The effect of branded content on consumer trust and purchase intention: An evaluation of a streaming service in Abuja.
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Background of the study:
Branded content has become an essential aspect of modern marketing, enabling companies to create engaging narratives that resonate with consumers. For streaming services in Abuja, branded content—such as original series, documentaries, and sponsored content—serves as a vehicle for building consumer trust and influencing purchase intention (Adewale, 2023). This study explores how immersive, high-quality content that aligns with a brand’s values can foster deeper connections with audiences. The research discusses the role of storytelling, production quality, and authenticity in enhancing brand credibility and driving subscription decisions (Ibrahim, 2024). With an increasing demand for personalized and relevant content, streaming services are investing heavily in branded content strategies that not only entertain but also educate and inspire viewers. The study examines consumer responses to branded content and its correlation with trust levels and purchase behavior. It further considers challenges such as content oversaturation and the balance between entertainment and promotion in an evolving digital ecosystem (Adewale, 2023).
Statement of the problem:
Streaming services in Abuja face challenges in ensuring that branded content effectively translates into consumer trust and higher purchase intention. Although high-quality content can enhance brand perception, issues such as content overload, misaligned messaging, and lack of authenticity can diminish its impact (Ibrahim, 2024). This study addresses the gap by evaluating the influence of branded content on consumer trust and purchase decisions, aiming to identify the factors that drive successful content strategies and recommending improvements to maximize effectiveness (Adewale, 2023).
Objectives of the study:
To assess the impact of branded content on consumer trust and purchase intention.
To identify key elements that contribute to effective branded content.
To propose strategies for enhancing the influence of branded content in streaming services.
Research questions:
How does branded content affect consumer trust in streaming services?
What factors contribute to higher purchase intention through branded content?
What strategies can optimize the impact of branded content?
Significance of the study:
This study is significant as it provides insights into the effectiveness of branded content in building consumer trust and driving purchase decisions. The findings will help streaming services in Abuja refine their content strategies to enhance brand credibility and subscription growth (Adewale, 2023; Ibrahim, 2024).
Scope and limitations of the study:
This study is limited to evaluating branded content strategies for a streaming service in Abuja.
Definitions of terms:
Branded content: Marketing content produced or sponsored by a brand to engage audiences.
Consumer trust: The confidence consumers have in a brand's reliability and integrity.
Purchase intention: The likelihood that a consumer will buy a product or service.
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