An exploration of ethical advertising on influencing consumer behavior: A case study of a tech brand in Kano, Nigeria
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Background of the study
Ethical advertising involves using transparent, honest, and socially responsible communication strategies to influence consumer behavior. This study explores how a tech brand in Kano, Nigeria, employs ethical advertising to shape consumer attitudes and drive purchasing decisions. Ethical advertising emphasizes truthfulness, fairness, and accountability, which can build long-term consumer trust and encourage positive behavior (Okoro, 2023). In the tech industry, where innovation and rapid change are common, ethical advertising serves as a stabilizing force that reassures consumers about product quality and company integrity. The study examines various ethical advertising practices, such as clear disclosure of sponsorships, honest product claims, and socially responsible messaging. It evaluates their impact on consumer perceptions, brand credibility, and purchasing behavior. Furthermore, the study considers potential challenges, including balancing commercial objectives with ethical considerations and avoiding accusations of greenwashing. By analyzing consumer feedback and advertising performance metrics, this research aims to provide actionable insights into how ethical advertising can be optimized to influence consumer behavior effectively (Adeniyi, 2024; Ibrahim, 2025).
Statement of the problem
Despite the growing importance of ethical advertising, many tech brands in Kano struggle to implement these practices effectively. Issues such as vague messaging, lack of transparency, and the challenge of balancing profit with ethics can diminish consumer trust and reduce the overall impact of advertising campaigns. This disconnect can lead to lower purchase intent and weakened brand loyalty. The study addresses the need to explore how ethical advertising strategies influence consumer behavior and to identify the barriers that prevent effective ethical communication. By understanding these challenges, the research aims to propose strategies that enhance the credibility and impact of ethical advertising, ultimately driving better consumer outcomes (Okoro, 2023; Adeniyi, 2024).
Objectives of the Study
To examine the impact of ethical advertising on consumer behavior.
To identify challenges in implementing ethical advertising in the tech sector.
To recommend strategies for optimizing ethical advertising practices.
Research Questions
How does ethical advertising influence consumer behavior for a tech brand in Kano?
What are the main challenges in implementing ethical advertising?
How can ethical advertising be improved to drive better consumer outcomes?
Significance of the study
This study is significant as it provides insights into the role of ethical advertising in shaping consumer behavior. The findings will help tech brands in Kano develop more transparent and responsible advertising strategies that build consumer trust and stimulate purchase decisions. The research contributes to the broader understanding of ethical marketing and offers practical recommendations for enhancing advertising credibility in competitive industries.
Scope and limitations of the study
The study is limited to a single tech brand in Kano, Nigeria, and focuses solely on ethical advertising practices. It does not extend to other marketing methods or industries.
Definitions of terms
Ethical Advertising: The practice of promoting products with honesty, transparency, and social responsibility.
Consumer Behavior: The actions and decision-making processes of consumers regarding purchases.
Tech Brand: A company that produces and markets technology-based products or services.
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