INFLUENCE OF CAUSE MARKETING CAMPAIGNS ON CONSUMER ENGAGEMENT: A STUDY OF UNILEVER’S PERSONAL CARE PRODUCTS AMONG POSTGRADUATE STUDENTS

Abstract

In Nigeria's competitive fast-moving consumer goods (FMCG) sector, brands increasingly leverage cause-related marketing to foster consumer engagement while addressing social issues. This study examines how distinct dimensions of cause marketing—campaign type, perceived authenticity, campaign reach and visibility, and consumer-brand alignment— influence consumer engagement outcomes (brand loyalty, purchase intention, social media interaction, and word-of-mouth recommendations) among postgraduate students at Covenant and Bells Universities. Grounded in Social Exchange Theory and the Theory of Planned Behavior, the research adopts a quantitative, cross-sectional survey design. A sample of 287 respondents was selected via stratified random sampling, and data were collected through structured questionnaires validated for reliability (Cronbach’s α ≥ 0.70). Findings reveal that campaign type significantly enhances brand loyalty (r = 0.320, p < 0.05), while perceived authenticity positively impacts purchase intention (r = 0.310, p < 0.05). Campaign reach and visibility drive social media interaction (r = 0.360, p < 0.05), and consumer-brand alignment strengthens word-of-mouth recommendations (r = 0.320, p < 0.05). The study highlights the critical role of authenticity and strategic alignment with consumer values in mitigating skepticism and fostering long-term engagement. These insights offer practical guidance for FMCG marketers in Nigeria to design transparent, culturally resonant campaigns that balance profit motives with genuine social impact. By bridging gaps between global cause-marketing strategies and Nigeria’s socio-cultural context, the study contributes to theory and practice, advocating for ethical, consumer-centric approaches in emerging markets.