The effect of interactive influencer campaigns on brand perception: A study of a fashion brand in Abuja, Nigeria
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- NGN 5000
Background of the Study:
Interactive influencer campaigns combine engaging interactive elements with influencer marketing to shape brand perception. A fashion brand in Abuja has adopted interactive campaigns where influencers engage audiences through live Q&A sessions, interactive polls, and augmented reality try-on experiences. These interactive elements encourage active participation, foster a sense of community, and reinforce the brand’s modern image. By leveraging influencer credibility and interactive technology, the brand aims to create a dynamic narrative that enhances consumer perceptions and strengthens brand identity. The campaign’s success is measured through metrics such as engagement rates, sentiment analysis, and brand recall. Despite the innovative approach, challenges like technological glitches, inconsistent content quality, and maintaining message alignment with brand values persist. This study explores how interactive influencer campaigns affect brand perception by analyzing quantitative engagement data and qualitative feedback, offering insights into best practices for effective interactive influencer marketing (Chidera, 2023; Olubunmi, 2024).
Statement of the Problem:
The fashion brand in Abuja faces challenges in maintaining a consistent brand image through interactive influencer campaigns. Inconsistencies in content delivery and technical issues with interactive elements have led to mixed consumer perceptions, undermining the intended positive impact on brand perception. These challenges require investigation to optimize campaign execution and messaging alignment.
Objectives of the Study:
To assess the impact of interactive influencer campaigns on brand perception.
To identify challenges in executing interactive influencer strategies.
To propose improvements for aligning campaign content with brand values.
Research Questions:
How do interactive influencer campaigns influence brand perception?
What challenges affect the consistency of interactive campaigns?
What strategies can improve message alignment and campaign effectiveness?
Significance of the Study:
This study is significant as it provides insights into optimizing interactive influencer campaigns to enhance brand perception. The findings will help fashion brands refine their influencer collaborations, ensuring that interactive elements effectively contribute to a strong, positive brand image in a competitive market.
Scope and Limitations of the Study:
The study is limited to a fashion brand in Abuja, Nigeria, focusing exclusively on interactive influencer campaigns and their impact on brand perception.
Definitions of Terms:
Interactive Influencer Campaigns: Marketing initiatives that incorporate real-time interactive elements led by influencers.
Brand Perception: How consumers view and evaluate a brand.
Fashion Brand: A company that designs, produces, and markets clothing and accessories.
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