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MarketingBig Data Analytics in Marketing Decision-Making
Scholarnesthub Admin
About This Research Topic The volume, velocity and variety of data from digital marketing, transactions, CRM and social media have exploded, making big data analytics central to modern marketing. Businesses that systematically examine large datasets to uncover patterns should make faster, more accurate and more defensible decisions than those relying on intuition alone. At SCHOLARNESTHUB, we transform survey-based projects into publication-ready SEO articles. This study on big data analytics in marketing decision-making is tailored for students searching for marketing project topics and business administration project topics in Nigerian secondary cities. While global surveys by McKinsey report growing analytics investment, adoption is uneven — large firms with data science teams progress faster than resource-constrained SMEs. Whether Enugu metropolis businesses have meaningfully integrated analytics or still rely on managerial intuition remains empirically underexplored. This article presents a fully verified guide with descriptive and inferential evidence from 240 marketing managers in Enugu East, North and South. Main Abstract This study examined the role of big data analytics in marketing decision-making among businesses in Enugu metropolis. Guided by four objectives, it examined extent of utilisation, effect on quality/accuracy, effect on speed, and relationship with overall effectiveness, plus comparison between firms with and without dedicated analytics tools/teams. A descriptive survey design was adopted. Data were collected from 240 marketing managers and business decision-makers in Enugu metropolis, determined using Taro Yamane formula from estimated population of 600 businesses with formal marketing decision-making function, selected through multi-stage sampling, using structured 24-item 5-point Likert-scale questionnaire. Analysis used descriptive statistics (frequencies, percentages, mean scores) and inferential statistics (simple linear regression, Pearson Product Moment Correlation, independent samples t-test) with SPSS version 26. Findings revealed: (1) big data analytics utilisation significantly and positively predicts quality and accuracy of marketing decisions (β = 0.556, p < 0.05); (2) utilisation significantly and positively predicts speed of decision-making (β = 0.487, p < 0.05); (3) strong positive relationship between utilisation and overall marketing decision-making effectiveness (r = 0.634, p < 0.05); and (4) businesses with dedicated analytics tools or teams reported significantly higher effectiveness than those without, t = 6.93, p < 0.05. The study concluded big data analytics is statistically significant and substantial driver of both quality and speed, and that formal dedicated investment, rather than ad hoc data use, most strongly distinguishes higher-performing decision-makers. It recommends formalising analytics capability through tools, personnel or training, equipping managers with data literacy, and exploring affordable outsourced/platform-based options for smaller businesses to close the effectiveness gap.
MarketingPredictive Marketing Analytics and Customer Purchase Behaviour
Scholarnesthub Admin
About This Research Topic Marketing has traditionally been reactive, adjusting campaigns after sales happen. Predictive marketing analytics changes this logic: using historical transaction, browsing and CRM data to build models that forecast future behaviour, allowing brands to anticipate needs before they occur. At SCHOLARNESTHUB, we rewrite complex analytics projects into clear, SEO-optimized academic articles. This study on predictive marketing analytics and customer purchase behaviour is crafted for students searching for marketing project topics and digital marketing project topics . Three consumer-facing applications define the field: propensity-based offers that estimate likelihood of response, replenishment and next-purchase reminders timed to anticipated need, and retention and win-back campaigns triggered by churn prediction before lapse. While promising, effectiveness depends on consumer perception — a well-timed reminder feels attentive, a mistimed one feels intrusive. This article examines 400 consumers (392 retrieved, 383 usable, 95.8% response) to test individual effects and the moderating role of perceived predictive accuracy. Main Abstract This study examined the effect of predictive marketing analytics on customer purchase behaviour when businesses deploy predictive models to anticipate rather than merely respond to needs, through propensity-based offers, replenishment reminders, and retention campaigns. Four objectives: effect of propensity-based offers, effect of replenishment/next-purchase reminders, effect of retention/win-back campaigns, and moderating role of perceived predictive accuracy. Survey research design was adopted, structured questionnaire administered to 400 consumers who reported experiencing at least one predictive-analytics-driven communication, using multi-stage sampling, of which 392 retrieved and 383 usable (95.8% response). Analysis used descriptive statistics (frequencies, percentages, means, SD) and inferential statistics (Pearson correlation, hierarchical multiple regression, chi-square) with SPSS 26. Findings revealed predictive propensity-based offers (β=0.27, p<0.05), replenishment and next-purchase reminders (β=0.23, p<0.05), and retention and win-back campaigns (β=0.30, p<0.05) each had positive significant effect on purchase behaviour, jointly accounting for approximately 56.5% variance (Adjusted R²=0.565, F=164.8, p<0.05). Perceived predictive accuracy significantly moderated relationship (ΔR²=0.033, p<0.05), strengthening effect among consumers perceiving predictions as accurate and relevant, weakening it among those perceiving poor timing or mismatch. Study concluded predictive marketing analytics is significant multidimensional driver of purchase behaviour, with retention and win-back campaigns exerting strongest individual influence, but influence is conditioned by perceived accuracy. Recommended investing in retention-focused modelling, continuously validating model accuracy against real feedback, and avoiding poorly calibrated triggers that risk irrelevance, given demonstrated importance of perceived accuracy.
MarketingONLINE SHOPPING EXPERIENCE AND CONSUMER PURCHASE INTENTION
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About This Research Topic Electronic commerce in Nigeria expanded rapidly over past decade driven by rising smartphone penetration growing internet access proliferation both established online marketplaces such as Jumia Konga and informal social commerce channels operating through Instagram WhatsApp Facebook per Statista 2023. As shift accelerates overall online shopping experience — encompassing website or platform usability perceived transactional security trust reliability delivery order fulfilment — emerged as central determinant whether consumers form favourable purchase intentions toward given online retail channel. Unlike physical retail online shopping removes tangible cues physical inspection face-to-face interaction immediate possession that traditionally reassure consumers during purchase decision replacing them with set digital logistical cues how easy website app navigate whether payment personal data feel secure whether order will arrive as promised. Marketing and information-systems scholars long argued through frameworks such as Stimulus-Organism-Response model that environmental cues shape internal consumer states trust comfort satisfaction that in turn drive behavioural outcomes such as purchase intention per Mehrabian & Russell 1974 Eroglu et al. 2001. Within Nigeria specifically among consumers in urban centres Enugu metropolis online shopping grown substantially yet persistent challenges inconsistent delivery timelines concerns payment fraud counterfeit goods variable platform usability particularly on informal social commerce channels that proliferated alongside formal marketplaces continue documented in industry commentary as constraints on consumer confidence. Whether to what extent dimensions actually shape purchase intentions and whether purchase intention differs systematically between shoppers using established marketplace platforms and those using less formally structured social commerce channels remains important empirical question. Studies on antecedents of trust perceived ease of use security on-time delivery in online shopping and effects of perceived service quality website quality reputation trust perceived risk purchase intention online shopping confirm perceived ease of use security on-time delivery are antecedents of trust loyalty and that trust mediates website quality and purchase intention. For related project materials see ScholarNestHub e-commerce collection . Main Abstract Growth of e-commerce in Nigeria made online shopping experience — encompassing website usability perceived security and trust and delivery/fulfilment performance — increasingly critical determinant of whether consumers form favourable purchase intentions toward online retail platforms. Despite rising internet and smartphone penetration Nigerian e-commerce continues to face documented challenges around trust delivery reliability and platform usability that may constrain conversion of online browsing into actual purchase intention. This study examined online shopping experience and consumer purchase intention among online shoppers in Enugu metropolis. Guided by four objectives: examine effect of website usability on consumer purchase intention; assess effect of perceived security and trust on consumer purchase intention; evaluate effect of delivery and fulfilment experience on consumer purchase intention; and compare purchase intention between consumers who primarily shop on marketplace platforms and those who primarily shop through social commerce platforms. Descriptive survey research design adopted and data collected from 277 online shoppers in Enugu metropolis determined using Taro Yamane formula from estimated population of 900 active online shoppers and selected through multi-stage sampling technique using structured 24-item 5-point Likert-scale questionnaire. Data analysed using descriptive statistics frequencies percentages mean scores and inferential statistics simple linear regression multiple linear regression and independent samples t-test with aid of SPSS version 26. Findings revealed website usability significantly and positively predicts purchase intention β=0.478 p<0.05; perceived security and trust significantly and positively predicts purchase intention with largest individual effect of three dimensions β=0.541 p<0.05; delivery and fulfilment experience significantly and positively predicts purchase intention β=0.463 p<0.05; and consumers who primarily shop on established marketplace platforms reported significantly higher purchase intention than those who primarily shop through social commerce platforms t=5.86 p<0.05. Combined multiple regression model showed three online shopping experience dimensions jointly explaining approximately 49.6% variance in purchase intention with perceived security and trust emerging as strongest individual predictor. Study concluded online shopping experience and perceived security/trust in particular significant driver of consumer purchase intention in Enugu metropolis e-commerce market and platform type marketplace versus social commerce meaningfully shapes strength of that intention. Recommended online retailers and social commerce vendors prioritise investment in transparent security assurances and reliable delivery communication alongside continued usability improvements to strengthen consumer purchase intention. Keywords: Online shopping experience, purchase intention, website usability, perceived security, delivery experience, e-commerce, social commerce, Enugu metropolis
