The impact of viral video marketing on consumer engagement: A case study of a beverage brand in Lagos, Nigeria.
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Background of the study (250 words):
Viral video marketing leverages creative, shareable content to rapidly spread brand messages across digital platforms. For beverage brands in Lagos, viral videos have the potential to generate substantial consumer engagement by capturing attention with humor, emotional appeal, and innovative storytelling. This study explores how viral video campaigns influence consumer behavior, driving engagement through likes, shares, comments, and brand interactions. The research examines critical elements that contribute to a video's virality, such as timing, creative execution, and platform algorithms, and evaluates their collective impact on brand visibility and consumer sentiment. Moreover, the study investigates the role of social media influencers and user-generated content in amplifying viral effects. Despite the immediate surge in engagement, sustaining long-term consumer interest remains a challenge. The investigation seeks to understand the balance between short-term buzz and enduring brand loyalty, providing insights into optimizing viral campaigns for ongoing engagement and sales growth (Chinwe, 2023; Okafor, 2024).
Statement of the problem (150 words):
Beverage brands in Lagos face challenges in sustaining the momentum generated by viral video marketing. Although viral videos can produce an immediate spike in consumer engagement, the transient nature of viral content often results in a short-lived impact on brand loyalty and purchase behavior. Additionally, difficulties in controlling message consistency and measuring long-term ROI hinder the effectiveness of viral campaigns. There is a gap in research regarding the translation of viral video success into lasting consumer engagement and sales growth. This study aims to address these challenges by evaluating key factors that drive viral success and proposing strategies to extend the impact of viral marketing beyond initial bursts of attention (Chinwe, 2023).
Objectives of the study:
To evaluate the impact of viral video marketing on consumer engagement.
To identify elements that contribute to sustained consumer interest post-viral campaign.
To recommend strategies for extending the longevity of viral marketing effects.
Research questions:
How does viral video marketing influence initial and long-term consumer engagement?
What factors sustain consumer interest after a viral campaign?
What strategies can improve the lasting impact of viral video marketing?
Significance of the study
This study is significant as it provides beverage brands in Lagos with a deeper understanding of viral video marketing dynamics. The insights derived will help marketers design campaigns that not only generate immediate buzz but also build long-term consumer engagement and loyalty. By identifying key success factors and challenges, the study contributes to strategic planning and optimization of viral marketing efforts in a competitive digital landscape (Chinwe, 2023; Okafor, 2024).
Scope and limitations of the study:
This study is limited to evaluating viral video campaigns for a beverage brand in Lagos and does not cover other types of digital marketing.
Definitions of terms:
Viral video marketing: The use of videos designed to spread rapidly online through social sharing.
Consumer engagement: The interactions and emotional connections between consumers and a brand.
Beverage brand: A company that produces drinks for consumer consumption.
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