An examination of data privacy communication on digital campaign performance: A case study of an online marketplace in Kano.
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- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the study
Effective data privacy communication is crucial for digital campaign performance, particularly for online marketplaces that handle extensive consumer data. In Kano, an online marketplace has implemented comprehensive communication strategies to inform users about how their data is collected, processed, and protected. These communications, delivered through privacy notices, interactive FAQs, and customer support channels, are designed to enhance transparency and build consumer trust (Ibrahim, 2023; Adeyemi, 2024). The marketplace employs these strategies to mitigate privacy concerns that can adversely affect campaign performance by reducing user engagement and conversion rates. This study examines the relationship between data privacy communication and digital campaign performance by analyzing engagement metrics, customer feedback, and overall campaign success. It explores how clear and accessible privacy information can alleviate consumer concerns, leading to higher participation in digital marketing efforts and improved sales outcomes. The research aims to identify best practices for data privacy communication that can serve as a model for other online marketplaces striving to balance robust marketing performance with strong data protection measures (Chinwe, 2025).
Statement of the problem
Despite clear privacy communication strategies, online marketplaces often face challenges in ensuring that consumers fully understand and trust data protection practices. The online marketplace in Kano encounters difficulties in translating its privacy communications into improved digital campaign performance. Consumer confusion or skepticism regarding data privacy may result in lower engagement and diminished campaign effectiveness. Furthermore, inconsistencies in the presentation of privacy information can undermine consumer confidence, leading to reduced participation in digital marketing efforts. This study seeks to address the gap by evaluating how data privacy communication influences digital campaign outcomes and identifying the factors that contribute to effective consumer engagement. Without clear evidence, the marketplace risks losing competitive advantage and consumer trust (Okafor, 2024).
Objectives of the study:
To examine the impact of data privacy communication on digital campaign performance.
To evaluate consumer perceptions of privacy information provided by the marketplace.
To recommend strategies for optimizing privacy communication to enhance campaign outcomes.
Research questions::
How does data privacy communication affect digital campaign performance?
What are consumer perceptions of the online marketplace’s privacy communications?
Which strategies can improve the effectiveness of privacy communication in digital marketing?
Significance of the study
This study is significant for online marketplaces striving to enhance digital campaign performance through effective data privacy communication. The findings provide practical recommendations for improving the clarity and accessibility of privacy information, thereby building consumer trust and boosting engagement. By addressing privacy concerns, the research supports the development of ethical digital marketing strategies that safeguard consumer data while optimizing marketing outcomes (Adeleke, 2024).
Scope and limitations of the study
The study is limited to an online marketplace in Kano and focuses exclusively on the impact of data privacy communication on digital campaign performance.
Definitions of terms
Data privacy communication: The process of informing consumers about data collection, usage, and protection practices.
Digital campaign performance: The effectiveness of marketing campaigns measured by engagement and conversion metrics.
Online marketplace: A digital platform that facilitates buying and selling of goods and services.
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