TRUST AS A MEDIATING FACTOR BETWEEN COLLABORATIVE MARKETING AND ONLINE SHOPPING BEHAVIOUR IN SOUTH-SOUTH NIGERIA

Abstract

This study examines the moderating role of trust in the relationship between collaborative marketing and online shopping in South-South Nigeria. As digital commerce and social media engagement continue to expand, businesses increasingly adopt collaborative marketing strategies such as content sharing, incentive-driven participation, and co-creation to influence consumers’ purchasing behaviour. However, the effectiveness of these strategies depends greatly on the level of trust consumers place in both brands and their collaborative initiatives. Grounded in relationship marketing theory, this study employs a quantitative research design, using structured questionnaires administered to active online shoppers across selected cities in the South-South region. Data were analysed using bivariate Pearson correlation, partial correlation, and regression techniques to evaluate the extent to which trust amplifies or attenuates the impact of collaborative marketing on online shopping outcomes via brand loyalty. Findings indicate that trust significantly moderates this relationship, accounting for a substantial proportion of the variance in online shopping behaviours. The study underscores the critical importance of transparency, reliability, and customer-centred communication in cultivating trust that enhances collaborative marketing efforts. Practical implications are also offered for marketers seeking to strengthen brand loyalty and encourage repeat purchasing behaviour through trust-based digital engagement strategies.