An assessment of consumer data usage on personalized marketing: Evidence from a social media platform in Kaduna.
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Background of the study
Personalized marketing has revolutionized how brands communicate with consumers, largely driven by the extensive use of consumer data. In Kaduna, a popular social media platform employs sophisticated data analytics to tailor advertisements and content to individual user preferences. This approach enables more targeted and effective marketing campaigns, as consumer data—including browsing history, interests, and demographic information—is used to customize marketing messages (Chinwe, 2023; Musa, 2024). However, the practice of using personal data for marketing raises concerns about privacy and consent, as consumers are increasingly vigilant about how their data is utilized. The study investigates the extent to which personalized marketing, fueled by consumer data usage, influences consumer attitudes and purchase behavior. It also examines the trade-offs between personalization benefits and privacy risks. In addition, the research explores regulatory frameworks and best practices that ensure data is used ethically and transparently while still enabling marketers to deliver personalized content. The insights gathered aim to provide a balanced view of how consumer data usage in personalized marketing can drive engagement and revenue, while also maintaining trust and compliance with data protection standards.
Statement of the problem
While personalized marketing enhances consumer engagement, its reliance on extensive consumer data raises significant privacy concerns. The social media platform in Kaduna faces challenges in ensuring that data usage for personalization is both effective and ethically sound. Consumers may feel uneasy if they perceive that their personal information is being exploited, leading to diminished trust and potential disengagement. Furthermore, the lack of transparency in data handling and inconsistent consent mechanisms complicate the assessment of personalized marketing’s overall effectiveness. This uncertainty creates a gap in understanding how to balance the benefits of personalized marketing with the need to protect consumer privacy, potentially undermining marketing efforts if not properly addressed (Okafor, 2024).
Objectives of the study:
To assess the impact of consumer data usage on personalized marketing effectiveness.
To analyze consumer perceptions of data usage on the social media platform.
To recommend strategies for ethical and effective personalized marketing.
Research questions::
How does consumer data usage influence personalized marketing outcomes?
What are consumer attitudes towards data usage on social media platforms?
How can personalized marketing be optimized while safeguarding privacy?
Significance of the study
This study is significant for marketers and social media platforms aiming to optimize personalized marketing without compromising consumer trust. It offers actionable recommendations to ensure ethical data usage and transparency, thereby enhancing campaign effectiveness and customer satisfaction. The findings contribute to developing balanced marketing strategies that respect privacy while leveraging data for personalization, supporting both industry practice and academic research (Ibrahim, 2024).
Scope and limitations of the study
The study is limited to a social media platform in Kaduna and focuses exclusively on consumer data usage in personalized marketing. It does not address broader digital advertising practices.
Definitions of terms
Personalized marketing: Tailoring marketing messages to individual consumer preferences using data.
Consumer data usage: The collection and application of personal information for marketing purposes.
Social media platform: An online service that facilitates user interaction and content sharing.
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