EFFECT OF SOCIAL MEDIA MARKETING AND HUMAN RELATIONS MANAGEMENT ON BRAND LOYALTY IN NIGERIAN TELECOMMUNICATION INDUSTRY

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.