SOCIAL MEDIA ENGAGEMENT AND CUSTOMER LOYALTY IN BENIN CITY: EVIDENCES FROM JUMIA NIGERIA
Keywords:
Customization, E-Commerce, Social media marketing, Trendiness, Word-of-mouthAbstract
This study investigated the influence of social media engagement on consumer behaviour in the Nigerian e-commerce sector, with a specific focus on Jumia Nigeria. The objective was to examine how four key social media activities customization, trendiness, word-of-mouth, and interaction affect customer loyalty and purchasing behaviour in the digital marketplace. The study responds to the increasing relevance of social media as a strategic marketing tool within Nigeria's growing e-commerce environment. A descriptive survey research design was employed, targeting 93 staff members at Jumia Nigeria’s Benin-City Pick-up Station. Data were collected via structured questionnaires and analyzed using regression analysis. The results revealed statistically significant positive relationships between all four social media activities and consumer behaviour. Customization, word-of-mouth, interaction, and trendiness were found to strongly influence customer engagement, purchase intent, and loyalty, with the regression model explaining over 71% of the variation in consumer behaviour. The study recommends that e-commerce firms like Jumia should invest in personalized social media content, actively engage in trending topics, foster customer interaction, and leverage customer testimonials. Doing so can significantly enhance customer loyalty and improve competitive positioning in Nigeria’s dynamic digital marketplace.
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