Role of Social Media Engagement in Shaping Consumer Loyalty in E-Commerce Startups in Nigeria
DOI:
https://doi.org/10.47941/jbsm.3278Keywords:
Social Media Engagement, Shaping Consumer Loyalty, E-Commerce StartupsAbstract
Purpose: The purpose of this article was to analyze role of social media engagement in shaping consumer loyalty in e-commerce startups.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: Social media engagement significantly influences consumer loyalty in e-commerce startups by fostering emotional connections and trust through personalized content and frequent interactions. Brands that actively engage with customers via user-generated content (UGC) and interactive posts see higher customer satisfaction, repeat purchases, and increased brand advocacy. Consistent, authentic engagement on social media helps e-commerce startups build stronger customer relationships, driving long-term loyalty and competing with larger players in the market.
Unique Contribution to Theory, Practice and Policy: Uses and gratifications theory (UGT), social exchange theory (SET) & brand resonance model may be used to anchor future studies on the role of social media engagement in shaping consumer loyalty in e-commerce startups. From a practical standpoint, e-commerce startups should prioritize personalized and interactive content to foster deeper connections with consumers. From a policy perspective, regulators should consider creating guidelines that help e-commerce startups navigate the ethical implications of social media engagement.
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Copyright (c) 2025 Amina Fatimah
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