Abstract:
Customer loyalty is pivotal for the sustainability and profitability of businesses, especially in competitive sectors like telecommunications. This study investigates the effect of personalized social media marketing strategies on customer loyalty within Kenya's telecommunications industry, focusing on the ability of personalized digital interactions to retain customers and enhance brand loyalty. The research applied an explanatory design with a sample of 384 respondents from major telecom companies in Nairobi, Kenya. Descriptive analysis indicates that frequent social media engagement, such as consistent posts from the telecom brands, positively influences loyalty. Correlation and regression analyses reveal a strong positive relationship between personalized social media marketing and customer loyalty (r = 0.758), with personalized strategies accounting for 57.5% of loyalty variance (R² = 0.575). ANOVA results further confirm the significance of this relationship (F = 349.486, p < 0.001), leading to the rejection of the null hypothesis. The findings underscore the importance of personalized content and regular engagement, suggesting that tailored social media strategies can effectively build and sustain customer loyalty in the telecommunications sector. Recommendations include optimizing posting schedules, investing in data analytics for audience insights, and prompting customer feedback to enhance loyalty further.