MarketingTHE ROLE OF ONLINE REVIEWS IN CONSUMER PURCHASE DECISION-MAKING
Scholarnesthub Admin
About This Research Topic Online reviews have become one of the most consequential forms of marketing communication in contemporary retail. Before completing a purchase, especially online, the vast majority of shoppers routinely consult star ratings and buyer commentary, treating this user-generated content as a critical input often weighted as heavily as brand advertising. This shift reflects a broader transformation in consumer trust away from brand-controlled narratives toward collective, largely uncensored testimony of prior buyers. As a form of electronic word-of-mouth, online reviews are analyzed along three distinct dimensions: review valence, the overall positive or negative sentiment summarized in aggregate star ratings; review volume, the total number of reviews serving as a social proof signal; and review quality, the comprehensiveness, detail, and argument strength that provides substantive decision-relevant information. Understanding how these dimensions individually and jointly shape purchase decisions is critical, because businesses often chase volume or valence without clear evidence of relative impact. This article for SCHOLARNESTHUB presents a rewritten, SEO-optimized analysis of a survey of 400 online shoppers, of whom 382 responses were usable, examining how valence, volume, and quality affect consumer purchase decision-making and how product involvement moderates that relationship. For complementary research models, see online reviews project topics on SCHOLARNESTHUB for related eWOM frameworks. Main Abstract This study examined the role of online reviews in consumer purchase decision-making at a time when most online shoppers consult reviews before buying, making review content a consequential yet imperfectly understood marketing communication. Guided by four objectives, the study determined effect of review valence, volume, and quality on purchase decision-making and evaluated moderating role of consumer product involvement. Survey research design was adopted, structured questionnaire administered to 400 online shoppers who reported reading reviews before at least one purchase, using multi-stage sampling, of which 390 retrieved and 382 usable representing 95.5 percent response rate. Data analysed using descriptive statistics and inferential statistics including Pearson correlation, hierarchical multiple regression, and chi-square tests with SPSS version 26. Findings revealed review valence β = 0.24 p < 0.05, review volume β = 0.21 p < 0.05, and review quality β = 0.34 p < 0.05 each had positive statistically significant effect on purchase decision-making, jointly accounting for approximately 55.3 percent variance Adjusted R² = 0.553 F = 155.9 p < 0.05. Consumer product involvement significantly moderated relationship ΔR² = 0.032 p < 0.05, strengthening positive effect among higher involvement consumers and weakening among lower involvement. Study concluded online reviews are significant multidimensional influence, with quality exerting strongest individual influence consistent with central-route persuasion processing, but overall persuasive weight conditioned by personal involvement. Recommendations include soliciting detailed high-quality reviews rather than volume alone, designing interfaces that surface argument-rich reviews for high-involvement categories, and calibrating review-based communication across involvement levels.
MarketingTHE EFFECT OF OMNICHANNEL MARKETING ON CUSTOMER EXPERIENCE AND LOYALTY
Scholarnesthub Admin
About This Research Topic Modern consumers no longer shop in a straight line. They discover a product on Instagram, compare prices on a website, check availability on a mobile app, purchase in-store, and request support via WhatsApp — often within a single journey. This fluid behaviour has elevated channel integration from a back-office IT concern to a core marketing strategy. At the heart of this shift is omnichannel marketing and its impact on customer experience , which focuses not just on being present on many channels, but on making those channels work together seamlessly. Unlike multichannel retailing where channels operate as separate silos, omnichannel marketing emphasizes synergistic management of touchpoints — synchronizing pricing, inventory, customer data, and service standards. When done well, it allows customers to move frictionlessly between online and offline, creating a superior, consistent customer experience that drives loyalty. In Nigeria's rapidly evolving retail sector — from banking to fashion to FMCG — firms are investing heavily in e-commerce platforms, mobile apps, and physical outlets, but many still struggle with true back-end integration. This article examines the effect of omnichannel marketing on customer experience and loyalty among retail consumers. Drawing on Service-Dominant Logic and channel integration theory, it assesses the extent of integration experienced, how omnichannel drives experience, how experience drives loyalty, and why perceived channel consistency is the critical moderator that determines whether channel proliferation builds or breaks loyalty. Main Abstract The proliferation of digital and physical touchpoints – websites, mobile apps, physical stores, social media, and call centres – has elevated channel integration from an operational concern to a central strategic marketing priority. Omnichannel marketing, defined as the synergistic management of multiple channels and touchpoints to optimise experience and performance across channels, has emerged as a dominant retail paradigm. However, mechanisms through which integration quality translates into customer experience and loyalty remain underexplored in emerging market contexts. This study examined the effect of omnichannel marketing on customer experience and loyalty among selected retail consumers. Specific objectives were to assess the extent of channel integration experienced across brand touchpoints; determine the effect of omnichannel marketing on customer experience; examine the influence of customer experience on customer loyalty; and evaluate the moderating role of perceived channel consistency on the omnichannel-loyalty relationship. A descriptive survey design was adopted. Data were obtained from 384 retail consumers determined via Cochran formula for infinite populations, selected through purposive and convenience sampling. A structured five-point Likert questionnaire was validated and pilot-tested, yielding Cronbach's Alpha above 0.70 for all constructs. Data were analysed using descriptive and inferential statistics (Chi-square and multiple regression) with SPSS version 26. Findings revealed that channel integration experienced is moderate among sampled brands; that omnichannel marketing has a significant positive effect on customer experience; that customer experience significantly and positively influences customer loyalty; and that perceived channel consistency significantly moderates the relationship between omnichannel marketing and loyalty, such that the positive effect strengthens substantially among consumers perceiving high consistency. The study concluded that omnichannel marketing is a significant driver of experience and loyalty, but its effectiveness depends on perceived consistency rather than mere multiplicity of channels. Recommendations include prioritizing back-end systems integration for consistent pricing, inventory and customer data, unified customer service training, and treating consistency as a core loyalty capability. Keywords: Omnichannel Marketing, Customer Experience, Customer Loyalty, Channel Integration, Channel Consistency, Customer Journey, Multichannel Retailing
MarketingTHE ROLE OF SOCIAL MEDIA INFLUENCERS IN SHAPING CONSUMER PURCHASE DECISIONS
Scholarnesthub Admin
About This Research Topic Proliferation of social media platforms given rise to distinct category of marketing communicator: social media influencer, individual who cultivated dedicated engaged online following and leverages that following and perceived authenticity of voice to shape audience attitudes preferences behaviour per Freberg et al. 2011. Unlike traditional celebrity endorsers whose fame typically originates outside digital sphere influencers build following credibility directly through sustained often highly personal content creation distinction widely believed to confer greater relatability perceived authenticity per De Veirman et al. 2017. Brands across virtually every product category from fast-moving consumer goods to financial services responded by channelling substantial growing proportions marketing budgets toward influencer partnerships. Growth premised on belief influencers through parasocial relationships they cultivate with audiences command level audience trust engagement traditional advertising formats increasingly struggle to replicate particularly among younger digitally native segments per Lou & Yuan 2019. Consumer purchase decision process encompassing need recognition information search evaluation alternatives purchase decision post-purchase evaluation per Kotler & Keller 2016 fundamentally reshaped by influencer phenomenon. Influencers now frequently intervene at multiple stages simultaneously introducing consumers to products they were previously unaware of providing seemingly authentic experience-based information during evaluation stage and directly facilitating purchase completion through affiliate links discount codes. This multi-stage intervention distinguishes influencer marketing from more narrowly targeted traditional advertising formats which typically operate primarily at awareness or persuasion stage alone. Within Nigeria and other emerging markets influencers become prominent commercially significant feature digital marketing landscape with both globally recognised and locally rooted influencers actively shaping perceptions fashion beauty technology lifestyle products. Regulatory bodies including Advertising Regulatory Council begun developing guidelines specifically addressing sponsorship disclosure reflecting growing recognition format's commercial significance. Research on parasocial relationships mediated source trustworthiness brand credibility purchase intention and parasocial relationships with influencers sponsorship disclosure and purchase intention shows parasocial relationships mediate interactions and source trustworthiness which in turn affects brand credibility and purchase intention and that disclosure can enhance intentions via parasocial relationship. For