An evaluation of product marketing communications on customer engagement: Evidence from a beauty product in Port Harcourt
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Background of the study
Product marketing communications are key to engaging customers and building lasting relationships with brands. In Port Harcourt, a beauty product company employs a mix of digital, print, and in-store communications to showcase product benefits, usage tips, and brand values. These communications include social media campaigns, influencer collaborations, and interactive content aimed at increasing customer engagement (Chinwe, 2023). Effective communication strategies help to create an emotional connection with consumers, encouraging them to participate in brand communities and share their experiences. Research has shown that consistent and well-crafted marketing communications can significantly enhance customer engagement and drive repeat purchases (Adeniyi, 2024). However, there is limited empirical evidence on the direct impact of these communications on engagement metrics in the beauty industry. This study investigates how product marketing communications influence customer engagement by analyzing factors such as message clarity, media channel effectiveness, and consumer feedback (Ogunleye, 2025).
Statement of the problem
Although the beauty product company utilizes various marketing communication channels, its effectiveness in driving customer engagement remains unclear. Inconsistent messaging or poor channel integration may result in low engagement levels despite high advertising expenditures (Chinwe, 2023). Additionally, consumer responses to marketing communications may vary, making it challenging to measure the overall impact on engagement. This study aims to address these issues by evaluating the relationship between product marketing communications and customer engagement, providing evidence-based insights into the most effective communication strategies for the beauty industry (Adeniyi, 2024).
Objectives of the study:
To assess the impact of marketing communications on customer engagement.
To identify key communication channels and message elements that drive engagement.
To recommend strategies for enhancing customer interaction and loyalty.
Research questions:
How do product marketing communications affect customer engagement in the beauty sector?
Which communication channels are most effective in driving engagement?
How can marketing messages be optimized to boost customer interaction?
Significance of the study
This study is significant as it examines the role of product marketing communications in enhancing customer engagement. Findings will guide beauty companies in Port Harcourt to develop more effective communication strategies that foster deeper customer relationships and brand loyalty. The research contributes to academic literature on marketing communications and offers practical recommendations for improving engagement metrics in competitive markets (Adeniyi, 2024).
Scope and limitations of the study:
The study is limited to evaluating product marketing communications for a specific beauty product in Port Harcourt, Nigeria. Results may not be generalizable to other industries or regions.
Definitions of terms:
Product Marketing Communications: The messages and media used to promote a product.
Customer Engagement: The level of interaction and involvement between customers and a brand.
Beauty Product: A product used for personal care and aesthetic enhancement.
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