An examination of privacy-aware marketing on consumer behavior: A case study of an online service provider in Abuja, Nigeria.
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- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- Recommended for :
- NGN 5000
Background of the study
Privacy-aware marketing integrates robust privacy practices into marketing strategies to ensure that consumers’ personal data is handled with care and transparency. In Abuja, an online service provider has adopted privacy-aware marketing techniques to build consumer trust and enhance user engagement. The provider employs clear consent forms, detailed privacy policies, and regular updates on data usage, aiming to reassure consumers that their data is secure while enabling personalized marketing. As privacy concerns grow due to frequent data breaches and evolving regulatory landscapes, consumers are more likely to engage with brands that prioritize their privacy (Ibrahim, 2023; Adeyemi, 2024). This study examines how privacy-aware marketing influences consumer behavior, focusing on engagement, trust, and loyalty. It investigates whether transparent privacy practices lead to higher conversion rates and improved customer satisfaction. The research draws on recent case studies and surveys to determine the effectiveness of privacy-aware strategies in reducing consumer apprehension and fostering long-term relationships with the online service provider (Chinwe, 2025).
Statement of the problem
Despite the growing importance of privacy-aware marketing, there is limited empirical evidence on its direct impact on consumer behavior. The online service provider in Abuja faces challenges in demonstrating that its privacy practices lead to increased consumer trust and engagement. Inadequate communication of privacy measures may result in skepticism, negatively affecting conversion rates and customer loyalty. The absence of standardized metrics to assess the effectiveness of privacy-aware marketing strategies further complicates efforts to optimize digital campaigns. This study seeks to address these gaps by evaluating the influence of privacy-focused marketing on consumer behavior and providing actionable recommendations for enhancing trust and engagement (Okafor, 2024).
Objectives of the study:
To examine the impact of privacy-aware marketing on consumer behavior.
To assess consumer trust and engagement in relation to privacy practices.
To propose improvements for enhancing privacy-aware marketing strategies.
Research questions::
How does privacy-aware marketing affect consumer behavior?
What are consumers’ perceptions of privacy practices in online services?
Which strategies can enhance consumer trust through privacy-aware marketing?
Significance of the study
This study is significant for online service providers aiming to improve consumer behavior through privacy-aware marketing. It provides insights into effective privacy practices that build trust and drive engagement, ultimately enhancing customer loyalty and conversion rates. The findings offer practical recommendations for integrating privacy into marketing strategies without compromising personalization (Udo, 2024).
Scope and limitations of the study
The study is limited to an online service provider in Abuja and focuses exclusively on privacy-aware marketing and consumer behavior.
Definitions of terms
Privacy-aware marketing: Marketing strategies that prioritize consumer data privacy and transparency.
Consumer behavior: The decision-making processes and actions of consumers in response to marketing.
Online service provider: A company offering digital services to consumers.
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