The effect of targeted social media campaigns on market reach: A study of an online fashion brand in Kaduna
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Background of the study:
Targeted social media campaigns have revolutionized market reach by allowing brands to connect with specific consumer segments efficiently. An online fashion brand in Kaduna has adopted targeted campaigns on platforms such as Instagram and Facebook to reach niche markets and increase brand visibility (Olusola, 2023). By utilizing detailed demographic and psychographic data, the brand creates customized advertisements that resonate with the preferences of its target audience. This strategy not only enhances engagement but also drives higher conversion rates by delivering relevant content to the right consumers. The study investigates how these targeted campaigns expand market reach and improve customer acquisition. It also examines the role of real-time analytics and adaptive content strategies in refining campaign effectiveness (Chiamaka, 2024). Despite these advances, challenges such as ad fatigue, data inaccuracies, and competitive saturation remain. This research aims to provide insights into optimizing targeted social media campaigns to maximize market penetration and overall brand growth (Ifedayo, 2025).
Statement of the problem:
The online fashion brand in Kaduna encounters difficulties in extending its market reach despite implementing targeted social media campaigns. Challenges such as misaligned targeting parameters, inconsistent ad messaging, and high competition have resulted in suboptimal campaign performance (Nneka, 2023). These issues have led to reduced engagement and lower conversion rates, undermining the brand’s ability to penetrate its intended market segments. There is a need for a systematic evaluation of targeting strategies to identify and overcome these challenges (Ifeanyi, 2024).
Objectives of the study:
To assess the impact of targeted social media campaigns on market reach.
To identify challenges in executing effective targeted campaigns.
To propose recommendations for enhancing campaign effectiveness and market penetration.
Research questions:
How do targeted social media campaigns influence market reach for an online fashion brand?
What challenges hinder effective targeting on social platforms?
What strategies can improve the performance of targeted campaigns?
Significance of the study:
This study is significant as it provides insights into how targeted social media campaigns can expand market reach and drive brand growth. The findings will help fashion brands refine their targeting strategies, optimize advertising spend, and enhance overall digital engagement, ultimately improving customer acquisition (Olusola, 2023).
Scope and limitations of the study:
The study is limited to examining the effect of targeted social media campaigns on market reach for an online fashion brand in Kaduna, Nigeria, and does not cover other advertising channels or industries.
Definitions of terms:
Targeted Social Media Campaigns: Advertising strategies that use detailed consumer data to deliver tailored content on social platforms.
Market Reach: The extent to which a brand’s message is disseminated among potential customers.
Online Fashion Brand: A digital company that markets apparel and accessories.
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