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The impact of interactive advertisements on customer engagement: A study of Airtel Nigeria in Katsina State

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Background of the Study

In the modern marketing landscape, interactive advertisements have gained considerable attention for their ability to engage consumers in two-way communication, allowing brands to capture attention, spark interest, and encourage participation. These ads, which often include features like quizzes, polls, clickable banners, and video interactions, are designed to elicit direct responses from viewers, creating an immersive experience that strengthens the connection between the consumer and the brand.

Airtel Nigeria, a major telecommunications provider, has integrated interactive advertising into its marketing strategies to engage its customers across the country, including in Katsina State. By leveraging digital and mobile platforms, Airtel aims to create ads that not only promote its services but also involve consumers in meaningful ways. Interactive advertisements are particularly relevant in the telecom industry, where customer engagement is critical to brand loyalty and market competition.

This study will examine the impact of Airtel Nigeria’s interactive advertisements on customer engagement in Katsina State. It will focus on how interactive features in Airtel’s ads enhance consumer participation, increase brand interaction, and contribute to customer loyalty.

Statement of the Problem

While the potential of interactive advertising to engage consumers is widely recognized, there is limited research on its specific impact in the Nigerian telecom sector, particularly in regions like Katsina State, where mobile usage and internet penetration rates may differ. Airtel’s adoption of interactive ads raises questions about their effectiveness in stimulating consumer interest and engagement. This study aims to assess the effectiveness of Airtel’s interactive advertisements in fostering deeper customer engagement and improving customer experiences in Katsina State.

Objectives of the Study

  1. To evaluate the impact of interactive advertisements on customer engagement for Airtel Nigeria in Katsina State.

  2. To assess how Airtel’s interactive ads influence consumer perceptions of the brand.

  3. To identify the key factors that determine the success of interactive advertisements in enhancing customer engagement for Airtel Nigeria.

Research Questions

  1. How do interactive advertisements impact customer engagement for Airtel Nigeria in Katsina State?

  2. In what ways do interactive advertisements affect consumer perceptions of Airtel Nigeria in Katsina State?

  3. What factors determine the success of interactive advertisements in fostering customer engagement for Airtel Nigeria?

Research Hypotheses

  1. Interactive advertisements significantly improve customer engagement for Airtel Nigeria in Katsina State.

  2. There is a positive relationship between interactive advertisements and consumer perceptions of Airtel Nigeria in Katsina State.

  3. The success of interactive advertisements in fostering customer engagement is influenced by factors such as ad design, interactivity, and relevance to the target audience.

Scope and Limitations of the Study

This study will focus on the impact of interactive advertisements on customer engagement for Airtel Nigeria in Katsina State, with a focus on digital and mobile ad formats. Data will be collected through surveys and interviews with Airtel customers and marketing professionals.

Limitations may include the challenge of isolating the effects of interactive ads from other marketing efforts. Additionally, variations in mobile internet access and digital literacy among respondents may impact the findings.

Definitions of Terms

  • Interactive Advertising: Advertising that encourages consumer participation through actions like clicks, responses to quizzes, or interaction with multimedia elements.

  • Customer Engagement: The emotional connection and interaction between a brand and its customers, often measured by participation, interaction frequency, and loyalty.

  • Consumer Perception: The attitudes, beliefs, and feelings that consumers form about a brand based on their experiences and exposure to marketing messages.

  • Ad Interactivity: The degree to which an advertisement allows for user participation and response.


 





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