PERSPECTIVES OF ABUJA RESIDENTS ON THE INTERRELATIONSHIP BETWEEN DIGITAL ADVERTISING, BRAND POSITIONING AND CONSUMER ENGAGEMENT

Abstract

This study investigated the interrelationship between digital advertising, brand positioning, and consumer engagement in Abuja's Federal Capital Territory (FCT). A cross-sectional survey of 250 consumers across five municipal area councils was conducted. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The analysis of primary data collected revealed that positioning clarity positively impacts engagement intensity (β = 0.42, p < 0.001), cross-media consistency promotes brand positioning outcomes (β = 0.37, p < 0.001), and journey-timed retargeting enhances engagement quality (β = 0.29, p < 0.01). Consumer engagement partially mediates these relationships. The study concludes that contemporary digital advertising strategies significantly influence consumer-brand relationships in Nigeria's capital city.