IMPACT OF EDUCATION CONTENT MARKETING AND COMMUNITY ENGAGEMENT ON USER ADOPTION IN THE NIGERIAN CRYPTO ECOSYSTEM: A STUDY OF AZZA

Author

Ngwube Precious Nzubechukwu,Abiodun Joachim


Abstract

 Nigeria is one of the world’s leading cryptocurrency markets, yet high awareness of digital assets does not automatically translate into active and sustained platform use. Knowledge barriers, trust deficits, security concerns, and complicated onboarding processes continue to create an awareness–adoption gap. This study examined the impact of education content marketing and community engagement on user adoption in the Nigerian cryptocurrency ecosystem, using Azza, a WhatsApp-based cryptocurrency trading platform, as a case study. The study was anchored on the Technology Acceptance Model, the Unified Theory of Acceptance and Use of Technology, and Diffusion of Innovation theory. A quantitative content-analysis and correlational design was applied to 181 publicly accessible content units published on Azza’s Twitter (X), Medium, and YouTube channels between January and December 2025. Standardised engagement rates were used as proxies for awareness, behavioural intention, and onboarding intent, while structured observations of the WhatsApp community supplied qualitative evidence on trust and social validation. Descriptive statistics, an independent-samples t-test, Pearson correlations, multiple linear regression, and one-way analysis of variance were conducted using IBM SPSS Statistics. Tutorial content recorded a higher mean engagement rate than promotional content, but the difference was not statistically significant, t(156) = 0.852, p = .395. Content quality was a significant positive predictor of engagement in the focused model (β = .342, p < .001) and the full model (β = .201, p = .009). Call-to-action presence was positively associated with engagement (r = .210, p = .005). Platform differences were substantial, F(2, 178) = 44.26, p < .001, with Medium articles recording a mean engagement rate approximately nineteen times that of Twitter posts. Qualitative observations indicated that peer support, user testimonials, and moderator responsiveness reinforced trust and social validation. The study concludes that education-first, community-reinforced marketing can support cryptocurrency adoption intent when content quality and channel choice are prioritised.



Keywords

Education content marketing; community engagement; cryptocurrency adoption; fintech marketing; user engagement; Nigeria



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References


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