AN ASSESSMENT OF VIRAL SOCIAL MEDIA CHALLENGES ON BRAND ENGAGEMENT: A CASE STUDY OF A BEVERAGE BRAND IN ABUJA, NIGERIA.
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- NGN 5000
Background of the study:
Viral social media challenges have emerged as a dynamic way to engage audiences, with brands leveraging these trends to boost visibility and consumer participation. Beverage brands in Abuja are increasingly using viral challenges to create buzz, stimulate user-generated content, and foster a sense of community among consumers (Okeke, 2023). These challenges often incorporate creative, interactive tasks that encourage users to participate and share their experiences across platforms. The viral nature of these campaigns can lead to exponential reach and increased brand engagement, as consumers share their content and interact with the brand’s message. However, the success of such initiatives relies on timely execution, cultural relevance, and authenticity. Additionally, there is a risk of negative backlash if the challenge is perceived as inauthentic or insensitive. This study examines the effectiveness of viral social media challenges on brand engagement, evaluating key metrics such as reach, participation rates, and sentiment analysis. The research aims to identify best practices and potential pitfalls to guide beverage brands in leveraging viral trends for enhanced consumer interaction (Afolabi, 2024).
Statement of the problem:
Despite the potential benefits of viral social media challenges, beverage brands in Abuja face challenges in consistently generating positive brand engagement. Poorly executed challenges, cultural misalignment, and inauthentic messaging can lead to low participation rates and negative consumer sentiment (Okeke, 2023). These challenges reduce the overall effectiveness of viral campaigns and may harm brand reputation, highlighting the need for a detailed evaluation of current practices (Afolabi, 2024).
Objectives of the study:
To assess the impact of viral social media challenges on brand engagement.
To identify challenges in executing successful viral campaigns.
To propose recommendations for optimizing viral social media strategies.
Research questions:
How do viral social media challenges influence consumer engagement?
What challenges hinder effective viral campaigns?
What strategies can enhance the success of viral challenges?
Significance of the study:
This study is significant as it provides insights into harnessing viral social media challenges to boost brand engagement. The findings will help beverage brands in Abuja design authentic and culturally relevant campaigns that drive participation and enhance brand image (Afolabi, 2024).
Scope and limitations of the study:
The study is limited to evaluating viral social media challenges for a beverage brand in Abuja, Nigeria, focusing solely on engagement metrics.
Definitions of terms:
Viral Social Media Challenge: An online campaign that encourages mass participation through creative tasks.
Brand Engagement: The degree of interaction between a brand and its audience.
Beverage Brand: A company that produces and markets drinks.
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