A review of branded content’s effect on consumer trust: Evidence from a streaming service in Abuja.
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Background of the Study
Branded content, which merges marketing messages with entertaining or informative content, has emerged as an innovative strategy for building consumer trust and enhancing brand image. In Abuja, a leading streaming service has developed a range of branded content initiatives—including original series, behind-the-scenes features, and customer testimonials—to create a strong narrative around its brand. This study reviews how such branded content affects consumer trust by evaluating engagement metrics, sentiment analysis, and subscription trends. The research examines the authenticity, consistency, and quality of the content, and how these factors contribute to consumers’ perceptions of reliability and value. Challenges such as content overload, the risk of perceived manipulation, and varying levels of consumer skepticism are also explored. By integrating quantitative data from digital analytics with qualitative insights from customer surveys, the study aims to provide actionable recommendations for streaming services to optimize their branded content strategies and foster long-term consumer trust (Ibe, 2023).
Statement of the Problem
Although branded content is widely utilized to build consumer trust, there is limited empirical evidence on its effectiveness for streaming services in Abuja. The primary challenge is determining whether branded content initiatives result in a measurable increase in consumer trust and subscription growth, or if they are perceived as insincere promotional tactics. Inconsistencies in content quality and message clarity, along with the risk of information overload, may undermine trust-building efforts (Ibe, 2023). This study seeks to address these issues by evaluating the impact of branded content on consumer trust, thereby providing recommendations for enhancing content authenticity and overall effectiveness (Ibe, 2024).
Objectives of the Study
To evaluate the branded content strategies of the streaming service.
To assess their impact on consumer trust and subscription rates.
To recommend improvements for content authenticity.
Research Questions
How does branded content influence consumer trust in a streaming service?
What content elements are most effective in building trust?
What challenges hinder the success of branded content strategies?
Significance of the Study
This study is significant as it examines the role of branded content in fostering consumer trust for streaming services. The findings will help content creators and marketers refine their strategies to enhance authenticity and drive long-term customer loyalty (Ibe, 2023).
Scope and Limitations of the Study
The study is limited to one streaming service in Abuja and focuses solely on branded content initiatives, excluding other marketing channels.
Definitions of terms
Branded Content: Content produced by a brand to engage and inform audiences while promoting its identity.
Consumer Trust: The confidence consumers have in a brand's ability to deliver quality.
Streaming Service: An online platform that delivers video or audio content on demand.
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