An Assessment of the Effect of Social Media Influenced Markerting Mix on Customer Retention in the Clothing Industry. A Case of Mutare in Zim

Abstract

This study delves into the critical relationship between social media marketing and customer retention within the clothing sector of Mutare, Zimbabwe, highlighting the persistent challenge of high customer attrition despite the widespread adoption of social media platforms for marketing purposes. It aims to identify how various aspects of the marketing mix (product promotion, pricing strategies, product placement, and product choice) affect customer loyalty in this competitive landscape. The study employs a mixed-methods approach, combining quantitative surveys with qualitative interviews, focusing on clothing retailers in Mutare's Central Business District (CBD) to gather comprehensive data. Key findings indicate a significant positive correlation between social media promotions and customer retention, suggesting that effective engagement through promotional campaigns can enhance customer loyalty. Additionally, the research highlights that pricing strategies employed on social media have a notable impact on consumer behavior, as perceived value and authenticity play crucial roles in purchasing decisions. In contrast, the influence of product placement and product choice through social media is found to be minimal, indicating that while awareness can be raised, it does not necessarily translate into increased loyalty or repeat purchases. Consequently, the study underscores the necessity for clothing retailers to refine their promotional tactics and pricing strategies on social media to better connect with and retain customers. Recommendations for practice include the development of targeted marketing campaigns that resonate with specific demographics and fostering transparent communication to build trust with consumers. Ultimately, this research contributes valuable insights to both industry practitioners and policymakers, advocating for optimized social media marketing strategies that can effectively enhance customer retention and drive long-term success in the clothing sector.