June 2025 Edition

THE IMPACT OF MULTI-CHANNEL COMMUNICATION AND MESSAGE FORMATS ON CONSUMER BRAND ENGAGEMENT: A CASE STUDY OF NESTLÉ PLC.

Jacob Olubukola OLADIPO, Jolaolu Olumide OYELEYE, Isaac AMOS, Bolarinwa Stephen OJO

Abstract

The study looks at the impact of multi-channel communication and message formats on consumer brand engagement, using Nestlé Plc as a case study. Data were collected through an online survey. A quantitative descriptive and inferential study design was utilized to look into the impact of social media, television (TV), and print media on customer involvement. Descriptive statistics imply that TV gives the highest individual brand engagement, with multiple channels increasing overall engagement. Initial ANOVA and regression analyses reveal no significant effect of social media, television or print, implying the presence of other influencing factors. However, a subsequent ANOVA demonstrates that all three channels have a considerable impact on the brand engagement, particularly social media. These mixed findings show the value of a deliberate, multi-channel communication approach for optimizing consumer engagement.

Keywords

Communication, Consumer Brand Engagement, Message Format, Multi-Channel.

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