AN ASSESSMENT OF THE EFFECTIVENESS OF DIGITAL CONTENT MARKETING IN ENHANCING CUSTOMER LOYALTY AMONG FASHION BUSINESSES IN ABUJA

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

In recent times, companies have shifted their focus towards customer-centric strategies as opposed to product-centric strategies (Leo, 2023). Companies allocate their resources to ascertain the composition of their current and prospective clientele. Due to limited resources, corporations prioritise their clients based on their worth, focussing on the customer group that provides the most value (Frank et al., 2019). The primary determinant of customer preference for businesses is the value proposition provided by organisations. Therefore, delivering optimal value for customers is a crucial aspect in fostering client loyalty. Customer loyalty is essential for the prosperity and longevity of enterprises. Customers who are loyal are more inclined to engage in repeat purchases, offer positive word-of-mouth referrals, and contribute to a consistent revenue stream (Jules et al., 2019). In a very competitive business such as fashion, where trends and consumer tastes are continually changing, retaining customer loyalty can offer a substantial competitive edge. Digital content marketing is a strategic strategy that organisations may use to attract new customers and cultivate customer loyalty.

Content marketing is a strategic approach that involves the creation and dissemination of pertinent and quality content to attract, acquire, and engage with a well defined and understood target audience. The ultimate objective is to generate customer profitability and foster customer-brand engagement and loyalty (Lou & Xie, 2021).  This concept highlights the significance of producing and disseminating pertinent, captivating, and valuable content, with the potential for user engagement. The objective is to establish a mutually beneficial and enduring partnership, rather than solely concentrating on quick sales growth (Pulizzi, 2017). Brands can generate significant financial gains by distributing pertinent content that attracts, engages, acquires, and retains customers (Rancati et al., 2017). In addition to taking into account consumer-generated content and inter-consumer contacts, the company can establish trust and cultivate a lasting relationship with its target audience (Rowley et al., 2019).

Digital content marketing is a marketing technique that utilises electronic media for promoting products. Digital marketing is the sale of services to targeted clients, who develop trust in the product as a result of the digital relationships built by firms across several platforms (Marcus et al., 2021). Digital content marketing strategies are highly beneficial for individuals knowledgeable in these techniques, particularly for researchers and content writers. Content marketing serves as an excellent avenue for these individuals. Additionally, social media apps enable seamless interaction for those interested in buying or selling products, while live surveys facilitate engagement with online users. The latter can be explored through deliberations (Leo, 2023). Marketing is the deliberate and strategic process of establishing and nurturing new or existing relationships with customers, or more broadly, with the target audience. Marketing is an essential foundation for any organisation in any industry.  According to Frank et al. (2019), it has revolutionised the purchasing and selling processes for both customers and enterprises. As the globe evolves, marketers are adapting their marketing techniques and introducing innovative approaches and ideas that were previously unheard of. Prior to the advent of the Internet, marketing strategies were distinct. However, such procedures were specifically planned and developed with the intention of meeting the requirements and adapting to the surrounding conditions.  The scale of all company operations was relatively small, and expanding their reach was constrained by factors such as technology, expenses, and effectively reaching the intended audience. Inefficient transport systems pose significant challenges for enterprises and customers alike (Mike, 2020).  However, in the age of the Internet, which has revolutionised the globe, it has also transformed the methods by which businesses and companies market and implement marketing plans to reach their intended audience. One factor is that individuals have entirely altered their lifestyle.  With the transition from physical to digital platforms on the Internet, marketing has undergone a transformation from traditional and outdated methods to digital strategies (Kelly, 2019). Physical marketing offers distinct advantages in terms of its benefits, extensive reach, and targeted audience.

Conversely, digital marketing offers advantages for businesses operating online, targeting both audiences and consumers. Businesses transition from conventional to digital methods in order to establish a closer connection with their clients (Truth et al., 2021). During the peak of the pandemic, online shopping became widely popular since businesses that relied solely on physical services and products faced significant challenges. This was further amplified by the increased use of digital content marketing, which enhanced the whole experience of dealing with the global impact of COVID-19. Content marketing differs significantly from traditional marketing strategies as it diverges from the conventional emphasis on email as a sole means of communication (Young, 2023).

