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Global Academic Journal of Economics and Business
Volume-8 | Issue-04
Original Research Article
Digital Marketing Strategies and Brand Loyalty among Quoted Food and Beverage Firms in Nigeria
Akhigbe Doris Emila, O.V. Olulu-Briggs
Published : July 16, 2026
DOI : https://doi.org/10.36348/gajeb.2026.v08i04.009
Abstract
The study examined the impact of digital marketing strategies on brand loyalty of the quoted food and beverage companies in Nigeria using brand trust as a moderating variable. The study was prompted by the prevailing competition among food and beverage businesses in Nigeria and the fact that businesses need to leverage on digital marketing to boost customers' engagement and retention. The study was based on the Relationship Marketing Theory. A cross-sectional survey research design based on the positivist philosophy was adopted. Primary data was obtained from the structured questionnaires which were administered to the customers of the selected companies namely Nestlé Nigeria Plc, Nigerian Breweries Plc, Cadbury Nigeria Plc, Flour Mills of Nigeria Plc and Dangote Sugar Refinery Plc. The sample size was 384 respondents using Cochran's formula for an infinite population and 362 valid questionnaires were analyzed. Descriptive statistics, Spearman's rank correlation coefficient and partial correlation were used in the analysis of the data at 5% level of significance. The results indicated that social media marketing, online advertising, and content marketing had positive and significant relationship with brand loyalty. Additionally, brand trust also enhanced the relationship amidst digital marketing strategies and brand loyalty after the inclusion of the moderator. The study found that digital marketing strategies are a significant contributor to customer commitment, especially with high brand trust. It called for greater investment in digital engagement that is interactive, online advertising that is personalised, value-based content marketing, and trust-building activities. The study added value by proving that brand trust is a moderating variable amidst Digital marketing strategies and brand loyalty in the food and beverage industry in Nigeria.

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