An examination of ethical advertising on consumer behavior: A case study of a tech firm in Kaduna.
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Background of the study:
Ethical advertising has become a focal point for businesses striving to establish trust and influence consumer behavior, particularly in the technology sector. In Kaduna, a tech firm has adopted ethical advertising practices that emphasize transparency, accuracy, and social responsibility. This study investigates how ethical advertising influences consumer behavior, including attitudes, purchasing decisions, and brand loyalty. The firm’s advertising strategies focus on honest communication and socially responsible messaging, which are disseminated through both digital and traditional media channels (Eze, 2023). By prioritizing ethical values, the tech firm aims to counteract the negative perceptions often associated with aggressive marketing tactics. The study examines the extent to which these ethical advertising practices alter consumer perceptions and enhance their trust in the brand. It also explores the role of authenticity in advertising messages and how it affects consumer decision-making. With the rapid evolution of the tech industry and increasing consumer scrutiny, ethical advertising is emerging as a crucial factor in building long-term relationships. The research seeks to provide insights into how ethical advertising can be optimized to better align with consumer expectations and drive sustainable business growth (Udo, 2024).
Statement of the problem:
Despite widespread adoption of ethical advertising in the tech sector, its direct impact on consumer behavior remains underexplored in Kaduna. Consumers may be skeptical about the genuineness of ethical claims if not consistently upheld, leading to ambivalence in purchasing decisions. The challenge lies in quantifying how ethical advertising affects consumer behavior while controlling for other variables influencing market performance. Inconsistencies in message delivery and audience perception further complicate the evaluation of ethical advertising’s effectiveness. Without clear evidence linking ethical practices to consumer behavior changes, tech firms risk investing in strategies that do not yield the desired trust and loyalty, ultimately affecting their competitive advantage (Chidera, 2024).
Objectives of the study:
To examine the impact of ethical advertising on consumer behavior in a tech firm.
To assess consumer perceptions of the firm's ethical advertising practices.
To identify effective strategies for enhancing ethical advertising in the tech industry.
Research questions::
How does ethical advertising influence consumer behavior?
What are the main consumer perceptions regarding ethical advertising practices?
Which ethical advertising strategies are most effective in the tech sector?
Significance of the study
This study provides crucial insights for tech firms by linking ethical advertising practices with consumer behavior outcomes. The findings will assist companies in refining their advertising strategies to build trust, improve consumer engagement, and foster long-term brand loyalty. These insights contribute to academic research on ethical marketing and offer practical guidelines for the tech industry (Ibrahim, 2024).
Scope and limitations of the study
The study is limited to a tech firm in Kaduna and focuses solely on the impact of ethical advertising on consumer behavior. Other influencing factors are not considered.
Definitions of terms
Ethical advertising: Advertising practices that emphasize honesty, transparency, and social responsibility.
Consumer behavior: The decision-making processes and actions of consumers in response to marketing communications.
Tech firm: A company engaged in the development, manufacturing, or marketing of technology-based products.
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