The Influence Of Social Media Marketing On Brand Loyalty: A Study Of Roban Retail Store, Nigeria

Thanh Huyen Pham (), Xuan Hoa Nghiem (), Thi Thu Huyen Nguyen (), Adepoju Emmanuel Ifeoluwaleke (), Ngoc Hai Anh Le (), Tuan Minh Nguyen (), Quy Duong Nguyen () and Thi Huyen Nguyen ()
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Thanh Huyen Pham: Vietnam National University, Faculty of Economics and Management, International School
Xuan Hoa Nghiem: Vietnam National University, Faculty of Economics and Management, International School
Thi Thu Huyen Nguyen: Vietnam National University, International School
Adepoju Emmanuel Ifeoluwaleke: Vietnam National University, International School
Ngoc Hai Anh Le: University of Languages and International Studies, Vietnam National University, Foreign Language Specialized School
Tuan Minh Nguyen: University of Education, Vietnam National University, High School of Education Sciences
Quy Duong Nguyen: Vietnam National University & Viettel Distributions, International School
Thi Huyen Nguyen: Vietnam National University, Faculty of Economics and Management, International School

A chapter in Proceedings of the International Conference on Emerging Challenges: Sustainable Strategies in the Data-Driven Economy (ICECH 2024), 2025, pp 237-253 from Springer

Abstract: Abstract Research Purpose: This study investigates the influence of social media marketing on brand loyalty, focusing on Roban Retail Store in Nigeria, to understand the effects of digital engagement strategies on customer loyalty in the retail sector. Research Motivation: In the context of an increasingly digital marketplace, understanding how social media marketing can foster customer loyalty provides valuable insights for retail businesses. This research aims to address gaps in the literature on social media’s role in enhancing brand loyalty in emerging markets. Research Design, Approach, and Method: A quantitative research design was employed, utilizing a Google Form questionnaire distributed to customers of Roban Retail Store. The survey captured various dimensions of social media marketing, such as content quality, engagement strategies, and customer interaction. Data were analysed using descriptive and inferential statistics to identify significant relationships between social media practices and brand loyalty. Main Findings: The findings reveal that social media marketing strategies that focus on high-quality content and active customer engagement significantly enhance brand loyalty. Customers who frequently interact with brands on social media platforms and perceive the content as valuable are more likely to remain loyal to the brand, indicating a strong link between effective social media use and customer retention in the retail sector. Practical/Managerial Implications: Retailers like Roban Retail Store should invest in robust social media strategies to foster customer loyalty. Emphasis should be placed on creating engaging, high-quality content and maintaining consistent communication with customers. By doing so, brands can build stronger relationships and enhance customer retention, ultimately driving sustained business growth in competitive markets.

Keywords: Social Media Marketing; Brand Loyalty; Retail Sector; Customer Engagement; Digital Marketing; Consumer Behaviour (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-694-9_16

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