An exploration of digital privacy practices on consumer trust in online advertising: A case study of a tech company in Lagos, Nigeria
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Background of the study
Digital privacy practices have become a focal point in online advertising, directly impacting consumer trust and brand reputation. This study explores how digital privacy practices influence consumer trust in the context of a tech company in Lagos, Nigeria. As the digital landscape evolves, consumers are increasingly aware of the implications of data collection and tracking practices used in online advertising (Ogunleye, 2023). Concerns regarding data breaches, misuse of personal information, and intrusive tracking have led to growing skepticism towards digital ads. In response, tech companies are adopting stricter privacy policies and transparent practices to regain consumer confidence (Adeyemi, 2024). Lagos, being a major digital hub in Nigeria, offers a unique environment where these issues are particularly pronounced. Recent studies suggest that effective privacy practices not only protect consumer data but also enhance trust and foster long-term relationships between consumers and brands (Folarin, 2025). This study will investigate the relationship between digital privacy measures and consumer trust, providing insights into how tech companies can balance effective advertising with robust privacy safeguards (Ogunleye, 2023).
Statement of the problem
Despite advancements in digital advertising, many tech companies in Lagos face challenges in maintaining consumer trust due to suboptimal digital privacy practices. The problem is characterized by a lack of clear communication regarding data handling policies and inadequate measures to safeguard personal information. These shortcomings can lead to consumer distrust, reduced engagement, and ultimately lower advertising effectiveness. The increasing occurrence of data breaches further exacerbates these concerns, highlighting a critical need for robust privacy practices in the online advertising domain. This study seeks to address this problem by exploring the extent to which digital privacy practices affect consumer trust, identifying the gaps in current practices, and proposing strategies to improve transparency and accountability. The goal is to enable tech companies to implement more consumer-friendly privacy measures that build trust and foster long-term engagement (Adeyemi, 2024; Folarin, 2025).
Objectives of the Study
To examine the impact of digital privacy practices on consumer trust.
To identify gaps in the current digital privacy measures employed by the tech company.
To propose strategies for enhancing digital privacy practices and consumer trust.
Research Questions
How do digital privacy practices influence consumer trust in online advertising?
What are the current gaps in digital privacy measures at the tech company in Lagos?
What strategies can be implemented to improve digital privacy and enhance consumer trust?
Significance of the study
This study is significant as it highlights the importance of robust digital privacy practices in fostering consumer trust in online advertising. The findings will provide actionable insights for tech companies in Lagos, aiding them in refining their privacy policies and strengthening consumer relationships. This research contributes to the ongoing debate on privacy and transparency in digital marketing (Ogunleye, 2023).
Scope and limitations of the study
The study is limited to examining digital privacy practices and their impact on consumer trust within a single tech company in Lagos, Nigeria, and does not cover other aspects of online advertising or companies in other regions.
Definitions of terms
Digital Privacy Practices: Policies and measures implemented by companies to protect user data and ensure confidentiality in digital interactions.
Consumer Trust: The confidence that consumers have in a company’s ability to handle personal information responsibly.
Online Advertising: The practice of promoting products or services through digital channels.
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