Effects of Digital Marketing Communication on Brand Loyalty Among Consumers of Detergent in Ekiti State

Student: Oluwatobi Olorunisola Akingbade (Project, 2025)
Department of Marketing
Ekiti State University, Ado-Ekiti, Ekiti State

Abstract

The study investigated the effects of digital marketing communication on brand loyalty among consumers of detergent in Ekiti State. The specific objectives are to: investigate the effect of social media on building brand loyalty among detergent consumers in Ekiti state. examine the impact of search engine optimization on brand loyalty among detergent consumers in Ekiti state; determine the influence of email marketing campaigns on brand loyalty among detergent in Ekiti state. The study hypothesized that: there is no significant effect of social media engagement and brand loyalty among detergent consumers in Ekiti state; there is no significant effect of search engine optimization on brand loyalty among detergent consumers in Ekiti state; email marketing campaigns do not systematically influence brand loyalty among detergent consumers in Ekiti state. The findings revealed that social media engagement, search engine optimization and email marketing campaign all have positive and statistically significant effects on brand loyalty among consumers of detergents in Ekiti State. The study concluded that digital marketing communication positively and significantly affects brand loyalty among detergent consumers in Ekiti State and relevant recommendations were made based on the findings.

Keywords
brand loyalty ekiti state consumers detergent marketing effects digital communication
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