AN INVESTIGATION OF THE INFLUENCE OF SOCIAL MEDIA CONTENT MARKETING STRATEGY ON CUSTOMERS PURCHASE INTENTION OF JUMIA PRODUCT

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

Due to the widespread use of social media, customers actively seek out and encounter brand information. Hence, the practice of content marketing, in which businesses provide consumer-oriented content on social media platforms, has garnered increasing interest from both businesses and marketing experts. The most recent research released by the content marketing institute in 2022 states that content marketing presents a chance for businesses, particularly small ones, to acquire a competitive edge (Patrick, 2023). Furthermore, the survey highlights that numerous marketers are abandoning conventional sales-oriented content and instead opting to discover marketing resources of greater value. Moreover, The China Content Marketing Ten-year Trend Report provides statistics indicating that content marketing is gaining significance in the realm of digital marketing (Xen, 2023). According to Patrick (2023), about 90% of advertisers incorporated content marketing into their marketing initiatives in 2021, experiencing an average growth rate exceeding 10%. It is evident that determining the type of material that might generate customer interest is vital for firms when developing content marketing strategy. 

Purchase intention is commonly employed as a dependent variable in order to examine the factors that influence it (Adebisi, 2019). The determinants of buying intention can be categorised into three main factors. The first factor is consumer personality, which encompasses traits such as individual personality, age, social status, and cultural background. The second factor is the consideration of the product or service, which encompasses both internal and exterior elements. Internal factors pertain to the fundamental qualities of products or services that fulfil consumers' basic requirements, while external aspects encompass elements that aid consumers in comprehending and acknowledging the product, such as brand positioning and brand values. Pu et al. (2022) shown that the salespeople's service quality has a beneficial impact on the audiences' purchase intention. The third factor is the state of consumption. Wei et al. (2020) proposed that the impact of emotions on customers' purchase intention is mediated by the perceived utility, accessibility, and entertainment value of short films. This article examines the impact of social media content marketing on consumers' purchase intention.

Social media content marketing has emerged as a crucial component of digital marketing strategies in the contemporary business environment. This strategy entails the production and dissemination of valuable, pertinent, and captivating material on social media platforms with the aim of attracting and maintaining clients (Courtois et al., 2018). In the increasingly competitive online retail landscape, social media marketing plays a vital role for e-commerce platforms like Jumia. It is crucial in boosting customer engagement, creating brand awareness, and eventually influencing purchase intentions. Social media sites, like Facebook, Instagram, X (formerly known as Twitter), and TikTok, offer businesses effective tools to interact with their audience, foster brand loyalty, and impact purchasing choices. By employing targeted advertising, collaborating with influencers, creating interactive content, and actively engaging with customers, businesses can improve their visibility on the internet and impact consumer behaviour (Basil, 2018).

The notion of content marketing was officially introduced in 1996, but, there is still a lack of consensus among experts regarding its precise definition (Constance et al., 2017). In Barrett's (2019) analysis, content marketing is defined as a broad concept that includes all marketing activities including the creation and distribution of various forms of content to attract and engage both existing and new customers. Zhou (2018) asserted that content marketing prioritises customer interaction by providing content that aligns with customers' interests. In their study, He et al. (2017) highlighted the primary objective of content marketing, which is to effectively engage and communicate with consumers by producing high-quality content tailored to certain consumer segments. This paper provides a concise definition of content marketing as a novel marketing strategy wherein corporations disseminate material through social media platforms, convey brand messaging, and foster consumer engagement with the ultimate goal of enhancing customers' inclination to make a purchase.

Jumia is a prominent e-commerce platform in Africa, providing a diverse selection of products, including electronics, apparel, groceries, and home goods. Jumia, a prominent participant in the online retail industry, encounters fierce rivalry from both domestic and global e-commerce enterprises. In order to sustain and expand its portion of the market, Jumia utilises a range of marketing methods, with social media content marketing playing a crucial role. Jumia can greatly influence client purchase intentions through an efficient social media content marketing strategy. Jumia may leverage social media channels to exhibit products, stimulate sales, and interact with customers, thereby shaping potential buyers' perceptions and generating traffic to its site. Jumia utilises social media marketing to curate customised interactions, respond to consumer enquiries, and foster a sense of community centred around their brand. This study aims to examine the impact of social media content marketing strategy on customers' intention to purchase the jumia product.

1.2 Statement of the problem

In today's digital era, social media plays a crucial role in connecting with consumers and shaping their buying choices. In the context of highly competitive and fast expanding online retail markets, e-commerce platforms such as Jumia rely on social media content marketing as a crucial strategic tool to increase client engagement and boost sales. Despite Jumia's substantial investment in social media marketing, there is still a lack of understanding on the specific influence of its content marketing methods on customers' buy intentions.

Due to the increasing pace of globalisation and the widespread adoption of standardisation, the quality of goods and services has become increasingly uniform. As a result, conventional consumption patterns struggle to capture the attention of customers (Saka, 2021). As the economy and living standards grow rapidly, customers' demand for items is no longer solely focused on material aspects, but is increasingly attentive to spiritual requirements. In the age of social media, businesses are increasingly focused on their brand image, while consumers are actively seeking brand information and aligning themselves with brands that reflect their values (Chibuzor, 2023). Evidently, both organisations and consumers are increasingly focussing on content marketing. Given this consideration, content marketers must exercise caution to ensure that their material aligns with and resonates with the religious or superstitious beliefs of every customer. This can be a significant issue because if the information does not align with the customer's beliefs, their desire to make a purchase becomes doubtful (Nta, 2023).  

