AKENZUA Princess
Oghogho Uyi Theresa
&
OSEYOMON Ehi Patrick
Department of Marketing,
Faculty of Management Sciences
University of Benin, Benin City. Edo State, Nigeria
Abstract
This research explores the influence of faith-based marketing on customer engagement within the health and wellness product sector in Benin City. The primary objectives of the study were to assess the impact of product authenticity, interactivity, religiosity, and inclusivity on customer engagement in this particular market. Employing a survey research design, the study targeted a diverse population of health and wellness product consumers in Benin City. The research instrument utilized was a structured questionnaire, and data analysis was conducted using inferential statistics via the Statistical Package for the Social Sciences (SPSS). The study’s outcomes encompass key findings, customer engagement was significantly influence by product authenticity, interactivity, and religiosity, whereas customer engagement was not-significantly influenced by inclusivity. It was concluded that by prioritizing product authenticity, fostering interactivity, and incorporating elements of religiosity, marketers can tailor their strategies to align with the cultural and religious context of the region. It was further recommended that marketers should foster stronger connections with consumers and drive engagement in the competitive health and wellness market by adopting the identified variables in faith-based marketing.
Keywords: Faith-based, Marketing, Engagement, Customers.