related project materials see ScholarNestHub marketing collection . Main Abstract Rise of social media given birth to distinct category marketing communicator social media influencer individual who cultivated dedicated online following and who leverages following to shape audience attitudes and behaviour including purchase decisions. Brands increasingly channel substantial proportions of marketing budgets toward influencer partnerships premised on belief influencers command level of audience trust and relatability that traditional celebrity endorsement and conventional advertising formats struggle to replicate. However specific mechanisms through which influencer characteristics including perceived credibility parasocial connection and sponsorship transparency translate into actual consumer purchase decisions remain incompletely understood particularly within emerging market contexts. Study examined role of social media influencers in shaping consumer purchase decisions among selected online consumers. Specifically sought to assess extent of consumer engagement with social media influencer content; determine effect of influencer credibility on consumer purchase decisions; examine influence of parasocial relationships with influencers on brand trust; and evaluate moderating role of sponsored content disclosure on relationship between influencer credibility and consumer purchase decisions. Descriptive survey research design adopted and data obtained from sample of 384 online consumers determined using Cochran formula for infinite populations and selected through purposive and convenience sampling. Structured questionnaire anchored on five-point Likert scale validated and pilot-tested yielding Cronbach Alpha coefficients above 0.70 for all constructs. Data analysed using descriptive statistics frequency percentage mean standard deviation and inferential statistics Chi-square test and simple/multiple linear regression using SPSS version 26. Findings revealed consumer engagement with social media influencer content is high among sampled online consumers; influencer credibility has statistically significant positive effect on consumer purchase decisions; parasocial relationships with influencers significantly and positively influence brand trust; and sponsored content disclosure significantly moderates relationship between influencer credibility and consumer purchase decisions with disclosure found not to substantially weaken and in some cases strengthening effect of credibility on purchase decisions. Study concluded social media influencers occupy genuinely influential position within consumer purchase decision process whose effectiveness rests substantially on perceived credibility and parasocial connection rather than follower count alone and that transparent sponsorship disclosure need not undermine and may enhance influencer marketing effectiveness. Recommended among others brands prioritise influencer-product fit and authenticity over reach embrace transparent sponsorship disclosure practices and invest in longer-term influencer relationships capable of sustaining parasocial trust. Keywords: Social Media Influencers, Influencer Marketing, Source Credibility, Parasocial Relationships, Consumer Purchase Decisions, Sponsored Content Disclosure, Electronic Word of Mouth
MarketingTHE EFFECT OF USER-GENERATED CONTENT ON BRAND TRUST AND PURCHASE INTENTION
Scholarnesthub Admin
About This Research Topic In today's online marketplace, brand-controlled advertisements compete for attention with reviews, ratings, unboxing videos, testimonials, and casual social media posts created by ordinary consumers. Collectively termed user-generated content (UGC), this peer-created material now surrounds almost every purchase decision on platforms such as Instagram, TikTok, Facebook, Jumia, and Konga. For many shoppers in Nigeria, a 30-second unboxing clip from a peer carries more weight than a polished brand commercial. The persuasive advantage of UGC is often explained by Source Credibility Theory, which holds that trustworthiness and expertise of the source determine message impact. Because UGC creators are perceived as independent and not commercially motivated, their content is judged more credible, fostering brand trust and ultimately purchase intention. Yet response to UGC is not uniform. Consumers high in advertising skepticism, a general tendency to distrust advertising claims, may rely more heavily on UGC than those who still trust brand messaging. This conditional relationship has important implications for firms allocating budgets between review programmes and traditional advertising. This article, prepared for SCHOLARNESTHUB, presents a fully rewritten SEO-optimized analysis of a survey of 300 online shoppers in Enugu State, Nigeria, examining the sequential pathway from UGC exposure to credibility to brand trust to purchase intention, moderated by advertising skepticism. For related research designs, see user-generated content project topics on SCHOLARNESTHUB and consumer behaviour studies. Main Abstract User-generated content including reviews, ratings, unboxing videos, testimonials, and social media posts created by ordinary consumers has become central to online shopping, often positioned as more credible than brand-created advertising. However, the mechanism by which UGC exposure translates into brand trust and purchase intention, and the extent to which this depends on underlying skepticism toward traditional advertising, remains underexamined in Nigeria. This study examined the effect of user-generated content on brand trust and purchase intention, focusing on mediating role of perceived UGC credibility and moderating role of advertising skepticism among online shoppers in Enugu State. Anchored on Source Credibility Theory, Elaboration Likelihood Model, and Social Proof Theory, the study adopted descriptive survey design. Structured questionnaire was administered to 300 online shoppers selected through convenience and simple random sampling. Data were analysed using descriptive statistics and inferential statistics including Chi-square, Pearson correlation, and multiple regression with SPSS version 26. Findings revealed UGC exposure has statistically significant positive effect on perceived UGC credibility, credibility has significant positive effect on brand trust, brand trust has significant positive effect on purchase intention, and advertising skepticism significantly and positively moderates the relationship between perceived UGC credibility and brand trust, such that credibility-trust relationship is considerably stronger among consumers with high skepticism toward traditional advertising than among those with low skepticism. The study concluded UGC builds purchase intention primarily through sequential process: exposure fosters credibility, credibility fosters brand trust, trust fosters purchase intention, especially powerful among consumers who distrust conventional advertising. The study recommended firms actively facilitate, curate, and showcase authentic UGC, particularly among audiences with high advertising skepticism, rather than relying solely on brand-controlled messaging.
MarketingMICRO-INFLUENCER MARKETING AND CONSUMER TRUST IN DIGITAL MARKETPLACES
Scholarnesthub Admin
About This Research Topic Social media fundamentally reshaped architecture of marketing communication displacing or substantially supplementing traditional celebrity endorsement with new class of digital opinion leaders known as influencers. Within this landscape micro-influencers generally defined as individuals with followings ranging approximately 1,000 to 100,000 followers emerged as particularly potent marketing force distinguished from macro-influencers and celebrities not by reach but by depth engagement perceived authenticity they command within niche communities per Campbell & Farrell 2020. Unlike celebrity endorsers whose relationship with audiences typically distant aspirational micro-influencers often perceived by followers as relatable peers ordinary individuals with specialised knowledge taste whose recommendations carry credibility of trusted friend rather than paid spokesperson per De Veirman et al. 2021. Commercial significance grown rapidly alongside expansion social commerce digital marketplaces. Brands and digital retailers increasingly favour micro-influencer partnerships over celebrity endorsement citing higher engagement rates more precisely defined niches comparatively lower costs per Kay et al. 2020. In Nigeria trend especially pronounced within fashion beauty lifestyle consumer electronics where micro-influencers on Instagram TikTok routinely feature products sourced from marketplaces Jumia Konga as well as independent social commerce vendors operating primarily through Instagram WhatsApp storefronts. However growth occurred against backdrop persistent scepticism toward digital commerce broadly rooted in concerns about online fraud counterfeit products misrepresented goods. Within environment question whether how micro-influencer endorsement translates into genuine consumer trust in digital marketplaces as opposed to mere engagement remains empirically underexplored. Existing global literature established source credibility comprising expertise trustworthiness attractiveness and parasocial relationships one-sided emotional bonds audiences form with personalities are key psychological mechanisms per Lou & Yuan 2022 Sokolova & Kefi 2020. Yet extent mechanisms function similarly within Nigerian socio-cultural context where trust deficits more acute not sufficiently investigated. Complexity introduced by regulatory ethical considerations surrounding sponsored content disclosure. As consumers become aware content often commercially sponsored question arises whether disclosure erodes trust-building effect or transparency itself becomes trust-enhancing signal tension documented in international literature per Boerman et al. 2021 but rarely examined within Nigerian market. Research on micro vs macro influencer impact on brand trust and loyalty source credibility and parasocial interaction and parasocial relationships with micro-influencers sponsorship disclosure shows micro-influencers have higher source credibility and parasocial interaction and that sponsorship disclosure moderates bond. For related project materials see ScholarNestHub marketing collection . Main Abstract This study examined relationship between micro-influencer marketing and consumer trust in digital marketplaces among online shoppers in Enugu metropolis. Proliferation of social media platforms Instagram TikTok YouTube given rise to micro-influencers individuals with modest but highly engaged followings typically between 1,000 and 100,000 followers increasingly deployed by brands and digital marketplaces as more relatable and cost-effective alternative to celebrity endorsement. Despite rapid growth within Nigerian digital economy limited empirical work examined how perceived credibility and relatability translate into consumer trust and purchase behaviour particularly within emerging market context characterised by both high social media engagement and persistent scepticism toward online commerce. Study adopted descriptive survey research design drawing sample of 384 respondents from estimated population