120 employees from 60 SMEs in Lagos, Abuja, and Port Harcourt, the study employed a mixed-method approach, combining a structured questionnaire for quantitative data and in-depth interviews for qualitative insights. The quantitative data were analyzed using descriptive statistics and inferential statistics, including Pearson's correlation and regression analysis. The qualitative data were analyzed thematically to provide context to the statistical findings.The findings revealed a significant positive relationship between social media marketing and customer loyalty in the retail sector of Nigerian SMEs. Content creation, customer engagement, and paid social media advertising were identified as the key social media marketing strategies that positively affected customer loyalty. Additionally, the study found that SMEs with a high level of interaction and personalized content were able to enhance customer satisfaction and increase brand loyalty.Based on the findings, the study recommends that SMEs invest in creating consistent, engaging, and personalized content across their social media platforms. Furthermore, it suggests that SMEs adopt paid advertising strategies to expand their reach and attract a larger customer base, which could improve customer retention rates.In conclusion, this study contributes to the existing body of knowledge by providing empirical evidence on the importance of social media marketing in fostering customer loyalty among Nigerian SMEs. It highlights the strategic importance of social media platforms as an essential tool for enhancing customer relationships, improving sales performance, and ensuring long-term business sustainability in the competitive retail sector.