Influence of Social Media Marketing on Brand Perception and Consumer Engagement: a Study of Dufil Prima Food Ltd.

Student: Arofat Moshood Oganija (Project, 2025)
Department of Business Administration
University of Abuja, Abuja, Fct

Abstract

ABSTRACT This study examines the influence of social media marketing on brand perception and consumer engagement in Nigeria's fast-moving consumer goods sector, focusing on Dufil Prima Foods Lid. The research investigates key areas, including blogging, content creation, and Linkedln presence, and their effects on brand awareness, consumer trust, and loyalty. Data were collected through a structured questionnaire administered to Dufil Prima Foods' social media-active consumers, yielding 480 valid responses. Analysis was conducted using SPSS version 26.0, employing descriptive, inferential statistics and regression analysis to test the hypotheses. Findings reveal that social media marketing and influencer collaborations significantly enhance brand perception and consumer engagement, fostering a positive brand image and increased customer interaction. The study concludes that social media is a vital tool for engaging consumers and building brand loyalty in the FMCG industry. It recommends strategic use of content creators and platform specific marketing to maximize brand impact and consumer connection in emerging markets.

Keywords
influence social media marketing brand perception consumer engagement dufil prima
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