IKECHI Prince Obinna, Ph.D
Department of Marketing
Faculty of Management Sciences
Ignatius Ajuru University of Education, Rumuolumeni
Port Harcourt
Prince.ikechi@iaue.edu.ng; obinnapikechi@yahoo.com
Corresponding author
08033429869
NKWEDE Maria-Friday C, Ph.D
Department of Marketing
Faculty of Management Sciences
Ebonyi State University
Abakaliki
maria.nkwede@ebsu.edu.ng
07039738739
ABSTRACT
This study examines the moderating role of social media network on the interplay between value
co-creation and customer loyalty among apparel designers in post COVID-19 Nigeria.
Hypotheses were formulated vis-s-vis theoretical background and conceptual models. A survey
data of 183 experienced apparel customers were used as the research database. The study utilized
the Pearson Product Moment Correlation Coefficient (PPMC) for the test of hypotheses while,
Partial Correlation Statistical Tool was used for determining the moderating role of social media
networks on the relationship between value co-creation and customer loyalty. Basically, it was
discovered that there is a positive and strong relationship between value co-creation and
customer loyalty. More so, there is a strong moderating effect of social media network on the
relationship between value co-creation and customer loyalty of the studied apparel designers in
post COVID 19 Nigeria. The findings revealed a positive and strong association between the
variables. Based on the findings, the study recommends the continuous utilization of social
media networks to engage existing customers and attract potential ones. More so, managing the
value co-creation option is imperative to the success of a business.
Keywords: Apparel, Designers, Value Co-creation, Customer Loyalty, Social Media Networks.