An evaluation of personalized advertising and privacy trade-offs on consumer trust: Evidence from an online service in Kano.
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Personalized advertising uses consumer data to tailor marketing messages, enhancing relevance and engagement. However, this approach often involves trade-offs between personalization benefits and privacy concerns. In Kano, an online service has implemented personalized advertising strategies aimed at increasing user engagement and conversion rates. At the same time, the company faces growing consumer scrutiny over the extent of personal data usage and potential privacy intrusions (Adeniyi, 2023; Uche, 2024). This study investigates the balance between delivering personalized content and maintaining consumer trust in privacy. It explores the mechanisms of data collection, user profiling, and targeted messaging, while examining consumer attitudes toward these practices. The research assesses whether personalized advertising leads to higher satisfaction and loyalty or if privacy trade-offs result in skepticism and reduced trust. Additionally, the study evaluates the effectiveness of transparency measures, such as clear privacy notices and consent management systems, in mitigating negative perceptions. The goal is to provide actionable insights into optimizing personalized advertising strategies that do not compromise consumer privacy, thereby fostering a trustworthy digital environment that supports both business objectives and consumer rights.
Statement of the problem
Despite the benefits of personalized advertising, there is uncertainty regarding its impact on consumer trust when privacy trade-offs are involved. The online service in Kano faces challenges in balancing the need for data-driven personalization with the risk of infringing on consumer privacy. Consumers may feel uneasy if they perceive that their personal information is being over-utilized, leading to a decline in trust and engagement. Inconsistent communication about data usage and insufficient transparency further exacerbate these concerns. Without clear evidence linking personalized advertising practices to consumer trust, the company risks alienating its user base and undermining the effectiveness of its marketing efforts. This study seeks to address these issues by exploring the relationship between personalization, privacy trade-offs, and consumer trust (Okafor, 2024).
Objectives of the study:
To evaluate the impact of personalized advertising on consumer trust.
To examine the trade-offs between personalization benefits and privacy concerns.
To recommend strategies to optimize personalized advertising while safeguarding consumer privacy.
Research questions::
How does personalized advertising affect consumer trust?
What privacy trade-offs do consumers perceive in personalized advertising?
Which measures can enhance transparency and balance personalization with privacy?
Significance of the study
This study is significant for online services seeking to refine personalized advertising practices without compromising consumer privacy. It provides insights into the trade-offs involved and offers recommendations for enhancing transparency and trust. The findings help companies optimize their digital marketing strategies to maintain consumer confidence, ultimately improving engagement and loyalty. The research contributes to the broader understanding of privacy issues in digital marketing and informs industry best practices for balancing personalization with data protection (Ibrahim, 2024).
Scope and limitations of the study
The study is limited to an online service in Kano and focuses exclusively on the trade-offs between personalized advertising and privacy in relation to consumer trust.
Definitions of terms
Personalized advertising: Targeted marketing messages based on consumer data.
Privacy trade-offs: The balance between personalized services and the potential loss of privacy.
Consumer trust: The confidence consumers have in a company’s ability to protect their personal information.
Related Project Materials
An examination of product performance feedback on marketing strategies: A case study of a consumer electronics firm in Port Harcourt, Nigeria.
Background of the study
Product performance feedback plays a crucial role in shaping marketing strategies, especially...
A Study on the Effect of Interest Rate Reductions on National Economic Growth in Nigeria
Background of the Study
National economic growth is intricately linked to monetary policy, particularly through the channe...
The Impact of Governmental Accounting on Transparency in Governance in Dass LGA, Bauchi State
Background of the Study
Transparency in governance is a fundamental principle for ensuring that public funds are managed efficiently and...
The Impact of Open Defecation on Community Health in Yobe State
Background of the Study
Open defecation remains a major public health challenge in many developing countries, including Nig...
Investigation into the Use of Educational Software in Secondary Schools in Jos North Local Government Area, Plateau State
Background of the Study
The integration of educational software in secondary schools has transformed the way students learn...
THE IMPACT OF PHYSICAL DISTRIBUTION CHANNELS IN MARKETING OF AGRICULTURAL PRODUCE: A CASE STUDY OF PERISHABLE AGRICULTURAL PRODUCE IN BOKI L.G.A OF CROSS RIVER STATE
ABSTRACT
Physical distribution channels has created a created a great impact by bridging the gap between the producers and the final cons...
An Investigation of Food Safety Awareness in Relation to Typhoid Outbreaks in Gombe State
Background of the Study
Typhoid fever remains a significant public health challenge in Nigeria, with Go...
THE IMPACT OF AI IN VOCATIONAL TRAINING FOR IT AND CYBERSECURITY CAREERS
ABSTRACT: The impact of artificial intelligence (AI) in vocational training for IT and cybersecurity careers is pivotal for preparing students...
Enhancing the Accuracy of Optical Character Recognition (OCR) in Automated Student Transcript Systems: A Case Study of Kaduna Polytechnic (Kaduna South LGA, Kaduna State)
Background of the Study
Optical Character Recognition (OCR) technology has revolutionized the way universities handle and process student re...
The Impact of Parental Divorce on Children's Mental Health in Akwa Ibom State
Background of the Study
Parental divorce is a critical social phenomenon that has increasingly attracted...
