AN EVALUATION OF CONTENT CURATION STRATEGIES ON CUSTOMER ENGAGEMENT: EVIDENCE FROM A NEWS AGGREGATOR IN KADUNA, NIGERIA.
- Project Research
- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the study:
Content curation involves the process of gathering, organizing, and presenting digital content to enhance user experience and engagement. News aggregators in Kaduna are increasingly leveraging content curation strategies to provide users with personalized, relevant news feeds, thereby boosting customer engagement and retention (Umeh, 2023). This study examines how effective content curation can streamline the information overload experienced by users, improve content discoverability, and foster a loyal user base. By using algorithms and human expertise to filter and highlight quality content, news aggregators can ensure that users receive timely and pertinent information (Okonkwo, 2024). This tailored approach not only increases time spent on the platform but also enhances user satisfaction and trust. However, challenges such as algorithm bias, content redundancy, and maintaining a balance between automation and editorial control remain prevalent. The research investigates these issues and evaluates the overall impact of content curation strategies on customer engagement, offering practical recommendations for optimizing curated content (Afolabi, 2025).
Statement of the problem:
Despite the potential benefits of content curation, news aggregators in Kaduna face challenges in achieving optimal customer engagement. Issues such as algorithmic bias, content duplication, and difficulties in balancing automated curation with human oversight often lead to inconsistent user experiences (Umeh, 2023). These challenges hinder the platform’s ability to retain users and maximize engagement, necessitating an evaluation of current curation strategies to identify areas for improvement (Okonkwo, 2024).
Objectives of the study:
To assess the impact of content curation strategies on customer engagement.
To identify challenges in implementing effective curation methods.
To propose recommendations for optimizing content curation.
Research questions:
How do content curation strategies influence customer engagement?
What challenges affect the effectiveness of content curation?
What measures can improve the performance of curated content?
Significance of the study:
This study is significant as it provides insights into optimizing content curation strategies to enhance customer engagement on news aggregator platforms. The findings will help platforms in Kaduna deliver more relevant and engaging content, thereby increasing user retention and satisfaction. This research contributes to the academic and practical understanding of digital content management (Afolabi, 2025).
Scope and limitations of the study:
The study is limited to evaluating content curation strategies for a news aggregator in Kaduna, Nigeria, focusing solely on customer engagement metrics.
Definitions of terms:
Content Curation: The process of collecting, organizing, and presenting digital content.
Customer Engagement: The level of interaction and involvement of users with a platform.
News Aggregator: A digital platform that compiles news from various sources.
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