An investigation of consumer perceptions of data security in digital advertising: A study of a social media platform in Lagos, Nigeria.
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Background of the study
Digital advertising has become a vital tool for social media platforms to deliver targeted messages, yet it relies heavily on the collection and analysis of consumer data. In Lagos, a leading social media platform employs sophisticated digital advertising techniques that utilize consumer information to optimize ad relevance and engagement. However, as data breaches and cyber-attacks become increasingly common, consumers are more vigilant about the security of their personal information. This study examines how users perceive data security in digital advertisements and whether these perceptions affect their engagement and trust in the platform. By analyzing survey data and digital engagement metrics, the research seeks to uncover if enhanced security measures—such as encryption, secure data storage, and transparent privacy policies—can mitigate consumer fears and bolster trust. The study also explores the role of regulatory frameworks and industry standards in shaping consumer perceptions. Insights from recent cases and academic literature suggest that robust data security practices are critical to sustaining user confidence in digital ecosystems (Ibrahim, 2023; Chinwe, 2024). Ultimately, the research aims to identify key factors that influence consumer perceptions of data security and provide recommendations for digital advertisers to balance personalization with privacy protection, ensuring that advertising practices do not compromise consumer trust (Adeyemi, 2025).
Statement of the problem
Despite technological advances in data security, many users of the social media platform in Lagos remain skeptical about the safety of their personal data in digital advertising. The platform faces challenges in conveying the effectiveness of its security measures, and inconsistent communication about data practices has led to heightened consumer anxiety. This skepticism not only reduces engagement with digital advertisements but may also damage the platform’s overall reputation. Without clear evidence that robust data security measures improve consumer confidence, the platform risks a decline in user participation and loyalty. This study aims to address the gap in understanding how data security perceptions impact digital advertising effectiveness and consumer trust (Okafor, 2024).
Objectives of the study:
To assess consumer perceptions of data security in digital advertising on the platform.
To identify the key factors influencing these perceptions.
To propose strategies for improving data security communication.
Research questions::
What are consumers’ perceptions of data security in digital advertising?
Which factors most influence these perceptions?
How can the platform enhance trust through better data security practices?
Significance of the study
This study is critical for social media platforms seeking to balance targeted advertising with robust data security. By understanding consumer perceptions, the research provides actionable recommendations for enhancing data protection and transparency. These insights will help digital advertisers build consumer trust, improve engagement, and ultimately support sustainable digital marketing strategies that protect user privacy (Adeleke, 2024).
Scope and limitations of the study
The study is limited to a social media platform in Lagos and focuses exclusively on consumer perceptions of data security in digital advertising.
Definitions of terms
Data security: Measures to protect personal information from unauthorized access.
Digital advertising: The use of online platforms to deliver marketing messages.
Consumer perceptions: How users view and interpret data security practices.
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