A comparative study of social media contests on driving brand visibility: A case study of a food delivery service in Kano, Nigeria
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- NGN 5000
Background of the study
Social media contests have emerged as innovative tools for boosting brand visibility and consumer interaction. For food delivery services in Kano, Nigeria, contests on platforms like Instagram and Facebook offer opportunities to engage audiences through interactive challenges, giveaways, and user-generated content. These contests are designed to create buzz and viral marketing effects, allowing brands to extend their reach organically while fostering community engagement (Uche, 2023). By encouraging users to participate and share contest-related content, these initiatives can significantly increase brand exposure and enhance customer acquisition. However, the effectiveness of social media contests can vary depending on contest design, target audience alignment, and execution strategy. Challenges such as low participation, fraudulent entries, and message dilution may undermine the potential benefits. This study compares different social media contest models used by a food delivery service in Kano to evaluate their impact on brand visibility. It examines key performance indicators such as engagement rates, reach, and shareability, and provides insights into best practices for designing contests that drive meaningful brand awareness (Nwankwo, 2024).
Statement of the problem
Food delivery services in Kano face difficulties in maximizing the effectiveness of social media contests to drive brand visibility. Inconsistent contest formats, inadequate audience targeting, and challenges in curating authentic user-generated content often result in suboptimal outcomes. This study seeks to identify the factors that hinder the success of social media contests and propose strategies to optimize these initiatives for enhanced brand visibility and engagement (Uche, 2023).
Objectives of the Study
To compare different social media contest models.
To evaluate their impact on brand visibility.
To recommend strategies for optimizing contest design.
Research Questions
How do social media contests affect brand visibility?
What challenges limit the success of these contests?
How can contest strategies be improved?
Significance of the study
This study offers important insights into leveraging social media contests to boost brand visibility. Its findings will help food delivery services in Kano refine their contest strategies, leading to greater consumer engagement and market presence (Nwankwo, 2024).
Scope and Limitations of the Study
This study is limited to examining social media contests on brand visibility within a food delivery service in Kano, Nigeria.
Definitions of Terms
Social Media Contests: Interactive promotional activities on social platforms designed to engage users.
Brand Visibility: The extent to which a brand is recognized by consumers.
Food Delivery Service: A company that delivers meals to customers via digital platforms.
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