Linking Integrated Marketing Communications to Consumer Engagement: Perspectives of Luxury Fashion Users at University of Lagos Business School, Lagos State, Nigeria

Abstract

This study examined the influence of Integrated Marketing Communications (IMC) on consumer engagement with luxury fashion brands, focusing on users of premium luxury fashion among participants of the University of Lagos Business School (ULBS). The study addresses a notable gap in literature, where IMC research has largely been concentrated in developed luxury markets, with limited empirical attention to emerging economies such as Nigeria. A quantitative research design was adopted, using a structured questionnaire administered to 137 ULBS participants, with 103 valid responses analysed. Data were examined using descriptive and inferential statistics to determine the extent to which IMC dimensions influence consumer engagement. Findings reveal that IMC significantly enhances consumer engagement, with digital marketing and public relations emerging as the strongest predictors. The results further indicate that luxury consumers in Nigeria respond more positively to communication strategies that are consistent, authentic, and culturally aligned with their identity aspirations. Based on the findings, the study recommends that luxury fashion brands in Nigeria prioritise integrated digital marketing and public relations strategies that emphasise authenticity, cultural relevance, and interactive engagement. Brands are also encouraged to strengthen message consistency across all communication channels and reduce reliance on fragmented promotional efforts. Furthermore, luxury marketers should adopt consumer-centred IMC approaches that foster trust, emotional connection, and identity-based engagement through storytelling and experiential communication. The study contributes to IMC literature by contextualising its effectiveness within an emerging luxury market and offers practical insights for managers on designing integrated, trust-driven, and digitally enabled communication strategies that enhance engagement, loyalty, and long-term brand equity.