The impact of cause-related marketing on customer engagement: An evaluation of a non-profit campaign in Abuja.
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Background of the study:
Cause-related marketing has emerged as a powerful tool for brands to connect with consumers by aligning with social causes. In Abuja, non-profit campaigns spearheaded by commercial entities are designed to foster customer engagement while addressing critical societal issues. This study evaluates the effectiveness of such campaigns by examining how the integration of social causes into marketing communications influences customer interaction and emotional investment. The campaign under investigation has utilized a variety of digital and traditional media platforms to disseminate its message, aiming to create an authentic connection with the audience. By highlighting the social value of their products and services, companies are not only enhancing their public image but are also encouraging active customer participation and long-term brand loyalty (Uche, 2023; Eze, 2024). The study explores the dynamic interplay between corporate objectives and non-profit goals, seeking to understand how these collaborations drive engagement in a competitive market environment. Moreover, it assesses the impact of transparency and authenticity in messaging on consumer perceptions, aiming to uncover the underlying drivers of engagement in cause-related marketing (Okonkwo, 2023).
Statement of the problem:
Although cause-related marketing campaigns are increasingly popular, there is ambiguity regarding their true impact on customer engagement. In Abuja, brands implementing non-profit campaigns often face challenges in distinguishing genuine commitment from opportunistic marketing. This ambiguity can lead to consumer skepticism and reduced engagement. The lack of standardized metrics to assess the success of these initiatives further complicates the evaluation process, making it difficult for marketers to justify continued investment. Without robust evidence on the effectiveness of cause-related marketing, companies risk misdirecting resources, which may ultimately diminish both customer trust and brand reputation (Nwankwo, 2024).
Objectives of the study:
To evaluate the impact of cause-related marketing on customer engagement in Abuja.
To determine the role of authenticity in driving customer interaction.
To identify the best practices for maximizing engagement through non-profit campaigns.
Research questions::
How does cause-related marketing influence customer engagement?
What factors contribute to the authenticity of non-profit campaigns?
Which strategies are most effective in enhancing customer interaction?
Significance of the study
This study offers valuable insights into the effectiveness of cause-related marketing for enhancing customer engagement. It guides marketers in crafting authentic campaigns that resonate with consumers, thereby fostering long-term relationships. The findings contribute to academic research on ethical marketing and provide practical recommendations for improving campaign strategies (Ike, 2024).
Scope and limitations of the study
The study is limited to a non-profit campaign in Abuja and focuses exclusively on the impact of cause-related marketing on customer engagement. It does not consider other types of marketing initiatives or regions.
Definitions of terms
Cause-related marketing: A strategy that links the promotion of a product with a social cause.
Customer engagement: The level of interaction and involvement customers have with a brand.
Non-profit campaign: A marketing initiative focused on supporting a social or charitable cause.
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