An examination of digital marketing ethics on consumer trust: A case study of a non-profit organization in Lagos, Nigeria
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- Table of Content: Available
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- NGN 5000
Background of the Study:
Digital marketing ethics refer to the principles and standards that guide the conduct of online marketing activities. In Lagos, a non-profit organization has embraced ethical digital marketing practices to foster transparency and build consumer trust. This case study explores how ethical considerations—such as data privacy, honest communication, and social responsibility—impact consumer trust in digital channels. The organization emphasizes adherence to ethical guidelines while leveraging social media, email campaigns, and content marketing to communicate its mission. By maintaining transparency and ensuring that all marketing practices align with moral standards, the non-profit aims to create a positive brand image and encourage donor as well as volunteer support. Advanced analytics and consumer feedback are used to evaluate how ethical messaging influences trust and engagement. The study also examines challenges such as balancing persuasive marketing with honesty, dealing with misinformation, and the potential reputational risks when ethical boundaries are blurred. Understanding these dynamics is critical for non-profits seeking to maximize impact while upholding integrity in digital marketing. This research combines quantitative survey data and qualitative interviews with stakeholders to assess the relationship between digital marketing ethics and consumer trust in a competitive digital environment (Adekunle, 2023; Olubunmi, 2024).
Statement of the Problem:
The non-profit organization in Lagos faces challenges in maintaining consistent consumer trust amid increasing digital marketing competition. Ethical lapses by other organizations and occasional miscommunication risk eroding trust despite the non-profit’s commitment to ethical practices. These issues hinder donor confidence and volunteer engagement, underscoring the need to examine how strictly ethical digital marketing can safeguard consumer trust (Chinwe, 2023).
Objectives of the Study:
To evaluate the role of digital marketing ethics in building consumer trust.
To identify challenges in maintaining ethical standards in digital marketing.
To recommend best practices for ethical marketing to enhance trust.
Research Questions:
How do ethical digital marketing practices influence consumer trust?
What challenges do non-profits face in upholding digital marketing ethics?
What strategies can strengthen ethical practices to improve consumer trust?
Significance of the Study:
This study provides valuable insights into how ethical digital marketing can enhance consumer trust, especially for non-profit organizations. The findings will assist practitioners in developing transparent strategies that bolster credibility and stakeholder engagement (Olubunmi, 2024).
Scope and Limitations of the Study:
The study focuses on a single non-profit organization in Lagos and examines its digital marketing ethics. It does not cover for-profit sectors or offline ethical issues.
Definitions of Terms:
Digital Marketing Ethics: Standards guiding responsible online marketing practices.
Consumer Trust: Confidence consumers have in the honesty and reliability of a brand.
Non-Profit Organization: An organization operating for social benefit rather than profit.
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