An appraisal of ethical advertising on consumer attitudes: A study of a financial institution in Abuja
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Background of the study
Ethical advertising is emerging as a critical component in the financial services sector, where transparency and trust are paramount. In Abuja, financial institutions are increasingly adopting ethical advertising practices to build consumer trust and enhance their corporate image. This approach emphasizes honesty, social responsibility, and fairness in advertising messages, thereby reducing skepticism among consumers (Musa, 2023). Ethical advertising in the financial sector involves clear communication of product benefits, risks, and ethical commitments that align with consumer values (Bala, 2024). As the financial landscape in Abuja becomes more competitive and consumer awareness increases, ethical advertising strategies are essential in differentiating brands and building long-term customer relationships. However, there is a gap in empirical research on how ethical advertising affects consumer attitudes specifically within financial institutions. This study aims to explore the influence of ethical advertising on consumer attitudes, focusing on perceptions of trust, credibility, and loyalty. By examining these dynamics, the study seeks to offer actionable insights for financial institutions to refine their advertising strategies while promoting ethical practices (Salisu, 2025).
Statement of the problem
Despite the growing emphasis on ethical advertising in the financial sector, its impact on consumer attitudes remains inadequately explored. Financial institutions in Abuja have implemented ethical advertising strategies; however, inconsistent consumer responses raise concerns regarding their overall effectiveness (Musa, 2023). Consumers may question the authenticity of these initiatives if ethical messages are perceived as superficial or insincere, potentially undermining trust in the institution (Bala, 2024). Additionally, the competitive nature of the financial market complicates the ability to discern whether positive consumer attitudes are a result of ethical advertising or other extraneous factors. This study seeks to address these concerns by examining the relationship between ethical advertising and consumer attitudes within a financial institution in Abuja, providing clarity on whether such strategies effectively foster trust and loyalty (Salisu, 2025).
Objectives of the study:
To evaluate the influence of ethical advertising on consumer attitudes in a financial institution.
To identify key ethical elements that drive consumer trust and loyalty.
To recommend strategies for enhancing ethical advertising practices.
Research questions:
How does ethical advertising influence consumer attitudes in the financial sector?
Which ethical advertising elements most effectively build trust and loyalty?
How can financial institutions optimize their ethical advertising strategies?
Significance of the study
This study provides critical insights into the role of ethical advertising in shaping consumer attitudes within financial institutions. The findings will help banks and financial service providers refine their advertising strategies to build stronger consumer trust and enhance their market reputation. By addressing current gaps in research, the study contributes to both academic literature and practical applications in ethical marketing. The recommendations offered may serve as a guideline for developing advertising campaigns that resonate with ethical consumer values, ultimately leading to sustained customer loyalty (Bala, 2024).
Scope and limitations of the study:
The study is limited to evaluating the impact of ethical advertising on consumer attitudes within a specific financial institution in Abuja, Nigeria. The findings are contextual and may not apply to other sectors or regions.
Definitions of terms:
Ethical Advertising: Advertising practices that emphasize transparency, honesty, and social responsibility.
Consumer Attitudes: Consumers’ overall perceptions, feelings, and behavioral intentions toward a brand.
Financial Institution: An organization providing financial services such as banking, investment, and insurance.
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