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Exploring The Impact of Social Media Marketing On Customer Loyalty Among B2C Ecommerce Firms in Nigeria by Raahul Sakpal is a document available to read on EtoBox.
What is Exploring The Impact of Social Media Marketing On Customer Loyalty Among B2C Ecommerce Firms in Nigeria about?
The research evaluates the impact of Social Media Marketing (SMM) on customer loyalty among B2C eCommerce firms in Nigeria, revealing a positive significant relationship. Key components such as interaction, e-Word-of-mouth, entertainment, and customization positively influence customer loyalty, while trendiness has a negative impact. The study suggests that B2C firms should enhance their strategies in personalization and quality content to foster customer loyalty amidst high competition.
- Author
- Raahul Sakpal
- Language
- EN