Musa Abdullahi1 & Abubakar Muhammad Magaji2
Department of Marketing, Federal Polytechnic Kaura-Namoda, Zamfara State1,
Department of Business Administration Federal Polytechnic, Kaura Zamfara State2
Corresponding Email: [email protected]
Abstract
The study examined the effect of social media platforms as omnichannel on retail marketing. Consumer touch-point perspective and looks at the influence of individual journey experience delivered to a consumer through the retail shopping channels of Facebook, Tiktok and Instagram networks tend to be a loop for customer to navigate through a single channel with a better experience. The study therefore determined the effects of social media platforms as omnichannel on retail marketing. The study population comprised 346 online entrepreneurs and no sampling was done. A set of structured questionnaire was used as instrument for data collection. The data collected were analysed using Descriptive statistics of mean and standard deviation with the aid of SPSS. The findings revealed that omnichannel is transforming users’ experiences with a single touch-point of retail marketing in kebbi state. Therefore, the findings serve as a positive significant impact in omnichannel retail marketing. Against this backdrop, it was recommended that retail marketing should adopt social media as omnichannel and harness the contribution of Omnichannel as one touch-point in generating a lead conversion in building customer loyalty.
Keywords: omnichannel, retail marketing, Instagram, Tiktok, Facebook