SOCIAL MEDIA MARKETING AND GEN Z CUSTOMERS ENGAGEMENT OF PHONES INDUSTRY IN RIVERS STATE
Keywords:
Social media. Gen Z. Customer engagement. Purchase Decisions
Abstract
This study investigated the relationship between social media marketing and Gen Z's engagement with the telephones. The descriptive survey research obtained primary data from Gen Z customers who patronise telephone organizations in Port Harcourt, Rivers State, Nigeria. The survey included seventy respondents, from ten organizations. Information was gathered by means of surveys through a well-structured questionnaire and tested with both descriptive and inferential statistics. The outcomes show a strong and positive relationship between online interactions and Gen Z customer satisfaction and e-loyalty within the mobile phone industry in Rivers State. The implication being that effective client engagement is attributable to how well an organization deals with its social media marketing.
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References
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Barger, V.A & Labrecque, L. (2013). An integrated marketing communications perspective on social media metrics. International Journal of Integrated Marketing Communications, 15(4), 65-76.
Blumler, J. G., & Katz, E. (Eds.) (1974). The uses of mass communications: Current perspectives on gratifications research. Beverly Hills, CA: Sage.
Brodie, R.J. (2013). Consumer engagement in a virtual brand community: an exploratory analysis. Journal of Business Research, 66(1), 105-114.
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720.
Constantinides, E. (2014). Foundations of social media marketing. Procedia – Social and Behavioral Sciences, 148, 40–57.
Constantinides, E. and Fountain, S., (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9(3), pp.231-244.
Corstjens, M., & Umblijs, A. (2012). The power of evil. Journal of Advertising Research, 52 (4), 433–449.
Cox & Shirley A. (2010). Online Social Network Member Attitude Toward Online Advertising Formats. MA thesis, The Rochester Institute of Technology.
Demir, D., & Yıldız, S. Y. (2021b). The mediating role of consumer engagement in the effect of social media marketing on electronic word-of-mouth intention. Business & Management Studies: An International Journal, 9(2), 649–661.
Desai, A., & Shah, J., (2020). Does Social Media Marketing Efforts Results in Sales? –Consumers Perspective. Journal of Marketing Vistas, 10(2), 2–13.
Di Pietro, L., & Pantano, E. (2012). An empirical investigation of social network influence on consumer purchasing decision: The case of Facebook. Journal of Direct, Data and Digital Marketing Practice, 14, 18-29.
Dwivedi, Y., Kapoor, K. & Chen, H., (2015). Social media marketing and advertising. The Marketing Review, 15(3), pp.289-309.
eMarketer, (2019a). Consumers Are Influenced By Brands On Social. [online] eMarketer. Available at:
eMarketer, (2019b). Generation X: Penetration, Preferred Social Platforms And Privacy Concerns. [online] eMarketer. Available at:
Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312–335.
Heinonen & Kristina. (2011). Consumer activity in social media: Managerial approaches to consumers’ social media behavior. Journal of Consumer Behavior 10, 356-364.
Hollebeek, L. & Chen (2014). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114.
Hollebeek, L., (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19, 555–573. doi: 10.1080/0965254X.2-011.599493.
Hollebeek, L.D., Glynn, M.S., Brodie, R.J., (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation.
Hsu, L., (2019). Antecedents and consequences of attitude contagion processes: the example of apparel brand fan pages. Journal of Product & Brand Management, 29(1), pp.31-51
Iqbal, A., Khan, N. A., Malik, A., & Faridi, M. R. (2022). E-WOM effect through social media and shopping websites on purchase intention of smartphones in India. Innovative Marketing, 18(2), 13–25
Kim, A. J., & Ko, E., (2012). Do social media marketing activities enhance customer equity ? An empirical study of luxury fashion. Journal of Business Research, 65, 1480–1486.
Matusin, I. O., Matusin, A. R., Nasution, C. F., & Irma, D. (2023). The effect of social media marketing on consumer engagement and electronic Word-of-mouth. International Journal of Social Science And Human Research Volume 06 Issue 02 February 2023, 2644-0679.
Onuorah, P. C., Ojiaku, C. O., & Olise, M. S., (2022). Effect of Social Media Marketing On Customer Brand Engagement in the Banking Industry: Evidence from an Emerging Economy. Management & Marketing, volume XX, issue 2/2022
Richard P, B., & Utpal M, D. (2006). Antecedents and Purchase concequences of Customer participation in small group brand communities. Intrnational Journal of Research in Marketing.
Sashi, C.M. (2012). Customer engagement, buyer-seller relationships, and social media, Management Decision, 50(2), 253-272.
Seo, E., Park, J., (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66(August 2017), 36–41.
Shafiq, M. A., Khan, M. M. A., Gul, R., Hussain, M., & Javaid, M. Q. (2023). Influence of Social Media Marketing in the Development of Customer Trust and Satisfaction through the Moderating Role of Electronic Word of Mouth. Journal of Social Sciences Review, 3(1), 623-638.
Torres, P., Augusto, M., & Wallace, E., (2018). Improving consumers ’ willingness to pay using social media activities. Journal of Services Marketing, 32(7), 880–896.
Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M., (2014). A Generalized Multidimensional Scale for Measuring Customer Engagement. Journal of Marketing Theory and Practice, 22(4), 401–420.
Yadav, M., & Rahman, Z., (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics.
Yadav, M., & Rahman, Z., (2018). The influence of social media marketing activities on customer loyalty: A study of the e-commerce industry. Benchmarking: An International Journal, 25(9), 3882–3905.
Published
2024-11-07
How to Cite
Naata Michael, N., & Mercy Finelady, A. (2024). SOCIAL MEDIA MARKETING AND GEN Z CUSTOMERS ENGAGEMENT OF PHONES INDUSTRY IN RIVERS STATE. GPH-International Journal of Business Management, 7(10), 51-65. https://doi.org/10.5281/zenodo.14049374
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Articles
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