E-Branding and Customer Patronage in the International Market: Insights from Tantalizers Plc, Uyo

In an increasingly digitized and globalized economy, the importance of e-branding in fostering customer engagement and expanding international market reach has become vital particularly for indigenous firms seeking to tap into diaspora markets. The study investigated the effect of e-branding on customer patronage in the international market, using Tantalizers Plc, Uyo as a case study. Specifically, the research examined how five components of e-branding—website quality, social media engagement, online customer experience, search engine optimization (SEO), and digital advertising consistency influence key patronage indicators such as purchase frequency, retention, referral rate, sales volume, and brand loyalty among diaspora customers in the United Kingdom, United States, and Canada. The study adopted a quantitative survey research design. Data were collected from 380 respondents through a structured online questionnaire and analyzed using descriptive statistics and multiple linear regression. Findings revealed that all five e-branding components had statistically significant positive effects on customer patronage. Online customer experience emerged as the strongest predictor of patronage behavior, followed by website quality and digital advertising consistency. The regression model showed that 59.1% of the variance in customer patronage could be explained by the e-branding variables. The study concludes that effective digital branding strategies are critical for indigenous firms aiming to build loyalty and visibility in the international marketplace. It recommends that Tantalizers PLC, Uyo invest in optimized web platforms, interactive social media campaigns, personalized online experiences, SEO strategies, and consistent digital advertising to sustain and grow its international customer base. The study contributes to knowledge by providing a diaspora-focused e-branding framework for African firms expanding beyond local market