The appraisal of viral marketing tactics on brand recognition: A case study of a music festival in Kano, Nigeria
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- NGN 5000
Background of the study
Viral marketing tactics have revolutionized the way brands achieve recognition, particularly in dynamic event settings such as music festivals. In Kano, Nigeria, music festivals increasingly rely on viral marketing strategies to create buzz, engage audiences, and strengthen brand recognition (Suleiman, 2023). These tactics involve leveraging social media platforms, user-generated content, and influencer endorsements to propagate festival-related messages rapidly. The inherent virality of these campaigns can result in exponential audience reach and foster an emotional connection with prospective attendees (Mustapha, 2024). This study examines the effectiveness of viral marketing in enhancing brand recognition, with a focus on a prominent music festival in Kano. It explores the role of creative content, social media dynamics, and community engagement in the rapid dissemination of festival promotions (Bello, 2023). Additionally, the study investigates how viral campaigns influence perceptions of authenticity and festival experience. Drawing on recent case studies and digital marketing theories, the research aims to provide comprehensive insights into the mechanisms that drive viral success in the cultural events sector. The findings will be instrumental in informing event marketing strategies and bridging the gap between digital buzz and tangible brand equity (Garba, 2024).
Statement of the problem
Despite the growing adoption of viral marketing tactics, music festivals in Kano face difficulties in sustaining long-term brand recognition beyond the event period. While viral campaigns generate rapid initial interest, their impact on lasting brand perception remains inconsistent (Aminu, 2023). Organizers encounter challenges in translating online virality into measurable brand equity and continued audience engagement. Furthermore, the absence of standardized metrics to assess the effectiveness of viral marketing contributes to uncertainty in campaign planning. This study seeks to address the problem by examining how viral marketing tactics influence brand recognition and identifying the critical factors that ensure lasting impact. Resolving these issues is essential for festival organizers aiming to enhance brand continuity and optimize marketing investments (Nasir, 2024).
Objectives of the study:
To assess the impact of viral marketing tactics on brand recognition.
To identify key elements that contribute to sustained brand equity.
To recommend strategies for improving viral marketing effectiveness in event settings.
Research questions:
How do viral marketing tactics influence brand recognition for music festivals?
What factors contribute to the long-term impact of viral campaigns?
How can organizers optimize viral marketing strategies to sustain brand equity?
Significance of the study
This study is vital for event marketers and festival organizers aiming to harness viral marketing for enhanced brand recognition. By identifying key success factors, the research offers strategic insights that can improve campaign design and execution. The findings will contribute to both academic literature and practical applications in event marketing, providing a roadmap for achieving sustained brand impact through digital virality.
Scope and limitations of the study:
This study is confined to evaluating viral marketing tactics and their impact on brand recognition for a specific music festival in Kano, Nigeria. It does not cover other marketing approaches or geographic areas.
Definitions of terms:
Viral Marketing: Strategies designed to rapidly spread information through social networks.
Brand Recognition: The extent to which a brand is identified by consumers.
Influencer Endorsement: Promotion of a product or event by individuals with significant online followings.
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