The impact of live streaming events on brand visibility: An evaluation of a music concert in Port Harcourt
- Project Research
- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the Study:
Live streaming has transformed the way events are consumed and experienced, significantly impacting brand visibility. At music concerts in Port Harcourt, live streaming has emerged as a critical tool that extends the reach of events beyond the physical venue. Brands leverage this technology to engage both local and global audiences, thereby amplifying their visibility through real-time interactions and social media sharing (Ike, 2023). Live streaming events provide an immersive digital experience that mirrors the excitement of the live event while offering additional interactive features such as live chats, virtual meet-and-greets, and behind-the-scenes footage. These features not only enhance viewer engagement but also create opportunities for brands to integrate real-time marketing messages. As digital consumption continues to rise, live streaming has become an essential component of event marketing strategies aimed at boosting brand awareness and consumer engagement (Amadi, 2024). The integration of live streaming in music concerts in Port Harcourt exemplifies a broader trend in the entertainment industry where digital platforms are used to reach wider audiences. The resulting increased visibility translates into higher brand recognition and potentially improved market positioning, making it imperative to study this phenomenon in depth.
Statement of the Problem
While live streaming has demonstrated its potential to enhance brand visibility during music concerts, there remains a significant gap in understanding its measurable impact on audience perception and brand engagement. Organizers and brands struggle with quantifying the effectiveness of live streaming as a marketing tool. Furthermore, challenges persist in balancing the live and digital elements to ensure that both contribute meaningfully to brand exposure. Without a clear framework to assess the outcomes, stakeholders are hesitant to invest in increasingly sophisticated live streaming technologies. This study seeks to address these uncertainties by evaluating the direct and indirect effects of live streaming on brand visibility in the context of a music concert in Port Harcourt (Obi, 2024).
Objectives of the Study
To evaluate the effect of live streaming on brand visibility during music concerts.
To analyze consumer engagement with live-streamed content.
To identify strategies that optimize live streaming for enhanced brand exposure.
Research Questions
How does live streaming influence brand visibility during music concerts in Port Harcourt?
What role does digital engagement play in enhancing the impact of live streaming?
Which strategies are most effective in maximizing brand exposure through live streaming?
Significance of the Study
This study offers crucial insights into leveraging live streaming as a tool for increasing brand visibility. The findings are valuable for event organizers and marketers seeking to refine digital strategies to achieve a broader audience reach and enhanced consumer engagement, thereby strengthening brand presence in competitive markets (Udo, 2023).
Scope and Limitations of the Study
This study is limited to the evaluation of live streaming events at a music concert in Port Harcourt. It does not extend to other event types or locations.
Definitions of Terms
Live Streaming: The real-time broadcasting of an event over the internet.
Brand Visibility: The extent to which a brand is recognized by potential consumers through marketing efforts.
Music Concert: A live musical performance that attracts an audience for entertainment.
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