An assessment of cause-related marketing on consumer engagement: A case study of a retail brand in Kaduna, Nigeria.
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- Table of Content: Available
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- NGN 5000
Background of the study:
Cause-related marketing has become a prominent strategy for retail brands aiming to differentiate themselves and build stronger connections with consumers. In Kaduna, a retail brand has integrated cause-related marketing into its promotional efforts to enhance consumer engagement. By aligning its product offerings with social causes, the brand seeks to evoke an emotional response and encourage active consumer participation. The initiatives include partnerships with local non-profit organizations, social media campaigns, and community events that highlight the brand’s commitment to addressing social issues (Eke, 2023). This study examines how these cause-related marketing efforts influence consumer engagement, analyzing online interactions, purchase behavior, and overall brand perception. The research investigates the mechanisms through which cause-related messaging fosters a sense of community and trust among consumers. Moreover, the study considers the impact of digital media in amplifying these messages and creating a cohesive narrative that resonates with the target audience. By understanding the drivers of consumer engagement in cause-related marketing, the research aims to provide actionable insights that retail brands can use to optimize their marketing strategies and strengthen their market position (Onyekachi, 2024).
Statement of the problem:
Despite the growing prevalence of cause-related marketing, its direct effect on consumer engagement in the retail sector remains unclear. Many retail brands in Kaduna struggle to translate cause-related messages into measurable consumer actions. There is a challenge in determining whether these initiatives lead to genuine long-term engagement or merely temporary boosts in consumer interest. In addition, inconsistent campaign execution and varying consumer expectations make it difficult to assess the true impact of cause-related marketing. Without reliable metrics, brands may misinterpret consumer responses and fail to optimize their strategies effectively, thereby reducing the potential benefits of their cause-related efforts (Ike, 2024).
Objectives of the study:
To assess the impact of cause-related marketing on consumer engagement in a retail brand.
To evaluate consumer responses to cause-related marketing initiatives.
To identify best practices for enhancing consumer engagement through cause-related marketing.
Research questions::
How does cause-related marketing affect consumer engagement?
What are consumers’ responses to the brand’s social initiatives?
Which strategies can enhance long-term consumer engagement?
Significance of the study
This study provides valuable insights into the effectiveness of cause-related marketing for driving consumer engagement in the retail sector. Its findings offer practical recommendations for refining marketing strategies, thereby increasing consumer loyalty and competitive advantage. The research supports informed decision-making for retail brands seeking to optimize their social impact initiatives (Adebisi, 2024).
Scope and limitations of the study
The study is limited to a retail brand in Kaduna and focuses solely on the impact of cause-related marketing on consumer engagement.
Definitions of terms
Cause-related marketing: Marketing initiatives that connect product promotion with social causes.
Consumer engagement: The level of consumer interaction and involvement with a brand’s marketing efforts.
Retail brand: A company that sells products directly to consumers through physical or digital outlets.
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