An assessment of community-based marketing on social impact: A case study of a local cooperative in Lagos, Nigeria
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Background of the study
Community-based marketing is an approach that emphasizes localized engagement and grassroots communication to foster social change and economic empowerment. In Lagos, local cooperatives have emerged as key players in promoting community solidarity and sustainable development through targeted marketing strategies. These cooperatives leverage local networks and cultural capital to address community-specific issues and create social impact (Adebola, 2023). By utilizing tailored communication methods and participatory decision-making, community-based marketing initiatives have been shown to enhance trust, facilitate resource sharing, and stimulate local economic activities (Ogun, 2024). Moreover, the strong community bonds in Lagos provide an ideal environment for such marketing strategies to thrive, allowing cooperatives to generate not only financial returns but also social value through improved community cohesion and empowerment (Folarin, 2025). Despite the growing recognition of its benefits, there remains a need for empirical studies to assess the true social impact of community-based marketing on cooperatives in Lagos. This study intends to explore the various dimensions of social impact, including enhanced local participation, improved resource allocation, and the strengthening of community ties, thereby contributing to both academic literature and practical marketing frameworks tailored to local settings.
Statement of the problem
While community-based marketing is increasingly adopted by local cooperatives in Lagos, its measurable impact on social development remains uncertain. Many cooperatives invest in localized marketing strategies without comprehensive evaluations of their social outcomes (Adebola, 2023). The absence of standardized assessment metrics has led to inconsistent results, making it difficult to determine whether these initiatives foster long-term community empowerment or merely serve as short-term promotional tools (Ogun, 2024). Additionally, external factors such as economic fluctuations and urbanization pressures may dilute the perceived social benefits. This study seeks to address these gaps by systematically evaluating the social impact of community-based marketing within a local cooperative context, ensuring that the strategies not only enhance economic viability but also contribute meaningfully to community development (Folarin, 2025).
Objectives of the study:
To assess the social impact of community-based marketing on a local cooperative in Lagos.
To identify key marketing strategies that foster community development.
To recommend methods for optimizing social outcomes in community-based marketing.
Research questions:
How does community-based marketing influence social development within local cooperatives?
What specific strategies enhance community participation and resource sharing?
How can cooperatives optimize marketing efforts to achieve sustainable social impact?
Significance of the study
This study is significant as it explores the intersection of marketing and community development, providing empirical evidence on the social impact of community-based marketing. The findings will guide local cooperatives and policymakers in refining strategies to enhance community cohesion and economic empowerment. By offering practical recommendations, the research contributes to academic literature and supports initiatives that drive sustainable local development. The insights are particularly relevant for Lagos, where community dynamics are rapidly evolving and localized strategies are essential for long-term social progress (Ogun, 2024).
Scope and limitations of the study:
The study is limited to evaluating the social impact of community-based marketing on a local cooperative in Lagos, Nigeria. Findings are specific to this context and may not be generalizable to other regions or cooperative models.
Definitions of terms:
Community-Based Marketing: A strategy that targets local communities to foster engagement and support for a shared cause.
Social Impact: The effect of an activity on the well-being of the community.
Local Cooperative: A community-driven organization that operates on a collective basis for mutual economic and social benefits.
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