The Impact of Customer Emotions in Advertising Response: A Study of MTN Nigeria in Benue State
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Background of the Study
Emotions play a crucial role in consumer decision-making and have been shown to significantly influence advertising response. Emotional advertising appeals tap into consumers' feelings, desires, and memories, creating stronger and more lasting connections with the brand. In recent years, MTN Nigeria has increasingly utilized emotional appeal in its advertising campaigns, targeting diverse emotions such as joy, nostalgia, and empowerment to resonate with its wide customer base (Umar & Sulaimon, 2023). The telecommunications giant has strategically used TV commercials, digital campaigns, and outdoor ads to elicit emotional responses from consumers, fostering deeper brand loyalty and improving its market positioning in Nigeria.
Benue State, located in the middle-belt region of Nigeria, presents a unique demographic mix of urban and rural populations. MTN’s advertisements often aim to connect with the emotional fabric of the local population, emphasizing themes of unity, progress, and connectivity. The state’s diverse population, influenced by both traditional and modern values, offers an opportunity to study how different emotional appeals resonate with different segments of consumers (Akinlolu & Tijani, 2024).
The study will focus on how MTN Nigeria’s emotional advertising strategies impact consumer responses in Benue State, exploring how emotions drive engagement, brand affinity, and customer behavior.
Statement of the Problem
While there is a growing body of literature on the role of emotions in advertising effectiveness, the application of these emotional appeals within the Nigerian market, particularly in Benue State, has not been fully explored. MTN Nigeria’s advertising campaigns are designed to evoke a range of emotions, but there is a lack of comprehensive research on how these emotions influence consumer responses, engagement, and brand perception in specific regions of the country. The absence of localized research hampers a deeper understanding of how emotional advertising resonates with Benue consumers and its broader impact on customer behavior.
This study seeks to explore the impact of customer emotions on advertising response for MTN Nigeria in Benue State, focusing on how emotional appeals in ads influence customer engagement, loyalty, and purchase intent.
Objectives of the Study
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To investigate the emotional appeal in MTN Nigeria’s advertising campaigns in Benue State.
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To assess the impact of customer emotions on advertising response in Benue State.
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To determine the influence of emotional advertising on customer loyalty and purchase behavior in Benue State.
Research Questions
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How do emotional appeals in MTN Nigeria’s advertising campaigns influence customer engagement in Benue State?
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What role do customer emotions play in advertising response for MTN Nigeria in Benue State?
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How does emotional advertising affect customer loyalty and purchase behavior in Benue State?
Research Hypotheses
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Emotional appeals in MTN Nigeria’s advertising campaigns significantly enhance customer engagement in Benue State.
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Customer emotions significantly influence advertising response for MTN Nigeria in Benue State.
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Emotional advertising by MTN Nigeria significantly contributes to customer loyalty and purchase behavior in Benue State.
Scope and Limitations of the Study
This study will focus on MTN Nigeria’s advertising campaigns and customer emotions in Benue State. The study will primarily rely on consumer surveys and interviews for data collection. Limitations include potential biases in self-reported emotions and engagement, as well as the challenge of generalizing findings from one state to the broader Nigerian market.
Definitions of Terms
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Emotional Advertising: Advertising that aims to evoke an emotional response from the target audience to create a connection and influence consumer behavior (Umar & Sulaimon, 2023).
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Customer Engagement: The level of interaction and emotional connection a customer has with a brand, often leading to greater brand loyalty and advocacy (Akinlolu & Tijani, 2024).
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Advertising Response: The consumer’s reaction to an advertising campaign, which may include brand awareness, purchase behavior, and brand perception (Umar & Sulaimon, 2023).
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