An evaluation of privacy-centric digital marketing on consumer engagement: Evidence from a social media brand in Port Harcourt.
- Project Research
- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the study:
Privacy-centric digital marketing integrates strong privacy practices into marketing strategies to build consumer trust and enhance engagement. A social media brand in Port Harcourt has implemented privacy-centric approaches such as clear privacy policies, secure data practices, and explicit consent mechanisms to reassure users. These strategies aim to address consumer concerns about data misuse while still delivering personalized content (Ibrahim, 2023; Adeyemi, 2024). The study evaluates how these privacy-centric practices affect consumer engagement by analyzing metrics such as likes, shares, comments, and overall interaction with marketing content. It explores whether emphasizing privacy can reduce consumer apprehension and drive higher engagement levels in digital campaigns. The research also examines the balance between maintaining strong privacy measures and achieving effective personalization, providing insights into optimizing marketing strategies that prioritize both consumer protection and engagement (Chinwe, 2025).
Statement of the problem:
Despite privacy-centric marketing efforts, the social media brand in Port Harcourt experiences inconsistent consumer engagement. Consumers may still feel uncertain about the effectiveness of privacy measures, leading to variable interaction rates with digital content. Inadequate communication of privacy benefits might further undermine consumer confidence, reducing the impact of targeted campaigns. This study seeks to address these challenges by evaluating how privacy-centric digital marketing influences consumer engagement and by identifying key strategies to enhance user participation while maintaining robust privacy standards (Okafor, 2024).
Objectives of the study:
To evaluate the impact of privacy-centric digital marketing on consumer engagement.
To analyze consumer perceptions of the brand’s privacy practices.
To recommend strategies for optimizing privacy-centric marketing.
Research questions::
How does privacy-centric digital marketing affect consumer engagement?
What are consumers’ perceptions of the brand’s privacy measures?
Which strategies can enhance engagement while maintaining data privacy?
Significance of the study
This study is significant for social media brands aiming to enhance consumer engagement through ethical data practices. It provides actionable recommendations for integrating robust privacy measures into marketing strategies to build trust and drive engagement, ultimately improving overall campaign performance (Udo, 2024).
Scope and limitations of the study
The study is limited to a social media brand in Port Harcourt and focuses exclusively on privacy-centric digital marketing and its impact on consumer engagement.
Definitions of terms
Privacy-centric digital marketing: Marketing strategies that prioritize strong data protection and transparency.
Consumer engagement: The level of user interaction with digital content.
Social media brand: A company that operates primarily on social media platforms.
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