Corporate Communication and the Role of Influencer Marketing in Brand Promotion: A Study of Kankara Local Government Area, Katsina State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Influencer marketing has emerged as a powerful tool for brand promotion, leveraging the reach and credibility of individuals with significant social media followings. Corporate communication plays a vital role in integrating influencer marketing into broader branding strategies, ensuring consistency and alignment with organizational goals. In Kankara Local Government Area, Katsina State, businesses are increasingly adopting influencer marketing to enhance brand visibility and consumer engagement. Studies highlight that influencer marketing, when guided by effective corporate communication, leads to higher brand awareness and customer loyalty (Garba & Musa, 2024). This study explores the intersection of corporate communication and influencer marketing in promoting brands.
1.2 Statement of the Problem
Despite the growing popularity of influencer marketing, many businesses in Kankara face challenges such as selecting the right influencers, ensuring message consistency, and measuring campaign effectiveness. This study examines how corporate communication can optimize influencer marketing efforts to achieve brand promotion goals.
1.3 Objectives of the Study
- To assess the role of corporate communication in influencer marketing.
- To evaluate the impact of influencer marketing on brand promotion.
- To identify challenges in integrating influencer marketing with corporate communication strategies.
1.4 Research Questions
- How does corporate communication enhance influencer marketing?
- What is the impact of influencer marketing on brand promotion?
- What challenges hinder the integration of influencer marketing with corporate communication strategies?
1.5 Research Hypotheses
- Corporate communication enhances the effectiveness of influencer marketing.
- Influencer marketing positively impacts brand promotion.
- Integration challenges affect the success of influencer marketing strategies.
1.6 Significance of the Study
This study provides insights into the synergy between corporate communication and influencer marketing, offering practical recommendations for businesses to maximize brand promotion efforts.
1.7 Scope and Limitations of the Study
The study focuses on the role of corporate communication in influencer marketing within Kankara Local Government Area, Katsina State.
1.8 Operational Definition of Terms
- Corporate Communication: Strategic messaging guiding influencer marketing efforts.
- Influencer Marketing: The use of individuals with significant social media followings to promote brands.
- Brand Promotion: Activities aimed at increasing brand awareness and customer engagement.
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