An inquiry into digital media strategies on stakeholder engagement: A study of a retail brand in Abuja, Nigeria
- Project Research
- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the study
Digital media strategies are essential for enhancing stakeholder engagement, particularly for retail brands seeking to foster strong relationships in an increasingly digital marketplace. In Abuja, retail brands leverage various digital channels—including social media, online advertising, and interactive content—to communicate with stakeholders and build lasting connections. Effective digital media strategies facilitate real-time interaction, provide transparent information, and help shape positive stakeholder perceptions (Okeke, 2023). Research has shown that robust digital engagement leads to increased consumer loyalty, improved brand perception, and a competitive edge in the market. However, challenges such as digital noise, inconsistent messaging, and rapidly evolving platforms can undermine these efforts. This study investigates how a retail brand in Abuja employs digital media strategies to engage stakeholders. Through quantitative metrics like engagement rates and qualitative insights from stakeholder interviews, the research aims to identify best practices and key factors that drive successful digital engagement. The goal is to offer actionable recommendations for optimizing digital media tactics to enhance stakeholder relationships and support overall corporate success (Adenuga, 2024; Ibrahim, 2025).
Statement of the problem
Retail brands in Abuja often face difficulties in achieving effective stakeholder engagement through digital media due to inconsistent messaging and digital clutter (Chinwe, 2023). The absence of a unified digital strategy leads to fragmented communication efforts that fail to capture stakeholder interest and trust. This shortfall results in suboptimal engagement levels, which can negatively affect brand reputation and market performance. This study aims to address these issues by examining current digital media strategies and identifying the factors that contribute to successful stakeholder engagement.
Objectives of the Study:
To assess the effectiveness of digital media strategies on stakeholder engagement.
To identify challenges and opportunities in digital communication.
To propose best practices for optimizing stakeholder engagement.
Research Questions:
How do digital media strategies impact stakeholder engagement?
What challenges hinder effective digital communication?
Which practices enhance stakeholder interaction?
Significance of the study (100 words):
This study is significant as it provides insights into optimizing digital media strategies for enhanced stakeholder engagement. The findings will help retail brands in Abuja refine their digital communications, leading to improved consumer trust and stronger market positioning. The research contributes to academic literature on digital engagement and offers practical recommendations for effective stakeholder interaction.
Scope and Limitations of the Study:
This study is limited to examining digital media strategies and their effect on stakeholder engagement for a retail brand in Abuja. It does not extend to other industries or regions, and results are influenced by local digital trends.
Definitions of Terms:
Digital Media Strategies: Approaches using online channels to communicate with stakeholders.
Stakeholder Engagement: The active involvement and interaction of stakeholders with a brand.
Retail Brand: A company that sells products directly to consumers.
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