An appraisal of social impact advertising on brand equity: A study of a beauty influencer campaign in Lagos.
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Background of the study:
Social impact advertising has gained prominence as brands seek to combine commercial objectives with positive societal change. In Lagos, a beauty influencer campaign has been instrumental in enhancing brand equity through socially driven advertising. This study appraises the impact of such campaigns on brand equity by examining how social messages conveyed by influencers shape consumer perceptions and drive loyalty. The campaign under investigation leverages the credibility and reach of beauty influencers to promote ethical standards and social causes while simultaneously building a distinctive brand identity. By integrating social impact elements into its advertising strategy, the brand seeks to differentiate itself from competitors and appeal to a socially conscious consumer base (Nwankwo, 2023; Udo, 2024). The research explores the strategic use of social media platforms and influencer endorsements in communicating social values, measuring the resultant effects on brand perception and market performance. Through empirical analysis, the study aims to uncover the mechanisms by which social impact advertising contributes to enhanced brand equity in a highly competitive industry (Chinwe, 2023).
Statement of the problem:
Despite the growing use of influencer-led social impact advertising, there is uncertainty regarding its effectiveness in building brand equity. Consumers may view such campaigns as opportunistic if the social messages lack authenticity. The challenge lies in quantifying the impact of social impact advertising on brand equity and understanding the factors that drive its success. The absence of standardized evaluation metrics complicates strategic decision-making, potentially leading to misaligned marketing investments and diluted brand messages (Okafor, 2024).
Objectives of the study:
To evaluate the impact of social impact advertising on brand equity.
To assess consumer perceptions of beauty influencer campaigns with a social focus.
To identify key factors that enhance brand equity through social impact advertising.
Research questions::
How does social impact advertising influence brand equity?
What role do beauty influencers play in shaping consumer perceptions?
Which factors are critical for the success of social impact campaigns in building brand equity?
Significance of the study
This study is significant for brands seeking to leverage social impact advertising to enhance brand equity. It provides actionable insights into the strategic role of influencers and the integration of social causes in advertising. The findings contribute to both academic literature and practical marketing strategies for effective brand positioning (Ibrahim, 2024).
Scope and limitations of the study
The study is limited to a beauty influencer campaign in Lagos, Nigeria, focusing solely on the impact of social impact advertising on brand equity. It does not cover other types of advertising or industries.
Definitions of terms
Social impact advertising: Advertising that integrates social or ethical messages into promotional activities.
Brand equity: The value and strength of a brand as perceived by consumers.
Beauty influencer campaign: A marketing campaign that utilizes the popularity and credibility of beauty influencers.
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