An assessment of the impact of digital marketing on consumer trust in Ijebu-Ode Local Government, Ogun State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Background of the Study:
Digital marketing has transformed the way businesses interact with consumers by providing innovative avenues for advertising, customer engagement, and brand building. In Ijebu-Ode Local Government, Ogun State, digital marketing strategies such as social media campaigns, influencer partnerships, and targeted advertisements are reshaping consumer trust and purchasing behavior (Afolabi, 2023). As companies increasingly rely on digital channels to promote their products and services, building and maintaining consumer trust becomes a critical factor for business success. The interactive nature of digital marketing allows consumers to directly engage with brands, providing feedback and sharing experiences, which can either strengthen or undermine trust (Babatunde, 2024). Despite the advantages, challenges such as data privacy concerns, online scams, and misleading advertisements pose risks to consumer confidence. This study examines how digital marketing influences consumer trust in Ijebu-Ode, focusing on the strategies that foster genuine engagement and long-term loyalty (Daramola, 2023). The insights gained will help businesses refine their digital marketing approaches and contribute to more transparent and trustworthy online commercial practices.
Statement of the Problem:
While digital marketing offers significant opportunities for businesses in Ijebu-Ode, there is limited understanding of how it affects consumer trust. Misleading advertisements, privacy issues, and fraudulent practices can erode consumer confidence, ultimately impacting purchasing behavior. This study seeks to evaluate the impact of digital marketing on consumer trust and identify strategies to enhance transparency and credibility (Afolabi, 2023).
Objectives of the Study:
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To assess the impact of digital marketing on consumer trust in Ijebu-Ode Local Government.
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To identify factors that influence trust in digital marketing efforts.
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To propose recommendations for enhancing consumer trust through digital marketing.
Research Questions:
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How does digital marketing influence consumer trust in Ijebu-Ode?
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What factors affect the level of trust consumers place in digital marketing?
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How can digital marketing strategies be improved to enhance consumer trust?
Research Hypotheses:
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Digital marketing positively influences consumer trust in Ijebu-Ode Local Government.
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Transparency and data privacy significantly affect consumer trust in digital marketing.
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Effective engagement strategies lead to higher levels of consumer loyalty.
Significance of the Study:
This study will provide valuable insights for marketers and business owners by highlighting effective digital marketing practices that build consumer trust and promote sustainable business growth in Ijebu-Ode Local Government (Babatunde, 2024).
Scope and Limitations of the Study:
The study is limited to assessing the impact of digital marketing on consumer trust in Ijebu-Ode Local Government, Ogun State.
Definitions of Terms:
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Digital Marketing: The use of online platforms and tools to promote products and services.
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Consumer Trust: The level of confidence consumers have in a brand or marketing message.
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Transparency: Openness and clarity in the communication of business practices and information.
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