An appraisal of social impact marketing on brand equity: A study of a community-driven project in Lagos
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Background of the study
Social impact marketing involves leveraging campaigns that address social challenges to enhance brand equity and foster community goodwill. In Lagos, a community-driven project has integrated social impact marketing into its core strategy by supporting local initiatives, promoting social inclusion, and contributing to community development (Olumide, 2023). This approach has enabled the project to build a positive public image, which is reflected in improved brand equity. By focusing on issues such as education, health, and environmental conservation, the project has not only demonstrated corporate social responsibility but also strengthened consumer connections (Fatima, 2024). Social impact marketing is particularly effective in Lagos due to the city’s dynamic and socially engaged population, where consumers value brands that contribute to societal well-being. However, the precise impact of social impact marketing on brand equity remains insufficiently quantified. This study seeks to analyze how social impact marketing strategies influence brand equity, investigating consumer perceptions, media coverage, and overall brand strength (Adebayo, 2025).
Statement of the problem
Although social impact marketing is widely promoted as a means to enhance brand equity, its direct effects remain ambiguous. The community-driven project in Lagos faces challenges in quantifying how its social initiatives translate into tangible improvements in brand equity (Olumide, 2023). Consumer perceptions may be influenced by a variety of factors beyond the social initiatives, making it difficult to isolate the impact of social impact marketing. Additionally, inconsistent messaging or lack of transparency could undermine the project’s efforts to build brand equity (Fatima, 2024). This study addresses these issues by investigating the relationship between social impact marketing and brand equity, offering insights into how such marketing efforts can be effectively measured and optimized (Adebayo, 2025).
Objectives of the study:
To evaluate the impact of social impact marketing on brand equity.
To identify the key elements that drive consumer perceptions of social responsibility.
To recommend strategies for enhancing brand equity through social initiatives.
Research questions:
How does social impact marketing influence brand equity in community-driven projects?
Which aspects of social impact marketing are most effective in shaping consumer perceptions?
How can community-driven projects optimize their social initiatives to enhance brand equity?
Significance of the study
This study is significant as it examines the role of social impact marketing in shaping brand equity for community-driven projects in Lagos. Its findings will provide valuable guidance for organizations aiming to integrate social initiatives into their branding strategies. By linking social impact with enhanced brand equity, the research contributes to academic literature and offers practical recommendations for improving consumer engagement and brand strength. The insights will help marketers design more effective social campaigns that resonate with urban communities (Fatima, 2024).
Scope and limitations of the study:
The study is limited to assessing social impact marketing and its effects on brand equity for a community-driven project in Lagos. The conclusions are specific to this project and urban context.
Definitions of terms:
Social Impact Marketing: Marketing strategies that promote social responsibility and community development.
Brand Equity: The value and strength of a brand as perceived by consumers.
Community-Driven Project: An initiative focused on addressing local social issues through active community involvement.
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