An investigation of digital branding strategies on consumer perception: Evidence from a startup in Port Harcourt, Nigeria.
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- NGN 5000
Background of the study:
Digital branding strategies have become central to building a strong brand identity in today’s competitive market. Startups in Port Harcourt are increasingly investing in digital channels such as social media, content marketing, and influencer collaborations to shape consumer perception. This study explores how these strategies contribute to the formation of brand identity and influence consumer attitudes toward the startup (Eze, 2023). The research examines the interplay between digital messaging, visual identity, and consumer engagement, emphasizing the importance of consistency and authenticity in branding efforts. By leveraging various digital tools, startups can create compelling narratives that resonate with their target audience, build trust, and differentiate themselves in a crowded market (Afolabi, 2024). The study also investigates the challenges associated with digital branding, including rapid content saturation, shifting consumer trends, and the measurement of brand equity. Overall, the investigation provides a comprehensive understanding of how digital branding strategies impact consumer perception and contribute to long-term business success (Eze, 2023).
Statement of the problem:
Startups in Port Harcourt face difficulties in establishing a strong digital brand presence due to intense competition and evolving consumer expectations. Despite deploying multiple digital branding strategies, many startups struggle to create a coherent brand identity that effectively influences consumer perception (Afolabi, 2024). This study aims to address these challenges by evaluating the effectiveness of digital branding initiatives and identifying the barriers that hinder optimal brand perception in the digital space (Eze, 2023).
Objectives of the study:
To evaluate the impact of digital branding strategies on consumer perception.
To identify challenges in establishing a coherent digital brand identity.
To propose recommendations for optimizing digital branding initiatives for startups.
Research questions:
How do digital branding strategies influence consumer perception?
What challenges do startups face in creating a strong digital brand identity?
What strategies can enhance the effectiveness of digital branding for startups?
Significance of the study:
This study is significant as it provides startups in Port Harcourt with insights into the effectiveness of digital branding strategies in shaping consumer perception. The findings will inform branding decisions and help startups build a distinctive and trusted brand identity, contributing to long-term success (Eze, 2023; Afolabi, 2024).
Scope and limitations of the study:
This study is limited to examining digital branding strategies for a startup in Port Harcourt.
Definitions of terms:
Digital branding: The use of digital channels to create and manage a brand's identity.
Consumer perception: How consumers view and interpret a brand's image and messaging.
Startup: A newly established business focused on rapid growth and innovation.
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