social-media-active online shoppers in Enugu metropolis using Taro Yamane formula complemented by purposive and convenience sampling. Structured thirty-item five-point Likert-scale questionnaire administered to respondents who follow at least one micro-influencer and have purchased or considered purchasing product based on micro-influencer recommendation. Data analysed using descriptive statistics and inferential statistics namely Pearson Product Moment Correlation and hierarchical moderated regression using SPSS version 26. Findings revealed micro-influencer marketing has statistically significant positive relationship with consumer trust in digital marketplaces; perceived source credibility comprising expertise trustworthiness attractiveness significantly predicts consumer trust; parasocial relationships formed with micro-influencers significantly influence purchase intention; and sponsored content disclosure significantly though only partially moderates relationship between micro-influencer marketing and consumer trust. Study concludes micro-influencers function as credible relationally embedded intermediaries capable of meaningfully shaping consumer trust and purchasing behaviour within Nigerian digital marketplaces and recommends brands prioritise authenticity and transparent sponsorship disclosure in influencer partnerships, micro-influencers be selected based on demonstrated credibility and audience relationship quality rather than follower count alone and regulatory attention be paid to advertising disclosure standards in influencer-mediated digital commerce. Extends Source Credibility Theory and Parasocial Interaction Theory to under-researched context of micro-influencer marketing in Sub-Saharan African digital marketplaces. Keywords: Micro-Influencer, Influencer Marketing, Consumer Trust, Source Credibility, Parasocial Relationship, Digital Marketplace, Enugu
MarketingTHE EFFECT OF SOCIAL COMMERCE ON ONLINE PURCHASE INTENTION
Scholarnesthub Admin
About This Research Topic Social media has evolved from a communication channel into a fully functional marketplace. The convergence known as social commerce now allows product discovery, peer consultation, and purchase completion to happen directly inside platforms such as Instagram, Facebook, TikTok, and WhatsApp, without redirecting to a standalone e-commerce site. Features like shoppable posts, in-app checkout, live shopping streams, and embedded reviews have collapsed the funnel from inspiration to transaction into a single scroll. Unlike traditional e-commerce where a consumer interacts with a relatively impersonal storefront, social commerce is socially architected. Shoppers see likes, comments, mutual friends who bought, influencer endorsements, and real-time questions during live commerce. This social embedding is theorized to provide informational support, emotional support, and social presence that reduce uncertainty and build trust. Globally, TikTok Shop, Instagram Shopping, and Facebook Marketplace have scaled rapidly, with live commerce driving explosive growth in Asia and accelerating adoption in Nigeria where small and informal sellers bypass websites entirely to sell via social platforms. For Nigerian consumers, however, concerns about fraud, payment security, and legitimacy remain salient. This article for SCHOLARNESTHUB rewrites and deepens an undergraduate study that examined how social commerce drives online purchase intention among 384 online consumers, clarifying the roles of social support, trust, and perceived risk. Readers exploring similar topics can start with social commerce project topics on SCHOLARNESTHUB for complementary frameworks and recent Nigerian case studies. Main Abstract The convergence of social media and electronic commerce has produced social commerce, where shopping activities including product discovery, peer consultation, and purchase completion occur directly within social media environments rather than on dedicated e-commerce websites. Features such as shoppable posts, in-app checkout, live shopping streams, and socially embedded reviews have transformed platforms into commercial marketplaces. However, the mechanisms through which social commerce features translate into online purchase intention, distinct from social media marketing or e-commerce generally, remain incompletely understood, particularly in emerging markets. This study examined the effect of social commerce on online purchase intention among selected online consumers. Objectives were to assess extent of engagement with social commerce features, determine effect of social commerce on purchase intention, examine influence of social support on consumer trust, and evaluate moderating role of perceived risk. Descriptive survey design was adopted. Data were obtained from 384 online consumers determined using Cochran formula for infinite populations via purposive and convenience sampling. A structured five-point Likert scale questionnaire was validated and pilot-tested, yielding Cronbach's Alpha above 0.70 for all constructs. Analysis used descriptive statistics and inferential statistics including Chi-square and simple/multiple linear regression with SPSS version 26. Findings revealed moderate-to-high engagement with social commerce features, a statistically significant positive effect of social commerce on online purchase intention, significant positive influence of social support on consumer trust in social commerce platforms, and significant moderation by perceived risk such that positive effect of engagement on purchase intention weakened substantially among consumers reporting higher transactional risk. The study concluded that social commerce is a significant and increasingly central driver of purchase intention, whose effectiveness rests on social support and trust but remains constrained by residual risk perception. Recommendations include strengthening visible trust signals such as verified seller badges and buyer protection guarantees, cultivating community-based informational and emotional support, and investing in secure transparent payment infrastructure.
MarketingSOCIAL MEDIA ENGAGEMENT AND CUSTOMER LOYALTY IN THE DIGITAL ECONOMY
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A bout This Research Topic The digital economy has redefined brand-customer relationships from periodic transactions to continuous, real-time interaction. Where brands once relied on in-store experiences and broadcast advertising, social platforms now enable daily two-way dialogue. This evolution has placed social media engagement as a core driver of customer loyalty at the center of modern marketing strategy. Engagement is no longer just about likes; it reflects how deeply consumers think, feel, and act around a brand online. Research shows that true engagement is multidimensional: cognitive engagement captures attention and mental focus on brand content, affective engagement reflects emotional connection and enjoyment, and behavioural engagement represents observable actions like liking, commenting, sharing, and co-creating. Together, these dimensions build psychological bonds that transactional interactions alone cannot achieve. Yet many brands with high engagement metrics struggle with retention. This disconnect suggests that engagement quantity alone does not guarantee loyalty, especially when trust is low. In emerging digital markets like Nigeria, where social media adoption outpaces trust in digital commerce, understanding which engagement dimension drives loyalty most, and how trust conditions this link, is strategically vital. This article examines social media engagement and customer loyalty in the digital economy, disaggregating engagement into its three dimensions and testing customer trust as a moderator. Main Abstract This study examined the effect of social media engagement on customer loyalty within the digital economy, with particular attention to the roles of cognitive, affective, and behavioural engagement, and the moderating influence of customer trust on the engagement-loyalty relationship. The study was guided by four objectives: to determine the effect of cognitive engagement on customer loyalty; to examine the effect of affective engagement on customer loyalty; to assess the effect of behavioural engagement on customer loyalty; and to evaluate the moderating role of customer trust. A survey research design was adopted. A structured questionnaire was administered to 395 social media users who engage with at least one brand on social media using multi-stage sampling; 385 were retrieved and 376 found usable, representing a 95.2% response rate. Data were analysed using descriptive statistics and inferential statistics including Pearson correlation, hierarchical multiple regression, and chi-square tests via SPSS version 26. Findings revealed that cognitive engagement (β = 0.23, p < 0.05), affective engagement (β = 0.33, p < 0.05), and behavioural engagement (β = 0.27, p < 0.05) each had a positive and significant effect on customer loyalty, jointly explaining 56.2% of variance in customer loyalty (Adjusted R² = 0.562, F = 159.7, p < 0.05). Customer trust significantly moderated the relationship (ΔR² = 0.034, p < 0.05), strengthening the effect of engagement on loyalty among high-trust consumers and weakening it among low-trust consumers. The study concluded that social media engagement is a significant multidimensional driver of loyalty, with affective engagement exerting the strongest individual influence, but its loyalty-building potential is substantially conditioned by customer trust. Brands should prioritize emotional connection alongside cognitive and behavioural tactics and invest in transparency and responsive service to build trust, as engagement without trust is unlikely to yield durable loyalty. Keywords: Social Media Engagement, Customer Loyalty, Cognitive Engagement, Affective Engagement, Behavioural Engagement, Customer Trust, Digital Economy
MarketingTHE EFFECT OF ELECTRONIC WORD-OF-MOUTH ON CONSUMER PURCHASE INTENTION
