Effect of social media marketing on online retail performance of Konga Nigeria LTD

In Nigeria, e-commerce companies treat estimated delivery dates with a lack of confidence, as some industry insiders suggested. In an already small and addressable market, potential customers can shop on international e-commerce platform alternatives far more conveniently than on local, fragmented ones. With a market unsuitable for e-commerce, underdeveloped digital payment services and poor logistics and shipping infrastructure have resulted in high operating costs. With that in mind, this study examines the effect of social media marketing on the online retail performance of Konga Nigeria Ltd. In this study, data was collected using a questionnaire technique and a sample size of 80 employees from three corporate offices in Kaduna, Abuja, and Kano was selected and the data were analyzed using a structural equation model using PLS-SEM version 3.2. The results showed that the passive approach to social media marketing was positive and had an insignificant relationship with online retail performance, while the active approach and engagement approach had a positive and significant relationship with online retail performance. Therefore, Konga management must accurately classify key metrics to determine social media engagement, as well as the passive and active style of primary promotional activities.