The influence of social media contests on brand engagement: A study of a food delivery 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
Social media contests have emerged as innovative tools for enhancing brand engagement by actively involving consumers in interactive activities. In Port Harcourt, Nigeria, food delivery services are increasingly leveraging social media contests to create buzz, stimulate user participation, and foster stronger customer-brand relationships (Okoro, 2023). These contests, which may include giveaways, user-generated content challenges, and interactive quizzes, encourage consumers to engage with the brand on digital platforms. The participatory nature of these contests not only increases brand visibility but also builds a community of loyal customers who feel personally connected to the brand. Furthermore, the instant feedback and real-time analytics provided by social media platforms enable marketers to fine-tune contest strategies and measure their impact on engagement metrics (Adebayo, 2024). Despite the popularity of social media contests, challenges such as inconsistent participation, limited reach, and the risk of fraudulent entries can undermine their effectiveness. This study examines the influence of social media contests on brand engagement within a food delivery service in Port Harcourt, focusing on how these contests drive user interaction and customer loyalty (Chinwe, 2025).
Statement of the problem
Food delivery services in Port Harcourt face challenges in sustaining high levels of brand engagement despite implementing social media contests. Issues such as low participation rates, difficulty in measuring contest success, and potential abuse of contest rules hinder the full realization of engagement benefits (Okoro, 2023). This study aims to explore the gap between the intended outcomes of social media contests and actual engagement metrics, identifying the factors that limit the effectiveness of these marketing tools. It seeks to provide strategies to overcome these challenges and enhance overall brand engagement (Adebayo, 2024).
Objectives of the Study
To evaluate the impact of social media contests on brand engagement.
To identify challenges associated with running social media contests in the food delivery sector.
To recommend strategies for improving contest effectiveness and engagement.
Research Questions
How do social media contests influence brand engagement in food delivery services?
What challenges affect the effectiveness of these contests?
How can social media contests be optimized to boost brand engagement?
Significance of the study
This study is significant as it provides insights into leveraging social media contests to enhance brand engagement. The findings will assist food delivery services in Port Harcourt in refining their contest strategies, resulting in higher customer interaction and loyalty. The research contributes to the digital marketing literature by offering practical recommendations for maximizing the benefits of social media contests (Chinwe, 2025).
Scope and Limitations of the Study
This study is limited to examining the influence of social media contests on brand engagement within a food delivery service in Port Harcourt, Nigeria.
Definitions of Terms
Social Media Contests: Interactive marketing activities conducted on social platforms to engage consumers.
Brand Engagement: The degree of interaction and emotional connection consumers have with a brand.
Food Delivery Service: A business that delivers meals to consumers via digital ordering platforms.
Related Project Materials
An assessment of informal education’s impact on students’ ability to develop negotiation skills in Sule Tankarkar Local Government Area, Jigawa State
Background of the Study:
In today’s rapidly evolving socio-economic landscape, effective negotiation skills are indis...
AN ASSESSMENT OF PODCAST MARKETING ON LISTENER RETENTION: EVIDENCE FROM A TECH NEWS OUTLET IN KADUNA, NIGERIA.
Background of the study:
Podcast marketing has emerged as a potent medium for engaging tech-savvy audiences through informative and entertai...
An appraisal of transnational advocacy networks and their impact on environmental policy: A study of global climate movements
Background of the Study
Transnational advocacy networks (TANs) have emerged as influential actors in shaping environmental...
AN EVALUATION OF PUBLIC LIBRARIES’ CONTRIBUTIONS TO FORMAL AND INFORMAL EDUCATION IN LAFIA LOCAL GOVERNMENT AREA, NASARAWA STATE
Background of the Study
Public libraries serve as important nodes in the educational landscape, bridging formal and informa...
Exploring the Effectiveness of Print Media Coverage on Environmental Degradation Issues in Gombe Local Government, Gombe State
Chapter One: Introduction
1.1 Background of the Study
Environmental degradation, characterized by deforestation, soil erosion,...
An investigation of the socio-economic effects of banditry on rural communities: A case study of Anka Local Government Area, Zamfara State
Background of the Study
Banditry has become a significant security challenge in several parts of Nigeria, particularly in t...
AN INVESTIGATION OF THE ROLE OF ACADEMIC LIBRARIES IN SUPPORTING ENTREPRENEURSHIP EDUCATION
Background of the Study
Academic libraries are increasingly recognized as critical partners in promoting entrepreneurship e...
An Evaluation of the Role of Trade Promotion Agencies in Enhancing Nigeria’s Exports
Background of the Study :
Trade promotion agencies (TPAs) have emerged as vital instruments in advancing national export ag...
Exploring the Adoption of Edge Computing for Campus Network Optimization in Federal University, Gusau, Zamfara State
Background of the Study:
Edge computing, which brings computational resources closer to the source of data generation, is g...
THE INFLUENCE OF HOME ENVIRONMENT ON THE ACADEMIC PERFORMANCE OF A CHILD
ABSTRACT
The project work was carried out in Egor local governmen...
