International records / OpenAlex research

The Impact of Social Media Marketing and Customer Engagement in South-East Nigeria.

The competitiveness and sustainability of small and medium-sized enterprises (SMEs) in Nigeria increasingly depend on their ability to leverage digital technologies for effective customer engagement. This study investigates the role of social media marketing (SMM) in fostering customer engagement (CE) and enhancing outcomes such as satisfaction, loyalty, and advocacy among SMEs in South-East Nigeria. Adopting a quantitative survey design, data were collected from SME operators and customers across the five states in the region to identify key drivers of digital interaction and relationship bui…