The influence of video marketing campaigns on consumer retention: A study of a streaming service in Port Harcourt, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Video marketing campaigns have become a critical tool in the digital era, significantly impacting consumer retention for streaming services. In Port Harcourt, Nigeria, streaming platforms are leveraging dynamic video content to build strong emotional connections with viewers and sustain long-term engagement. By employing creative storytelling, high-quality visuals, and targeted messaging, video campaigns aim to keep consumers engaged and reduce churn rates (Okoro, 2023). The rapid growth in internet penetration and mobile device usage has amplified the impact of video marketing, enabling streaming services to reach broader audiences and foster loyalty. Furthermore, these campaigns provide valuable analytics on viewer behavior, allowing marketers to refine their content strategies in real time (Adebayo, 2024). Despite these opportunities, challenges such as production costs, content saturation, and rapidly evolving consumer preferences persist. This study examines how video marketing influences consumer retention, investigating the interplay between creative content, viewer engagement, and retention metrics. It seeks to provide insights into optimizing video strategies that align with the dynamic digital consumption patterns and cultural nuances of Port Harcourt’s diverse audience (Chinwe, 2025). The findings are expected to contribute to both academic discourse and industry practices by identifying key factors that drive retention through effective video content.
Statement of the problem
Streaming services in Port Harcourt face difficulty in maintaining consumer retention despite heavy investments in video marketing. While video campaigns have the potential to boost engagement, inconsistent messaging, high production costs, and content oversaturation diminish their effectiveness (Okoro, 2023). Moreover, rapid shifts in viewer preferences and technological challenges hinder the ability to consistently deliver compelling content. This study aims to identify the gap between current video marketing practices and consumer retention outcomes. It investigates whether the creative elements and targeting strategies employed are sufficient to sustain viewer loyalty, or if additional optimization is needed to address retention challenges (Adebayo, 2024).
Objectives of the Study
To evaluate the impact of video marketing on consumer retention.
To identify key challenges in executing effective video campaigns.
To recommend strategies for optimizing video content to improve retention.
Research Questions
How do video marketing campaigns affect consumer retention in streaming services?
What challenges impede the effectiveness of video marketing strategies?
How can video marketing be optimized to enhance consumer loyalty?
Significance of the study
This study provides crucial insights into the role of video marketing in retaining consumers, offering practical recommendations for streaming services in Port Harcourt. Its findings will help marketers refine video strategies, improve content relevance, and ultimately drive higher consumer retention. The research contributes to academic literature by bridging the gap between digital marketing theory and practice in emerging markets (Chinwe, 2025).
Scope and Limitations of the Study
This study is limited to the influence of video marketing campaigns on consumer retention within a streaming service in Port Harcourt, Nigeria.
Definitions of Terms
Video Marketing Campaigns: Strategic use of video content to promote products or services.
Consumer Retention: The ability of a service to keep its customers over time.
Streaming Service: A digital platform that delivers video content over the internet.
Related Project Materials
THOMAS AQUINAS’ NATURAL LAW THEORY: A STANDARD FOR HUMAN POSITIVE LAW
ABSTRACT
The law presents itself as body of meaning open to discovery, interpretation, application, criticism, developme...
The impact of nutrition on the cognitive development of children with special needs in Birnin Kebbi LGA, Kebbi State
Background of the Study
Nutrition plays a critical role in the cognitive development of children, with its impact being particularly p...
The Effect of Forensic Accounting in Resolving Fraudulent Land Transactions: A Study of Bichi Local Government, Kano State
Background of the Study
Fraudulent land transactions are a pervasive issue in many parts of Nigeria, particularly in urban...
An examination of the evolution of discourse markers in Nigerian English across generations
Background of the Study
Discourse markers—linguistic elements that guide the flow of conversation—play a pivot...
An examination of ATM security protocols on fraud reduction in banking: a case study of Guaranty Trust Bank
Background of the Study
ATM security protocols are critical in protecting customer funds and reducing fraud in the banking...
The effect of transparent data policies on customer loyalty in digital marketing: A study of a retail brand in Kano.
Background of the study
Transparent data policies are increasingly vital for maintaining customer loyalty in digit...
THE ROLE OF ETHICAL EDUCATION IN VOCATIONAL PROGRAMS
ABSTRACT: This study examines the role of ethical education in vocational programs, emphasizing its importance in developing responsible and p...
An Assessment of Occupational Exposure to E-Waste Hazards in Kano State
Background of the Study
Electronic waste (e-waste) has become a growing environmental and occupational health concern due to the rapid ad...
An Examination of Debt Servicing Practices and Their Alignment with Government Accounting Principles in Nigeria: A Study of Ogun State
Background of the Study
Debt servicing, which involves the repayment of principal and interest on borro...
The Effect of Real Estate Taxation Policies on Housing Affordability in Kogi State
Background of the Study
Real estate taxation plays a significant role in shaping the affordability of housing by influencin...
