Proceedings of the International Conference on Emerging Challenges: Sustainable Strategies in the Data-driven Economy (ICECH 2024)

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

Authors
Thanh Huyen Pham1, Xuan Hoa Nghiem2, Thi Thu Huyen Nguyen3, Adepoju Emmanuel Ifeoluwaleke4, *, Ngoc Hai Anh Le5, Tuan Minh Nguyen6, Quy Duong Nguyen7, Thi Huyen Nguyen8, *
1Faculty of Economics and Management, International School, Vietnam National University, Hanoi, Vietnam
2Faculty of Economics and Management, International School, Vietnam National University, Hanoi, Vietnam
3International School, Vietnam National University, Vietinbank Hanoi Branch, 02 Ngo Quyen street, Hoan Kiem district, Hanoi, Vietnam
4International School, Vietnam National University, Hanoi, Vietnam
5Foreign Language Specialized School, University of Languages and International Studies, Vietnam National University, Hanoi, Vietnam
6High School of Education Sciences, University of Education, Vietnam National University, Hanoi, Vietnam
7International School, Vietnam National University & Viettel Distributions, No.1, Lane 11, Duy Tan street, Cau Giay district, Hanoi, Vietnam
8Faculty of Economics and Management, International School, Vietnam National University, Hanoi, Vietnam
*Corresponding author. Email: adepojuleke@gmail.com
*Corresponding author. Email: huyenntt11@vietinbank.vn
Corresponding Authors
Adepoju Emmanuel Ifeoluwaleke, Thi Huyen Nguyen
Available Online 30 April 2025.
DOI
10.2991/978-94-6463-694-9_16How to use a DOI?
Keywords
Social Media Marketing; Brand Loyalty; Retail Sector; Customer Engagement; Digital Marketing; Consumer Behaviour
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Emerging Challenges: Sustainable Strategies in the Data-driven Economy (ICECH 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 April 2025
ISBN
978-94-6463-694-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-694-9_16How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Thanh Huyen Pham
AU  - Xuan Hoa Nghiem
AU  - Thi Thu Huyen Nguyen
AU  - Adepoju Emmanuel Ifeoluwaleke
AU  - Ngoc Hai Anh Le
AU  - Tuan Minh Nguyen
AU  - Quy Duong Nguyen
AU  - Thi Huyen Nguyen
PY  - 2025
DA  - 2025/04/30
TI  - The Influence Of Social Media Marketing On Brand Loyalty: A Study Of Roban Retail Store, Nigeria
BT  - Proceedings of the International Conference on Emerging Challenges: Sustainable Strategies in the Data-driven Economy (ICECH 2024)
PB  - Atlantis Press
SP  - 237
EP  - 253
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-694-9_16
DO  - 10.2991/978-94-6463-694-9_16
ID  - Pham2025
ER  -