An evaluation of experiential marketing campaigns on brand advocacy: Evidence from a retail brand in Abuja, Nigeria
- Project Research
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- Table of Content: Available
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- NGN 5000
Background of the Study:
Experiential marketing campaigns are increasingly recognized for their ability to foster strong brand advocacy, particularly within the retail sector. In Abuja, retail brands are harnessing immersive marketing strategies to create memorable experiences that go beyond traditional advertising (Uche, 2023). By engaging consumers through interactive in-store events, pop-up activations, and digital integrations, brands create an emotional connection that encourages customer advocacy and loyalty. These campaigns are designed to immerse consumers in the brand story, prompting them to share their experiences with peers and become organic brand ambassadors (Adamu, 2024). The retail environment in Abuja, characterized by a competitive marketplace and discerning consumers, necessitates innovative strategies to build lasting relationships. As experiential marketing campaigns continue to evolve, their role in driving brand advocacy becomes a key area of study. This research examines how these immersive strategies influence consumer behavior, with a particular focus on the mechanisms that encourage customers to actively endorse and advocate for the brand.
Statement of the Problem
Despite the growing popularity of experiential marketing campaigns in the retail sector, there is limited empirical evidence on their effectiveness in generating brand advocacy in Abuja. Retailers often invest in immersive experiences without a clear understanding of how these strategies translate into consumer advocacy and long-term loyalty. The challenge lies in measuring the qualitative aspects of brand advocacy and isolating the effects of experiential marketing from other influencing factors. This research aims to address these issues by systematically evaluating the impact of experiential campaigns on brand advocacy, thereby providing actionable insights for retail marketers (Olayinka, 2024).
Objectives of the Study
To evaluate the influence of experiential marketing campaigns on brand advocacy among retail consumers.
To identify key elements of immersive experiences that foster strong customer endorsements.
To assess the long-term impact of experiential marketing on consumer loyalty.
Research Questions
How do experiential marketing campaigns affect brand advocacy for retail brands in Abuja?
What elements of immersive experiences are most effective in driving consumer endorsements?
What is the long-term impact of these campaigns on consumer loyalty?
Significance of the Study
This study is significant as it bridges the gap between experiential marketing strategies and brand advocacy in the retail sector. Its findings offer practical recommendations for retail marketers seeking to convert customer experiences into lasting brand support, thereby enhancing competitive advantage (Chukwu, 2023).
Scope and Limitations of the Study
This study is limited to evaluating experiential marketing campaigns of a retail brand in Abuja, Nigeria. It does not extend to other industries or geographical areas.
Definitions of Terms
Experiential Marketing Campaign: A marketing strategy that employs immersive, interactive experiences to engage consumers.
Brand Advocacy: The act of consumers actively recommending and supporting a brand based on positive experiences.
Retail Brand: A company that sells products directly to consumers through physical or online stores.
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