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About This Research Topic The shift from private product conversations to public, searchable online opinions has fundamentally reshaped modern shopping. Today, consumers instinctively check ratings, detailed reviews, and social media commentary before committing to a purchase. This powerful phenomenon, known as electronic word-of-mouth and its influence on buying decisions , has become more trusted than traditional advertising because it is perceived as independent and experience-based. Unlike brand-generated content, eWOM offers authentic insights from real users, directly shaping how consumers judge products. In Nigeria and other emerging economies, this reliance is even more intense. With explosive growth of e-commerce platforms like Jumia, Konga, and Instagram vendors, coupled with near-universal social media adoption, shoppers face a constant stream of opinions. Yet, not all reviews carry equal weight. Academic evidence shows that argument quality, source credibility, and review valence determine whether eWOM is perceived as useful and adopted. Understanding these drivers is critical for brands seeking to turn online conversations into conversions. This article provides a fully rewritten, SEO-optimized analysis of the effect of electronic word-of-mouth on consumer purchase intention. Grounded in the Information Adoption Model and Source Credibility Theory, it examines how credibility drives usefulness and why negative reviews exert disproportionate influence, offering practical strategies for marketers in competitive digital marketplaces. Main Abstract This study investigates the effect of electronic word-of-mouth (eWOM) on consumer purchase intention among online shoppers in an emerging market context. The proliferation of online reviews, ratings, and social media commentary has transformed word-of-mouth from a private interpersonal exchange into a public, permanent, and globally accessible information source that heavily influences pre-purchase evaluation. Anchored on the Information Adoption Model, the study specifically assesses consumer exposure to and reliance on eWOM, determines the effect of eWOM on purchase intention, examines how eWOM source credibility influences perceived information usefulness, and evaluates the moderating role of review valence on the eWOM-purchase intention link. A descriptive survey design was adopted. A sample of 384 active online consumers was selected using the Cochran formula for infinite populations through purposive and convenience sampling techniques. Data were collected using a structured questionnaire on a five-point Likert scale, validated through expert review and pilot testing with Cronbach's Alpha exceeding 0.70 for all constructs. Analysis was conducted using descriptive statistics and inferential techniques including Chi-square and multiple linear regression via SPSS version 26. Findings indicate a high level of exposure to and reliance on eWOM among respondents. Results show that eWOM exerts a significant positive effect on consumer purchase intention, that source credibility significantly enhances perceived information usefulness, and that review valence significantly moderates the relationship between eWOM and purchase intention. Notably, negative reviews demonstrated a stronger, asymmetric influence on purchase intention compared to positive reviews of similar volume. The study concludes that eWOM is a powerful determinant of purchase intention whose effectiveness depends more on credibility and argument quality than on sheer volume. It recommends proactive monitoring of online conversations, transparent response to negative feedback, and strategies that encourage authentic, detailed customer reviews. Keywords: Electronic Word-of-Mouth, eWOM, Consumer Purchase Intention, Source Credibility, Review Valence, Information Usefulness, Online Reviews
MarketingTHE EFFECT OF INFLUENCER AUTHENTICITY ON BRAND CREDIBILITY AND CONSUMER BEHAVIOUR
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About This Research Topic Influencer marketing grown from niche promotional tactic into mainstream pillar digital marketing strategy with brands across virtually every category — fashion, beauty, food, finance, technology — partnering with social media personalities to reach audiences through content perceived as more personal and relatable than traditional advertising per De Veirman et al. 2017. Appeal rests substantially on premise influencers unlike traditional celebrity endorsers perceived as ordinary relatable individuals whose product endorsements carry credibility of trusted peer rather than paid spokesperson. This premise however come under increasing strain as influencer marketing scaled and commercialised. As sponsored content proliferated consumers grown more attuned and sceptical of commercial motives behind endorsements giving rise to what scholars term authenticity work — deliberate strategies influencers use to signal genuine personally held opinions amid pervasive sponsorship per Audrezet et al. 2020. Influencer authenticity — extent perceived to express honest unbiased personally consistent views rather than purely transactional promotion — consequently emerged as critical construct understanding whether how endorsements translate into brand credibility and favourable behaviour. Within Nigeria specifically urban centres Enugu metropolis influencer marketing highly visible feature spanning spectrum from large-following macro-influencers celebrities to smaller niche micro-influencers with tightly engaged communities. Anecdotal commentary and emerging global research suggest smaller-following influencers may paradoxically be perceived as more authentic and trustworthy than larger counterparts precisely because more personal less overtly commercial tone per Kay et al. 2020. Recent studies on impact of influencer authenticity on purchase intentions Source Credibility Theory and persuasive power of social media influencers in brand credibility and purchase intention show authenticity and credibility synergistically foster consumer trust and that informative value authenticity homophily positively affect parasocial relationships which affect brand credibility and purchase intention. For related project materials see ScholarNestHub marketing collection . Main Abstract Influencer marketing become dominant strategy through which brands seek to reach and persuade consumers on social media yet growing consumer scepticism toward sponsored content placed increasing scrutiny on authenticity of influencer endorsements. Whether influencer perceived as genuinely authentic — expressing honest personally held opinions rather than purely paid promotion — increasingly theorised as critical determinant of whether endorsements translate into brand credibility and favourable consumer behaviour yet empirical evidence on relationship within Nigerian social media contexts remains limited. This study examined effect of influencer authenticity on brand credibility and consumer behaviour among social media users in Enugu metropolis. Guided by four objectives: examine consumers' perception of influencer authenticity on social media; assess effect of influencer authenticity on brand credibility; evaluate effect of brand credibility on consumer purchase intention; and determine whether brand credibility mediates relationship between influencer authenticity and consumer purchase intention. Descriptive survey research design adopted and data collected from 318 social media users in Enugu metropolis determined using Cochran formula for unknown population and selected through multi-stage sampling technique using structured 24-item 5-point Likert-scale questionnaire. Data analysed using descriptive statistics frequencies percentages mean scores and inferential statistics simple linear regression, mediation analysis using Baron and Kenny causal-steps approach with Sobel test confirmation and independent samples t-test with aid of SPSS version 26. Findings revealed influencer authenticity significantly and positively predicts brand credibility β=0.612 p<0.05; brand credibility significantly and positively predicts consumer purchase intention β=0.489 p<0.05; brand credibility significantly and partially mediates relationship between influencer authenticity and purchase intention reducing direct effect from β=0.518 to β=0.241 upon inclusion of mediator Sobel z=6.87 p<0.05; and followers of micro-influencers reported significantly higher perceived influencer authenticity than followers of macro-influencers t=8.02 p<0.05. Study concluded influencer authenticity significant driver of both brand credibility and consumer purchase behaviour operating substantially though not entirely through its effect on brand credibility and that smaller-following micro-influencers currently enjoy distinct authenticity advantage over larger macro-influencers among Enugu metropolis social media users. Recommended brands prioritise authenticity and genuine fit over follower count when selecting influencer partners invest in longer-term rather than one-off influencer relationships to build credibility and that micro-influencer partnerships be given greater strategic weight in Nigerian influencer marketing budgets. Keywords: Influencer authenticity, brand credibility, consumer behaviour, purchase intention, micro-influencers, macro-influencers, social media marketing, Enugu metropolis
MarketingPERSONALIZED ONLINE MARKETING AND CUSTOMER PURCHASE BEHAVIOUR
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About This Research Topic Evolution of digital marketing marked by decisive shift away from mass undifferentiated advertising toward personalized marketing communication tailored to individual characteristics preferences behaviour. Personalized online marketing encompasses practices including personalised advertisements retargeted based on browsing history, individualised email campaigns triggered by past purchase, dynamically customised website content and targeted promotional offers generated from consumer data profiles all unified by underlying logic of using consumer data to deliver communication perceived as more relevant than generic alternatives per Aguirre et al. 2022. Commercial rationale rests on well-established research suggesting messages perceived as personally relevant receive greater cognitive attention processed more favourably more likely to influence subsequent behaviour than generic communication competing for attention within cluttered digital environment per Tucker 2022. Platforms invested heavily in data collection infrastructure capable of supporting real-time individualised personalisation at scale. Within Nigerian digital retail context personalized marketing increasingly visible manifesting in retargeted product ads following browsing sessions across platforms, personalised email offers referencing viewed or abandoned-cart items and dynamically tailored homepage content on Jumia and Konga. However psychological and behavioural mechanisms through which personalisation actually translates into purchase behaviour among Nigerian consumers as distinct from mere attention remain comparatively underexamined. Central theoretical tension concerns trade-off between convenience relevance benefits and privacy costs associated with data collection formalised in Privacy Calculus Theory as rational weighing of perceived benefits against privacy risks per Dinev & Hart 2021. This tension may be particularly salient within Nigerian context where concerns about online fraud and data misuse coexist with strong price-sensitivity and appetite for relevant promotional offers creating distinctive calculus differing from digitally mature markets. Complementing perspective Elaboration Likelihood Model offers insight into how perceived relevance shapes depth of cognitive processing with highly relevant content more likely processed via effortful attitude-changing central route rather than superficial peripheral route per Petty & Cacioppo 1986 and recent integration. Studies on personalization-privacy paradox in AI-driven advertising and effects of web personalization integrating Elaboration Likelihood Model confirm relevance and privacy trade-off. For related project materials see ScholarNestHub marketing collection . Main Abstract This study examined relationship between personalized online marketing and customer purchase behaviour among online shoppers in Enugu metropolis. Personalized online marketing encompassing tailored advertisements, personalised email campaigns, individualised