AN INVESTIGATION OF CONTENT MARKETING ETHICS ON CONSUMER TRUST: A STUDY OF A NON-PROFIT ORGANIZATION IN ABUJA, NIGERIA.
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Background of the study:
Content marketing ethics are critical in fostering consumer trust, particularly for non-profit organizations that rely on donor support and volunteer engagement. In Abuja, non-profits are increasingly scrutinized for the authenticity and transparency of their content marketing efforts (Chinwe, 2023). Ethical content marketing involves honest storytelling, proper attribution, and clear disclosure of funding sources, which help to build credibility and foster trust among stakeholders. By communicating their mission and impact in an ethical manner, non-profit organizations can strengthen their relationships with donors and beneficiaries alike. However, challenges such as the temptation to exaggerate success stories and the pressure to attract funding may compromise ethical standards. This study explores the role of content marketing ethics in shaping consumer trust for non-profit organizations in Abuja. It examines the interplay between ethical content practices and trust-building, and provides insights into how non-profits can maintain high ethical standards while effectively communicating their cause (Ibrahim, 2024).
Statement of the problem:
Non-profit organizations in Abuja face challenges in maintaining ethical content marketing practices due to funding pressures and competitive environments. Instances of ambiguous messaging and inadequate disclosures can erode consumer trust (Chinwe, 2023), necessitating a detailed examination of ethical practices in content marketing to safeguard and enhance trust (Ibrahim, 2024).
Objectives of the study:
To assess the impact of ethical content marketing on consumer trust.
To identify ethical challenges in non-profit marketing.
To recommend strategies for upholding ethical standards.
Research questions:
How does ethical content marketing affect consumer trust?
What ethical challenges do non-profits face in content creation?
What measures can enhance ethical practices in content marketing?
Significance of the study:
The study offers actionable recommendations for non-profit organizations in Abuja to strengthen consumer trust through transparent and ethical content marketing, thereby boosting donor engagement and support (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to a non-profit organization in Abuja, focusing exclusively on content marketing ethics and its impact on consumer trust.
Definitions of terms:
Content Marketing Ethics: Principles ensuring honesty and transparency in content creation.
Consumer Trust: Confidence in the integrity and reliability of an organization.
Non-Profit Organization: An organization that operates for a social or charitable purpose.
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