Abstract
Social media’s introduction has revolutionized marketing strategies around the world by giving organizations as well as cooperatives new ways of communicating with customers- user. In Enugu State, Nigeria, this study examines how consumer cooperative member engagement (CCME) is impacted by innovative social media marketing elements (ISMME), particularly content quality, exposure frequency, and platform usage. The study employed quantitative method, using survey design, using 392 as sample size which was determined using Yamene formula. A conceptual framework for the research was drawn. Findings of this research showed that the regression analysis revealed that these three factors, content quality, exposure frequency, and platform usage, all together accounted for more than half of the variation in engagement levels and significantly predict member engagement (Adj. R2 = 0.551, F = 157.698, p < 0.001). Content quality and the best posting schedules were observed to be crucial for maintaining visibility and trust. Content quality had the biggest impact, followed by exposure frequency and platform usage. The findings show that using digital platforms strategically and according to member preferences increases participation both online and offline. The study concludes that deliberate investment in the creation of high-quality content, the frequency of posts, and the choice of platforms can strengthen collaborative communication, increase member engagement, and promote long-term sustainability.
Keywords: Consumer Cooperatives, Engagements, Innovation, Marketing Elements, Social Media.