website content and targeted promotional offers generated from consumer browsing and purchase data has become central feature of digital retail strategy as e-commerce platforms and digital marketers seek to cut through information overload and deliver more relevant marketing communication. Despite widespread deployment limited empirical work examined how personalized online marketing actually shapes purchase behaviour among Nigerian online shoppers particularly given psychological trade-off consumers must navigate between convenience of relevant marketing and growing concern over personal data such personalisation requires. Study adopted descriptive survey research design drawing sample of 384 respondents from estimated population of online shoppers in Enugu metropolis using Taro Yamane formula complemented by purposive and convenience sampling. Structured twenty-five-item five-point Likert-scale questionnaire administered to respondents who had encountered personalized online marketing content while shopping online. Data analysed using descriptive statistics and inferential statistics namely Pearson Product Moment Correlation and hierarchical moderated regression using SPSS version 26. Findings revealed personalized online marketing has statistically significant positive relationship with customer purchase behaviour; perceived relevance of personalized marketing content significantly predicts purchase behaviour; personalized promotional targeting significantly influences impulse buying behaviour; and privacy concern significantly though only partially moderates relationship between personalized online marketing and purchase behaviour. Study concludes personalized online marketing functions as genuinely effective driver of Nigerian online shoppers' purchase behaviour operating principally through perceived relevance it generates while privacy concern tempers without eliminating this effect. Recommends digital marketers prioritise accuracy and contextual relevance of personalisation over sheer frequency, data collection practices underlying personalisation be made transparent to reduce consumer privacy apprehension and marketers exercise restraint in personalised promotional targeting to avoid encouraging excessive impulse purchasing. Extends Elaboration Likelihood Model and Privacy Calculus Theory to under-researched context of personalized online marketing in Sub-Saharan African digital retail markets. Keywords: Personalized Marketing, Online Marketing, Purchase Behaviour, Perceived Relevance, Privacy Concern, E-commerce, Enugu
MarketingSOCIAL MEDIA ALGORITHMS AND THEIR EFFECT ON CONSUMER BRAND DISCOVERY
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About This Research Topic Way consumers encounter new brands fundamentally reshaped by algorithmic systems governing content distribution. Where discovery once depended primarily on active search, word-of-mouth or paid advertising placements, platforms Instagram, TikTok and X now employ sophisticated recommendation algorithms determining largely without explicit user request which content and which brands user encounters within feed, Explore page or For You page. This algorithmic mediation made algorithms themselves rather than brands' own marketing effort alone decisive gatekeeper of brand discovery. Algorithms operate through several interconnected mechanisms relevant to discovery. Algorithmic personalization uses prior behaviour likes follows watch time interaction patterns to tailor content surfacing brands aligned with inferred interests even without follow relationship. Algorithmic trend and virality surfacing prioritises content demonstrating high engagement velocity across broader platform exposing users to brands riding wave of collective attention regardless of individual history. Algorithmic hashtag and explore discovery features dedicated interfaces TikTok For You page Instagram Explore tab hashtag aggregation deliberately designed to surface content and brands beyond established following functioning as structured discovery mechanism distinct from personalization or organic virality. This mediation carries notable tension. On one hand algorithmic systems particularly explore and trend mechanisms hold genuine potential to expose consumers to novel brands unlikely encountered through existing connections or search alone phenomenon aligned with serendipitous discovery in information behaviour research per research on how algorithms shape user experience and content discovery . On other hand substantial commentary raises concern heavily personalized curation may narrow rather than broaden range of brands encountered phenomenon widely termed filter bubble effect potentially reinforcing existing preferences rather than facilitating genuine discovery per systematic review on filter bubbles and echo chambers and Pariser filter bubble analysis . For related project materials see ScholarNestHub marketing collection . Main Abstract This study examined effect of social media algorithms on consumer brand discovery with particular attention to roles of algorithmic personalization, trend and virality surfacing and hashtag/explore discovery features and moderating influence of perceived filter bubble concern on algorithm-discovery relationship. Guided by four objectives: determine effect of algorithmic personalization on brand discovery; examine effect of algorithmic trend and virality surfacing on brand discovery; assess effect of algorithmic hashtag and explore discovery features on brand discovery; and evaluate moderating role of perceived filter bubble concern on relationship between social media algorithms and consumer brand discovery. Survey research design adopted and structured questionnaire administered to 390 social media users who reported discovering at least one new brand through social media using multi-stage sampling technique of which 380 retrieved and 372 found usable representing response rate 95.4%. Data analysed using descriptive statistics frequencies percentages means standard deviation and inferential statistics Pearson correlation, hierarchical multiple regression and chi-square tests with aid of SPSS version 26. Findings revealed algorithmic personalization β=0.26 p<0.05 algorithmic trend and virality surfacing β=0.24 p<0.05 and algorithmic hashtag/explore discovery features β=0.32 p<0.05 each had positive and statistically significant effect on consumer brand discovery jointly accounting for approximately 55.9% variance in brand discovery Adjusted R²=0.559 F=155.8 p<0.05. Further found perceived filter bubble concern significantly moderated relationship ΔR²=0.036 p<0.05 weakening positive effect among consumers who perceived feed as narrow or repetitive and strengthening it among those who perceived feed as diverse. Concluded social media algorithms are significant multidimensional driver of consumer brand discovery with explore and hashtag-based discovery features mechanisms deliberately designed to surface novel content beyond user's established interests exerting strongest individual influence but discovery potential meaningfully constrained by consumers' perceived filter bubble concern. Recommended among other things brands invest in hashtag and explore-page-optimised content strategies as strongest driver identified, platforms continue improving algorithmic diversity safeguards to counter filter bubble effects and brands pursuing discovery-stage objectives prioritise content formats and signals most likely to be surfaced through trend and virality mechanisms rather than relying solely on personalization to reach entirely new audiences. Keywords: social media algorithms, algorithmic personalization, brand discovery, filter bubble, explore features, hashtag discovery, consumer behaviour
MarketingSOCIAL MEDIA MARKETING ANALYTICS AND MARKETING PERFORMANCE
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About This Research Topic Rise of social media as dominant marketing channel has fundamentally altered how SMEs with limited traditional advertising budgets engage customers and build brand presence. Platforms Facebook, Instagram, TikTok, X have become primary marketing infrastructure for large proportion of Nigerian SMEs offering low-cost access to audiences otherwise requiring substantial traditional media expenditure to reach per Appiah-Otoo & Song 2021. Alongside adoption has come proliferation of social media marketing analytics tools and dashboards both native (Meta Business Suite, Instagram Insights) and third-party (Hootsuite, Sprout Social) that provide granular data on reach, impressions, engagement rate, audience demographics and conversion behaviour. Analytics represents in principle significant opportunity for SMEs to make more informed evidence-based decisions optimising content strategy, posting schedules, targeting and budget allocation based on empirical data rather than intuition alone per Wedel & Kannan 2022. This aligns with broader shift toward data-driven decision-making where marketing performance encompassing brand awareness, customer engagement, lead generation and sales conversion increasingly expected to be measurable trackable optimisable in near real time. However extent Nigerian SMEs actually harness analytics to drive measurable performance remains empirically underexplored. Evidence suggests many adopt platforms for reach and low cost without developing analytical capability skills tools organisational routines needed to convert data into actionable decisions per Eze et al. 2021. This gap raises theoretical question: does mere availability translate into improved performance or does relationship depend critically on analytical skill and data-driven orientation? Resource-Based View suggests valuable rare difficult-to-imitate resources including capacity to collect and interpret social media data can serve as source of sustained advantage per Barney 1991. Complementing Dynamic Capabilities Theory emphasises firms must develop capacity to sense seize reconfigure resources in response to changing conditions per Teece 2021. Recent frameworks on determinants of SME performance from RBV perspective and social media and analytics for competitive performance framework integrate RBV and dynamic capabilities view. For related project materials see ScholarNestHub marketing collection . Main Abstract This study examined relationship between social media marketing analytics and marketing performance among small and medium enterprises SMEs in Enugu metropolis. Widespread adoption of platforms Facebook, Instagram, TikTok as marketing channels accompanied by growing availability of analytics tools ranging from native platform insights to third-party dashboards allowing businesses to track reach, engagement, conversion and audience behaviour in real time. Despite growing availability many Nigerian SMEs continue to rely on intuition-based marketing decisions rather than systematically leveraging data generated by social media activity raising questions about whether and how analytics actually translates into improved marketing performance within resource-constrained SME context. Study adopted descriptive survey research design drawing sample of 384 respondents comprising SME owners, marketing managers and social media managers from estimated population of social-media-active SMEs