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Author(s): Winny Oboko (Ph.D.), Olanrewaju Balogun.

Volume/Issue: Volume 9, Issue 2 (2026)

Page No: 182-201

Journal: African Journal of Economics and Sustainable Development (AJESD)

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Abstract:

This study explores how digital marketing strategies influence customer engagement within social media advertising, with particular attention to consumers in the United Kingdom. As digital platforms increasingly shape the way organisations communicate with their audiences, understanding the mechanisms that drive engagement has become more important. Drawing on customer engagement theory and contemporary digital marketing literature, the study examines how strategic content and communication approaches affect the way consumers interact with brand-related messages online. A quantitative research design was employed, with data collected through a structured questionnaire distributed to social media users. In total, 46 valid responses were analysed using descriptive statistics, correlation analysis, and regression techniques. The results indicate a statistically significant relationship between digital marketing strategies and customer engagement. In particular, the findings suggest that well-designed digital strategies can meaningfully influence behaviours such as liking, sharing, commenting, and other forms of interaction with online advertisements. These findings underscore the value of creating content that is not only informative but also interactive and tailored to user preferences. Rather than viewing engagement as a passive outcome, the study highlights its dependence on how effectively organisations design and deliver their digital communications. The research contributes to ongoing academic discussions by offering empirical insight into the role of digital marketing strategies in shaping engagement within social media environments. From a practical standpoint, the study suggests that organisations should place greater emphasis on content quality, interactive communication, and data-driven personalisation. However, the findings should be interpreted with caution due to the relatively small sample size and the use of convenience sampling. Future research could build on this work by incorporating additional variables, such as trust and brand loyalty, as well as examining differences across platforms and cultural contexts.

Keywords:

Digital Marketing Strategies; Customer Engagement; Social Media Advertising; Consumer Behaviour; United Kingdom.

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