An investigation of integrated digital advertising on consumer engagement: A study of a tech startup in Abuja.
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- Table of Content: Available
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- NGN 5000
Background of the study
Integrated digital advertising has emerged as a critical driver of consumer engagement, especially for tech startups operating in dynamic markets such as Abuja. This study examines how tech startups leverage various digital advertising channels—including social media, search engine marketing, and display ads—to create a cohesive and engaging digital presence. By integrating these channels, startups can deliver consistent messages that resonate with tech-savvy consumers, thereby fostering higher levels of interaction and brand affinity (Okeke, 2023). The integration allows for the seamless tracking of consumer behavior and facilitates real-time optimization of advertising campaigns. This approach not only improves the relevance of the advertising content but also enhances the overall user experience. However, challenges such as rapid technological changes, platform-specific constraints, and budget limitations may hinder effective integration. Recent literature emphasizes that a well-coordinated digital advertising strategy can significantly boost consumer engagement and drive long-term business growth (Eze, 2024). This study, therefore, aims to analyze the integrated digital advertising efforts of a tech startup in Abuja and assess their impact on consumer engagement metrics (Balogun, 2025).
Statement of the problem
Tech startups in Abuja often face challenges in engaging consumers due to disjointed digital advertising efforts. The absence of an integrated strategy can lead to inconsistent messaging and suboptimal consumer interaction. Despite investing in multiple digital channels, fragmented advertising practices diminish the potential to create compelling consumer engagement and reduce overall campaign effectiveness. This study seeks to identify the key barriers to integration in digital advertising and evaluate how these challenges affect consumer engagement (Okeke, 2023; Eze, 2024).
Objectives of the study:
To evaluate the impact of integrated digital advertising on consumer engagement.
To identify challenges in creating cohesive digital advertising strategies.
To propose recommendations for improving digital advertising integration.
Research questions:
How does integrated digital advertising influence consumer engagement?
What challenges impede effective digital advertising integration in tech startups?
What strategies can optimize digital advertising for better consumer interaction?
Significance of the study
This study is significant as it provides insights into the role of integrated digital advertising in enhancing consumer engagement for tech startups in Abuja. The findings will offer practical guidance for optimizing digital advertising strategies, which can lead to improved consumer interaction and business growth (Balogun, 2025).
Scope and limitations of the study:
The study focuses on a single tech startup in Abuja and examines the impact of integrated digital advertising on consumer engagement without comparing traditional advertising approaches.
Definitions of terms:
Digital Advertising: The use of online platforms to promote products and services.
Consumer Engagement: The level of interaction and involvement of consumers with advertising content.
Tech Startup: A newly established company operating in the technology sector.
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