in Enugu metropolis using Taro Yamane formula complemented by purposive and convenience sampling. Structured twenty-five-item five-point Likert-scale questionnaire administered to respondents whose businesses actively use social media platforms for marketing and have access to at least basic analytics data. Data analysed using descriptive statistics and inferential statistics namely Pearson Product Moment Correlation and hierarchical moderated regression using SPSS version 26. Findings revealed social media marketing analytics usage has statistically significant positive relationship with marketing performance; data-driven marketing decision-making significantly predicts marketing performance; analytics usage has statistically significant positive influence on customer engagement; and managerial analytics skill significantly moderates relationship between analytics usage and marketing performance such that performance benefits substantially greater among SMEs whose decision-makers possess higher levels of analytics competence. Study concludes analytics constitutes genuine strategic capability rather than merely cosmetic reporting function for Nigerian SMEs and recommends SME owners invest in analytics skill development, platform providers and business support agencies simplify analytics tools for low-resource users and SME support policy prioritise digital marketing capability-building alongside access to platforms themselves. Study extends Resource-Based View and Dynamic Capabilities Theory to under-researched context of social media marketing analytics among Sub-Saharan African SMEs. Keywords: Social Media Marketing, Marketing Analytics, Marketing Performance, Data-Driven Decision-Making, Customer Engagement, SME, Enugu
MarketingTHE EFFECT OF E-COMMERCE CUSTOMER EXPERIENCE ON CUSTOMER LOYALTY
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About This Research Topic As e-commerce markets mature and product assortments across competing platforms converge, price and selection alone increasingly fail to differentiate one online retailer from another. In this environment, customer experience — cumulative impression shopper forms across every touchpoint including website/app usability, delivery and fulfilment, customer service responsiveness, and personalization — has emerged as primary battleground for competitive differentiation per Lemon & Verhoef (2016) customer journey framework . Firms delivering superior experience widely believed to build stronger more durable loyalty than firms competing on price alone. Theoretical logic connecting experience to loyalty typically runs through satisfaction: Expectancy-Disconfirmation Theory (Oliver, 1980) holds satisfaction arises when experience meets or exceeds prior expectations and drives repurchase intention and loyalty. Applied to e-commerce positive experience theorized to generate satisfaction which translates into repeat purchases, positive word-of-mouth and resistance to competitor offers constituting loyalty. However important complication exists: not all loyalty reflects genuine satisfaction. Switching Barriers Theory (Jones et al., 2000) documents customers may remain loyal not because satisfied but because switching perceived as costly inconvenient risky — lost loyalty points, unfamiliarity with new interface, saved payment details, habit. This creates distinction between true loyalty rooted in satisfaction and spurious or lock-in loyalty rooted in switching costs — distinction with strategic implications since cost-driven retention generally more fragile and vulnerable to competitive disruption than satisfaction-driven loyalty, as also shown in recent e-commerce loyalty research where satisfaction explained 36% variance . For related project materials, see ScholarNestHub e-commerce collection . Main Abstract As e-commerce competition intensifies firms increasingly compete not merely on price but on quality of overall customer experience — website/app usability, delivery and fulfilment, customer service responsiveness and personalization — as means of building lasting customer loyalty. However loyalty in e-commerce is not always pure reflection of satisfaction with experience: consumers may also remain loyal or appear loyal because switching to competing platform is inconvenient or costly phenomenon that complicates straightforward experience-to-loyalty relationship assumed in much practitioner discourse. This study examined effect of e-commerce customer experience on customer loyalty focusing on mediating role of customer satisfaction and moderating role of perceived switching cost among online shoppers in Enugu State Nigeria. Study anchored on Expectancy-Disconfirmation Theory, Experience Economy framework, Switching Barriers Theory and Relationship Marketing Theory and adopted descriptive survey research design. Structured questionnaire administered to sample of 300 online shoppers selected through convenience and simple random sampling techniques. Data analysed using descriptive statistics and inferential statistics Chi-square test, Pearson correlation and multiple regression with aid of SPSS version 26. Findings revealed e-commerce customer experience has statistically significant positive effect on customer satisfaction; customer satisfaction has statistically significant positive effect on customer loyalty; perceived switching cost significantly moderates satisfaction-loyalty relationship but in dampening rather than amplifying direction such that satisfaction predicts loyalty considerably more strongly among consumers facing low switching costs than among those facing high switching costs; and perceived switching cost also has statistically significant positive direct effect on customer loyalty independent of satisfaction. Study concluded e-commerce customer loyalty comprises two empirically distinguishable components — genuine satisfaction-driven loyalty and cost-driven potentially spurious loyalty — and that firms relying on switching costs to retain dissatisfied customers risk mistaking retention for true loyalty. Recommended firms prioritize genuine experience quality improvement over erection of switching barriers given satisfaction-driven loyalty more robust and less vulnerable to competitive disruption than cost-driven retention. Keywords: E-commerce customer experience, customer satisfaction, switching cost, customer loyalty, expectancy-disconfirmation theory
MarketingTHE EFFECT OF SOCIAL MEDIA MARKETING ON BRAND AWARENESS AND CUSTOMER PURCHASE INTENTION
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About This Research Topic Social media platforms have evolved from simple tools for personal connection into central pillars of contemporary brand-building. Platforms such as Instagram, Facebook, TikTok and X host substantial share of brands' marketing activity ranging from organic content posting to influencer partnerships. Social media marketing defined as use of social platforms to promote brand and build customer relationships has become indispensable valued for reach, low cost entry and capacity for direct two-way interaction. Activity spans three interconnected dimensions. Content marketing involves creation of informative entertaining valuable content to attract attention. Interactivity and engagement involve two-way features comments, DMs, polls, live sessions. Influencer marketing and electronic word-of-mouth involve amplification through trusted third parties. Brand awareness extent consumers can recognise or recall brand within category has long been recognised as foundational building block of brand equity and necessary precondition for purchase consideration per classical hierarchy-of-effects models. Social media is theorised to be potent driver given capacity for rapid wide-reaching distribution and shareable nature allowing organic spread. Customer purchase intention willingness and plans to purchase represents immediate commercial outcome brands seek. Growing literature suggests relationship may not be entirely direct: social media may operate through capacity to first build awareness which then shapes intention positioning awareness as critical mediator. Recent studies on mediation analysis of brand awareness in social media marketing and mediating role of brand awareness influence of social media marketing confirm this pathway. For related marketing project materials, see ScholarNestHub marketing collection . Main Abstract This study examined effect of social media marketing on brand awareness and customer purchase intention with particular attention to mediating role brand awareness plays in translating social media marketing activity into purchase-related consumer outcomes. Guided by four objectives: determine effect of social media content marketing on brand awareness; examine effect of social media interactivity and engagement on brand awareness; assess effect of social media influencer marketing and electronic word-of-mouth eWOM on brand awareness; and evaluate mediating role of brand awareness on relationship between social media marketing and customer purchase intention. Survey research design adopted and structured questionnaire administered to 400 social media users who reported following or engaging with at least one brand on social media using multi-stage sampling technique of which 380 retrieved and found usable representing response rate 95%. Data analysed using descriptive statistics frequencies percentages means standard deviation and inferential statistics Pearson correlation, multiple regression and Baron and Kenny causal-steps mediation approach complemented by Sobel test with aid of SPSS version 26. Findings revealed social media content marketing (β=0.28 p<0.05), interactivity and engagement (β=0.24 p<0.05) and influencer marketing/eWOM (β=0.31 p<0.05) each had positive and statistically significant effect on brand awareness jointly accounting for approximately 54.7% variance in brand awareness Adjusted R²=0.547 F=150.6 p<0.05. Brand awareness in turn had statistically significant positive effect on customer purchase intention β=0.42 p<0.05. Mediation analysis revealed brand awareness significantly and partially mediated relationship between social media marketing and purchase intention Sobel z=6.38 p<0.05 with effect reducing from β=0.56 total effect without mediator to β=0.31 direct effect controlling for brand awareness upon inclusion indicating substantial though not exclusive portion operates through capacity to build brand awareness. Concluded social media marketing significant driver of both brand awareness and customer purchase intention and that brand awareness functions as genuine partial transmission mechanism linking activity to purchase outcomes rather than purchase intention driven by social media exposure alone. Recommended among other things brands prioritise influencer marketing and eWOM as strongest individual driver identified, maintain consistent high-quality content marketing and genuine audience interactivity to sustain awareness-building momentum and explicitly track brand awareness metrics alongside direct conversion metrics when evaluating social media marketing ROI. Keywords: social media marketing, brand awareness, customer purchase intention, content marketing, influencer marketing, electronic word-of-mouth, mediation analysis.
