The Impact of Virtual Events on Brand Engagement in Corporate Communication: A Study of Dukku Local Government Area, Gombe State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Background of the Study
Virtual events have emerged as a critical component of corporate communication in the digital age. With the rise of online platforms and the increasing reliance on digital media, businesses are increasingly turning to virtual events, such as webinars, online conferences, and live-streamed product launches, to engage with their audiences. In Dukku Local Government Area (LGA) of Gombe State, several companies are beginning to explore virtual events as a strategy to strengthen brand engagement and improve their communication strategies. Research by Ahmed et al. (2024) highlights the growing importance of virtual events in fostering deeper customer engagement, enhancing brand visibility, and providing an interactive platform for direct communication with consumers. However, despite the potential benefits of virtual events, their impact on brand engagement in Dukku remains under-researched. This study aims to investigate how virtual events influence brand engagement within corporate communication in Dukku LGA.
1.2 Statement of the Problem
While virtual events are becoming more popular in Dukku, many organizations still face challenges in utilizing them effectively for brand engagement. Issues such as poor event design, technical difficulties, and low audience participation are common barriers to success. Furthermore, there is a lack of empirical data on the specific impact of virtual events on brand engagement in Dukku LGA. This study will address these gaps by exploring the relationship between virtual events and brand engagement in the context of corporate communication in Dukku.
1.3 Objectives of the Study
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To examine the role of virtual events in enhancing brand engagement in Dukku LGA.
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To identify the challenges organizations in Dukku LGA face when using virtual events for brand engagement.
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To evaluate the effectiveness of virtual events in promoting positive brand perception in Dukku LGA.
1.4 Research Questions
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How do virtual events enhance brand engagement in Dukku LGA?
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What challenges do organizations in Dukku LGA face when using virtual events for brand engagement?
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How effective are virtual events in promoting positive brand perception in Dukku LGA?
1.5 Research Hypotheses
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Virtual events significantly enhance brand engagement in Dukku LGA.
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Organizations in Dukku LGA face significant challenges in utilizing virtual events for brand engagement.
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Virtual events effectively promote positive brand perception in Dukku LGA.
1.6 Significance of the Study
This study offers valuable insights into the role of virtual events in corporate communication and their impact on brand engagement. By identifying the challenges and advantages of virtual events, the research can help organizations in Dukku optimize their use of digital platforms to engage their audience more effectively. The findings will also contribute to the body of knowledge on the intersection of technology and corporate communication, specifically in the context of smaller communities like Dukku.
1.7 Scope and Limitations of the Study
This study is confined to Dukku LGA in Gombe State, focusing on the impact of virtual events on brand engagement. It excludes other forms of corporate events or other LGAs outside Dukku.
1.8 Operational Definition of Terms
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Virtual Events: Online or digital events such as webinars, conferences, product launches, and live streams that are conducted via the internet.
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Brand Engagement: The interaction between a company and its consumers through various platforms, aimed at fostering loyalty and positive brand perception.
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Corporate Communication: The strategies and tactics organizations use to communicate with both internal and external audiences, ensuring consistency with organizational objectives.
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