TITLE:
Research on the New Media Marketing Strategies of Fabrar Liberia
AUTHORS:
Augusline Euphemia Wheaton, Xiaojuan Zhang
KEYWORDS:
Fabrar Liberia, Agribusiness Branding, Digital Strategy, New Media Marketing
JOURNAL NAME:
Open Access Library Journal,
Vol.12 No.9,
September
11,
2025
ABSTRACT: In today’s digital economy, the ability of businesses to effectively harness new media marketing is critical to brand growth, customer engagement, and market expansion. In Liberia, many local companies face challenges in adapting to modern marketing trends due to limited digital literacy, infrastructure, and strategic planning. Fabrar Liberia, a leading agro-processing company focused on rice and spice production, has made efforts to engage consumers online but continues to face constraints in maximizing the potential of digital platforms. This research investigates the core problem of inadequate and under-optimized new media marketing strategies within Fabrar’s digital communication approach. To analyze this issue, the study applies the AIDA model (Attention, Interest, Desire, Action) as a theoretical framework, along with key principles from Integrated Marketing Communication (IMC) theory. A quantitative research method was employed, utilizing online questionnaires to collect data from existing customers, online followers, and members of the general public familiar with Fabrar’s brand. The questionnaire focused on measuring audience awareness, engagement behaviors, platform preferences, content expectations, and perceptions of Fabrar’s digital presence. Results from the survey reveal that while Fabrar enjoys a level of brand recognition and goodwill, its online content lacks consistency, multimedia diversity, and tailored messaging that resonates with consumers, digitally engaged consumers. The study recommends a more structured and data-informed new media strategy backed by three (3) tested hypotheses involving regular content planning, audience segmentation, platform-specific messaging, influencer partnerships, and increased platform engagement. Leveraging insights from the questionnaire, this research provides practical and scalable strategies for enhancing the digital marketing effectiveness of Fabrar and similar agribusinesses in emerging economies.