International records / OpenAlex research

ENHANCING RELATIONSHIP MARKETING THROUGH SOCIAL MEDIA ENGAGEMENT: EVIDENCE FROM SMES IN NORTHWESTERN NIGERIA

This study examines how social media customer engagement influences relationship marketing outcomes—specifically customer feedback, customer loyalty and long-term relationships, and customer relationship management (CRM)—among SMEs in Northwestern Nigeria. Using Partial Least Squares (PLS) path modelling on survey data from 396 SME owners/managers, the research tested the validity and reliability of the constructs and assessed the structural model. The results show strong and statistically significant relationships: customer engagement positively affects customer feedback (β = 0.55, p < 0.001)…

Files

PDF · 990.5 KB · text indexed, 52,720 characters
SHA-256 69e5950e55b34071a718006840ea8d63de3161a3be8ed7968c841213b2b54008
from http://www.nduwjss.org.ng/publication/vol_10/issue_2/article_10.pdf
Open Download

Source	OpenAlex research
Collection	International records
Kind	Document
Publisher	WILBERFORCE JOURNAL OF THE SOCIAL SCIENCES
Date	2025-12-10
Type	article
Details	openalex authorships.countries:NG,primary topic.subfield.id:3320\|3321\|3308\|1202\|3303\|3312\|2002\|2000\|2003 + local /\bnige
Found at	https://doi.org/10.36108/wjss/5202.01.0201
Archived copy	Look it up in the Wayback Machine
Record ID	`openalex:W7118659562`

Cite this record

ENHANCING RELATIONSHIP MARKETING THROUGH SOCIAL MEDIA ENGAGEMENT: EVIDENCE FROM SMES IN NORTHWESTERN NIGERIA. OpenAlex research, 2025. Vero Archive, record openalex:W7118659562.