An investigation of relationship marketing innovations on brand advocacy: A study of a lifestyle brand in Port Harcourt
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Background of the Study:
Relationship marketing innovations are increasingly shaping how brands connect with consumers, driving not only loyalty but also active brand advocacy. In Port Harcourt, lifestyle brands are pioneering creative relationship marketing strategies that emphasize personalized interactions, immersive experiences, and multi-channel engagement. These innovations—ranging from social media personalization to experiential pop-ups—enable brands to build deeper emotional bonds with their customers (Ibrahim, 2024). Such strategies are designed to transform satisfied customers into passionate brand advocates who voluntarily promote the brand through word-of-mouth and social sharing. The evolving digital landscape has amplified these efforts by enabling real-time interactions and feedback loops, further strengthening the bond between the brand and its audience. This study investigates the impact of these relationship marketing innovations on brand advocacy, exploring how novel strategies can enhance consumer trust and drive proactive brand endorsement. By analyzing the effectiveness of various innovative practices, the study seeks to provide actionable insights for lifestyle brands aiming to elevate their advocacy initiatives (Okafor, 2023).
Statement of the Problem
Although innovative relationship marketing strategies have the potential to drive brand advocacy, there is limited research quantifying their impact in the lifestyle sector of Port Harcourt. Brands often implement new tactics without clear data on how these innovations influence consumer advocacy and trust. The absence of standardized evaluation frameworks complicates the assessment of relationship marketing innovations. This study aims to address these issues by examining the relationship between innovative marketing practices and the level of brand advocacy among consumers (Chinwe, 2023).
Objectives of the Study
To evaluate the impact of relationship marketing innovations on brand advocacy.
To identify key innovative practices that drive consumer trust and advocacy.
To provide recommendations for optimizing relationship marketing strategies.
Research Questions
How do relationship marketing innovations influence brand advocacy for lifestyle brands in Port Harcourt?
Which innovative strategies are most effective in driving consumer trust?
What improvements can be made to further enhance brand advocacy?
Significance of the Study
This study provides valuable insights into the role of innovative relationship marketing in fostering brand advocacy. The findings will help lifestyle brands in Port Harcourt refine their engagement strategies, ultimately driving stronger consumer endorsement and market differentiation (Ibrahim, 2024).
Scope and Limitations of the Study
This study is limited to a lifestyle brand in Port Harcourt, Nigeria, and focuses on the impact of relationship marketing innovations on brand advocacy. It does not extend to other sectors or geographic locations.
Definitions of Terms
Relationship Marketing Innovations: New and creative strategies designed to enhance customer engagement and trust.
Brand Advocacy: The active promotion of a brand by its loyal customers.
Lifestyle Brand: A company that markets products reflecting a particular way of living.
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