A review of digital public relations strategies on enhancing brand awareness: Evidence from a multinational firm in Kano, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- Recommended for :
- NGN 5000
Background of the study
Digital public relations (PR) strategies are increasingly important for enhancing brand awareness in a globalized marketplace. Multinational firms in Kano leverage digital channels—such as social media, online press releases, and influencer collaborations—to disseminate their brand message and reach a diverse audience. These strategies facilitate real-time engagement and enable companies to monitor public sentiment effectively. Research indicates that successful digital PR can significantly boost brand visibility and foster positive associations among consumers, thereby driving market growth (Okeke, 2023). However, the rapid evolution of digital media poses challenges, including managing information overload and ensuring message consistency across platforms. This review examines digital PR strategies employed by a multinational firm in Kano, evaluating their impact on brand awareness through quantitative metrics like reach and engagement, as well as qualitative assessments of consumer perception. The aim is to identify best practices and provide recommendations for optimizing digital PR efforts to enhance overall brand awareness and reputation in a competitive digital environment (Adenuga, 2024; Ibrahim, 2025).
Statement of the problem
Multinational firms in Kano often struggle with maintaining consistent digital PR strategies that effectively enhance brand awareness. Inadequate message coordination and digital noise contribute to suboptimal consumer engagement, thereby reducing brand visibility (Chinwe, 2023). The lack of standardized digital PR practices hinders the ability to measure impact accurately and optimize campaigns for better performance.
Objectives of the Study:
To review digital PR strategies and assess their impact on brand awareness.
To identify challenges in implementing digital PR initiatives.
To recommend best practices for enhancing brand awareness.
Research Questions:
How do digital PR strategies influence brand awareness?
What challenges limit effective digital PR?
Which practices optimize digital public relations for multinational firms?
Significance of the study (100 words):
This study is significant as it provides insights into the effectiveness of digital PR strategies in enhancing brand awareness for multinational firms. The findings will help companies optimize their digital communication efforts, improve consumer engagement, and bolster overall brand reputation. The research contributes to academic literature on digital communications and offers practical recommendations for achieving a competitive advantage in the global market.
Scope and Limitations of the Study:
This study is limited to examining digital PR strategies and their impact on brand awareness for a multinational firm in Kano. It does not extend to other regions or industries, and findings are influenced by local digital media dynamics.
Definitions of Terms:
Digital Public Relations: The use of online channels to manage and promote a brand’s image.
Brand Awareness: The extent to which consumers recognize and recall a brand.
Multinational Firm: A company operating in multiple countries.
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