The impact of data security measures on consumer perceptions of digital ads: An evaluation of a tech company in Port Harcourt, Nigeria.
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Background of the study:
Data security measures are fundamental to establishing consumer trust in digital advertising, particularly for tech companies that handle sensitive user information. In Port Harcourt, a tech company has implemented comprehensive security protocols—such as multi-factor authentication, end-to-end encryption, and continuous monitoring—to protect consumer data. These measures are prominently communicated through digital channels to assure consumers that their personal information is safe, thereby enhancing the credibility of digital ads (Ibrahim, 2023; Adeyemi, 2024). This study evaluates how these data security measures influence consumer perceptions of digital ads, focusing on engagement metrics and overall satisfaction. By examining user feedback and ad performance data, the research seeks to determine if robust data security practices positively correlate with improved ad effectiveness and consumer trust. The study further investigates potential areas where data security measures can be optimized to balance ad personalization with consumer privacy, ensuring that digital marketing efforts do not compromise trust (Chinwe, 2025).
Statement of the problem:
Despite implementing advanced data security measures, the tech company in Port Harcourt experiences mixed consumer perceptions of its digital ads. Some consumers remain skeptical about the effectiveness of these measures, which may result in reduced engagement and lower conversion rates. Inadequate communication of data security protocols can lead to misunderstandings and diminished trust, thereby impacting ad performance. This study aims to address these challenges by evaluating how data security measures affect consumer perceptions of digital ads and identifying strategies to enhance trust and engagement (Okafor, 2024).
Objectives of the study:
To evaluate the impact of data security measures on consumer perceptions of digital ads.
To analyze consumer trust in relation to data security practices.
To recommend strategies for optimizing communication of security measures in digital advertising.
Research questions::
How do data security measures influence consumer perceptions of digital ads?
What is the relationship between data security and consumer trust in ads?
Which communication strategies can enhance consumer trust in digital advertising?
Significance of the study
This study is significant for tech companies seeking to improve digital ad performance by enhancing data security communication. It offers actionable insights into building consumer trust through clear security practices, ultimately leading to improved engagement and ad effectiveness (Adeleke, 2024).
Scope and limitations of the study
The study is limited to a tech company in Port Harcourt, Nigeria, and focuses exclusively on the impact of data security measures on consumer perceptions of digital ads.
Definitions of terms
Data security measures: Protocols implemented to protect consumer data from unauthorized access.
Digital ads: Online advertisements targeting specific consumer segments.
Consumer perceptions: The attitudes and opinions held by consumers regarding data security in advertising.
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