A Descriptive Study on the Effectiveness of Social Media in Promoting Events in Kaduna North Local Government Area, Kaduna State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Social media platforms have transformed the way events are promoted globally, serving as dynamic tools for communication, engagement, and audience participation. In Kaduna North Local Government Area, Kaduna State, the rapid adoption of social media has significantly influenced the promotion of cultural, political, and entertainment events. Platforms such as Facebook, Twitter, Instagram, and WhatsApp provide cost-effective means to reach large, diverse audiences in real time. Recent studies emphasize the power of social media in increasing event visibility, fostering interactive dialogue, and creating digital communities around shared interests (Ahmed & Ibrahim, 2023; Onyeka & Bature, 2024). By leveraging targeted advertisements, live streaming, and hashtag campaigns, social media enhances event attendance, broadens demographic reach, and improves audience feedback mechanisms. Despite these benefits, challenges such as digital literacy gaps, misinformation, and unequal access to technology persist, particularly in developing regions. This study explores the effectiveness of social media in promoting events in Kaduna North, highlighting its strengths, limitations, and impact on local community engagement.
1.2 Statement of the Problem
Although social media has proven to be a powerful tool for event promotion, its application in Kaduna North LGA faces challenges that hinder optimal effectiveness. Limited digital literacy among some community members, inconsistent internet access, and skepticism toward online promotional content reduce the potential reach and impact of social media campaigns. Additionally, the absence of localized content and culturally tailored strategies often fails to resonate with diverse audience groups in Kaduna North. These issues necessitate a deeper understanding of how social media can be utilized effectively to promote events, ensuring inclusivity, engagement, and tangible outcomes. This study seeks to address these gaps by examining the strategies, tools, and practices that enhance social media’s role in event promotion within Kaduna North LGA.
1.3 Objectives of the Study
- To analyze the role of social media platforms in promoting events in Kaduna North LGA.
- To evaluate the effectiveness of social media strategies in engaging target audiences.
- To identify challenges and propose solutions for optimizing social media use in event promotion.
1.4 Research Questions
- How are social media platforms used to promote events in Kaduna North LGA?
- What are the most effective strategies for engaging audiences through social media?
- What challenges hinder the effective use of social media for event promotion in Kaduna North?
1.5 Research Hypotheses
- H1: Social media significantly increases audience engagement in event promotion.
- H2: Targeted advertising on social media improves event attendance in Kaduna North.
- H3: Challenges such as digital literacy and internet access limit the effectiveness of social media campaigns.
1.6 Significance of the Study
This study contributes to the growing body of knowledge on digital communication and event promotion by exploring the role of social media in Kaduna North LGA. It provides practical insights for event organizers, communication professionals, and policymakers seeking to enhance community participation through digital platforms. By identifying effective strategies and addressing existing challenges, the study supports the development of inclusive and impactful social media campaigns tailored to local contexts. Furthermore, the findings underscore the importance of digital literacy and infrastructure development in maximizing the benefits of social media for event promotion.
1.7 Scope and Limitations of the Study
The study focuses on the use of social media for promoting events in Kaduna North LGA, Kaduna State. It does not examine offline promotional methods or extend its analysis to other LGAs or states.
1.8 Operational Definition of Terms
- Social Media: Digital platforms that facilitate online communication, interaction, and content sharing (e.g., Facebook, Twitter, Instagram).
- Event Promotion: The process of creating awareness and encouraging participation in events through various communication channels.
- Audience Engagement: Active participation, interaction, and involvement of target audiences in promotional campaigns.
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