Buzz Marketing Strategies and Brand Performance of Fast-Moving Consumer Goods (FMCGS) Firms in South-South Zone, Nigeria

Abstract

This study examined Buzz Marketing strategies and Brand Performance of Fast Moving Consumer Goods (FMCGS) Firms in South-South Zone, Nigeria. Its aim was to determine the effects of Events/Interactive and Offline campaigning on Brand Performance of Fast Moving Consumer Goods (FMCGS) Firms in South-South Zone, Nigeria. The study adopted a descriptive survey research design. The population of the study consisted of employees of 20 selected Fast-Moving Consumer Goods firms in South South Zone, Nigeria. The sample size of the study was drawn from the total population of two hundred and eighty (280) employees of selected FMCGs firms in South South Zone, Nigeria. Because of the smallness of the population size, the entire population was adopted as the sample size for the study. Subsequently, a structured questionnaire was used to obtain primary data for the study. The data obtained were descriptively analysed while hypotheses testing were executed using simple linear regression. Consequently, the findings of the study revealed that Buzz Marketing strategies tested (Events/Interactive and Offline campaigning) had significant positive effects on Brand Performance of Fast Moving Consumer Goods (FMCGS) Firms in South-South Zone, Nigeria. Furthermore, the study made practical recommendations which could be applied by players in the Fast Moving Consumer Goods industry.

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