The impact of social media engagement on online brand communities: A case study of a music festival in Enugu, Nigeria.
- Project Research
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- Table of Content: Available
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- NGN 5000
Background of the study
Social media engagement is fundamental to the growth and sustainability of online brand communities, particularly in the events and entertainment industry. Music festivals in Enugu are leveraging social media platforms to build vibrant communities around their events, fostering interaction and loyalty among fans. This study explores how various social media engagement tactics—such as live streaming, interactive posts, user-generated content, and event-specific hashtags—contribute to the development of online brand communities. By creating opportunities for fans to share experiences and interact directly with the brand, these festivals enhance their visibility and create lasting impressions. The research examines engagement metrics, such as likes, shares, comments, and participation rates, to determine how effective social media strategies translate into increased event attendance and long-term community loyalty. Additionally, the study addresses challenges such as managing negative feedback, maintaining message consistency, and measuring the impact of engagement efforts on community growth. The findings are expected to offer actionable insights for optimizing social media engagement to strengthen online brand communities and enhance event success (Umeh, 2023; Adeniyi, 2024).
Statement of the problem (150 words):
Music festivals in Enugu face challenges in sustaining active online brand communities due to inconsistent social media engagement strategies and fragmented messaging. Despite substantial digital efforts, many festivals struggle to convert transient online interactions into enduring community loyalty. Issues such as low engagement rates, poor content quality, and inadequate real-time interaction hinder the development of cohesive online communities. This study seeks to address these gaps by evaluating the role of social media engagement in building robust online brand communities and identifying key factors that drive sustained fan interaction and event participation (Umeh, 2023).
Objectives of the study:
To assess the impact of social media engagement on online brand community growth.
To identify challenges in maintaining consistent social media interactions.
To recommend strategies for enhancing online brand community engagement.
Research questions:
How does social media engagement influence online brand community development?
What challenges impede effective community building through social media?
What strategies can improve sustained engagement for music festivals?
Significance of the study
This study is significant as it provides music festival organizers in Enugu with strategic insights into leveraging social media to build strong online brand communities. The findings will help optimize engagement tactics, resulting in higher event attendance, increased fan loyalty, and enhanced overall brand perception in the competitive entertainment market (Umeh, 2023; Adeniyi, 2024).
Scope and limitations of the study:
This study is limited to a music festival in Enugu and focuses solely on social media engagement as a driver of online brand community growth.
Definitions of terms:
Social media engagement: Interactions between a brand and its audience on digital platforms.
Online brand community: A group of consumers who interact online around a shared interest in a brand.
Music festival: An event featuring live musical performances designed to create a communal experience.
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