The effect of cause-related digital campaigns on customer loyalty: A study of a retail chain in Kaduna.
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- NGN 5000
Background of the study:
Cause-related digital campaigns have become a strategic approach for retail brands to build customer loyalty by aligning with social causes. In Kaduna, a prominent retail chain has integrated cause-related messages into its digital marketing efforts to foster long-term relationships with customers. These campaigns utilize social media platforms, email marketing, and interactive digital content to communicate social commitments and encourage consumer participation (Chinwe, 2023; Musa, 2024). By linking product promotions with charitable causes, the retail chain seeks to create an emotional connection with its audience, thereby enhancing customer loyalty and driving repeat purchases. The study examines how these digital campaigns influence customer loyalty by evaluating engagement metrics, purchase behavior, and overall brand sentiment. It further explores the challenges of ensuring message authenticity and consistency across multiple digital channels. This research aims to provide a comprehensive understanding of the effectiveness of cause-related digital campaigns in strengthening customer loyalty, offering valuable insights for retail brands aiming to leverage social causes for competitive advantage (Ibrahim, 2024).
Statement of the problem:
Despite the popularity of cause-related digital campaigns, their direct effect on customer loyalty in the retail sector remains ambiguous. Retail chains in Kaduna face challenges in converting digital engagement into long-term loyalty, as consumers may perceive cause-related messages as superficial if not backed by genuine efforts. The absence of standardized metrics to measure loyalty further complicates campaign evaluation. This uncertainty makes it difficult for brands to optimize digital strategies and allocate resources effectively, risking diminished returns on marketing investments. Addressing these challenges requires a clear understanding of how digital campaigns influence customer loyalty and what factors contribute to sustained consumer commitment (Okafor, 2024).
Objectives of the study:
To assess the effect of cause-related digital campaigns on customer loyalty in a retail chain.
To evaluate consumer perceptions of the brand’s cause-related messages.
To recommend strategies for enhancing customer loyalty through digital campaigns.
Research questions::
How do cause-related digital campaigns influence customer loyalty?
What factors determine the effectiveness of these campaigns in building loyalty?
Which digital strategies most effectively convert engagement into long-term loyalty?
Significance of the study
This study is significant for retail brands seeking to enhance customer loyalty through digital cause-related campaigns. Its findings provide actionable recommendations for optimizing digital strategies and ensuring message authenticity. The research contributes to improved marketing practices and competitive positioning in the retail sector (Adebisi, 2024).
Scope and limitations of the study
The study is limited to a retail chain in Kaduna and focuses exclusively on the effect of cause-related digital campaigns on customer loyalty.
Definitions of terms
Cause-related digital campaigns: Online marketing initiatives that associate brand promotions with social causes.
Customer loyalty: The tendency of customers to repeatedly purchase from a brand over time.
Retail chain: A network of retail outlets operating under a unified brand.
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