Managing Social Media Marketing Variables and Consumer Purchase of Electronics Products in Anambra State, Nigeria
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Main Article Content

Ezeh, M.U. 
Anah, S. A. 
Arinze, E. 
Odunukwe, I.E. 

Abstract

This study examined the effect of social media marketing variables and consumer purchase of electronic products in Anambra State, Nigeria. The research objectives were to determine the effects of social media marketing interaction and collaboration on consumer purchase of electronic products. The study was grounded in the Uses and Gratification theory and used primary and secondary sources, with questionnaires administered randomly to the entire population of 622 users of electronic products, as it was less than 1000, yielding 592 retrieved and 587 were valid for analysis. Multiple regression analysis revealed that social media marketing interaction had a positive effect on consumer purchase of electronic products (t=4.694, p=0.000 < 0.05). Collaboration had a significant positive effect on consumer purchase of electronic products (t=3.624, p=0.000< 0.05). Based on these findings the study concluded that social media marketing variables have a significant positive effect on consumer purchase of electronic products in Anambra State, Nigeria. The study recommended that electronic product companies should implement a personalized engagement strategy by responding to customers’ comments and messages personally to foster trust and loyalty. Electronic product companies should collaborate with social media influencers in the electronics industry to promote products and reach a wider audience. Electronic product companies should collaborate with social media influencers in the electronics industry to promote products and reach a wider audience. Organize webinars and workshops on social media platforms to educate customers about electronic products.

Article Details

Ezeh, M.U., Anah, S. A., Arinze, E., & Odunukwe, I.E. (2025). Managing Social Media Marketing Variables and Consumer Purchase of Electronics Products in Anambra State, Nigeria. African Journal of Management and Business Research, 18(1), 20-44. https://doi.org/10.62154/ajmbr.2025.018.010586
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Copyright (c) 2025 Ezeh, M.U., Anah, S. A., Arinze, E., Odunukwe, I.E. (Author)

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Ezeh, M.U., Chukwuemeka Odumegwu Ojukwu University, Anambra, Nigeria.

Department of Business Administration, Faculty of Management Sciences,
Chukwuemeka Odumegwu Ojukwu University, Anambra, Nigeria.

Anah, S. A., Chukwuemeka Odumegwu Ojukwu University, Anambra, Nigeria.

Department of Business Administration, Faculty of Management Sciences,
Chukwuemeka Odumegwu Ojukwu University, Anambra, Nigeria.

Arinze, E., Chukwuemeka Odumegwu Ojukwu University, Anambra, Nigeria.

Department of Business Administration, Faculty of Management Sciences,
Chukwuemeka Odumegwu Ojukwu University, Anambra, Nigeria.

Odunukwe, I.E., Chukwuemeka Odumegwu Ojukwu University, Anambra, Nigeria.

Department of Business Administration, Faculty of Management Sciences,
Chukwuemeka Odumegwu Ojukwu University, Anambra, Nigeria.

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