An appraisal of green digital marketing strategies on consumer engagement: A study of a sustainable startup in Kano
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- NGN 5000
Background of the study
Green digital marketing strategies utilize online platforms and digital tools to promote products and services with an emphasis on environmental sustainability. In Kano, a sustainable startup is harnessing the power of digital media to communicate its eco-friendly values and engage with a growing base of environmentally conscious consumers (Lawal, 2023). The startup employs various digital marketing techniques including social media campaigns, influencer partnerships, and content marketing to highlight its commitment to sustainability. These strategies aim to create interactive and engaging experiences that foster deeper consumer connections and drive brand advocacy (Adeniyi, 2024). However, the extent to which green digital marketing translates into enhanced consumer engagement remains underexplored. This study investigates the impact of green digital marketing strategies on consumer engagement, analyzing metrics such as online interactions, social media shares, and consumer feedback. The research seeks to provide actionable insights for startups looking to optimize their digital strategies and build a loyal consumer base through environmentally focused messaging (Balogun, 2025).
Statement of the problem
Although green digital marketing is increasingly used to promote sustainable initiatives, its effectiveness in driving consumer engagement is not clearly established. The sustainable startup in Kano may face challenges in capturing the attention and trust of consumers amid digital noise and skepticism about green claims (Lawal, 2023). Inadequate measurement of engagement metrics and the dynamic nature of digital media further complicate the assessment of marketing effectiveness (Adeniyi, 2024). This study aims to address these gaps by evaluating the impact of green digital marketing on consumer engagement, with a focus on understanding the key drivers that encourage meaningful online interactions and long-term brand connection (Balogun, 2025).
Objectives of the study:
To assess the impact of green digital marketing strategies on consumer engagement.
To identify digital tactics that most effectively drive engagement.
To recommend strategies for enhancing online consumer interaction.
Research questions:
How do green digital marketing strategies influence consumer engagement for a sustainable startup in Kano?
Which digital tactics are most effective in fostering consumer interaction?
How can the startup optimize its digital marketing to enhance engagement?
Significance of the study
This study is significant as it provides insights into the effectiveness of green digital marketing in enhancing consumer engagement. The findings will help sustainable startups refine their digital strategies to connect with eco-conscious audiences more effectively. By identifying key drivers of engagement, the research contributes to academic literature on digital marketing and offers practical recommendations for improving online consumer interactions (Adeniyi, 2024).
Scope and limitations of the study:
The study is limited to evaluating green digital marketing strategies and their impact on consumer engagement for a sustainable startup in Kano, Nigeria. Results may be specific to digital contexts and this particular startup.
Definitions of terms:
Green Digital Marketing: The use of digital media to promote environmentally sustainable products and practices.
Consumer Engagement: The degree of interaction and involvement that consumers have with a brand’s digital content.
Sustainable Startup: A new business focused on environmentally friendly and socially responsible innovations.
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