The influence of corporate communication strategies on brand advocacy: A comparative study of a financial services firm in Abuja, Nigeria
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Background of the study
Corporate communication strategies play a vital role in shaping brand advocacy, which is the active support and promotion of a brand by its stakeholders. In the financial services sector in Abuja, firms deploy various communication approaches—including investor relations, customer engagement campaigns, and thought leadership initiatives—to build strong relationships with stakeholders (Okeke, 2023). These strategies are designed not only to inform but also to inspire advocacy among customers, employees, and investors. Effective corporate communication can transform passive consumers into brand advocates, thereby enhancing market reputation and driving business growth (Adenuga, 2024). However, discrepancies in messaging and ineffective communication channels can hinder advocacy efforts. This comparative study examines the impact of different corporate communication strategies on brand advocacy in a financial services firm. By analyzing both qualitative and quantitative data—including stakeholder surveys, social media sentiment, and advocacy indices—the study aims to identify the communication practices that most effectively foster brand advocacy and to offer recommendations for optimizing corporate messaging (Ibrahim, 2025).
Statement of the problem
Financial services firms in Abuja often struggle to convert effective corporate communication into tangible brand advocacy. Inconsistencies in messaging, inadequate stakeholder engagement, and the lack of a unified communication strategy impede the development of strong brand advocates (Chinwe, 2023). Without clear and compelling communication, stakeholders may remain passive rather than actively promoting the brand. This study addresses the need to evaluate the influence of various communication strategies on brand advocacy and to identify best practices that can enhance stakeholder support and contribute to long-term brand success.
Objectives of the Study:
To compare different corporate communication strategies.
To evaluate their impact on brand advocacy.
To recommend best practices for enhancing stakeholder support.
Research Questions:
How do corporate communication strategies influence brand advocacy?
What factors contribute to effective stakeholder engagement?
Which practices can optimize brand advocacy in financial services?
Significance of the study (100 words):
This study is significant as it provides a comparative analysis of corporate communication strategies and their effect on brand advocacy in the financial services sector. The findings will offer actionable insights for improving stakeholder engagement and transforming customers into active brand advocates. The research contributes to academic literature on corporate communications and supports financial firms in developing robust strategies to enhance long-term brand loyalty and market performance.
Scope and Limitations of the Study:
This study is limited to examining corporate communication strategies and their impact on brand advocacy for a financial services firm in Abuja. It does not extend to other industries or regions, and findings are influenced by local market dynamics.
Definitions of Terms:
Corporate Communication Strategies: Planned approaches used by companies to communicate with stakeholders.
Brand Advocacy: The active promotion and support of a brand by its stakeholders.
Financial Services Firm: A company that provides financial products and services.
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