DIGITAL CONTENT MARKETING AND CUSTOMER ENGAGEMENT ON SOCIAL MEDIA PLATFORM CASE STUDY: POLO AVENUE

This study, titled Digital Content Marketing and Customer Engagement on Social Media Platforms: A Case Study of Polo Avenue, investigates the influence of content type, content format, and content quality on customer engagement dimensions — personalisation, emotional connection, and community involvement — within Nigeria’s luxury fashion sector. The objectives were to determine whether content type affects personalisation, content format influences emotional connection, and content quality enhances community involvement. A quantitative research design was employed using a descriptive survey method. The population comprised Polo Avenue’s social media followers, and a sample of 398 respondents was selected through simple random sampling. Data were collected via structured questionnaires and analysed using descriptive statistics, correlation, and regression analysis in SPSS 26. The regression analysis revealed no statistically significant relationships: content type and personalisation (β = -0.010, R = 0.010, R² = 0.000, p = 0.846), content format and emotional connection (β = -0.014, R = 0.013, R² = 0.000, p = 0.788), and content quality and community involvement (β = -0.026, R = 0.025, R² = 0.001, p = 0.623). These findings indicate that varying content type, format, or quality in isolation may not significantly drive engagement in the luxury fashion context. The study recommends that Polo Avenue adopt more audience-specific, authentic, and interactive strategies such as personalised campaigns, participatory content, and influencer collaborations to strengthen engagement. In conclusion, the research suggests that luxury fashion brands must go beyond content quality and variety, embedding relevance, authenticity, and interactivity to achieve meaningful customer engagement.