SOCIAL MEDIA MARKETING AND CUSTOMER PURCHASE INTENTIONS IN RETAIL ORGANIZATIONS IN BAYELSA STATE, NIGERIA

Authors

  • Dr. Banabo Ekankumo Department of Business Education Isaac Jasper Boro College of Education, Sagbama, Bayelsa State, Nigeria
  • Ogboma Thankgod Department of Business Education Isaac Jasper Boro College of Education, Sagbama, Bayelsa State, Nigeria

Abstract

This study examines the relationship between social media marketing and customer purchase intentions in retail organizations in Bayelsa State, Nigeria. The study was guided by three specific objectives, research questions and hypotheses. The correlational design was adopted in the study. The population of the study was 1200 retail business owners in Yenagoa metropolis of Bayelsa state. The sample size of the study was 300 which was determined using the Taro Yamane method. Questionnaire was use to collect data in this study. The reliability of the instrument was 0.85.  Data collected was analyzed using SPSS software.  Findings indicate a moderate positive relationship between social media marketing and customer patronage intention, customers patronage and repeat purchase intention with a correlation coefficient of 0.57 and a significance level of p < .05. This suggests that social media marketing significantly impacts consumer patronage intention.  Based on the findings, it was recommended amongst others that retail business owners should extensively leverage social media campaigns to effectively communicate their product/service offerings to social media users.

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Published

2024-07-07

How to Cite

Dr. Banabo Ekankumo, & Ogboma Thankgod. (2024). SOCIAL MEDIA MARKETING AND CUSTOMER PURCHASE INTENTIONS IN RETAIL ORGANIZATIONS IN BAYELSA STATE, NIGERIA. BW Academic Journal, 1(2), 97–109. Retrieved from https://bwjournal.org/index.php/bsjournal/article/view/2057