Content Marketing and Consumer Patronage of Fabrics in Uyo Metropolis, Akwa Ibom State

ABSTRACT This research was conducted to investigate the level of relationship between content marketing proxies like podcasts, social media posts and email with consumer patronage of fabric industry in Uyo metropolis, Akwa Ibom State. Related literature aimed at enriching the study were reviewed. The survey research design approach was adopted in the study, and primary data were collected with the use of the questionnaire. The population of the study was treated as infinite, hence a sample size of 250 respondents who were consumers who patronized fabric materials in Uyo, Akwa Ibom State. were selected using the random sampling technique. Data collected were further analyzed using simple linear regression analysis at a 0.05 level of significance. Findings showed that the three independent variables has a significant relationship with consumer patronage of fabrics in Uyo metropolis, Akwa Ibom State. It was therefore concluded that podcasts, social media posts and emails played a significant role in building consumer patronage of fabrics in Uyo metropolis, Akwa Ibom State and were significant positive predictors of consumer patronage of fabrics in Uyo metropolis, Akwa Ibom State. On the basis of the findings and conclusion, it was recommended among others, that Fabric businesses should invest in training their marketing personnel to develop skills in digital marketing and content creation.