Digital content marketing entails the creation and dissemination of valuable, pertinent, and consistent information with the aim of attracting and engaging a well-defined audience. For fashion enterprises, this encompasses many forms of content such as blog articles, social media posts, videos, look books, and other related materials (Kason et al., 2022). Digital content marketing enables firms to exhibit their products, narrate their brand narrative, and establish a profound connection with clients (Inyang, 2019). The fashion sector in Abuja, the capital city of Nigeria, is dynamic and seeing significant growth. The city's economy is significantly influenced by fashion enterprises, which encompass local designers as well as boutique outlets. Nevertheless, similar to several other industries, the fashion business encounters intense rivalry and the task of maintaining customers in an ever more digitalised environment. In Abuja, where there is an increasing acceptance of digital technology, fashion enterprises have the chance to utilise digital content marketing to gain benefits. The city's heterogeneous and style-savvy populace is progressively interacting with companies through online platforms, so making digital content marketing an indispensable element of any triumphant marketing plan. Evaluating the efficacy of digital content marketing in bolstering client loyalty among fashion enterprises in Abuja is a crucial field of research. Through comprehending the influence of digital content strategies on consumer engagement and loyalty, fashion enterprises may cultivate more efficient marketing campaigns, keep a larger customer base, and finally attain sustainable expansion. The objective of this study is to gather information on the most effective strategies and difficulties related to digital content marketing in Abuja's fashion industry.

1.2 Statement of the problem

Customer loyalty is of utmost importance for fashion organisations as it stimulates recurring purchases, augments lifetime value, and amplifies brand advocacy (Klose, 2017). Customers that are loyal to a brand are more inclined to recommend it to others and actively interact with the company on social media, so increasing its reach and influence (Son et al., 2021). Hence, comprehending the impact of digital content marketing on client loyalty can offer useful insights for enhancing marketing tactics and attaining enduring success.

The primary objective of content marketing is to allure and captivate the intended audience. Developing pertinent content is essential for an effective content marketing plan. In the absence of it, potential clients will be unable to locate the items and services throughout their online searches (Nsidibe Ofon & Inyang, 2022). In addition, if the content is not relevant to their search, they will not remain engaged. Furthermore, if the content is not relevant to their search query, they will not be motivated to read it. If the content of a business is not relevant or engaging, clients will not be interested or attracted to what the business offers. Consequently, this results in subpar corporate expansion and diminished prospects for cultivating client allegiance (Nsidibe et al., 2022).

Prior research has examined diverse facets of digital content marketing and its influence on customer behaviour in various sectors. Unfortunately, there is a lack of research primarily dedicated to the fashion industry in Abuja. The current body of literature frequently neglects the distinct cultural, economic, and social factors of the Nigerian market, specifically in relation to the impact of digital content marketing on improving consumer loyalty. The objective of this study is to evaluate the efficacy of digital content marketing in bolstering client loyalty within the fashion industry in Abuja. The research aims to analyse the impact of various digital content methods on consumer perceptions, engagement, and loyalty in order to offer practical insights for fashion businesses to enhance their marketing techniques and foster stronger customer connections.

Objectives of the study

The primary objective of this study is to critically assess the effectiveness of digital content marketing in enhancing customer loyalty among fashion businesses in Abuja. Specific objectives of this study are to:

To assess the effect of content marketing on sales

To assess the effect of content marketing on customer’s engagement

To assess the effect of content marketing on customers repeat purchasing 

To assess the effect of content marketing on customer’s retention rate

To identify obstacles that fashion businesses in Abuja encounter when executing digital content marketing strategies

1.4 Research Questions

The following research questions which are in line with the objectives of this study will be answered in this study:

What is the effect of content marketing on sales?

What is the effect of content marketing on customer’s engagement?

What is the effect of content marketing on customers repeat purchasing?

What is the effect of content marketing on customer’s retention rate?

What are the obstacles that fashion businesses in Abuja encounter when executing digital content marketing strategies?

1.5 Research Hypotheses

To determine the effectiveness of this study, the following research null hypotheses will be formulated to guide the study and it will be tested at 0.05% levels of significance.:

Ho: Content marketing has no significant effect on customers repeat purchasing.

Ha: Content marketing has significant effect on customers repeat purchasing.

