An evaluation of cause marketing strategies on digital engagement: Evidence from a social enterprise in Lagos, Nigeria.
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- NGN 5000
Background of the study:
Cause marketing strategies have evolved as powerful tools for social enterprises seeking to combine commercial success with social impact. In Lagos, a dynamic social enterprise has implemented various cause marketing strategies aimed at fostering digital engagement among its target audience. These strategies, which integrate social causes with online campaigns, are designed to resonate with consumers who are increasingly driven by ethical considerations and a desire to contribute to social change (Ibrahim, 2023). The enterprise uses interactive digital platforms, social media influencers, and engaging multimedia content to highlight its social initiatives. This approach not only enhances brand visibility but also deepens consumer relationships through active participation in cause-related content. As digital engagement becomes a key indicator of campaign success, there is a growing need to evaluate how these strategies impact online behavior, including shares, likes, comments, and overall sentiment. The study examines the integration of cause marketing with digital strategies, analyzing how message authenticity, narrative quality, and visual storytelling affect consumer involvement. It also considers the role of real-time analytics in refining campaign strategies and the challenges associated with measuring intangible outcomes such as trust and emotional engagement. Ultimately, this research aims to provide a comprehensive understanding of the effectiveness of cause marketing in driving digital engagement, thereby offering valuable insights for social enterprises seeking to enhance their online impact (Adeola, 2024).
Statement of the problem:
Despite the growing adoption of cause marketing strategies among social enterprises in Lagos, there is limited empirical evidence on their effectiveness in driving digital engagement. Many enterprises struggle to connect their social messages with measurable online consumer actions. Inconsistencies in digital metrics and a lack of standardized evaluation frameworks complicate the determination of campaign success. Moreover, the authenticity of social messages is sometimes questioned, leading to reduced consumer interaction and trust. This uncertainty hinders the optimization of digital strategies, leaving enterprises without clear guidelines on improving their cause-related marketing efforts. Without robust data linking cause marketing to digital engagement, social enterprises risk misallocating resources and may fail to achieve the desired social and commercial outcomes (Chukwu, 2024).
Objectives of the study:
To evaluate the impact of cause marketing strategies on digital engagement in a social enterprise.
To identify key factors that enhance online consumer interaction with cause-related campaigns.
To provide recommendations for optimizing digital marketing strategies in social enterprises.
Research questions::
How do cause marketing strategies influence digital engagement metrics?
What factors drive higher online interaction with cause-related content?
How can social enterprises refine their digital strategies to improve consumer engagement?
Significance of the study
This study offers essential insights for social enterprises aiming to maximize their digital impact through cause marketing. By identifying effective strategies and critical success factors, it assists marketers in designing authentic and engaging campaigns. The findings will support strategic decision-making and resource allocation, ultimately enhancing both social impact and commercial performance. This research contributes to the broader discourse on ethical marketing in the digital age (Ogunleye, 2024).
Scope and limitations of the study
The study is limited to evaluating cause marketing strategies and their effect on digital engagement within a single social enterprise in Lagos. It does not extend to other sectors or geographic regions.
Definitions of terms
Cause marketing strategies: Marketing approaches that integrate social or charitable causes into promotional activities.
Digital engagement: The interaction and participation of consumers with online content.
Social enterprise: A business that prioritizes social impact alongside financial sustainability.
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