An appraisal of social responsibility marketing strategies on customer engagement: A study of a non-profit organization in Abuja, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Social responsibility marketing strategies involve aligning an organization’s marketing efforts with social causes to engage consumers and build lasting relationships. In Abuja, a non-profit organization has adopted these strategies by promoting community programs, social initiatives, and ethical practices through various communication channels (Adewumi, 2023). These strategies are intended to create an emotional connection with stakeholders and enhance customer engagement by demonstrating the organization’s commitment to societal well-being (Umar, 2024). By integrating social causes into its marketing mix, the non-profit seeks not only to increase visibility but also to foster trust and loyalty among its audience. Research shows that effective social responsibility marketing can lead to higher levels of customer interaction, advocacy, and overall engagement (Bello, 2025). Despite the potential benefits, there remains a need for empirical studies to evaluate the effectiveness of these strategies in enhancing customer engagement in the non-profit sector. This study examines the role of social responsibility marketing in driving customer engagement, focusing on message authenticity, consumer perception, and overall impact.
Statement of the problem
Although social responsibility marketing is widely used, its impact on customer engagement for non-profit organizations in Abuja is not well established. The organization’s efforts to communicate its social initiatives may be met with skepticism if perceived as insincere, thus limiting engagement (Adewumi, 2023). Furthermore, inconsistent messaging and external market dynamics complicate the ability to measure true customer interaction (Umar, 2024). This study aims to address these challenges by investigating the correlation between social responsibility marketing strategies and customer engagement, offering insights into how non-profits can refine their marketing efforts to foster deeper connections with their audiences (Bello, 2025).
Objectives of the study:
To evaluate the impact of social responsibility marketing on customer engagement.
To identify key factors that enhance engagement through social initiatives.
To recommend strategies for optimizing social responsibility marketing practices.
Research questions:
How do social responsibility marketing strategies influence customer engagement in non-profits?
What factors are most effective in driving customer interaction?
How can non-profit organizations improve their social responsibility marketing to enhance engagement?
Significance of the study
This study is significant as it explores the direct relationship between social responsibility marketing strategies and customer engagement in the non-profit sector. Findings will help organizations in Abuja develop more authentic and compelling messages that resonate with their audiences, ultimately fostering increased loyalty and support. The research contributes to academic discourse on ethical marketing and provides practical recommendations for enhancing engagement through social initiatives (Umar, 2024).
Scope and limitations of the study:
The study is limited to examining social responsibility marketing strategies and their impact on customer engagement for a non-profit organization in Abuja, Nigeria. Results may not be generalizable to other sectors or regions.
Definitions of terms:
Social Responsibility Marketing: Marketing practices that integrate social causes and ethical initiatives into brand communication.
Customer Engagement: The level of interaction and involvement consumers have with an organization.
Non-Profit Organization: An entity focused on addressing social or community issues rather than generating profit.
Related Project Materials
A Study on the Role of Branding in Attracting Customers to Small Businesses: A Case Study of Fashion Designers in Adamawa State
Background of the Study
Branding has become a crucial element in differentiating businesses and attracting customers in...
ASSESSMENT OF PROPERTY RATING IN NIGERIA (A CASE STUDY OF ENUGU NORTH LOCAL GOVERNMENT AREA)
BACKGROUND OF STUDY
From investigation and empirical data on property rating in general and in Enugu state in particular...
An investigation of the relationship between public protests and political accountability: A study of Ogo-Oluwa Local Government Area, Oyo State
Background of the Study:
Public protests have emerged as a potent force in holding political leaders accountable for their...
An Assessment of the Adoption of Green Banking Practices in Nigeria: A Case Study of Zenith Bank, Akwa Ibom State
Background of the Study
Green banking practices represent an innovative approach to sustainable financial management, focus...
An Examination of Phonetic Variation in Nigerian Digital Content: A Comparative Study of TikTok and Instagram Audio Trends
Background of the study
Digital audio content has become a key dimension of modern communication, with platforms like TikTo...
ASSESSMENT OF KNOWLEDGE, ATTITUDES AND PRACTICES OF BIOMEDICAL WASTE MANAGEMENT AMONG WASTE HANDLERS AT FMC, YOLA AND AKTH, KANO
ABSTRACT
The study uses FMC and AKTH as a case study in order to assess the knowledge, practices and attitudes of waste handlers on biome...
THE ROLE OF DIGITAL LITERACY IN VOCATIONAL SKILL ACQUISITION
ABSTRACT: The Role of Digital Literacy in Vocational Skill Acquisition explores the significance of digital literacy as a foundational skill for vo...
PRELIMINARY PHYTOCHEMICAL SCREENING, QUALITY ASSESSMENT AND MINERAL CONTENT DETERMINATION OF SELECTED BRANDS OF GREEN TEA MARKETED IN NIGERIA
ABSTRACT
Green tea in its purest and most unadultered form has always influenced human health for generations. Though green tea is not of...
ADDRESSING THE DIGITAL SKILLS GAP IN VOCATIONAL TRAINING PROGRAMS
Abstract: Addressing the digital skills gap in vocational training programs is critical for...
An investigation of digital service innovation in business banking: A case study of Sterling Bank, Kano
Background of the Study
Digital service innovation involves the creation and implementation of new digital solutions that e...
