The impact of experiential marketing on consumer engagement: A case study of a live event in Lagos, Nigeria
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Background of the study
Experiential marketing has emerged as a pivotal strategy in today’s competitive marketplace, leveraging sensory engagement to create memorable consumer experiences. In Lagos, Nigeria, live events have become an essential platform for brands seeking to forge emotional connections with their audiences. Recent studies indicate that interactive environments not only boost brand recall but also enhance consumer satisfaction and loyalty (Adeyemi, 2023). This marketing approach integrates live demonstrations, immersive technologies, and interactive installations to stimulate consumer senses and evoke positive emotions (Ogunleye, 2024). In the context of Lagos—a hub of cultural diversity and dynamic consumer behavior—the application of experiential marketing is particularly significant. It serves as an effective tool for breaking through the clutter of traditional advertisements and creating direct, tangible interactions between brands and consumers (Ibrahim, 2023). The live event format allows companies to receive immediate feedback, fostering a real-time dialogue that can inform future marketing tactics. Furthermore, the incorporation of social media into these events amplifies reach and engagement, generating user-generated content that further validates brand credibility (Balogun, 2024). Despite its increasing adoption, there remains a need to critically assess how experiential marketing influences consumer engagement specifically within Lagos. This study aims to bridge the gap in literature by focusing on live events, exploring both the emotional and cognitive responses of consumers, and providing insights that could redefine strategic marketing practices (Chinwe, 2025).
Statement of the problem
Despite the widespread adoption of experiential marketing strategies, there remains ambiguity regarding the extent to which live events in Lagos effectively enhance consumer engagement. Many brands invest heavily in these interactive experiences; however, inconsistent outcomes have raised concerns about the actual impact on consumer behavior and brand loyalty (Adeyemi, 2023). The lack of localized studies further complicates the issue, as consumer responses in Lagos may differ from global trends due to cultural and socio-economic factors (Ogunleye, 2024). Additionally, the measurement of engagement—often based on subjective indicators such as emotional response and social media activity—poses methodological challenges (Ibrahim, 2023). These gaps call for a detailed exploration of experiential marketing’s effectiveness in the Lagos context, specifically through live event case studies that capture both qualitative and quantitative dimensions of consumer interaction (Chinwe, 2025).
Objectives of the study:
To evaluate the role of live events in enhancing consumer engagement in Lagos.
To identify the key experiential elements that drive consumer responses.
To propose strategic recommendations for optimizing experiential marketing initiatives.
Research questions:
How do live events influence consumer engagement in Lagos?
What experiential elements most significantly affect consumer responses?
How can brands optimize live event strategies for enhanced engagement?
Significance of the study
This study contributes to the literature on experiential marketing by providing empirical evidence from Lagos, a critical market in Nigeria. Its findings will assist marketers in designing effective live events that resonate with consumers, thereby fostering stronger brand connections and loyalty. The research offers practical recommendations for refining event strategies and highlights areas for further investigation. By addressing the current gaps in localized data, this study will support both academic inquiry and practical application, ultimately enhancing strategic marketing decisions within the dynamic Nigerian market (Balogun, 2024).
Scope and limitations of the study:
The study is limited to assessing the impact of experiential marketing on consumer engagement through live events held in Lagos, Nigeria. The findings are specific to the context of Lagos and may not be generalized to other regions or marketing channels.
Definitions of terms:
Experiential Marketing: A strategy that engages consumers directly through interactive experiences.
Consumer Engagement: The depth of interaction and emotional connection between consumers and brands.
Live Event: An in-person or real-time marketing event designed to interact with audiences directly.
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