The Impact of Content Marketing on Product Acceptability
Student: Zainab Haruna (Project, 2025)
Department of Marketing
Kaduna Polytechnic, Kaduna
Abstract
“The Impact of Content Marketing on Product Acceptability” among selected MSMEs in Kaduna Metropolis. The objectives were to assess how content marketing influences product acceptability, identify mediating factors, explore effective strategies, and recommend optimization measures. Both primary and secondary data were utilized. A sample of 227 MSME operators was drawn from a population of 525 using the Yamane (1976) formula. Data were collected through questionnaires and analyzed using descriptive statistics. Findings revealed that content marketing enhances product visibility, builds brand trust, and increases customer engagement. The study concludes that MSMEs leveraging content marketing — particularly localized and culturally relevant content — experience improved product acceptability. Recommendations include the use of data analytics, influencer partnerships, and the creation of Hausa-language content to increase local relevance.
Keywords
For the full publication, please contact the author directly at: zainabharuna4321@gmail.com
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Institutions
- Federal University of Technology, Minna, Niger State 47
- Federal University of Technology, Owerri, Imo State 95
- Federal University Oye-Ekiti, Ekiti State 41
- Federal University, Birnin-Kebbi, Kebbi State 37
- Federal University, Dutse, Jigawa State 6
- Federal University, Dutsin-Ma, Katsina State 63
- Federal University, Gashua, Yobe State 3
- Federal University, Gusau, Zamfara State 14
- Federal University, Kashere, Gombe State 1
- Federal University, Lafia, Nasarawa State 6