An investigation of online reputation management tools on brand trust: A study of a service provider in Abuja, Nigeria
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- Table of Content: Available
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- NGN 5000
Background of the study:
Global brand expansion has become a pivotal objective for startups seeking to penetrate international markets. Cross-border digital marketing serves as a catalyst for this growth, enabling brands to leverage digital channels to reach diverse audiences worldwide (Afolabi, 2023). This study examines a Nigerian startup in Kano, focusing on how its cross-border digital marketing strategies drive global brand recognition and market penetration. Digital platforms such as social media, search engines, and email marketing provide startups with cost-effective tools to communicate their brand values and offerings across cultural and geographical boundaries (Ezeani, 2024). However, global digital campaigns also entail significant challenges including cultural misinterpretation, regulatory differences, and the need for localized content. The study explores the startup’s strategies in navigating these obstacles, analyzing campaign performance metrics and customer feedback from various international markets. The findings will shed light on the critical factors that influence successful cross-border marketing and the role of digital tools in bridging market disparities. This research is particularly relevant in an era marked by rapid globalization and digital integration, where startups must innovate continuously to sustain competitive advantage (Nnamdi, 2025).
Statement of the problem:
While cross-border digital marketing offers promising opportunities for global expansion, the Nigerian startup in Kano faces several challenges in executing these strategies. The startup struggles with adapting content to diverse cultural contexts, navigating differing regulatory environments, and effectively measuring campaign performance across international markets (Chinonso, 2023). These issues result in inconsistent brand messaging and limited international market penetration. Furthermore, resource constraints and a lack of specialized marketing expertise hamper the ability to scale digital campaigns effectively. The absence of a robust framework for analyzing cross-border campaign outcomes further exacerbates these challenges, necessitating an in-depth exploration of the factors that hinder or facilitate global brand expansion through digital marketing (Uchechukwu, 2024).
Objectives of the study:
To appraise the effectiveness of cross-border digital marketing strategies in global brand expansion.
To identify the challenges faced by Nigerian startups in international digital campaigns.
To propose a strategic framework for optimizing cross-border marketing efforts.
Research questions:
What are the key factors influencing successful cross-border digital marketing for global brand expansion?
How do cultural and regulatory differences affect digital campaign performance?
What strategies can enhance the international market reach of Nigerian startups?
Significance of the study:
This study provides crucial insights into leveraging digital marketing for global brand expansion, particularly for Nigerian startups. It highlights both the challenges and opportunities in cross-border campaigns, offering practical strategies that can guide startups toward achieving a robust international presence. The research contributes to the broader understanding of digital globalization (Ijeoma, 2023).
Scope and limitations of the study:
The study is limited to examining cross-border digital marketing strategies for a Nigerian startup in Kano, Nigeria, and does not include other regions or business sectors.
Definitions of terms:
Cross-border Digital Marketing: The practice of promoting products or services to international audiences using digital channels.
Global Brand Expansion: The process of extending a brand’s reach and recognition beyond domestic markets.
Localized Content: Marketing content tailored to fit the cultural, linguistic, and social norms of a target audience.
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