Nigerian Journal of Banking and Financial Issues (NJBFI)

CONTENT MARKETING AND BUILDING BRAND AWARENESS OF RED BULL PRODUCT IN ADO-EKITI, EKITI STATE, NIGERIA

Abstract

This study examined the effect of content marketing on building brand awareness of Red Bull among consumers in Ado-Ekiti. The specific objectives of the study were to examine the effect of blog post, video content and social media content on building brand awareness of Red Bull among consumers in Ado-Ekiti. The study utilized descriptive research design. The study used primary source for its data.  The population includes all active Red Bull consumers living in Ado-Ekiti, Ekiti State estimated at approximately 25,000 individuals based on local market and retail estimates. Using Krejcie & Morgan’s table for population sampling, a representative sample of 380 respondents was selected. A stratified random sampling technique was used to ensure representation across gender, age groups, and educational levels. The study was analyzed and tested through multiple regression. The findings revealed that blog post, video content and social media content have significant effect on building brand awareness of Red Bull among consumers in Ado-Ekiti. The study concluded in line with the findings. The study attracts the following recommendations: Blog post should be embraced in enhancing the building of more brand awareness, Video content should be point of focus in to create brand awareness for red bull product and the company should be tactical in utilising social media content as a crucial marketing strategy that build wide brand awareness.