Assessing the Influence of Social Media Hashtags in Driving Event Attendance in Lafia Local Government Area, Nasarawa State
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Social media has revolutionized event promotion, offering tools that enable organizers to reach wider audiences, engage participants, and foster real-time interaction. Among these tools, hashtags have emerged as a powerful mechanism for creating online visibility, facilitating discussions, and driving attendance at events. In Lafia Local Government Area, Nasarawa State, where cultural and social events are integral to community life, social media platforms like Twitter, Instagram, and Facebook play a pivotal role in event promotion. Hashtags, when strategically designed, amplify the reach of promotional campaigns by aggregating content under a unified theme or slogan. Studies have shown that hashtags increase user engagement, enhance content discoverability, and create a sense of community among participants (Ogunleye & Adetola, 2023). However, despite their potential, the influence of social media hashtags on actual event attendance remains underexplored, particularly in rural and semi-urban settings like Lafia. This study aims to assess how social media hashtags influence event attendance in Lafia, examining their effectiveness in driving awareness, engagement, and participation.
1.2 Statement of the Problem
While hashtags have become a popular tool for event promotion, their effectiveness in driving physical attendance remains inconsistent. In Lafia, event organizers often face challenges such as limited digital literacy, low internet penetration, and a lack of strategic hashtag campaigns. These issues hinder the ability of hashtags to generate the desired level of engagement and attendance. Previous studies have largely focused on the general impact of social media on event promotion, neglecting the specific role of hashtags (Okafor & Bello, 2024). This gap in research limits the understanding of how hashtags can be optimized to achieve better outcomes in contexts like Lafia. Furthermore, there is limited empirical data on the relationship between hashtag usage and event attendance in semi-urban areas. This study seeks to address these issues by evaluating the influence of social media hashtags on event attendance in Lafia Local Government Area.
1.3 Objectives of the Study
1. To examine the role of social media hashtags in promoting events in Lafia.
2. To assess the relationship between hashtag usage and event attendance.
3. To identify the challenges and opportunities associated with using hashtags for event promotion.
1.4 Research Questions
1. How do social media hashtags contribute to event promotion in Lafia?
2. What is the relationship between hashtag usage and event attendance in Lafia?
3. What challenges and opportunities exist in using hashtags for event promotion in Lafia?
1.5 Research Hypotheses
1. H₁: Social media hashtags significantly enhance event promotion in Lafia.
2. H₂: Effective hashtag usage positively influences event attendance.
3. H₃: Addressing challenges in hashtag campaigns can improve their impact on event attendance.
1.6 Significance of the Study
This study is significant as it explores the intersection of social media and event promotion, focusing on the role of hashtags in driving attendance. By providing insights into their effectiveness, the research benefits event organizers, marketers, and policymakers seeking to leverage digital tools for event promotion. The findings contribute to academic literature on social media marketing, particularly in semi-urban contexts, and offer practical recommendations for optimizing hashtag campaigns. Additionally, the study highlights the potential of social media to bridge communication gaps and foster community participation in events, aligning with broader goals of cultural preservation and digital inclusion.
1.7 Scope and Limitations of the Study
The study is limited to assessing the influence of social media hashtags on event attendance in Lafia Local Government Area, Nasarawa State. It focuses on events promoted through hashtags and excludes other forms of digital marketing. Limitations may include variations in internet access and participants' familiarity with social media.
1.8 Operational Definition of Terms
1. Social Media Hashtags: Keywords or phrases preceded by the “#” symbol used to categorize and promote content on social media platforms.
2. Event Attendance: The number of individuals who physically participate in an event.
3. Digital Engagement: The interaction and participation of users with online content.
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