International Conference on Economics, Finance & Business, London

THE IMPLICATION OF CONTENT MARKETING ON BRAND AWARENESS AND BRAND ENGAGEMENT AMONG FEMALE STUDENTS IN EKITI STATE UNIVERSITY, NIGERIA

OMOBOLA AJAYI, OLUWABUNMI AWOKOYA

Abstract:

The study examined the role of content marketing in building brand awareness and engagement. Specifically, the descriptive survey research design method was adopted for the study. The population of the study comprised of female students in Ekiti State University. A total of 365 copies of the questionnaire were disseminated to the respondents. The data were collated and analyzed using the multinomial logistic regression analysis. The research findings showed that all aspects of content marketing used in the study have a significant relationship in engaging customers and creating awareness about the brand. Hence, based on findings, it is recommended that brands should constantly review information about their products and services to see how customers engage with them and be aware of their brand, it will help to know where, when, and how to improve on content marketing strategies, brands should constantly and effectively carry out their market research to understand what their customers need about their products, either through content marketers or going directly to their customers, brands after gathering the necessary data from their customers should carry out a concrete and relevant analysis and interpretation to make effective marketing decisions, brands should reach a decision based on organisational marketing goals through constant research, record keeping, good understanding of data, and lots more, to gain more customer engagement and awareness which will trigger patronage.

Keywords: Content marketing , brand awareness, brand engagement and Patronage