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
impact content marketing product acceptability
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