The effect of interactive product videos on online engagement: A study of a cosmetics brand in Kaduna, Nigeria.
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- Table of Content: Available
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- NGN 5000
Background of the study
Interactive product videos have become an essential tool in digital marketing, particularly for cosmetics brands seeking to captivate a diverse online audience. In Kaduna, cosmetics companies are leveraging high-quality, interactive video content to demonstrate product usage, benefits, and application techniques. These videos provide a dynamic visual experience that allows consumers to engage actively with the content, thereby enhancing product credibility and fostering trust (Afolayan, 2023). The integration of interactive features—such as clickable product details, live chats, and augmented reality try-on filters—enables consumers to obtain personalized information in real time, which significantly improves online engagement (Balogun, 2024). Moreover, interactive videos offer the advantage of generating measurable data on consumer behavior and preferences, which can be used to refine marketing strategies and optimize product offerings. The rise of social media platforms and e-commerce has further amplified the importance of video content, making it a critical medium for cosmetics brands to communicate their brand story and engage with potential buyers (Ifeoma, 2023). This study investigates the impact of interactive product videos on enhancing online engagement, examining the factors that contribute to successful consumer interactions and the overall influence on brand perception.
Statement of the problem
Despite the growing popularity of interactive product videos in the cosmetics industry, there remains a lack of comprehensive understanding of how these videos drive online engagement and influence consumer purchase decisions. Cosmetics brands in Kaduna are investing in interactive video production; however, challenges such as content saturation, technical issues, and varying consumer digital literacy levels may undermine the potential benefits (Chinwe, 2023). Moreover, the absence of standardized metrics for assessing online engagement complicates the evaluation of video effectiveness. This study aims to address these concerns by critically examining the role of interactive product videos in enhancing online engagement and by identifying the factors that influence their success (Ngozi, 2024).
Objectives of the study:
To assess the impact of interactive product videos on online consumer engagement.
To identify the key interactive elements that drive viewer participation.
To evaluate the influence of video engagement on consumer purchase decisions.
Research questions:
How do interactive product videos affect online engagement for cosmetics brands?
What interactive elements are most effective in engaging consumers?
How does online engagement through video content influence purchase decisions?
Significance of the study
This study is significant in that it highlights the transformative role of interactive product videos in digital marketing for cosmetics brands. The research provides actionable insights for enhancing online engagement and offers a framework for measuring video effectiveness, thereby assisting marketers in refining their digital content strategies. The findings will benefit both academic researchers and industry practitioners by establishing a clearer link between interactive media and consumer behavior (Chukwuemeka, 2023).
Scope and limitations of the study:
This study is limited to investigating the effect of interactive product videos on online engagement for a single cosmetics brand in Kaduna. It excludes other digital content forms and geographic regions.
Definitions of terms:
Interactive Product Videos: Video content that includes interactive elements allowing consumer participation.
Online Engagement: The degree of consumer interaction with digital media content.
Cosmetics Brand: A company specializing in beauty and personal care products.
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