Brand page content and consumer engagement in the nigerian online brand community: An empirical evidence

This paper examined the influence of brand page content on consumer engagement in the online brand community in Nigeria. Although studies on content marketing and consumer engagement are gorged in the extant brand management literature, studies that investigate the empirical nexus between brand page content and consumer engagement in a typical Sub-Sahara African context is largely under-researched and under-reported. The study employed survey design and the population comprised active Facebook followers of the brand page of some selected fast- moving-consumer-goods firms in Nigeria. The sampling method adopted was convenience and a sample of 288 respondents was statistically drawn using Topman formula. Questionnaire was the research instrument and it was administered via online. The hypothesized relationships were tested using multiple regressions. The paper discovered that brand page content significantly influences consumer engagement in the online brand community. It discovered that favourable perceptions, evaluation, and interpretation of brand page content as informative, entertaining, originality, relational and economic value, positively influence consumer engagement in an online brand community. Firms in Nigeria investing in social media content marketing should direct brand page’s manager to ensure brand page content is optimizedfor better engagement by designing, creating and displaying posts that offer consumers the opportunities to acquire valuable knowledge, discounts/rewards and connect them with other like-minded consumers, and such posts must be entertaining, fresh, innovative, creative, amusing, and catchy.