ADVERTISING, BRANDING AND CONSUMER ENGAGEMENT IN THE DIGITAL MARKETPLACE: STRATEGIES FOR THE DIGITAL ERA

This study assessed the advertising, branding and consumer engagement in the digital marketplace: strategies for the digital era. The elaboration likelihood model (ELM) was anchored in this study. This study adopted a phenomenological research design. The population of the study consisted of digital consumers in Port Harcourt, Rivers State, Nigeria, estimated at over 1.8 million internet users as reported by the Nigerian Communications Commission (NCC, 2025), who actively engage in online commerce, social media interactions and digital brand experiences. A purposive sample of 30 participants was drawn, as phenomenological studies typically emphasise depth rather than breadth, and such a sample size allows for rich, detailed accounts while maintaining data manageability. Data were collected through semi-structured in-depth interviews, as this method provides flexibility to probe participants’ subjective experiences and uncover nuanced meanings. The data analysis employed thematic analysis using Colaizzi’s phenomenological method, which systematically extracts significant statements, formulates meanings and clusters themes to describe the essence of participants’ live experiences. The findings revealed that, advertising captured initial consumer attention, but branding sustained long-term engagement by reinforcing trust and identity. Consumers engaged more deeply when advertising messages aligned consistently with brand identity across platforms. Inconsistencies between advertising claims and branding narratives weakened consumer trust and reduced engagement. The study concluded that while advertising effectively attracts initial consumer attention, branding plays the critical role of building trust, consistency, and emotional connection, meaning that the integration of both strategies is essential for sustaining meaningful consumer engagement in the digital marketplace. The study recommended that advertising agencies and brand managers should ensure consistency between advertising messages and brand identity to build long-term consumer trust and engagement.