AN INVESTIGATION OF VIRTUAL EVENTS IN BRAND PROMOTION: A STUDY OF AN ONLINE CONFERENCE PLATFORM IN KANO.
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- NGN 5000
Background of the study:
Virtual events have emerged as a critical tool for brand promotion, particularly in the digital era where remote engagement is essential. Online conference platforms in Kano are leveraging virtual events to disseminate information, showcase innovations, and connect with global audiences in real time (Uche, 2023). These events facilitate interactive sessions, panel discussions, and live Q&A segments, offering brands a platform to engage directly with consumers and industry experts. Virtual events can boost brand visibility, facilitate networking, and provide measurable engagement metrics that inform future marketing strategies. They also offer cost-effective alternatives to physical events, expanding the reach of brand promotions beyond geographical limitations. However, challenges such as technical difficulties, limited audience participation, and the need for robust digital infrastructure can impact the success of virtual events. This study explores how virtual events contribute to brand promotion, examining their influence on audience engagement, brand perception, and market reach, while identifying best practices for hosting successful online events (Ibrahim, 2024).
Statement of the problem:
Despite the increasing popularity of virtual events, online conference platforms in Kano face challenges in effectively promoting brands. Technical issues, low audience interaction, and inadequate engagement strategies often lead to underwhelming event outcomes (Uche, 2023). These obstacles hinder the ability of brands to achieve their promotional objectives, resulting in diminished market reach and reduced brand awareness. A detailed evaluation of virtual event strategies is required to identify areas for improvement and to ensure that such events effectively contribute to brand promotion (Ibrahim, 2024).
Objectives of the study:
To assess the impact of virtual events on brand promotion.
To identify challenges in hosting successful virtual events.
To propose strategies for enhancing audience engagement during virtual events.
Research questions:
How do virtual events influence brand visibility and promotion?
What challenges affect the success of virtual event strategies?
What measures can improve audience engagement in virtual events?
Significance of the study:
This study is significant as it provides insights into optimizing virtual events for brand promotion. The findings will help online conference platforms in Kano develop more engaging and effective virtual events, enhancing brand reach and overall promotional impact (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to an online conference platform in Kano, Nigeria, focusing solely on virtual events as a tool for brand promotion.
Definitions of terms:
Virtual Events: Online conferences, webinars, or meetings conducted in a digital environment.
Brand Promotion: Strategies aimed at increasing brand awareness and market presence.
Online Conference Platform: A digital service enabling virtual event hosting.
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