: A review of digital public relations on enhancing consumer perceptions: Evidence from a tech company in Lagos, Nigeria
- Project Research
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- Table of Content: Available
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- NGN 5000
Background of the study
Digital public relations (PR) have emerged as an integral component in shaping consumer perceptions, particularly for tech companies operating in fast-paced markets like Lagos. By leveraging digital channels such as social media, blogs, and online news platforms, tech companies can disseminate targeted messages that build brand credibility and foster positive consumer attitudes (Okeke, 2023). This study reviews various digital PR strategies used by a leading tech company in Lagos to enhance consumer perceptions, examining the effectiveness of online press releases, influencer collaborations, and interactive social media campaigns. Research indicates that when digital PR efforts are aligned with brand values and consumer interests, they significantly improve public sentiment and trust (Adenuga, 2024). However, challenges such as negative online reviews, misinformation, and rapid information dissemination can adversely affect consumer perceptions. This review synthesizes evidence from multiple digital PR initiatives to identify best practices and potential pitfalls. The study aims to provide actionable recommendations for optimizing digital PR efforts to boost consumer perceptions and support long-term brand success (Ibrahim, 2025).
Statement of the problem
Tech companies in Lagos often encounter difficulties in managing digital PR to enhance consumer perceptions effectively. Negative online narratives, misinformation, and inconsistent messaging can undermine PR efforts and damage brand credibility (Chinwe, 2023). The lack of standardized metrics for evaluating digital PR success further complicates the ability to measure its impact on consumer perceptions. This study addresses the need to review and consolidate effective digital PR strategies that enhance consumer trust and positive brand image. Without clear guidelines, tech companies risk inefficient PR practices that fail to fully leverage digital channels for reputation management.
Objectives of the Study:
To review digital PR strategies and their impact on consumer perceptions.
To identify challenges in managing online brand reputation.
To propose best practices for optimizing digital PR efforts.
Research Questions:
How do digital PR strategies influence consumer perceptions?
What challenges hinder effective digital PR?
Which practices can improve consumer trust through digital PR?
Significance of the study (100 words):
This study is significant as it reviews digital public relations strategies and their effect on consumer perceptions for a tech company in Lagos. The findings will offer actionable insights for optimizing digital PR to enhance brand credibility and consumer trust. The research contributes to academic knowledge in digital communications and provides practical recommendations for managing online reputation in competitive markets.
Scope and Limitations of the Study:
This study is limited to examining digital PR strategies and their impact on consumer perceptions for a tech company in Lagos. It does not extend to other industries or regions, and findings are subject to local market dynamics.
Definitions of Terms:
Digital Public Relations: The practice of managing an organization’s online reputation through digital channels.
Consumer Perceptions: The attitudes and beliefs that consumers hold about a brand.
Tech Company: A business that develops and markets technology-based products or services.
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