Social Media Marketing and Brand Loyalty Among Online Shoppers in Anambra State, Nigeria: Mediating Effect of Brand Awareness

Although extant literature is gorged with the influence of social media marketing on brand loyalty, empirical investigation on mediating effect of brand awareness on social media marketing (SMM) and brand loyalty in the online retail industry in Nigeria are still lacking. This study examines the mediating effect of brand awareness on social media marketing and brand loyalty among online shoppers in a typical emerging market. To achieve this objective, survey design was adopted, and the unit of analysis was online shoppers in Anambra, Nigeria. Quota sampling and questionnaire were the sampling technique and research instrument respectively. A sample of 254 respondents was drawn using the Cochran's formula. The hypotheses were tested using structural equation model via Smart-Pls. It was found that SMM has predictive effect on brand awareness and brand loyalty: brand awareness predicts brand loyalty, and brand awareness mediates the relationship between SMM and brand loyalty. Organizations should strategize and harness the potential of growing social media and SMM.