The Impact of Podcasts on Brand Awareness in Corporate Communication: A Study of Nafada Local Government Area, Gombe State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- Recommended for :
- NGN 5000
Background of the Study
Podcasts have rapidly gained popularity as a versatile and engaging medium for corporate communication. They enable organizations to connect with audiences through storytelling, thought leadership, and brand narratives. In Nafada Local Government Area (LGA) of Gombe State, where traditional communication channels dominate, podcasts present a unique opportunity to bridge digital communication gaps and enhance brand awareness. Studies (Abdullahi & Yusuf, 2023; Musa et al., 2024) emphasize that podcasts can effectively build brand identity, foster audience loyalty, and create an interactive platform for communication. However, the adoption of podcasts in Nafada remains limited, with challenges such as low internet penetration and limited podcasting expertise. This study explores the impact of podcasts on brand awareness in Nafada, offering insights into their potential as a corporate communication tool in a localized context.
1.2 Statement of the Problem
Despite their global popularity, podcasts remain underutilized in many local contexts, including Nafada LGA. Organizations in the area face barriers such as limited digital infrastructure, low podcasting awareness, and challenges in measuring podcast effectiveness. Abdullahi and Yusuf (2023) argue that without a clear understanding of podcasting’s impact on brand awareness, organizations may miss opportunities to engage audiences effectively. Additionally, the lack of research on podcasting in rural or semi-urban settings limits the ability of organizations to develop context-specific strategies. This study addresses these gaps by investigating the relationship between podcasts and brand awareness in Nafada.
1.3 Objectives of the Study
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To examine the role of podcasts in enhancing brand awareness in Nafada LGA.
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To analyze the challenges organizations face in utilizing podcasts for corporate communication in Nafada LGA.
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To evaluate the effectiveness of podcasts as a tool for engaging audiences in Nafada LGA.
1.4 Research Questions
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How do podcasts enhance brand awareness in Nafada LGA?
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What challenges do organizations face in utilizing podcasts for corporate communication in Nafada LGA?
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How effective are podcasts as a tool for audience engagement in Nafada LGA?
1.5 Research Hypotheses
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Podcasts significantly enhance brand awareness in Nafada LGA.
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Organizations in Nafada LGA face significant challenges in utilizing podcasts for corporate communication.
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Podcasts are effective tools for engaging audiences in Nafada LGA.
1.6 Significance of the Study
This study contributes to the growing discourse on the use of podcasts as a corporate communication tool. By focusing on Nafada LGA, it provides localized insights into the opportunities and challenges associated with podcasting in semi-urban contexts. The findings will benefit communication practitioners, businesses, and policymakers by highlighting effective podcasting strategies for enhancing brand awareness. Additionally, the study underscores the importance of digital infrastructure and audience analysis in leveraging podcasts for corporate communication.
1.7 Scope and Limitations of the Study
The study is limited to Nafada LGA in Gombe State, focusing on the impact of podcasts on brand awareness. It excludes other forms of audio-visual communication and LGAs outside Nafada.
1.8 Operational Definition of Terms
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Podcasts: Digital audio files distributed online, often episodic, used to share information and engage audiences.
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Brand Awareness: The extent to which consumers recognize and recall a brand, contributing to its visibility and market presence.
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Corporate Communication: The strategic management of communication to align organizational goals with stakeholder expectations.
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