An investigation of cross-platform digital content on consumer interaction: A study of a digital magazine in Kaduna, Nigeria
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- NGN 5000
Background of the study:
Cross-platform digital content strategies involve disseminating cohesive content across multiple digital channels to enhance consumer interaction. A digital magazine in Kaduna has adopted a multi-channel approach—spanning its website, social media, and mobile apps—to deliver engaging and consistent content. This approach allows the magazine to reach diverse audiences and encourage interaction through comments, shares, and direct feedback (Obi, 2023). By harmonizing content across platforms, the magazine creates a seamless digital experience that increases reader engagement and strengthens brand loyalty. The study examines how cross-platform strategies impact consumer interaction, focusing on metrics such as time on site, social shares, and active participation. It also investigates challenges such as content fragmentation, technical integration issues, and the management of disparate data sources (Ifeoma, 2024). Overall, the research aims to offer insights into optimizing cross-platform content strategies to foster higher consumer interaction and digital engagement (Chidinma, 2025).
Statement of the problem:
The digital magazine in Kaduna faces difficulties in achieving consistent consumer interaction across multiple digital platforms due to content fragmentation and technical integration challenges (Uche, 2023). Inconsistent messaging and varying user experiences across channels have led to suboptimal interaction levels. These issues hinder the magazine’s ability to create a unified digital presence and engage its audience effectively. Addressing these challenges is essential for developing a cohesive cross-platform strategy that enhances overall consumer interaction (Tosin, 2024).
Objectives of the study:
To evaluate the impact of cross-platform digital content on consumer interaction.
To identify challenges in maintaining consistent content across platforms.
To propose strategies for optimizing cross-platform digital engagement.
Research questions:
How does cross-platform digital content affect consumer interaction?
What challenges hinder consistent cross-platform engagement?
What strategies can improve digital content integration and consumer interaction?
Significance of the study:
This study is significant as it provides insights into the effectiveness of cross-platform digital content in enhancing consumer interaction. The findings will help digital magazines optimize their content strategies, leading to improved user engagement and a stronger digital presence (Obi, 2023).
Scope and limitations of the study:
The study is limited to examining cross-platform digital content on consumer interaction for a digital magazine in Kaduna, Nigeria, and does not extend to other media formats or regions.
Definitions of terms:
Cross-Platform Digital Content: Content distributed consistently across multiple digital channels.
Consumer Interaction: Engagement and participation by users with digital content.
Digital Magazine: An online publication that provides multimedia content to readers.
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