The impact of privacy regulations on consumer perceptions of digital marketing: An evaluation of an e-commerce platform in Kaduna, Nigeria.
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Background of the study
Privacy regulations are fundamental to digital marketing, influencing how consumers perceive the use of their personal data. An e-commerce platform in Kaduna has implemented stringent privacy regulations to comply with national and international data protection laws. These measures are integrated into the platform’s marketing strategies to reassure customers about data security and ethical data usage (Ibrahim, 2023; Adeyemi, 2024). The platform communicates its compliance through detailed privacy notices, transparent consent mechanisms, and regular updates on data handling practices. This study evaluates how such regulatory compliance shapes consumer perceptions of digital marketing efforts, particularly in terms of trust, engagement, and willingness to share personal information. It also investigates whether strict privacy regulations enhance the credibility of the platform’s marketing campaigns, thereby positively impacting consumer behavior and business performance. The findings from this research aim to provide insights into the effectiveness of privacy regulations in building consumer confidence and driving sustainable digital marketing success (Chinwe, 2025).
Statement of the problem
Despite strict adherence to privacy regulations, the e-commerce platform in Kaduna faces challenges in convincing consumers that their data is secure, which may lead to skepticism and reduced engagement. Consumers might still harbor concerns about data misuse, negatively affecting their perceptions of digital marketing practices. Inadequate communication of regulatory compliance can result in lower trust and engagement levels, undermining the platform’s marketing effectiveness. This study addresses the need to assess how privacy regulations influence consumer perceptions and identify potential gaps in communication that may hinder positive consumer behavior (Okafor, 2024).
Objectives of the study:
To evaluate the impact of privacy regulations on consumer perceptions of digital marketing.
To assess the effectiveness of privacy communication on the e-commerce platform.
To recommend strategies for improving consumer trust through enhanced privacy practices.
Research questions::
How do privacy regulations affect consumer perceptions of digital marketing?
What is the effectiveness of the platform’s privacy communication?
Which strategies can enhance consumer trust and engagement?
Significance of the study
This study is significant for e-commerce platforms aiming to improve consumer trust by leveraging privacy regulations. It provides actionable insights into how effective privacy practices can enhance consumer perceptions and drive digital marketing success, ultimately supporting sustainable business growth (Udo, 2024).
Scope and limitations of the study
The study is limited to an e-commerce platform in Kaduna and focuses exclusively on the impact of privacy regulations on consumer perceptions of digital marketing.
Definitions of terms
Privacy regulations: Legal standards governing the protection of personal data.
Digital marketing: Online strategies used to promote products and services.
Consumer perceptions: The views and attitudes held by consumers regarding data security.
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