An investigation of event-based marketing on digital engagement: A study of a product launch in Abuja, Nigeria
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- NGN 5000
Background of the Study:
Event-based marketing has become an integral part of product launch strategies, particularly in the digital age where online engagement is paramount. In Abuja, Nigeria, product launches are increasingly incorporating live events to boost digital engagement and foster real-time interactions. By leveraging social media, interactive online platforms, and live streaming technologies, marketers are able to extend the reach of their events beyond physical boundaries (Uche, 2023). This integration of digital and live elements creates a hybrid experience that not only excites the audience but also encourages active participation through online channels. Digital engagement in the context of event-based marketing is characterized by instantaneous feedback, viral sharing, and a continuous stream of user-generated content, which together amplify brand visibility. Marketers are thus reimagining product launches as multi-dimensional experiences that drive both physical attendance and digital interaction. This approach is increasingly relevant in a market where consumer attention is divided among various digital platforms, making it crucial to capture and retain engagement through innovative event-based strategies (Chinonso, 2024). The convergence of live event dynamics and digital media offers promising opportunities to foster deeper connections with consumers, thereby enhancing the overall impact of product launches.
Statement of the Problem
Despite the growing emphasis on event-based marketing to stimulate digital engagement, there is limited research on how these strategies affect consumer behavior during product launches in Abuja. Marketers struggle to measure the effectiveness of hybrid event models in converting digital engagement into tangible brand interactions. The lack of clear metrics and theoretical frameworks complicates the evaluation of digital responses to event-based marketing activities. Additionally, brands face challenges in managing the dual demands of delivering a compelling live experience while simultaneously engaging a virtual audience. Addressing these issues is critical to optimize resource allocation and strategy development in product launch campaigns (Eze, 2024).
Objectives of the Study
To assess the impact of event-based marketing on digital engagement during product launches.
To identify key digital strategies that enhance online consumer interactions.
To examine the relationship between live event activities and subsequent digital brand engagement.
Research Questions
How does event-based marketing influence digital engagement during product launches in Abuja?
What digital strategies are most effective in fostering online consumer interaction?
In what ways do live event activities translate into enhanced digital brand engagement?
Significance of the Study
This study is significant as it bridges the gap between live event experiences and digital marketing outcomes. The findings provide actionable insights for marketers aiming to create cohesive, digitally integrated product launches that maximize engagement and brand impact. By understanding these dynamics, brands can optimize their marketing strategies to achieve a wider reach and stronger consumer connections (Okafor, 2023).
Scope and Limitations of the Study
This study is limited to investigating event-based marketing strategies at a product launch in Abuja, Nigeria. It does not cover other event formats or geographical areas.
Definitions of Terms
Event-Based Marketing: A strategy that uses live events to promote products and enhance consumer engagement.
Digital Engagement: Consumer interactions with a brand through online platforms and social media.
Product Launch: An event organized to introduce a new product to the market.
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