Title: The Influence of Trust on the Relationship between Collaborative Marketing and Online Shopping in South-South, Nigeria.
Authors: COKER, Preye Robert
Volume: 9
Issue: 6
Pages: 32-48
Publication Date: 2025/06/28
Abstract:
This study investigates the moderating influence of trust on the relationship between collaborative marketing and online shopping in South-South, Nigeria. With the rapid growth of digital commerce and consumer engagement on social media, businesses increasingly rely on collaborative marketing strategies such as content sharing, incentive-based engagement and co-creation to influence purchasing decisions. However, the effectiveness of these strategies is largely contingent on the degree of trust consumers place in brands and their collaborative efforts. Drawing on the relationship marketing theory, the study adopts a quantitative approach using structured questionnaire administered to active online shoppers across selected cities in the South-South region. Data were analyzed using bivariate Pearson correlation, partial correlation and regression techniques to determine the extent to which trust enhances or weakens the impact of collaborative marketing on online shopping via brand loyalty. The findings reveal that trust significantly moderates this relationship, explaining a substantial portion of the variance in online shopping outcomes. The study highlights the importance of transparency, reliability and customer-centered communication in building trust that strengthens collaborative marketing efforts. Thus, practical implications are discussed for marketers aiming to enhance brand loyalty and repeat purchase behaviour through trust-anchored digital engagement.