LASU Journal of Employment Relations and Human Resource Management
(LJERHRM)
ISSN: 2705-3482
Volume 2, No. 1, December 2020
Pages 141-157
DOI: 10.36108/ljerhrm/0202.02.0101
EFFECT OF SOCIAL MEDIA MARKETING AND HUMAN RELATIONS MANAGEMENT ON BRAND LOYALTY IN NIGERIAN TELECOMMUNICATION INDUSTRY
YUSUFF, MulkatAjibola1, ODUBANJO, Abimbola Omolade2
Department of General Studies1, Department of Marketing2The Federal Polytechnic, Ilaro.
E-mails: mulikat.yusuff@federalpolyilaro.edu.ng1, odelolaa@yahoo.com2
Abstract
The study investigated the effect of social media marketing and human relations on brand loyalty in Nigeria telecommunication industry. The broad objective of this study was to determine the significant effect of social media marketing and human relations on brand loyalty in Nigeria telecommunication industry. Survey research method was adopted for gathering data for this study. The target population was 814 staff of the federal polytechnic, Ilaro who were
representative of customers of telecommunication industry and social media users who followed at least a telecommunication brand on social media platform. Regression method was used to analyze the data. The study revealed that social media marketing practices have significant effect on brand loyalty. This indicates that the types of adverts placed on social media platform, is capable of boosting brand loyalty. Also the study found that social media interaction through their customer service has significant effect on brand loyalty. The study recommended that the Nigerian telecommunication industry should continue to place relevant advert on their social media site so as to get their customers attracted towards their site, hence, leading to brand loyalty of their network.
Keyword: Brand Loyalty, Advertisement, Interaction, Entertainment, Social Media Marketing.