IIARD International Institute of Academic Research and Development

WORLD JOURNAL OF ENTREPRENEURIAL DEVELOPMENT STUDIES (WJEDS )

E-ISSN 2579-0544
P-ISSN 2695-2483
VOL. 9 NO. 7 2024
DOI: 10.56201/wjeds.v9.no7.2024.pg206.226

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User Generated Content and Customer Loyalty of Selected Marketing Firms in Delta State, Nigeria

IYADI, Rollins Chiyem (Ph.D), OJUMUDE, Jolomi

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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 Content, Post-Purchase Experience, Traditional Reference Group,

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