INFLUENCE OF EMAIL MARKETING ON BRAND ENGAGEMENT: A STUDY OF EKEHUAN CAMPUS, UNIVERSITY OF BENIN STUDENTS
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Abstract
This study examined the Influence of Email Marketing on Brand Engagement: A Study of Ekehuan Campus, University of Benin Students. The objective was to evaluate the extent at
which Uniben students are exposed to email marketing, to find out the perception of Uniben students toward email marketing, to ascertain the impact of email marketing on Brand Engagement amongst students of Uniben. To provide a theoretical framework, the study was anchored on the Technology Acceptance Model (TAM). It’s is a theoretical framework developed to understand and predict users' acceptance and adoption of new information technologies. Survey research design was adopted with a sample size of 343, and questionnaire as the primary instrument of data collection. Findings from the analysis of the data gathered showed that email marketing plays a crucial role in capturing students' attention and fostering brand engagement. Factors such as personalized content, frequency of emails, and relevance of the messages were found to be key determinants of brand engagement through email marketing efforts. Additionally, the study highlighted the importance of leveraging email marketingasastrategic tool to build and strengthen relationships with the student demographic. Overall, the conclusions drawn from the research underscore the significance of incorporating effective email
marketing strategies to enhance brand engagement among university students. Hence, this study recommends that Companies should ensure that emails are mobile-friendly to accommodate the increasing use of smartphones among students for accessing emails. Also, there is need to strike a balance between maintaining regular communication and avoiding email fatigue by carefully scheduling and managing email frequency.
which Uniben students are exposed to email marketing, to find out the perception of Uniben students toward email marketing, to ascertain the impact of email marketing on Brand Engagement amongst students of Uniben. To provide a theoretical framework, the study was anchored on the Technology Acceptance Model (TAM). It’s is a theoretical framework developed to understand and predict users' acceptance and adoption of new information technologies. Survey research design was adopted with a sample size of 343, and questionnaire as the primary instrument of data collection. Findings from the analysis of the data gathered showed that email marketing plays a crucial role in capturing students' attention and fostering brand engagement. Factors such as personalized content, frequency of emails, and relevance of the messages were found to be key determinants of brand engagement through email marketing efforts. Additionally, the study highlighted the importance of leveraging email marketingasastrategic tool to build and strengthen relationships with the student demographic. Overall, the conclusions drawn from the research underscore the significance of incorporating effective email
marketing strategies to enhance brand engagement among university students. Hence, this study recommends that Companies should ensure that emails are mobile-friendly to accommodate the increasing use of smartphones among students for accessing emails. Also, there is need to strike a balance between maintaining regular communication and avoiding email fatigue by carefully scheduling and managing email frequency.
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