Marketing Communication Strategies and Product Awareness Among Youth Consumers in Enugu State

This study examines the relationship between marketing communication strategies and product awareness levels among youth consumers in Enugu State, located in Nigeria's South East geopolitical zone. Youth consumers represent a rapidly growing and influential market segment in Nigeria, characterised by high social media engagement, price sensitivity, and brand consciousness. This research adopts a descriptive survey design with data collected from 150 young consumers aged 18 to 35 through structured questionnaires administered in Enugu metropolis. Analysis was conducted using descriptive statistics and regression. The study evaluates five marketing communication tools: television advertising, social media advertising, influencer marketing, out-of-home advertising, and promotional events, mapping each against product awareness indices. Findings reveal that social media advertising and influencer marketing are the strongest predictors of product awareness among youth consumers in Enugu, surpassing traditional television and outdoor advertising in both reach and engagement effectiveness. Promotional events generated the highest in-person awareness impact but were limited in geographic reach. The study also finds that message clarity and creative appeal are key moderating variables that enhance the effectiveness of all communication channels. Recommendations include that firms targeting youth consumers in Enugu prioritise digital advertising budgets, partner with local social media influencers, and design visually compelling campaign content. Keywords: marketing communication, product awareness, youth consumers, Enugu State, digital advertising.