INTERACTIVE CONTENTS MARKETING AND PATRONAGE OF LADIES WEARS PRODUCT IN UYO METROPOLIS, AKWA IBOM STATE, NIGERIA

Abstract

The aim of this study was to examine the effect of interactive contents marketing on product patronage of selected online ladies wears in Uyo, Akwa Ibom State. The survey research design was employed. The population of the study constituted customers from the three online shops selected by the researcher. Data were collected using questionnaire and analyzed using both mean and standard deviation and the hypotheses were tested using correlation and multiple regression analyses. The findings showed that interactive videos, interactive info graphics and interactive quizzes, all variables of interactive contents marketing, have positive effects on product patronage of ladies wears. Consequently, it was recommended that ladies wears online shops should sustain their interactive contents that is active, organic, and presents a consistent view of brands. They should ensure all brand elements such as logos, colours, branded hash tags, image etc. are present and consistent in their main websites. Also graphics elements such as filters on images, font for text in video and photographs are the same. They should ensure their profiles contain a secure link to their website and other relevant social media profiles. They should also partner with popular websites to host their business link page, thereby inviting other internet users to their interactive content home page.

 Keyword: Interactive contents marketing, Interactive videos, Interactive infographics, Interactive quizzes, Product patronage.