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
- UMA UKPAI SCHOOL OF THEOLOGY, UYO, AKWA IBOM STATE (AFFL TO UNIVERSITY OF UYO) 1
- Umaru Ali Shinkafi Polytechnic, Sokoto, Sokoto State 24
- Umaru Musa Yaradua University, Katsina, Katsina State 28
- Umca, Ilorin (Affiliated To University of Ibadan), Kwara State 1
- University of Abuja, Abuja, Fct 116
- University of Africa, Toru-Orua, Bayelsa State 4
- University of Benin, Benin City, Edo State 362
- University of Calabar Teaching Hospital School of Health Information Mgt. 1
- University of Calabar, Calabar, Cross River State 240
- University of Ibadan, Ibadan, Oyo State 14