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.
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For the full publication, please contact the author directly at: zainabharuna4321@gmail.com
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Institutions
- University of Ilorin, Kwara State 398
- University of Jos, Jos, Plateau State 19
- University of Lagos 18
- University of Maiduguri ( - Elearning), Maiduguri, Borno State 3
- University of Maiduguri, Borno State 109
- University of Nigeria, Nsukka, Enugu State 269
- University of Port Harcourt Teaching Hospital, Port Harcourt , River State 5
- University of Port-Harcourt, Rivers State 173
- University of Uyo, Akwa Ibom State 206
- Usmanu Danfodio University, Sokoto, Sokoto State 245