The effect of content diversity in digital marketing on consumer engagement: An investigation of a streaming service in Abuja
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Background of the study
Content diversity in digital marketing involves the strategic use of varied formats—such as videos, blogs, podcasts, and infographics—to engage diverse audiences. For streaming services in Abuja, offering a mix of content types can significantly enhance consumer engagement by appealing to different preferences and consumption habits (Ibrahim, 2023). This study investigates how content diversity influences user engagement metrics, including time spent on the platform, social media shares, and subscription growth. The streaming service utilizes a combination of original series, user-generated content, and curated media to provide a rich, engaging experience that meets the varied tastes of its audience (Adebayo, 2024). By integrating diverse content formats, the service aims to foster a deeper connection with viewers and stimulate community interaction. The research analyzes the effectiveness of these approaches using both quantitative data from engagement analytics and qualitative user feedback. Furthermore, the study examines the role of algorithmic recommendations in promoting diverse content and its impact on sustained viewer interest. The goal is to derive actionable insights that can help streaming platforms enhance their digital marketing strategies through content diversity.
Statement of the problem
Streaming services in Abuja face challenges in maintaining high levels of consumer engagement amid a crowded digital landscape. Despite employing diverse content strategies, there is uncertainty regarding which formats resonate most effectively with different audience segments (Chinwe, 2023). Inconsistencies in content quality and relevance can lead to disengagement and higher churn rates. Additionally, limited research exists on the direct impact of content diversity on measurable engagement metrics, complicating the strategic planning of digital marketing campaigns. This study seeks to address these gaps by identifying the key drivers of engagement associated with content diversity, thereby guiding streaming services in optimizing their content mix to achieve sustained consumer interest.
Objectives of the study:
To evaluate the impact of content diversity on consumer engagement.
To identify which content formats yield the highest engagement.
To recommend strategies for optimizing content mix in digital marketing.
Research questions:
How does content diversity influence engagement metrics for a streaming service?
What content formats are most effective in driving consumer interaction?
How can streaming services optimize their content strategies for improved engagement?
Significance of the study
This study offers valuable insights for streaming services by linking content diversity with enhanced consumer engagement. Its findings will help digital marketers tailor content strategies to maximize audience retention and satisfaction. The research contributes to academic literature on digital marketing and provides actionable recommendations for optimizing content mix, ultimately supporting the growth of streaming platforms in competitive markets.
Scope and limitations of the study:
This study is limited to investigating content diversity and its impact on engagement for a streaming service in Abuja, Nigeria, and does not extend to other industries.
Definitions of terms:
Content Diversity: The variety of content formats used in digital marketing.
Consumer Engagement: The level of interaction between users and digital content.
Streaming Service: An online platform providing media content.
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