An investigation of virtual live events on audience retention: A study of an online concert in Abuja
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- NGN 5000
Background of the Study:
Virtual live events have become increasingly prevalent as platforms for entertainment and brand engagement, especially in digital-savvy markets such as Abuja. Online concerts leverage advanced streaming technologies, interactive chat functions, and real-time audience participation to deliver immersive experiences remotely (Chinwe, 2023). These events are designed to mimic the energy and interactivity of physical concerts while offering the convenience of online access. With the rapid evolution of digital platforms and shifting consumer habits, virtual live events have gained popularity as an alternative to traditional live performances. Organizers invest in high-quality production, virtual meet-and-greet sessions, and live social media integration to keep audiences engaged throughout the event. The dynamic nature of virtual events creates new opportunities to collect audience data and measure retention rates more accurately. As virtual concerts continue to evolve, understanding the factors that influence audience retention becomes critical for event organizers and marketers. This study investigates the strategies employed during an online concert in Abuja to determine their impact on audience retention and engagement. It explores how interactive elements and technological innovations contribute to sustaining viewer interest over extended periods, ultimately affecting long-term consumer loyalty (Ogun, 2024).
Statement of the Problem
Although virtual live events are gaining traction, there is limited research on the specific factors that contribute to audience retention during online concerts. Event organizers in Abuja face challenges in maintaining audience attention and measuring retention effectively due to the lack of standardized metrics and varying viewer engagement levels. The absence of clear insights into which interactive elements most effectively sustain audience interest complicates investment decisions in digital event technologies. This study aims to fill the gap by examining the determinants of audience retention at virtual live events, offering evidence-based recommendations for improving digital event performance (Adeniyi, 2023).
Objectives of the Study
To evaluate the impact of interactive elements on audience retention during online concerts.
To identify key factors that contribute to sustained audience engagement.
To propose strategies for enhancing long-term viewer retention in virtual live events.
Research Questions
How do interactive elements affect audience retention during online concerts in Abuja?
What are the key factors influencing sustained audience engagement in virtual live events?
How can event organizers improve long-term retention through digital strategies?
Significance of the Study
This study offers essential insights into the effectiveness of virtual live event strategies on audience retention, guiding event organizers and digital marketers in enhancing viewer engagement. The findings will provide a foundation for developing more compelling digital experiences that maximize retention and support long-term consumer loyalty in online concerts (Chukwu, 2024).
Scope and Limitations of the Study
This study is limited to investigating audience retention during a virtual live event in the context of an online concert in Abuja, Nigeria, and does not extend to other types of virtual events or regions.
Definitions of Terms
Virtual Live Events: Online events broadcast in real time that engage audiences through digital platforms.
Audience Retention: The ability of an event to maintain viewer attention throughout its duration.
Online Concert: A live musical performance streamed over the internet.
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