An appraisal of interactive product marketing on brand loyalty: A study of a cosmetics brand in Kano.
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Background of the study
Interactive product marketing has revolutionized the way cosmetics brands engage with consumers, fostering deeper brand loyalty through immersive experiences. In Kano, cosmetics brands are adopting interactive strategies—such as live product demonstrations, virtual try-on technologies, and social media engagement campaigns—to create a personalized and memorable customer experience (Balogun, 2023). These interactive initiatives allow consumers to actively participate in the product discovery process, thereby enhancing their connection with the brand. By providing real-time feedback and personalized product recommendations, interactive marketing efforts help build trust and satisfaction among consumers. Moreover, the integration of digital tools facilitates seamless communication between the brand and its audience, ensuring that consumer queries and concerns are addressed promptly (Uche, 2024). The resulting enhanced customer experience not only increases brand loyalty but also stimulates positive word-of-mouth promotion, which is crucial for sustaining long-term competitive advantage. This study appraises the impact of interactive product marketing on brand loyalty for a cosmetics brand in Kano, examining how interactive features contribute to consumer retention and loyalty.
Statement of the problem
Although interactive product marketing has gained popularity, there is limited empirical evidence on its direct impact on brand loyalty in the cosmetics industry. Cosmetics brands in Kano invest in interactive marketing without fully understanding which elements most effectively foster long-term consumer loyalty (Ibrahim, 2023). Challenges such as inconsistent interaction quality, technical limitations, and diverse consumer expectations can impede the effectiveness of these strategies. This study addresses these issues by evaluating the relationship between interactive product marketing and brand loyalty, aiming to identify the key interactive elements that drive consumer retention and the challenges that may hinder their effectiveness (Chinwe, 2024).
Objectives of the study:
To assess the impact of interactive marketing on brand loyalty.
To identify the interactive elements that most effectively drive consumer retention.
To propose strategies for optimizing interactive marketing in the cosmetics sector.
Research questions:
How does interactive product marketing influence brand loyalty?
What interactive features are most effective in retaining customers?
What challenges do cosmetics brands face in implementing interactive marketing strategies?
Significance of the study
This study is significant as it provides valuable insights into the role of interactive product marketing in enhancing brand loyalty for cosmetics brands. The findings will help marketers develop more engaging and effective interactive strategies to build long-term consumer relationships. The research contributes to academic literature by linking interactive marketing with measurable loyalty outcomes, offering actionable recommendations for industry practitioners (Eze, 2023).
Scope and limitations of the study:
This study is limited to appraising interactive product marketing for a single cosmetics brand in Kano, Nigeria, and does not extend to other industries or regions.
Definitions of terms:
Interactive Product Marketing: Digital strategies that involve active consumer participation in marketing initiatives.
Brand Loyalty: The commitment of consumers to repurchase and support a brand over time.
Cosmetics Brand: A company that produces and markets beauty and personal care products.
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