The role of viral marketing in enhancing product visibility: A study of Konga in Taraba State.
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Background of the study
Viral marketing has emerged as a powerful digital marketing tool, leveraging the rapid spread of content across social media platforms to enhance brand visibility (Cheng et al., 2024). This marketing strategy taps into the social networks of consumers to generate organic buzz around a product, often leading to widespread attention and engagement (Hennig-Thurau et al., 2023). In Nigeria, e-commerce platforms like Konga have increasingly turned to viral marketing as a means to boost product visibility and differentiate themselves in the highly competitive online retail space (Adeyemi et al., 2025).
Taraba State, located in northeastern Nigeria, is an area characterized by low internet penetration and limited access to traditional advertising channels. However, the rise of mobile technology and the internet has created new opportunities for businesses to reach consumers in this region (Fadeyi et al., 2023). Konga’s use of viral marketing in Taraba State is aimed at increasing product visibility and driving consumer interest in a region where e-commerce adoption is still in its infancy. Understanding the role of viral marketing in enhancing product visibility in such regions will provide valuable insights into the potential of this strategy in emerging markets.
The study will explore the specific techniques employed by Konga in utilizing viral marketing campaigns to raise awareness of its products in Taraba. The focus will be on how the use of social media influencers, user-generated content, and interactive campaigns contribute to the spread of marketing messages and whether these tactics effectively engage local consumers (Okeke & Ekwueme, 2024). This research will contribute to the growing body of knowledge on viral marketing, especially in underserved markets within developing economies.
Statement of the problem
Although viral marketing is widely recognized as an effective marketing strategy, there is limited research on its specific impact in enhancing product visibility in Nigeria’s less-urbanized regions, such as Taraba State. Konga’s use of viral marketing in this area has not been adequately examined, particularly in terms of its effectiveness in capturing the attention of consumers who may not be fully immersed in digital media. The lack of research on this topic in the context of Nigerian e-commerce platforms highlights the need for an in-depth study on how viral marketing strategies can be optimized to increase product visibility in rural or less digitally connected areas.
This gap in knowledge underscores the importance of exploring the ways in which viral marketing tactics, such as influencer collaborations and user-generated content, can be leveraged to reach broader audiences and drive product sales in regions with lower internet penetration and media engagement.
Objectives of the study
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To investigate the role of viral marketing in enhancing product visibility for Konga in Taraba State.
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To assess the effectiveness of viral marketing tactics, such as social media influencers and user-generated content, in driving consumer interest in Taraba State.
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To identify the challenges and opportunities in using viral marketing to increase product visibility in less-urbanized regions of Nigeria.
Research questions
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How does viral marketing contribute to enhancing product visibility for Konga in Taraba State?
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What specific viral marketing techniques are most effective in driving consumer interest in Taraba State?
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What challenges and opportunities exist in using viral marketing to increase product visibility in Taraba State?
Research hypotheses
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Viral marketing significantly enhances product visibility for Konga in Taraba State.
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Social media influencers and user-generated content are the most effective viral marketing tactics in Taraba State.
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The effectiveness of viral marketing in Taraba is influenced by local internet penetration and consumer engagement with digital content.
Scope and limitations of the study
This study will focus on Konga’s viral marketing efforts in Taraba State, specifically examining how viral marketing contributes to product visibility and consumer interest. Data will be collected through surveys, interviews with Konga’s marketing team, and analysis of social media campaigns. One limitation of the study is the potential difficulty in accessing reliable data from consumers in rural areas due to limited internet access. Additionally, the study's findings may not be generalizable to other regions in Nigeria or beyond.
Definitions of terms
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Viral marketing: A marketing strategy that encourages individuals to share content about a brand or product, often via social media platforms, resulting in widespread visibility.
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Product visibility: The extent to which a product is seen and recognized by consumers in the market.
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User-generated content: Content created by consumers or fans of a brand, often shared on social media, which can contribute to viral marketing campaigns.
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