An evaluation of influencer engagement strategies on digital campaign success: Evidence from a fashion influencer in Kano, Nigeria
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- NGN 5000
Background of the Study:
Influencer engagement strategies play a pivotal role in digital campaigns by leveraging the personal brand and audience connection of social media influencers. A prominent fashion influencer in Kano employs various engagement techniques—such as interactive live sessions, behind-the-scenes content, and user-generated challenges—to drive digital campaign success. These strategies aim to increase audience participation, enhance brand visibility, and ultimately improve campaign conversion rates. The influencer’s approach combines authentic storytelling with innovative digital tools to foster a community-centric environment that resonates with followers. The study investigates how these engagement strategies impact key performance metrics, including engagement rate, click-through rate, and overall campaign ROI. In addition, it examines challenges such as content saturation, inconsistent engagement, and the potential mismatch between influencer style and brand messaging. By analyzing both quantitative campaign data and qualitative feedback from followers, the research provides insights into optimizing influencer engagement for greater digital campaign success (Chidera, 2023; Olubunmi, 2024).
Statement of the Problem:
The fashion influencer in Kano faces difficulties in sustaining high engagement levels throughout digital campaigns. Variability in content consistency and alignment with brand messaging has led to uneven campaign performance, ultimately affecting overall success and ROI.
Objectives of the Study:
To evaluate the impact of influencer engagement strategies on digital campaign success.
To identify challenges affecting consistent influencer engagement.
To recommend improvements for optimizing influencer-driven campaigns.
Research Questions:
How do influencer engagement strategies affect digital campaign outcomes?
What challenges hinder sustained engagement in influencer campaigns?
What strategies can improve the effectiveness of influencer engagement?
Significance of the Study:
This study is significant as it offers practical insights into optimizing influencer engagement strategies to drive digital campaign success. The findings will assist fashion influencers and brands in refining their approaches to achieve consistent, high-impact marketing outcomes.
Scope and Limitations of the Study:
The study is limited to a fashion influencer in Kano, Nigeria, and focuses solely on engagement strategies and digital campaign success.
Definitions of Terms:
Influencer Engagement Strategies: Techniques used by influencers to interact with their audience.
Digital Campaign Success: The effectiveness of marketing campaigns measured by engagement, conversion, and ROI.
Fashion Influencer: A social media personality specializing in fashion content.
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