User Generated Content and Customer Loyalty of Selected Marketing Firms in Delta State, Nigeria
Abstract
The study examined user generated content and customer loyalty of marketing firms in Delta State, Nigeria. The specific objectives are to: evaluate the effect of traditional reference group on customer loyalty of selected online marketing firms in Nigeria and ascertain the effect of post purchase experience on customer loyalty of selected online marketing firms in Nigeria. This study used a cross-sectional survey research design method. A total of 150 respondents were chosen as the sample size. Stratified random sampling technique was used for the study. A structured questionnaire served as the study's research instrument. A test-retest reliability technique was used to determine the instrument's reliability. Descriptive statistics, correlation and multiple regressions were used to analyze the data collected for the study. Findings showed that traditional reference group (ß = 0.187, p<0.05) and post purchase experience (ß = 0.245, p<0.05) had significant positive effect customer loyalty of online marketing firms in Delta State, Nigeria. The study concluded that user generated content had significant positive effect on customer loyalty of marketing firms in Delta State Nigeria. The study recommended that marketing firms should address and focus on the benefits of reference groups and its informational influence on product selection. Managers can use different promotional campaigns by integrating information for family and relatives as well. In addition, they can utilize regular customers/subscribers to participate in promoting brands by talking and advising friends, relatives and neighbors
Keywords
User Generated ContentPost-Purchase ExperienceTraditional Reference Group
References
Al-Abdallah, G., Abou-Moghli, A., & Al-Thani, A. (2018). An examination of the e-commerce technology drivers in the real estate industry. Problems and Perspectives in Management, 16(4), 1-27 Al-Abdallah, G.M (2021) Can Internal Marketing Activities Save Small and Medium Industrial Enterprises in a Tough Economy? Back to the Basics Approach, International Journal of Industrial and Systems Engineering. DOI: 10.1504/IJISE.2020.10027354 Albert, B., & Tullis, T. (2023). Measuring the user experience: collecting, analyzing, and presenting usability metrics. Newnes. Al-Rawabdeh, H., Ghadir, H & Al-Abdallah, G. (2021). The effects of user generated content and traditional reference groups on purchase intentions of young consumers: A comparative study on electronic products. International Journal of Data and Network Science, 5(4), 691-702. Baloglu, S., & McCleary, K. W. (2019). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897. Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630–648. https://doi. org/10.1007/s11747-019-00718-x Boo, S., J. Busser, J & Baloglu, S., (2019). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219-231. Chen, J. S., & Gursoy, D. (2021). An investigation of tourists’ destination loyalty and preferences. International Journal of Contemporary Hospitality Management,13(2), 79–85. Chen, R., Lee, Y.-D., & Wang, C.-H. (2018). Total quality management and sustainable competitive advantage: serial mediation of transformational leadership and executive ability. Total Quality Management & Business Excellence, 31, 1–15. https://doi.org/10.1080/14783363.2018.1476132 Daugherty, T., Eastin, M. S., & Bright, L. (2018). Exploring consumer motivations for creating user-generated content. Journal of Interactive Advertising, 8(2), 16–25 Dean, D.H. & Biswas, A. (2021). Third-party organization endorsement of products: an advertising cue affecting consumer pre-purchase evaluation of goods and services”. Journal of Advertising, 30(4), 41-57. Febrian, D., Simanjuntak, M., & Hasanah, N. (2021). The Effect of Benefits Offered and Customer Experience on Re-use Intention of Mobile Banking through Customer Satisfaction and Trust. Jurnal Keuangan Dan Perbankan, 25(3), 551–569. https://doi.org/10.26905/jkdp.v25i3.5879 Gangadharbatla, H. (2018). Facebook Me: Collective Self-esteem, Need to Belong, and Internet Selfefficacy as Predictors of the iGeneration’s Attitudes towards Social Networking Sites. Journal of Interactive Advertising, 806, 3–28. Godes, D. & Mayzlin, D. (2019) Firm-Created Word-of-Mouth Communication: Evidence from a Field Test. Marketing Science 28(4), 721–739. Godovykh, M., & Tasci, A. D. (2020). Customer experience in tourism: A review of definitions, components, and measurements. Tourism Management Perspectives, 35, 100694. https://doi.org/10.1016/j.tmp.2020.100694 Hennig-Thurau, T., Gwinner, K. P., Walsh, G. & Gremler, D. D. (2024) Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing 18(1), 38–52. Iyadi, R. C. (2023). Niche marketing technique and firms survival in the Nigeria telecommunication sector. Journal of Emerging Trends in Management