Jumia utilises a range of social media content, including as promotional postings, product reviews, influencer partnerships, and interactive content. The extent to which these various content categories influence customers' purchase intentions is inadequately established. Jumia may face challenges in optimising its content strategy to maximise engagement and conversion rates if it lacks precise data on which content kinds are most effective in resonating with consumers. Prior studies have examined the influence of social media content marketing in other sectors, but there is a lack of emphasis on its precise effects on e-commerce platforms, particularly within the African setting. This study seeks to address this deficiency by conducting a comprehensive examination of the impact of social media content tactics on the purchase intentions of Jumia's customers.

Objectives of the study

The primary objective of this study is to critically investigate the influence of social media content marketing strategy on customers purchase intention of jumia product. Specific objectives of this study are to:

To examine the specific social media content marketing strategies currently employed by Jumia

To investigate the impact of social media content marketing on purchase intentions

To assess the impact of influencer partnerships on customers' purchase intentions

To investigate challenges faced by Jumia in creating and executing effective social media content strategies.

To offer recommendations for optimizing social media content marketing strategies to better influence purchase intentions

1.4 Research Questions

The following research questions which are in line with the objectives of this study will be answered in this study:

Which of the social media content marketing strategies is currently employed by Jumia?

What is the impact of social media content marketing on purchase intentions?

What is the impact of influencer partnerships on customers' purchase intentions?

What are the challenges faced by Jumia in creating and executing effective social media content strategies?

What are the recommendations for optimizing social media content marketing strategies to better influence purchase intentions?

1.5 Research Hypotheses

To determine the effectiveness of this study, the following research null hypotheses will be formulated to guide the study and it will be tested at 0.05% levels of significance.:

Ho: Social media content marketing has no significant impact on purchase intention OF jumia product.

Ha: Social media content marketing has significant impact on purchase intention OF jumia product.

1.6 Significance of the study

The importance of this study resides in its capacity to offer significant insights on the impact of social media content marketing techniques on customers' buy intentions, particularly within the framework of Jumia, a prominent e-commerce platform in Africa. Comprehending this impact carries several significant consequences.

The study will provide data on the effectiveness of several types of social media material, such as promotional posts, influencer collaborations, and interactive content, in influencing customers' purchase intentions. This enables Jumia to customise its content strategy in order to create material that is more captivating and convincing. By discerning the social media channels and content kinds that have the strongest impact on customers, Jumia can create more focused marketing campaigns that match consumer interests and behaviours, therefore enhancing the probability of conversion.

Moreover, Jumia can enhance its engagement methods by comprehending the correlation between various types of customer involvement, such as likes, comments, and shares, and their impact on purchase intentions. This can result in more profound engagements and more robust connections with clients. The study's findings can assist Jumia in customising its social media interactions, thereby improving the entire customer experience and promoting stronger brand loyalty.

In addition, with the optimisation of social media content tactics to improve purchase intents, Jumia may effectively increase sales and revenue. Efficient content marketing has the potential to result in a rise in website visitors, greater rates of turning visitors into customers, and enhanced sales outcomes. Social media marketing that is successful can also enhance client retention and loyalty, which are crucial for long-term business growth and profitability.

Additionally, the research can provide valuable insights that can be used to develop industry norms and establish best practices for social media content marketing. Policymakers and industry groups can utilise these insights to design policies that foster efficient and morally upright digital marketing activities.

Moreover, this study will make a valuable addition to the scholarly body of knowledge on the relationship between social media content marketing, consumer behaviour, and e-commerce. It will offer an in-depth analysis of Jumia as a case study, enhancing the comprehension of how social media impacts consumer purchase intentions.

1.7 Scope of the study

Broadly, this study focus is to critically investigate the influence of social media content marketing strategy on customers purchase intention of jumia product. Specifically, this study seeks to examine the specific social media content marketing strategies currently employed by Jumia, investigate the impact of social media content marketing on purchase intentions and assess the impact of influencer partnerships on customers' purchase intentions. 

Further, this study will focus on investigating challenges faced by Jumia in creating and executing effective social media content strategies and it also seeks to offer recommendations for optimizing social media content marketing strategies to better influence purchase intentions.

 The study is carried out in Nigeria. 

1.8 Limitations of the study

As with any human endeavour, the researchers faced many minor constraints during the investigation. The main limitation was the lack of extensive literature on the subject, due to the limited availability of data regarding the impact of social media content marketing strategy on customers' buy intention for the jumia product. Consequently, a significant allocation of time and exertion was necessary to ascertain appropriate resources, books, or information and gather data. 

Furthermore, this study is constrained by its small sample size and narrow geographical scope, focussing solely on Nigeria. Therefore, the conclusions of this study cannot be extended to other situations, thus requiring further investigation. 

Moreover, the researcher's restrictions were primarily due to financial constraints, as they are a student without any source of income to sustain themselves. The exorbitant transportation costs at the research location, exacerbated by the prevailing inflation in Nigeria, posed a significant challenge in meeting the expenses associated with transportation fees.

Furthermore, the researcher faced a time constraint due to the need to do this research while simultaneously fulfilling the obligations of attending lectures and participating in other educational activities.

1.9 Definition of terms

Content marketing: Content marketing is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when it's time to buy what you sell.

Customer loyalty: Customer loyalty is a measure of a customer's likeliness to do repeat business with a company or brand. It is the result of customer satisfaction, positive customer experiences, and the overall value of the goods or services a customer receives from a business.

Brand awareness: brand awareness is the measure of how memorable and recognizable a brand is to its target audience. Establishing brand awareness is a powerful marketing strategy that leads consumers to develop an instinctive preference towards a brand and its products.

Purchase intention: Purchase intent, also known as buyer intent, describes the extent to which customers are willing and inclined to buy a product or service from you within a certain period of time, typically over the next 6 or 12 months.