The Impact of Live Streaming on Customer Engagement in Corporate Communication: A Study of Kaltungo Local Government Area, Gombe State
- Project Research
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Background of the Study
Live streaming has transformed corporate communication by enabling real-time interaction between organizations and their audiences. It provides a platform for transparency, immediate feedback, and dynamic engagement, enhancing customer relationships. In Kaltungo Local Government Area (LGA) of Gombe State, where digital adoption is gradually increasing, live streaming offers organizations an opportunity to reach and engage customers effectively. Studies (Bello & Yakubu, 2023; Musa et al., 2024) suggest that live streaming fosters authenticity, builds trust, and enhances brand loyalty. However, challenges such as poor internet connectivity and limited technical expertise hinder its adoption in Kaltungo. This study investigates the role of live streaming in customer engagement, focusing on its effectiveness in corporate communication within Kaltungo.
1.2 Statement of the Problem
Despite its potential, live streaming remains underutilized in Kaltungo LGA, where organizations face barriers such as limited digital infrastructure, lack of expertise, and low audience participation. Bello and Yakubu (2023) argue that without effective strategies for live streaming, organizations may fail to leverage its full potential for customer engagement. This study addresses the gap by exploring the impact of live streaming on customer engagement in Kaltungo.
1.3 Objectives of the Study
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To examine the role of live streaming in enhancing customer engagement in Kaltungo LGA.
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To analyze the challenges organizations face in adopting live streaming for corporate communication in Kaltungo LGA.
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To evaluate the effectiveness of live streaming strategies in building customer relationships in Kaltungo LGA.
1.4 Research Questions
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How does live streaming enhance customer engagement in Kaltungo LGA?
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What challenges do organizations face in adopting live streaming for corporate communication in Kaltungo LGA?
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How effective are live streaming strategies in building customer relationships in Kaltungo LGA?
1.5 Research Hypotheses
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Live streaming significantly enhances customer engagement in Kaltungo LGA.
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Organizations in Kaltungo LGA face significant challenges in adopting live streaming effectively.
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Live streaming strategies are effective in building customer relationships in Kaltungo LGA.
1.6 Significance of the Study
This study contributes to the understanding of live streaming as a tool for enhancing customer engagement, particularly in Kaltungo LGA. By examining its impact, the research provides actionable insights for organizations seeking to leverage live streaming for corporate communication. The findings benefit communication practitioners, business leaders, and policymakers by highlighting strategies for overcoming adoption barriers and maximizing audience engagement.
1.7 Scope and Limitations of the Study
This study focuses on Kaltungo LGA in Gombe State, examining the role of live streaming in customer engagement. It excludes other digital tools and LGAs outside Kaltungo.
1.8 Operational Definition of Terms
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Live Streaming: The process of broadcasting real-time video content over the internet to engage audiences.
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Customer Engagement: The interaction and connection between an organization and its customers, fostering loyalty and satisfaction.
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Corporate Communication: The strategic dissemination of information to align organizational objectives with audience expectations.
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