An investigation of marketing challenges on consumer perception of product quality: Evidence from a digital campaign in Abuja
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Background of the study
The rapid evolution of digital marketing has introduced both opportunities and challenges for brands seeking to influence consumer perception of product quality. In Abuja, digital campaigns have become a primary channel for reaching consumers; however, these campaigns are not without their obstacles. Brands face issues such as information overload, inconsistent messaging, and digital fatigue, which can dilute the intended impact of marketing efforts (Balogun, 2023). Moreover, the highly competitive digital space demands constant innovation to capture and retain consumer attention, often leading to campaigns that prioritize reach over clarity. Research has shown that these marketing challenges can negatively affect consumer perception of product quality, as inconsistent digital messaging may create uncertainty about product reliability and value (Nwachukwu, 2024). The digital landscape’s dynamic nature requires a strategic approach to overcome these hurdles. This study explores the challenges inherent in digital campaigns in Abuja and examines how these issues affect consumer perception of product quality. By investigating the interplay between digital marketing challenges and consumer responses, the research aims to provide insights that will help marketers refine their digital strategies for enhanced consumer engagement and trust.
Statement of the problem:
Digital marketing campaigns in Abuja often encounter significant challenges that adversely impact consumer perception of product quality. Inconsistencies in messaging, over-saturation of digital content, and lack of clear brand narratives contribute to consumer confusion and skepticism (Akinola, 2023). These challenges result in a disconnect between the advertised promises and the consumer’s actual product experience, undermining brand credibility. Despite substantial investments in digital marketing, many brands struggle to achieve the desired clarity and trust among consumers, leading to diminished perceived product quality. This persistent gap between digital marketing efforts and consumer response necessitates a detailed investigation to identify the root causes and propose effective strategies that can improve consumer perception (Balogun, 2023).
Objectives of the Study
To identify the key marketing challenges in digital campaigns that affect consumer perception.
To analyze the relationship between digital marketing obstacles and perceived product quality.
To recommend strategies for mitigating these challenges and enhancing consumer trust.
Research questions
What marketing challenges are most prominent in digital campaigns in Abuja?
How do these challenges influence consumer perception of product quality?
What measures can be implemented to overcome these digital marketing challenges?
Significance of the Study
This study is significant as it sheds light on the critical challenges faced by digital marketing campaigns in influencing consumer perception of product quality in Abuja. The research provides actionable insights for marketers aiming to optimize digital strategies and improve clarity and consistency in communication. By addressing these challenges, the study offers practical recommendations that can enhance consumer trust and strengthen brand reputation. The findings contribute to the broader discourse on digital marketing effectiveness and serve as a guide for practitioners seeking to navigate the complex digital landscape (Nwachukwu, 2024).
Scope and Limitations of the Study
The study is limited to examining the impact of digital marketing challenges on consumer perception of product quality within a specific digital campaign in Abuja. It does not consider traditional marketing methods or campaigns outside this context.
Definitions of Terms
Digital Campaign: A coordinated marketing effort using online platforms to promote products or services.
Consumer Perception: The process by which individuals form opinions and evaluations about a product based on available information.
Marketing Challenges: Obstacles that hinder the effective communication and implementation of marketing strategies.
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