MarketingSHORT-FORM VIDEO MARKETING AND CONSUMER PURCHASE BEHAVIOUR: A STUDY OF SELECTED ONLINE CONSUMERS
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About This Research Topic The past several years have witnessed decisive shift toward short-form video, brief typically 15- to 90-second vertically oriented videos distributed through TikTok, Instagram Reels and YouTube Shorts. Since TikTok's global expansion, format evolved from entertainment into central pillar of digital marketing, with brands and creators using it to showcase products, deliver tutorials and build relationships at scale unmatched by longer-form content. Central to marketing appeal is distinctive discovery mode: rather than relying on deliberate search or existing social connections, platforms surface content predominantly through algorithm-driven recommendation feeds, the 'For You' page, which continuously learns individual interest based on engagement signals per Omar & Dequan 2020. This allows even small brands significant organic reach without large budgets. Content commonly blends entertainment, information and persuasion featuring demonstrations, unboxings, tutorials and creator testimonials in conversational seemingly unscripted style. This authenticity is believed to enhance trust and engagement relative to polished traditional advertising per Sokolova & Kefi 2020. Recent studies on impact of short-form video ads content characteristics on purchase behaviour and influence of short-form video advertising on purchase intention show short-form significantly shapes purchase. For related digital marketing materials, see ScholarNestHub marketing collection . Main Abstract Rapid rise of short-form video platforms including TikTok, Instagram Reels and YouTube Shorts has fundamentally reshaped how brands communicate with consumers and how consumers discover and evaluate products. Characterised by brevity, high shareability, algorithm-driven discovery and strong emphasis on creator authenticity short-form video emerged as one of most influential digital marketing formats of current decade. However extent to which engagement with short-form video marketing content translates into actual consumer purchase behaviour as opposed to mere passive viewing or entertainment consumption remains empirically underexplored particularly within emerging market contexts. This study examined short-form video marketing and consumer purchase behaviour among selected online consumers. Specifically sought to assess extent of consumer engagement with short-form video marketing content; determine effect of short-form video marketing on consumer purchase behaviour; examine influence of content creator credibility on consumer purchase decisions; and evaluate moderating role of platform algorithm-driven content discovery on relationship between short-form video engagement and purchase behaviour. Descriptive survey research design adopted and data obtained from sample of 384 online consumers determined using Cochran formula for infinite populations and selected through purposive and convenience sampling. Structured questionnaire anchored on five-point Likert scale validated and pilot-tested yielding Cronbach Alpha coefficients above 0.70 for all constructs. Data analysed using descriptive statistics (frequency, percentage, mean, standard deviation) and inferential statistics (Chi-square test and simple/multiple linear regression) using SPSS version 26. Findings revealed consumer engagement with short-form video marketing content is high among sampled online consumers; that short-form video marketing has statistically significant positive effect on consumer purchase behaviour including notable prevalence of impulse purchasing; that content creator credibility significantly and positively influences consumer purchase decisions; and that platform algorithm-driven content discovery significantly moderates relationship between short-form video engagement and purchase behaviour such that consumers who perceive algorithmic recommendations as highly relevant exhibit substantially stronger purchase responses to short-form video content. Study concluded short-form video marketing is potent and increasingly central driver of consumer purchase behaviour whose effectiveness amplified by creator credibility and algorithmic content relevance. Recommended among others that brands prioritise authentic creator-led short-form video content, invest in seamless in-app purchase pathways and align content strategy with platform algorithmic dynamics to maximise purchase conversion. Keywords: Short-Form Video, Social Media Marketing, Consumer Purchase Behaviour, Impulse Buying, Influencer Marketing, Content Engagement, Platform Algorithm
MarketingAI-POWERED RECOMMENDATION SYSTEMS AND ONLINE CONSUMER BUYING BEHAVIOUR
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About This Research Topic E-commerce has fundamentally transformed how consumers discover, evaluate and purchase products. Within this ecosystem, artificial intelligence has emerged as defining force through recommendation systems that analyse vast consumer data to generate personalised suggestions. These systems powering 'customers who bought this also bought', 'recommended for you', and 'trending near you' features on Jumia, Konga, Amazon and AliExpress have moved from peripheral conveniences to central pillars of retail strategy. AI recommendation systems operate through collaborative filtering, content-based filtering and hybrid models drawing on browsing history, purchases, search queries, demographics and real-time behavioural signals to predict purchase likelihood, as detailed by Ricci et al. on recommender systems and research on technology acceptance model for AI in e-commerce . Global evidence shows Amazon attributes substantial sales to recommendations, while Netflix credits engine for engagement. In Nigeria, e-commerce growth driven by internet penetration and mobile payments has made Enugu metropolis major commercial hub with rising online shopping among youthful tech-literate population. However, consumer response varies: some find personalisation helpful reducing search costs, others perceive intrusive manipulative threat to privacy per Aguirre et al. Theoretical lens combining SOR model for AI technology and purchase intention and Technology Acceptance Model provides framework for this study. For related marketing project materials, see ScholarNestHub marketing collection . Main Abstract This study examined influence of artificial intelligence-powered recommendation systems on online buying behaviour of consumers in Enugu metropolis. Rapid adoption of e-commerce platforms such as Jumia, Konga and AliExpress accompanied by increasing reliance on algorithmic recommendation engines personalising suggestions based on browsing history, purchase patterns and demographic data. Despite ubiquity limited empirical attention paid to how Nigerian shoppers perceive and respond to AI-driven personalisation particularly regarding purchase intention, trust, perceived usefulness and impulse buying tendencies. Study adopted descriptive survey research design drawing sample of 384 respondents from estimated population of online shoppers in Enugu metropolis using Taro Yamane formula and combination of purposive and convenience sampling techniques. Structured questionnaire anchored on five-point Likert scale administered to registered users of major e-commerce platforms and data analysed using descriptive statistics (frequencies, percentages, means, standard deviations) alongside inferential statistics (Pearson Product Moment Correlation, Chi-square tests and multiple regression) using SPSS version 26. Findings revealed AI-powered recommendation systems have statistically significant positive relationship with online purchase intention, that perceived personalisation accuracy significantly predicts consumer trust in e-commerce platforms, and that recommendation-induced product exposure significantly influences impulse buying behaviour among respondents. Study also found privacy concerns moderate but do not eliminate positive effect of recommendation systems on purchase behaviour. Based on findings study concludes AI-powered recommendation systems constitute significant driver of consumer decision-making in Nigerian online retail space and recommends e-commerce operators invest in transparent explainable recommendation algorithms, strengthen data privacy assurances and calibrate personalisation intensity to avoid consumer fatigue. Study contributes to marketing theory by extending Technology Acceptance Model and Stimulus-Organism-Response framework to context of algorithmic personalisation in emerging e-commerce market and offers practical guidance to online retailers, digital marketers and policymakers. Keywords: Artificial Intelligence, Recommendation Systems, Online Consumer Behaviour, Purchase Intention, E-commerce, Enugu
MarketingThe Effect of AI-Generated Advertising on Consumer Purchase Decisions
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About This Research Topic Advertising has always required someone to write the words, shoot the images, and cut the footage together, a process that traditionally took weeks of coordinated creative work. Generative AI has started to strip much of that time out. Language models can draft ad copy in seconds, image and video generation tools can produce polished creative from a short text prompt, and AI-powered ad platforms can assemble and personalize thousands of ad variants automatically, at a scale no human creative team could realistically match. This shift raises a question that brands are still working out in practice: does AI-generated advertising actually persuade consumers to buy, and does it do so as effectively as advertising produced the traditional way? This article draws on a study that disaggregated AI-generated advertising into three components, ad copy, visual and creative content, and personalization, and tested how each affects consumer purchase decisions, along with the extent to which perceived authenticity shapes how AI-generated content is received . The sections below set out the study's background, problem, objectives, and scope, along with definitions of its key terms, to give a grounded picture of what generative AI can and cannot be expected to deliver in advertising. Main Abstract This study examined the effect of artificial intelligence (AI)-generated advertising on consumer purchase decisions, at a time when brands increasingly use generative AI tools to produce advertising copy, visual and video creative, and personalized ad content at a speed and scale unattainable through traditional, fully human-led ad production. The study was guided by four objectives: to determine the effect of AI-generated ad copy on consumer purchase decisions; to examine the influence of AI-generated visual and creative content on consumer purchase decisions; to assess the effect of AI-generated ad personalization on consumer purchase decisions; and to evaluate the moderating role of perceived authenticity on the relationship between AI-generated advertising and consumer purchase decisions. A survey research design was adopted, and a structured questionnaire was administered to 405 social media and digital platform users who had encountered AI-generated advertising, using a multi-stage sampling technique; 385 responses were retrieved and found usable, a response rate of 95.1%. Data were analysed using descriptive statistics (frequencies, percentages, means, standard deviation) and inferential statistics (Pearson correlation, hierarchical multiple regression, and chi-square tests) with SPSS version 26. Findings revealed that AI-generated ad copy (β = 0.25, p < 0.05), AI-generated visual and creative content (β = 0.29, p < 0.05), and AI-generated ad personalization (β = 0.28, p < 0.05) each had a positive and statistically significant effect on consumer purchase decisions, jointly accounting for approximately 57.1% of the variance in purchase decisions (Adjusted R² = 0.571, F = 169.4, p < 0.05). Perceived authenticity significantly moderated the relationship (ΔR² = 0.037, p < 0.05), strengthening the positive effect of AI-generated advertising on purchase decisions among consumers who perceived the content as authentic and credible, and weakening it among those who perceived it as artificial, manipulative, or untrustworthy. The study concluded that AI-generated advertising is a significant, multidimensional driver of consumer purchase decisions, but that its persuasive effectiveness is substantially conditioned by perceived authenticity, such that technically impressive AI-generated content that fails to feel genuine or credible risks underperforming relative to its creative and personalization potential. Recommendations included investing in AI-generated visual and creative content given its identified strength as a driver of purchase decisions, pairing AI-generated advertising with authenticity-reinforcing cues such as transparent disclosure and human oversight, avoiding AI-generated content that trends toward the uncanny or overtly synthetic, and continuously testing AI-generated ad variants against consumer authenticity perception rather than production efficiency alone. Keywords: AI-generated advertising, generative AI, ad copy, ad creative, ad personalization, perceived authenticity, consumer purchase decision
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