An appraisal of event marketing strategies on digital content creation: A study of a film festival in Kaduna, Nigeria
- Project Research
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- Table of Content: Available
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- NGN 5000
Background of the Study:
Event marketing strategies are increasingly being integrated with digital content creation to enhance audience reach and engagement. Film festivals in Kaduna have become exemplary platforms where marketers use immersive and interactive tactics to generate engaging digital content. Organizers and brands leverage social media, live streaming, and user-generated content campaigns to create a dynamic online presence that extends the festival experience beyond its physical boundaries (Lawal, 2023). By encouraging participants to share real-time updates, reviews, and creative interpretations of film presentations, these strategies stimulate digital conversations and foster community building. The synergy between on-ground event experiences and digital content creation not only enhances brand visibility but also enriches the overall festival narrative. This convergence has transformed film festivals into interactive hubs where digital and physical experiences merge to create a holistic marketing approach. Consequently, there is a growing need to understand how event marketing strategies drive digital content creation, shaping both consumer engagement and the digital footprint of the festival (Obi, 2024).
Statement of the Problem
Despite the integration of digital strategies in event marketing, there remains uncertainty regarding the effectiveness of these approaches in driving digital content creation at film festivals. Organizers in Kaduna face challenges in quantifying the impact of marketing initiatives on the volume and quality of user-generated digital content. The absence of standardized metrics for evaluating digital engagement further complicates the assessment. This research aims to bridge the gap by examining the relationship between event marketing strategies and digital content creation, thereby providing insights into how these strategies can be optimized to enhance online engagement (Nwankwo, 2024).
Objectives of the Study
To assess the impact of event marketing strategies on digital content creation at film festivals.
To identify the digital tools and platforms that most effectively promote user-generated content.
To evaluate the overall effectiveness of digital engagement in enhancing festival reach.
Research Questions
How do event marketing strategies affect digital content creation at film festivals in Kaduna?
Which digital tools and platforms are most effective in generating user engagement?
What is the impact of digital content on overall festival engagement?
Significance of the Study
This study is significant as it offers insights into the role of event marketing in driving digital content creation, providing practical recommendations for film festival organizers. The findings help optimize digital strategies to extend the reach and impact of film festivals, ultimately enhancing audience engagement and brand visibility (Okeke, 2023).
Scope and Limitations of the Study
This study is limited to evaluating event marketing strategies on digital content creation during a film festival in Kaduna, Nigeria. It does not extend to other event types or locations.
Definitions of Terms
Event Marketing Strategies: Techniques used to promote and enhance events through both physical and digital channels.
Digital Content Creation: The process of generating and sharing content online, including user-generated posts, videos, and reviews.
Film Festival: An organized event showcasing films, often accompanied by interactive sessions and digital engagement activities.
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