An appraisal of interactive advertising on social media platforms: A study of a digital campaign in Lagos, Nigeria.
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Background of the study (250 words):
Interactive advertising on social media platforms has emerged as a dynamic approach to engaging consumers by encouraging active participation rather than passive observation. For brands in Lagos, interactive digital campaigns have revolutionized advertising by leveraging quizzes, polls, augmented reality filters, and live interactions to create immersive experiences that resonate with target audiences. This study examines how interactive advertising enhances consumer engagement, influences brand perception, and drives conversion rates. By enabling real-time feedback and personalized interactions, interactive ads create a two-way communication channel that strengthens consumer-brand relationships. The research explores various elements of interactive advertising, such as creative content design, user experience, and platform integration, and evaluates their impact on key performance indicators. It also addresses challenges related to technological limitations, measuring interactive performance, and maintaining consistency across diverse social media channels. Through quantitative metrics and qualitative feedback, this study aims to provide actionable insights into optimizing interactive advertising strategies to maximize campaign effectiveness and overall ROI in the digital era (Afolabi, 2023; Chinwe, 2024).
Statement of the problem (150 words):
Digital campaigns in Lagos face challenges in harnessing interactive advertising to its full potential. Despite significant investments in interactive features, many brands struggle with low engagement levels and inconsistent performance across social media platforms. Technological limitations, lack of cohesive messaging, and difficulty in tracking interactive metrics further hinder campaign success. This study seeks to address these issues by evaluating the effectiveness of interactive advertising on consumer engagement and identifying the barriers that impede its success. The aim is to provide a framework for optimizing interactive ad strategies to improve consumer interaction and boost overall marketing ROI (Afolabi, 2023).
Objectives of the study:
To assess the impact of interactive advertising on social media engagement.
To identify challenges in implementing interactive digital campaigns.
To recommend strategies for optimizing interactive advertising performance.
Research questions:
How does interactive advertising influence consumer engagement on social media?
What challenges affect the success of interactive digital campaigns?
What strategies can enhance the effectiveness of interactive advertising?
Significance of the study
This study is significant as it offers critical insights into interactive advertising strategies on social media platforms, guiding brands in Lagos to enhance consumer engagement and improve campaign performance. The findings will help marketers design more effective interactive ads that foster meaningful consumer-brand interactions, ultimately driving higher ROI and strengthening market presence (Afolabi, 2023; Chinwe, 2024).
Scope and limitations of the study:
This study is limited to evaluating interactive advertising within a digital campaign for a brand in Lagos.
Definitions of terms:
Interactive advertising: Digital ads that facilitate user participation and engagement.
Social media platforms: Online networks that support content sharing and interaction.
Digital campaign: A coordinated marketing effort executed online.
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91.An examination of the role of user-generated content in brand engagement: A case study of an online community platform in Abuja. 92.An investigation of neuromarketing techniques and their impact on advertising effectiveness: A study of a consumer brand in Port Harcourt, Nigeria. 93.The impact of loyalty programs on customer retention: An evaluation of a retail brand in Enugu, Nigeria. 94.The effect of market segmentation on digital campaign effectiveness: A case study of a tech company in Lagos. 95.An evaluation of pricing strategies in competitive markets: A study of an FMCG company in Kaduna, Nigeria. 96.An assessment of the role of cultural values in shaping marketing communications: Evidence from a consumer goods firm in Kano. 97.An appraisal of cause-related marketing on consumer behavior: A case study of a non-profit campaign in Abuja, Nigeria. 98.An examination of omni-channel retailing and its effect on customer satisfaction: A study of a fashion retailer in Lagos. 99.An investigation of digital branding strategies on consumer perception: Evidence from a startup in Port Harcourt, Nigeria. 100.The impact of social media engagement on online brand communities: A case study of a music festival in Enugu, Nigeria.
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