An appraisal of influencer-driven digital campaigns on brand engagement: A study of a beauty brand in Abuja, Nigeria
- Project Research
- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the study:
Influencer-driven digital campaigns have become central to enhancing brand engagement by leveraging the credibility and reach of social media personalities. A beauty brand in Abuja has collaborated with popular influencers to create content that engages audiences, fosters community interaction, and builds brand loyalty (Chisom, 2023). These campaigns blend creative storytelling with product endorsements, creating a dynamic platform that resonates with consumers. The study explores how influencer-driven campaigns impact engagement metrics such as likes, shares, comments, and overall brand sentiment. It examines the interplay between influencer authenticity, content relevance, and audience engagement, while also considering challenges such as message consistency and potential audience fatigue. By analyzing quantitative data and qualitative feedback, this research aims to provide a framework for optimizing influencer campaigns to maximize brand engagement (Olu, 2024). Overall, the study offers insights into best practices that can help beauty brands refine their influencer strategies in an increasingly competitive digital landscape.
Statement of the problem:
The beauty brand in Abuja faces challenges in sustaining high levels of brand engagement through influencer-driven campaigns. Inconsistencies in influencer messaging and difficulties in aligning influencer content with brand values have led to variable audience engagement (Ngozi, 2023). Moreover, the lack of robust metrics to evaluate campaign performance hampers strategic decision-making. These issues necessitate a detailed investigation into optimizing influencer strategies to ensure consistent and impactful brand engagement (Chinwe, 2024).
Objectives of the study:
To evaluate the impact of influencer-driven digital campaigns on brand engagement.
To identify challenges in aligning influencer content with brand messaging.
To recommend strategies for optimizing influencer campaigns for improved engagement.
Research questions:
How do influencer-driven campaigns influence brand engagement?
What challenges affect the alignment of influencer content with brand values?
What strategies can enhance the effectiveness of influencer campaigns?
Significance of the study:
This study is significant as it provides insights into the optimization of influencer-driven campaigns to boost brand engagement. The findings will help beauty brands refine their influencer collaborations, leading to stronger customer connections and improved market positioning (Chisom, 2023).
Scope and limitations of the study:
The study is limited to assessing influencer-driven digital campaigns on brand engagement for a beauty brand in Abuja, Nigeria, and does not include other marketing channels or geographic regions.
Definitions of terms:
Influencer-Driven Digital Campaigns: Marketing initiatives that leverage social media personalities to promote a brand.
Brand Engagement: The level of interaction and emotional connection consumers have with a brand.
Beauty Brand: A company that markets beauty and personal care products.
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