Sciences and Entrepreneurship, 5(1), 154–176. Iyadi, R.C & Itimi, L. (2023). Sustainability: A focus on fast consumer moving goods firms in Nigeria. British Journal of Business and Marketing Research, 6(5), 1-17. Iyadi, R.C & Ojumude, M. J. (2023). Product positioning strategies and customer patronage. Advance Journal of Economics and Marketing Research, 8(9), 1–16. Iyadi, R.C & Oruakpor, J. (2023). Services uniqueness and sales force creativity in the Nigeria Telecommunication Sector. European Journal of Marketing and Management Sciences, 6(5), 1- 12. Iyadi, R.C. & Sado, P. (2023). Marketing strategies and consumer purchase behaviour: A focus on manufacturing firms. Advance Journal of Business and Entrepreneurship Development, 7(5), 1- 24. Iyadi, R.C. (2023). Customer complain handling strategies and customer retention: evidence from bakery sub-sector of food processing industry in Nigeria. Journal of Management and Entrepreneurship Research, 5(6), 1036-1053. Iyadi, R.C. (2023). Social media platforms and consumer purchase behaviour: A evidence from fashion industry in Nigeria. Journal of Xi’an University of Architecture and Technology, 15(6), 286–312. Karakaya, F. & Barnes, N. G. (2020) Impact of online reviews of customer care experience on brand or company selection. Journal of Consumer Marketing 27(5), 447–457. Kifordu, A. A., Ogala, S. C. & lyadi, R. C. (2022). Relationship between technological disruption and business performance in Nigeria: Covid-19 in Focus. The Academy of Management (TAMN) Journal, 17(3), 129-138. Lui, L. (2022). Analysis of user experience at B2C e-commerce website. International Conference on Computer and Information Application. Michelle, Y. (2018). Electronic word of mouth influence on consumer purchase intention. Journal of Fundamental and Applied Sciences, 10(3S), 126-141. Narangajavana, Y., Callarisa Fiol, L. J., Moliner Tena, M. A.,Rodriguez Artola, R. M., & Sanchez Garcia, J. (2019). User-generated content sources in social media: A new approach to explore tourist satisfaction. Journal of Travel Research, 58(2), 253–265. Nguyen, D. T., Pham, V. T., Tran, D. M., & Pham, D. B. T. (2020). Impact of service quality, customer satisfaction, and switching costs on customer loyalty. Journal of Asian Finance, Economics and Business, 7(8), 395–405. https://doi.org/10.13106/ jafeb.2020.vol7.no8.395 Pandey, N., Tripathi, A., Jain, D., & Roy, S. (2020). Does price tolerance depend upon the type of product in e-retailing? Role of customer satisfaction, trust, loyalty, and perceived value. Journal of Strategic Marketing, 28(6), 522–541. https://doi.org /10.1080/0965254X.2019.1569109 Paul A. A., Olumuyiwa O. O. (2024), Impact of Customer Loyalty on Organizational Performance in Some Selected Publishing Companies in South-Western Nigeria. British Journal of Management and Marketing Studies 7(1), 119-133. DOI: 10.52589/BJMMSOVPW9YV5 Poynter, R. (2018). Facebook: The future of networking with customers. International Journal of Market Research, 50(1), 11–12. Richins, M. (2023). Negative word-of-mouth by dissatisfied consumers. Journal of Marketing, 47(1), 68-78. Rizan, M., Febrilia, I., Wibowo, A., & Pratiwi, R. D. R. (2020). Antecedents of Customer Loyalty: Study from the Indonesia’s Largest E-commerce. The Journal of Asian Finance, Economics and Business, 7(10), 283–293. https://doi:10.13106/jafeb.2020. vol7.n10.283 Simon, C.J & M.W Sullivan. (2023). The measurement and determinants of brand equity: a financial approach. Marketing Science, 12(1), 28– 52. Singh, R., & Söderlund, M. (2020). Extending the experience construct: an examination of online grocery shopping. European Journal of Marketing, 54(10), 2419–2446. https:// doi.org/10.1108/EJM-06-2019-0536 Solis, B. (2021). Engage! The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. New Jersey: John Wiley & Sons, Inc Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omni channel retail. Journal of Retailing and Consumer Services, 57, 102233. https://doi. org/10.1016/j.jretconser.2020.102233 Vijay, S. T., Prashar, S., & Sahay, V. (2019). The influence of online shopping values and web atmospheri
More Articles from WORLD JOURNAL OF ENTREPRENEURIAL DEVELOPMENT STUDIES
Women Entrepreneurship and Business Growth in Yobe State
Author: Alura Addua Adeck, Umar Mustapha Kachalla Ph. D
Impact of Access to Finance on Entrepreneurial Development in Hong LGA of Adamawa State
Author: Rilwan Aliyu Saad, Precious Adukwu, Usman Muhammad Hashim, Umaru Musa
Entrepreneurial Competences and Sustainability of Manufacturing Firms in South-East, Nigeria
Author: Gabriel Friday Nweke, Prof. G.C Mgbemena
Effect of Knowledge Creation Skills and Entrepreneurial Performance of Medium Scale Enterprises in Abia State
Author: Henry, J.C, Obayi. A. Ikoro, E. I.
Financial Inclusion and Export Competitiveness of Small Enterprises in Abia State, Nigeria
Author: Nze, U.E, Onyebu, M.C and Ikoro, E. I.