Dr. Ebun Omoniyi Imouokhome

Volume 8 Issue 1 | Jun 2025

DOI: 10.31841/KJEMS.2025.182

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Abstract

This study examined the impact of content marketing on building customer loyalty of Airtel Nigeria in Ilorin, Kwara State. The objectives of this study were to; (i) examine the varying impacts of different content formats on customer loyalty and (ii) determine how the quality of content contributes to customer loyalty; The study covered Airtel customers in Ilorin Metropolis, Kwara State; the population for the study is infinite, and Godden (2004) sample size determination was used to arrive at 246 sample size. Hypotheses were tested at a 0.05 significance level with the aid of regression analysis. The study's outcome shows a significant effect of different content formats on customer loyalty and a substantial impact of content quality on customer loyalty. The study concluded that content marketing is a strategic tool in building customer loyalty. The study recommended that Airtel Nigeria should strategically diversify its content to encompass an array of formats like videos, articles, and shared experiences, tailoring content to different audience preferences and consumption habits. Businesses should prioritise the creation and delivery of high-quality content across all channels and touchpoints.
Keywords: Airtel, Content, Customer, Formats, Loyalty, Marketing, Nigeria, Quality, Telecommunication