An exploration of cause-related digital marketing on enhancing brand loyalty: A case study of a non-profit campaign in Lagos, Nigeria
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- NGN 5000
Background of the study
Cause-related digital marketing connects brands with social or environmental issues, fostering deeper emotional bonds and enhancing brand loyalty. This study explores how a non-profit campaign in Lagos employs digital marketing strategies to promote a cause, thereby increasing brand loyalty among consumers (Afolabi, 2023). Through social media engagement, content storytelling, and interactive campaigns, cause-related initiatives can humanize a brand and align it with consumer values. In Lagos, where digital activism is vibrant, non-profit campaigns leverage online platforms to drive awareness, engagement, and support. The study examines the impact of such initiatives on consumer perceptions and loyalty, evaluating metrics such as engagement rates, donation patterns, and social sharing. Challenges include message fatigue, authenticity concerns, and the need for measurable outcomes. Drawing on recent literature and case examples, the research aims to provide insights into how cause-related digital marketing can be optimized to build lasting brand loyalty while advancing social causes (Okeke, 2024).
Statement of the problem
Despite the potential of cause-related digital marketing, many non-profit campaigns in Lagos struggle to translate online engagement into long-term brand loyalty. Inconsistencies in messaging, limited transparency, and over-commercialization of causes can undermine consumer trust. These issues hinder the campaign’s ability to forge authentic connections and sustain donor support. This study aims to address these challenges by evaluating the effectiveness of cause-related digital marketing strategies in building brand loyalty and identifying critical factors that contribute to successful campaigns (Afolabi, 2023; Okeke, 2024).
Objectives of the Study
To assess the impact of cause-related digital marketing on brand loyalty.
To identify key factors that drive successful non-profit campaigns.
To propose strategies for optimizing cause-related initiatives for enhanced loyalty.
Research Questions
How does cause-related digital marketing affect brand loyalty in a non-profit campaign in Lagos?
What are the critical success factors for cause-related marketing initiatives?
How can non-profit campaigns optimize their strategies to build long-term brand loyalty?
Significance of the study
This study is significant as it highlights how aligning with a cause can enhance brand loyalty and consumer trust. The findings will aid non-profit campaigns in Lagos in developing authentic, engaging digital marketing strategies that resonate with audiences and drive sustained support. The research contributes to understanding the social impact of digital marketing (Okeke, 2024).
Scope and limitations of the study
The study is limited to a single non-profit campaign in Lagos, Nigeria, and does not extend to other causes or geographic areas.
Definitions of terms
Cause-Related Digital Marketing: Digital strategies that link a brand with a social or environmental cause.
Brand Loyalty: The commitment of consumers to repeatedly choose a brand based on trust and shared values.
Non-Profit Campaign: An initiative aimed at promoting a social or environmental cause rather than profit.
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