Conference Paper

Impact of Social Media Marketing on Brand Engagement and Consumer Purchase Decisions: A Case Study of Tecno Mobile

ABSTRACT This research investigates how social media marketing influences consumer behaviors and brand engagement, with Tecno Mobile as the focus of the study. Social media has evolved into an essential and efficient platform for companies to engage with customers, increase brand recognition, and boost sales. This study investigates the impact of social media marketing on consumer behavior, customer satisfaction, and brand loyalty regarding Tecno smartphones. A quantitative research method was employed, using Taro Yamane’s sampling technique to gather data from 220 participants. Of these, 60 participants were chosen at random from the students of Federal Polytechnic Ilaro and the inhabitants of Yewa South Local Government in Ogun State. The results show that social media marketing greatly boosts brand recognition, customer loyalty, and sales. The research additionally shows that engagement on social media, satisfaction from customers, and trust in the brand are crucial factors influencing consumer behavior and loyalty to Tecno Mobile. This study adds to the current understanding of consumer behavior and social media marketing. It offers important perspectives for companies, especially in the tech sector, on utilizing social media marketing tactics to boost sales, improve brand visibility, and foster enduring customer connections. KEYWORDS: Social Networks, Product Identity, Brand Recognition, Social Media Promotion, Customer Loyalty, Customer Participation.