CONTENT MARKETING STRATEGY AND CUSTOMER ENGAGEMENT IN THE NIGERIAN NON-ALCOHOLIC BEVERAGE INDUSTRY

Authors

  • A.C. MGBAME
  • R.C. IYADI

Abstract

The general objective of the study is to examine the effect of content marketing strategy on customer engagement. The study adopted the survey research design method. The study made use of a sample size of 274 staff from some selected firms in the Non-Alcoholic Beverage Industry in Lagos State, Nigeria. Descriptive statistics (frequency tables, percentages) were used to analyze the questionnaire response background profile and also to reveal the pattern of responses from each of the constructs in the sub-scale. Multiple regression analysis was employed to analyze the relationship between the components of content marketing and customer engagement. Findings showed that the change in customer engagement was brought about by the variables of content marketing in the Nigerian Non-Alcoholic Beverage Industry. Which implies that there is a significant relationship between information quality and customer engagement; content marketing channels have a significant relationship with customer engagement; there is a significant relationship between content co-creation and customer engagement; message source credibility has a significant relationship with customer engagement. The study concluded that content marketing strategy has a significant positive effect on customer engagement in the Nigerian Non-Alcoholic Beverage Industry. The study recommended that to maintain brand credibility an enterprise must enable co-creation of content with the customers.

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Published

2022-06-19

How to Cite

MGBAME, A., & IYADI , R. (2022). CONTENT MARKETING STRATEGY AND CUSTOMER ENGAGEMENT IN THE NIGERIAN NON-ALCOHOLIC BEVERAGE INDUSTRY. JOURNAL OF EMERGING TRENDS IN MANAGEMENT SCIENCES AND ENTREPRENEURSHIP, 4(1), 55–81. Retrieved from https://jetmase.com/index.php/jetmase/article/view/27

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