{"id":258,"date":"2024-12-17T06:32:54","date_gmt":"2024-12-17T06:32:54","guid":{"rendered":"https:\/\/ijeti.uniben.edu\/?p=258"},"modified":"2024-12-17T06:33:14","modified_gmt":"2024-12-17T06:33:14","slug":"effect-of-social-media-as-omnichannel-on-retail-marketing-in-kebbi-state","status":"publish","type":"post","link":"https:\/\/ijeti.uniben.edu\/index.php\/2024\/12\/17\/effect-of-social-media-as-omnichannel-on-retail-marketing-in-kebbi-state\/","title":{"rendered":"EFFECT OF SOCIAL MEDIA AS OMNICHANNEL ON RETAIL MARKETING IN KEBBI STATE"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\"><strong>Musa Abdullahi<\/strong><strong><sup><strong><sup>1 &nbsp;&nbsp;&nbsp;<\/sup><\/strong><\/sup><\/strong><strong>&nbsp;&amp; Abubakar Muhammad Magaji<\/strong><strong><sup><strong><sup>2<\/sup><\/strong><\/sup><\/strong><strong>&nbsp;<\/strong><strong><\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Department of Marketing, Federal Polytechnic Kaura-Namoda, Zamfara State<sup>1<\/sup>,&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Department of Business Administration Federal Polytechnic, Kaura Zamfara State<sup>2<\/sup><sup><\/sup><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Corresponding Email: &nbsp;<\/strong><a href=\"mailto:musesese55@gmail.com\"><u>musesese55@gmail.com<\/u><\/a>&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em><strong><em>Abstract<\/em><\/strong><\/em><\/strong><strong><em><strong><em><\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>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. <\/em><em>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<\/em><em>&nbsp;statistics of mean and standard deviation<\/em><em>&nbsp;with the aid of SPSS. The findings revealed that omnichannel is transforming users\u2019 experiences with a single touch-point of retail marketing in kebbi state. <\/em><em>Therefore, the findings serve as a positive significant impact in omnichannel retail marketing. Against <\/em><em>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. &nbsp;<\/em><em><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Keywords: omnichannel, retail marketing, Instagram, Tiktok, Facebook<\/strong><em><\/em><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/ijeti.uniben.edu\/wp-content\/uploads\/2024\/12\/INTERNATIONAL-JOURNAL-OF-ENTREPRENEURSHIP-IJETI-VOL.1-NO.2-OCTOBER-2024_102024-82-94.pdf\">Download Article<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Musa Abdullahi1 &nbsp;&nbsp;&nbsp;&nbsp;&amp; Abubakar Muhammad Magaji2&nbsp; Department of Marketing, Federal Polytechnic Kaura-Namoda, Zamfara State1,&nbsp; Department of Business Administration Federal Polytechnic, Kaura Zamfara State2 Corresponding Email: &nbsp;musesese55@gmail.com&nbsp;&nbsp; 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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-258","post","type-post","status-publish","format-standard","hentry","category-volume-1-issue-2-october-2024"],"_links":{"self":[{"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/posts\/258","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/comments?post=258"}],"version-history":[{"count":1,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/posts\/258\/revisions"}],"predecessor-version":[{"id":260,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/posts\/258\/revisions\/260"}],"wp:attachment":[{"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/media?parent=258"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/categories?post=258"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/tags?post=258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}