Inbound Marketing and Consumer Awareness of Bolt Nigeria in Ilorin, Kwara State

This study titled “Inbound Marketing and Consumer Awareness of Bolt Nigeria in Ilorin, Kwara State” explores how inbound marketing strategies impact consumer awareness in a digitally driven environment. The objective was to examine the influence of key inbound marketing components, content creation, content channel, content promotion, and content conversion on different dimensions of consumer awareness such as brand visibility, cultural-social perception, and price awareness. The study adopted quantitative research design using structured questionnaires distributed to students of the University of Ilorin, who are frequent users of Bolt’s ride-hailing services. A sample size of 400 was drawn using a simple random sampling technique. Data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that all four components of inbound marketing significantly influence various aspects of consumer awareness. Specifically, content creation strongly affects brand awareness, content channels enhance brand visibility, content promotion boosts cultural-social awareness, and content conversion influences consumers' price sensitivity and purchase decisions. The study concludes that inbound marketing is a powerful tool for building consumer awareness in the digital age. It recommends that Bolt Nigeria should invest more in producing relevant and engaging content, utilize diverse digital channels effectively, promote content through both organic and paid means, and prioritize conversion strategies that align with consumer preferences. These efforts will not only improve customer awareness but also foster long-term customer engagement and loyalty.