A critical analysis of cause-related digital campaigns on brand equity: Evidence from a beauty product in Lagos, Nigeria
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Background of the study
Cause-related digital campaigns integrate social or environmental causes into online advertising efforts, aiming to enhance brand equity by connecting with consumers on a value-driven level. This study critically analyzes the effect of such campaigns on the brand equity of a beauty product in Lagos, Nigeria. By associating with relevant causes, brands seek to build an emotional bond with consumers, improve brand reputation, and ultimately drive loyalty and market share (Ibrahim, 2023). In the beauty industry, where consumer trust and authenticity are paramount, cause-related digital campaigns can differentiate a product in a crowded marketplace. The study examines various campaign elements, including storytelling, social media engagement, and online advocacy, and evaluates how these components contribute to overall brand equity. It also considers challenges such as accusations of superficiality or greenwashing, which can undermine campaign effectiveness. Using a combination of consumer surveys and performance metrics, the research aims to provide insights into the mechanisms through which cause-related digital campaigns enhance brand equity and offer best practices for future campaigns (Adeniyi, 2024; Okeke, 2023).
Statement of the problem
Despite the popularity of cause-related digital campaigns, many beauty products in Lagos fail to achieve a significant boost in brand equity. Inconsistencies in campaign messaging, consumer skepticism, and potential perceptions of opportunism can undermine the intended impact of these initiatives. The lack of clear metrics to evaluate campaign success further complicates efforts to build strong brand equity through cause-related marketing. This study seeks to address these challenges by critically analyzing the relationship between cause-related digital campaigns and brand equity, identifying key factors that drive success, and providing recommendations for overcoming common pitfalls (Ibrahim, 2023; Adeniyi, 2024).
Objectives of the Study
To assess the impact of cause-related digital campaigns on brand equity.
To identify critical factors that influence the effectiveness of such campaigns.
To propose recommendations for optimizing cause-related digital marketing strategies.
Research Questions
How do cause-related digital campaigns influence brand equity for a beauty product in Lagos?
What factors determine the success of these campaigns?
How can brands optimize their digital campaigns to enhance brand equity?
Significance of the study
This study is significant as it provides empirical evidence on the effectiveness of cause-related digital campaigns in enhancing brand equity. The findings will help beauty brands in Lagos refine their digital strategies, ensuring that their campaigns build genuine consumer trust and long-term brand value. The research contributes to the literature on cause-related marketing and offers practical recommendations for designing impactful digital campaigns that resonate with socially conscious consumers.
Scope and limitations of the study
The study is limited to a single beauty product in Lagos, Nigeria, focusing on cause-related digital campaigns and their impact on brand equity. It does not extend to other product categories or geographic regions.
Definitions of terms
Cause-Related Digital Campaigns: Online marketing initiatives that link a brand with a social or environmental cause.
Brand Equity: The value and strength of a brand as perceived by consumers.
Beauty Product: A cosmetic or personal care product marketed to enhance appearance or health.
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