An evaluation of digital privacy strategies on marketing engagement: Evidence from a social media network in Lagos, Nigeria.
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Background of the study
Digital privacy strategies are critical for maintaining consumer trust while delivering personalized marketing messages on social media. In Lagos, a prominent social media network has implemented comprehensive digital privacy strategies, including robust encryption, clear privacy notices, and user-friendly consent mechanisms, to assure users that their data is protected during marketing campaigns. These measures are integrated into the network’s digital marketing efforts to enhance engagement by alleviating consumer concerns about data misuse (Ibrahim, 2023; Adeyemi, 2024). The study examines how these privacy strategies affect marketing engagement, measured through metrics such as click-through rates, interaction levels, and overall consumer sentiment. It also explores the interplay between transparent data practices and personalized advertising, investigating whether well-communicated privacy safeguards can increase user participation in digital campaigns. As consumers become increasingly privacy-aware, the social media network’s approach to digital privacy serves as a model for maintaining high engagement while adhering to regulatory requirements. The research further considers challenges associated with balancing user privacy and data-driven marketing techniques. Ultimately, this study aims to offer actionable insights into optimizing digital privacy strategies to enhance marketing engagement without compromising consumer trust (Chinwe, 2025).
Statement of the problem
Despite the implementation of advanced digital privacy strategies, consumers on the social media network in Lagos remain skeptical about data handling practices, which may negatively affect marketing engagement. There is uncertainty about whether these privacy measures are sufficient to alleviate concerns over data misuse and whether they effectively translate into increased user interaction. Inconsistent communication about privacy protocols and regulatory compliance further exacerbates these challenges, potentially resulting in lower engagement and diminished campaign effectiveness. This gap in understanding complicates the development of digital marketing strategies that are both effective and privacy-compliant. The study seeks to address these issues by empirically evaluating the impact of digital privacy strategies on marketing engagement and identifying best practices that build consumer confidence while maintaining high interaction levels (Okafor, 2024).
Objectives of the study:
To assess the effectiveness of digital privacy strategies in enhancing marketing engagement.
To identify the key elements of privacy communication that influence consumer interaction.
To recommend improvements for optimizing privacy practices in digital marketing.
Research questions::
How do digital privacy strategies affect consumer engagement on social media?
What elements of privacy communication are most influential in building trust?
How can digital privacy strategies be optimized to improve marketing outcomes?
Significance of the study
This study is significant for social media networks and digital marketers aiming to balance personalized advertising with robust privacy measures. It provides actionable insights into how clear, transparent data practices can enhance marketing engagement by building consumer trust. The findings offer practical recommendations for refining digital privacy strategies, ultimately supporting sustainable, ethical digital marketing that complies with regulatory standards while driving consumer participation (Adeleke, 2024).
Scope and limitations of the study
The study is limited to a single social media network in Lagos, Nigeria, and focuses exclusively on digital privacy strategies and their impact on marketing engagement. It does not address other aspects of digital marketing or platforms in different regions.
Definitions of terms
Digital privacy strategies: Methods used to protect user data and communicate data protection practices.
Marketing engagement: The interaction and participation levels of consumers with digital marketing content.
Social media network: An online platform facilitating user interaction and content sharing.
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