An exploration of social media brand ambassadors on consumer advocacy: A case study of a beverage brand in Lagos, Nigeria
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Background of the study
Social media brand ambassadors have emerged as influential figures in driving consumer advocacy by leveraging their online presence to promote brands authentically. For beverage brands in Lagos, Nigeria, partnering with brand ambassadors allows for the creation of personalized and relatable narratives that resonate with diverse consumer segments. These ambassadors use their social media channels to share experiences, provide testimonials, and engage with audiences, thereby fostering trust and encouraging word-of-mouth promotion (Olatunji, 2023). By integrating brand ambassadors into their marketing strategies, companies can generate a ripple effect where satisfied customers become vocal advocates. This approach not only enhances brand visibility but also strengthens consumer loyalty and trust. However, the effectiveness of brand ambassadors can be compromised by issues such as misaligned messaging, inconsistent engagement, and a lack of authenticity. This study explores how social media brand ambassadors impact consumer advocacy for a beverage brand in Lagos, analyzing the strategies employed, the challenges encountered, and the overall effect on consumer behavior and brand perception (Afolabi, 2024).
Statement of the problem
Beverage brands in Lagos face challenges in effectively leveraging social media brand ambassadors to drive consumer advocacy. Issues such as inconsistent messaging and a lack of genuine engagement undermine the potential impact of ambassador programs. This study aims to identify the factors that limit the success of brand ambassador initiatives and to propose strategies for enhancing their authenticity and effectiveness, ultimately strengthening consumer advocacy (Olatunji, 2023).
Objectives of the Study
To examine the role of social media brand ambassadors in consumer advocacy.
To identify challenges affecting ambassador program effectiveness.
To propose strategies for enhancing brand ambassador impact.
Research Questions
How do brand ambassadors influence consumer advocacy?
What challenges hinder the effectiveness of ambassador programs?
How can beverage brands optimize their ambassador strategies for better consumer advocacy?
Significance of the study
This study is significant as it provides insights into optimizing social media brand ambassador programs to enhance consumer advocacy. Its findings will assist beverage brands in Lagos in refining their ambassador strategies to build stronger consumer trust and loyalty, ultimately driving increased brand support (Afolabi, 2024).
Scope and Limitations of the Study
This study is limited to exploring the role of social media brand ambassadors on consumer advocacy for a beverage brand in Lagos, Nigeria.
Definitions of Terms
Brand Ambassador: An individual who promotes a brand through social media and other channels.
Consumer Advocacy: The active support and promotion of a brand by its customers.
Beverage Brand: A company that produces and markets drinks.
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