1.6 Significance of the study

The study evaluating the efficacy of digital content marketing in bolstering client loyalty among fashion enterprises in Abuja carries considerable importance for several stakeholders within the fashion sector and beyond. This research is crucial for comprehending how digital content tactics can be enhanced to establish and maintain customer loyalty in a fiercely competitive market. The study is important because it will offer a thorough evaluation of the impact of digital content marketing on consumer loyalty in the apparel industry in Abuja. By providing practical insights and actionable advice, this will assist fashion firms in optimising their marketing efforts, improving consumer experiences, and contributing to the overall growth and competitiveness of the fashion industry in the region. The study will establish a fundamental reference point for Fashion Businesses and industry, Consumers, Policymakers, Industry Support Organisations, Investors, Business Consultants, Academic and Research Communities.

The findings will offer fashion businesses practical insights into the most effective digital content marketing tactics for engaging customers and cultivating loyalty. This can result in more focused and effective marketing endeavours, ultimately leading to increased client loyalty and contentment. The study aims to enhance comprehension of the function of digital content marketing in the fashion sector, specifically in the setting of Abuja. It will showcase successful methods and new developments, providing useful knowledge for other fashion companies and individuals involved in the sector.

In addition, as fashion enterprises enhance their digital content strategy based on research findings, consumers should expect to receive more captivating, pertinent, and tailored material. This heightened experience can result in more profound emotional bonds with brands and increased overall contentment. Enhanced content marketing can offer consumers a greater abundance of important information regarding items, trends, and promotions, so assisting them in making more knowledgeable purchasing choices.

Moreover, the study's findings might provide policymakers with valuable insights into the specific requirements and obstacles faced by the fashion industry in relation to digital marketing. This data can be utilised to create supportive policies and initiatives that improve the digital marketing capabilities of small and medium-sized enterprises (SMEs). Insights can be utilised by industry support organisations to create focused training and support programs for fashion businesses. This will assist them in efficiently utilising digital content marketing to establish client loyalty. Investors can obtain valuable information on the efficacy of digital content marketing tactics in the fashion industry, which can guide their investment choices and aid in assessing the possibilities for business expansion.

Moreover, this research will contribute to the scholarly body of knowledge on digital content marketing and client loyalty, specifically in the Nigerian fashion industry. This will serve as a case study for researchers who are interested in comprehending the intricacies of digital marketing in developing economies. The research may uncover deficiencies and domains for further exploration, therefore facilitating additional studies on digital marketing tactics and their influence on diverse businesses and marketplaces.

1.7 Scope of the study

Broadly, this study focus is to critically assess the effectiveness of digital content marketing in enhancing customer loyalty among fashion businesses in Abuja. Specifically, this study seeks to assess the effect of content marketing on sales, assess the effect of content marketing on customer’s engagement and assess the effect of content marketing on customers repeat purchasing. 

Further, this study will focus on assessing the effect of content marketing on customer’s retention rate and it also seeks to identify obstacles that fashion businesses in Abuja encounter when executing digital content marketing strategies.

 The study is carried out in Abuja, Nigeria. 

1.8 Limitations of the study

As with any human endeavour, the researchers experienced many minor constraints during the investigation. The main limitation was the lack of extensive literature on the subject, due to the limited availability of data regarding the evaluation of how digital content marketing improves customer loyalty in fashion firms in Abuja. Hence, a significant allocation of time and exertion was necessary to ascertain the appropriate materials, books, or information and gather data. 

Furthermore, this study is constrained by its small sample size and narrow geographical scope, focussing solely on Abuja, Nigeria. Therefore, the conclusions of this study cannot be extended to other situations, thus requiring further investigation. 

Moreover, the researcher's restrictions were primarily due to financial constraints, as they are a student without a source of income to sustain themselves. The exorbitant transportation costs at the research location, exacerbated by the prevailing inflation in Nigeria, posed a significant challenge in meeting the expenses associated with transportation.

Furthermore, the researcher faced a time constraint due to the need to do this research while still fulfilling the obligations of attending lectures and participating in other educational activities.

1.9 Definition of terms

Content marketing: Content marketing is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when it's time to buy what you sell.

Customer loyalty: Customer loyalty is a measure of a customer's likeliness to do repeat business with a company or brand. It is the result of customer satisfaction, positive customer experiences, and the overall value of the goods or services a customer receives from a business.

Brand awareness: brand awareness is the measure of how memorable and recognizable a brand is to its target audience. Establishing brand awareness is a powerful marketing strategy that leads consumers to develop an instinctive preference towards a brand and its products.

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