Social Media Marketing Credibility and Consumers’ Purchase of Local Fabrics in Selected States in South-West Nigeria.

Abstract

Dealers of local fabrics have failed in embracing the use of social media marketing as means of stimulating demand for local fabrics. This study examined social media marketing credibility and consumers’ purchase intention of local fabrics in South-West Nigeria. The objective of this study was to assess the effect of social media marketing credibility on consumers’ demand for local fabrics in South West Nigeria The study adopted cross-sectional survey. The population of study comprised of consumers of local fabrics in three selected of South-West of Nigeria. Quota and convenience sampling techniques were used in selecting 600 samples. Structured questionnaire was used for collection of primary data. Binary Logistic regression with the aid of SPSS version 27.0 was used for data analysis. The finding indicated that credibility had a positive relationship with demand but insignificant relationship with consumer demand. Since credibility was found positive but insignificant on consumers’ demand for local fabrics (C=0.195, Wald=2.422, p=0.120<0.05). The study concluded that credibility did not significantly influence consumer demand for local fabrics in South-West Nigeria. It was therefore recommended that local fabric marketers should embrace effective medium in disseminating product information to create trust and credibility in the heart of target customers.