An examination of social impact marketing on digital engagement: A case study of a non-profit organization in Lagos, Nigeria.
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Background of the study:
Social impact marketing has emerged as a critical strategy for non-profit organizations aiming to maximize their digital footprint while advancing social causes. In Lagos, a leading non-profit organization has integrated social impact marketing into its digital campaigns to raise awareness, mobilize resources, and engage stakeholders online. By leveraging storytelling, influencer collaborations, and targeted social media initiatives, the organization strives to evoke emotional responses and foster interactive engagement among a diverse audience (Ibrahim, 2023; Adeyemi, 2024). The campaign’s design emphasizes authenticity and transparency in communicating social issues, thereby building trust and enhancing digital interaction metrics such as likes, shares, and comments. This study investigates how the strategic integration of social impact messages with digital platforms influences engagement levels and ultimately strengthens the organization’s online presence. It also examines the role of data analytics in measuring campaign performance and the challenges associated with translating online engagement into tangible social outcomes. By exploring the interplay between creative messaging and digital behavior, the research aims to offer insights into optimizing social impact marketing strategies. This approach not only contributes to the organization’s mission but also provides a replicable model for other non-profits seeking to enhance their digital impact in a competitive online environment (Chukwu, 2024).
Statement of the problem:
Despite increased adoption of social impact marketing, there is limited empirical evidence on its effectiveness in driving digital engagement for non-profit organizations in Lagos. Many organizations struggle to convert social media interactions into meaningful engagement and measurable social outcomes. Uncertainty regarding message authenticity and inconsistent digital strategies further complicate the assessment of campaign impact. This research aims to bridge the gap by analyzing digital engagement metrics and understanding how well-crafted social impact messages influence stakeholder behavior. Without clear evidence, non-profits risk misallocating resources and failing to achieve desired social objectives, thus undermining long-term digital success (Okafor, 2024).
Objectives of the study:
To evaluate the impact of social impact marketing on digital engagement for a non-profit organization in Lagos.
To identify key factors that enhance online stakeholder interaction.
To propose strategic recommendations for optimizing digital campaigns.
Research questions::
How does social impact marketing influence digital engagement metrics?
What factors drive effective online interaction in social campaigns?
How can non-profits improve the conversion of digital engagement into social outcomes?
Significance of the study
This study provides valuable insights for non-profit organizations seeking to enhance digital engagement through social impact marketing. The findings will guide strategic planning and resource allocation, ultimately improving campaign effectiveness and social outcomes. The research contributes to academic discussions on digital marketing ethics and practical strategies for online engagement (Adeleke, 2024).
Scope and limitations of the study
The study is limited to a single non-profit organization in Lagos and focuses solely on its digital engagement through social impact marketing. It does not extend to other sectors or offline engagement metrics.
Definitions of terms
Social impact marketing: Marketing strategies that integrate social causes with promotional activities to drive positive change.
Digital engagement: The level of interaction and participation consumers exhibit with online content.
Non-profit organization: An entity that operates for charitable, educational, or social purposes without profit distribution.
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