WILBERFORCE JOURNAL OF THE SOCIAL SCIENCES (WJSS)
ISSN: 2504 – 9232
Volume 10, No. 2, November 2025
Pages 172-190
DOI: 10.36108/wjss/5202.01.0201
ENHANCING RELATIONSHIP MARKETING THROUGH SOCIAL MEDIA ENGAGEMENT: EVIDENCE FROM SMES IN NORTHWESTERN NIGERIA
Abubakar Abdulkadir Abuabdin
Business Administration Department, Federal University Gusau
Ismail Alhaji Suleiman
Business Administration Department, Al-Qalam University Katsina
Abstract
This study examines how social media customer engagement influences relationship marketing outcomes—specifically customer feedback, customer loyalty and long-term relationships, and customer relationship management (CRM)—among SMEs in Northwestern Nigeria. Using Partial Least Squares (PLS) path modelling on survey data from 396 SME owners/managers, the research tested the validity and reliability of the constructs and assessed the structural model. The results show strong and statistically significant relationships: customer engagement positively affects customer feedback (β = 0.55, p < 0.001), customer loyalty and long-term relationships (β = 0.51, p < 0.001), and CRM (β = 0.50, p < 0.001). Elevated R-Square values (ranging from 0.21 to 0.26) indicate that social media engagement explains a meaningful proportion of the variance in these outcomes, demonstrating its explanatory power. The findings underscore that prioritizing social media engagement strategies—such as interactive communication, personalized experiences, and responsive feedback systems—substantially improves customer loyalty, strengthens relationship management, and enhances customer feedback mechanisms. Beyond contributing to theoretical understanding, the study provides practical insights for SMEs in optimizing their social media strategies to foster long-term customer relationships, ensure sustainable growth, and strengthen local economic development