AN EVALUATION OF THE ROLE OF SOCIAL MEDIA CONTESTS IN BOOSTING BRAND VISIBILITY: A STUDY OF A FOOD DELIVERY SERVICE IN ABUJA.
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Background of the study:
Social media contests have become a popular tactic for enhancing brand visibility and engaging audiences in digital marketing. Food delivery services in Abuja are leveraging contests to create buzz, encourage user participation, and generate user-generated content. This study examines how contests on platforms such as Instagram, Facebook, and Twitter influence brand visibility and consumer interaction (Nwankwo, 2023). By incentivizing participation through rewards and interactive challenges, social media contests can significantly increase brand exposure and foster a positive brand image (Okoro, 2024). The dynamic nature of contests creates a viral effect, where content is shared across networks, further extending the reach of marketing campaigns. Despite their potential, challenges such as low participation rates, contest fatigue, and issues of fairness may hinder success. This research evaluates both the benefits and limitations of social media contests, providing actionable recommendations for food delivery services to maximize their impact on brand visibility and customer engagement (Afolabi, 2025).
Statement of the problem:
While social media contests offer a promising approach to boost brand visibility, food delivery services in Abuja face challenges in effectively managing and sustaining contest engagement. Issues such as low participation, unclear contest guidelines, and difficulties in measuring the direct impact on brand perception limit the effectiveness of these initiatives (Nwankwo, 2023). Furthermore, concerns over fairness and transparency can lead to negative consumer sentiment. These challenges underscore the need for a comprehensive evaluation of social media contests to determine best practices that can enhance their impact on brand visibility (Okoro, 2024).
Objectives of the study:
To assess the impact of social media contests on brand visibility.
To identify challenges in executing effective social media contests.
To propose strategies for optimizing contest-based marketing.
Research questions:
How do social media contests affect brand visibility for food delivery services?
What challenges hinder effective contest implementation?
What measures can improve the impact of social media contests?
Significance of the study:
This study is significant as it provides insights into the strategic use of social media contests to boost brand visibility. The findings will help food delivery services in Abuja enhance their digital engagement and build a stronger online presence, contributing to long-term customer growth (Afolabi, 2025).
Scope and limitations of the study:
The study is limited to evaluating social media contests for boosting brand visibility for a food delivery service in Abuja, Nigeria, focusing solely on digital engagement outcomes.
Definitions of terms:
Social Media Contest: A promotional activity on social platforms designed to engage users through competitions.
Brand Visibility: The extent to which a brand is recognized and noticed by consumers.
Food Delivery Service: A business that delivers prepared meals to consumers.
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