An examination of real-time social media marketing on consumer response: A case study of a sports brand in Kaduna
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- NGN 5000
Background of the Study:
Real-time social media marketing leverages instantaneous data to engage consumers during live events, promotions, or trending moments. A sports brand in Kaduna has harnessed real-time social media tactics—such as live tweeting, interactive polls, and instant video content—to boost consumer response and engagement. This strategy allows the brand to connect with fans in the moment, fostering a sense of immediacy and excitement that traditional marketing cannot replicate. By tracking engagement metrics in real time, the brand can quickly adapt its messaging and maximize impact during high-traffic periods. The integration of live social media monitoring tools provides actionable insights that inform rapid content adjustments and improve audience targeting. However, challenges including rapid content turnover, technical glitches, and unpredictable audience behavior complicate these efforts. This study investigates the relationship between real-time social media marketing activities and consumer responses, analyzing both qualitative feedback and quantitative data to assess campaign success (Chinwe, 2023; Olubunmi, 2024).
Statement of the Problem:
The sports brand in Kaduna encounters difficulties in sustaining effective consumer response due to challenges in real-time execution. Technical delays and inconsistent messaging during live events have led to uneven consumer engagement, reducing the overall impact of real-time social media marketing efforts.
Objectives of the Study:
To assess the impact of real-time social media marketing on consumer response.
To identify challenges in executing live social media campaigns.
To propose strategies for optimizing real-time marketing effectiveness.
Research Questions:
How does real-time social media marketing affect consumer response?
What challenges impede real-time social media engagement?
What strategies can enhance live campaign performance?
Significance of the Study:
This study is significant as it provides actionable insights into the effectiveness of real-time social media marketing for sports brands. The findings will help marketers improve campaign responsiveness, engage consumers more effectively, and drive better overall marketing outcomes.
Scope and Limitations of the Study:
The study is limited to a sports brand in Kaduna, Nigeria, and focuses exclusively on real-time social media marketing, excluding offline activities.
Definitions of Terms:
Real-Time Social Media Marketing: Immediate, live marketing activities executed on social media platforms.
Consumer Response: The reactions and interactions of consumers to marketing content.
Sports Brand: A company that markets sports-related products or services.
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