An evaluation of marketing challenges in ethically‑driven campaigns on customer trust: Evidence from a non‑profit organization in Port Harcourt, Nigeria.
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Background of the study
In today’s competitive market, non‑profit organizations increasingly rely on ethically‑driven marketing campaigns to build customer trust and further their social missions. In Port Harcourt, where societal challenges and economic disparities are evident, these organizations face distinct marketing challenges that complicate efforts to establish credibility and transparency (Okafor, 2023). The complex interplay between ethical considerations and marketing practices has drawn scholarly attention, as researchers note that the authenticity of ethical claims can significantly influence consumer perceptions (Bello, 2024). Recent studies indicate that while ethical campaigns are intended to create positive engagement, they can also backfire if not executed with rigorous accountability (Ibrahim, 2025). Non‑profit organizations must navigate limited budgets, cultural diversity, and evolving regulatory frameworks, which affect both campaign design and customer trust. Moreover, the social impact of such campaigns is scrutinized by a sophisticated audience that values demonstrable ethical commitment over superficial messaging (Okafor, 2023). The rapid digital transformation further compounds these challenges, as online platforms demand swift responses to ethical controversies. In Port Harcourt, community stakeholders expect transparent communication and real evidence of ethical practices, making it critical for non‑profit organizations to align marketing strategies with their core values (Bello, 2024). This study, therefore, explores how these organizations manage the inherent challenges in ethically‑driven campaigns, balancing the need to communicate values with practical limitations and consumer skepticism (Ibrahim, 2025).
Statement of the problem
Despite the increasing emphasis on ethical marketing, non‑profit organizations in Port Harcourt struggle to maintain customer trust due to persistent challenges. There is a significant gap between the intended ethical message and its public perception, which is exacerbated by inconsistent messaging and resource constraints (Okafor, 2023). The lack of clear guidelines and accountability measures often results in campaigns that fail to resonate with stakeholders. Furthermore, consumer skepticism about the authenticity of ethical claims intensifies when organizations cannot substantiate their messaging with tangible actions (Bello, 2024). These challenges are compounded by the rapid evolution of digital media, where misinformation can spread quickly, undermining trust further (Ibrahim, 2025). Consequently, this study seeks to identify the specific marketing obstacles faced by non‑profit organizations and how these challenges impede the effectiveness of ethically‑driven campaigns in building sustainable customer trust.
Objectives of the Study
To identify the key marketing challenges faced by non‑profit organizations in ethically‑driven campaigns.
To assess the impact of these challenges on customer trust in Port Harcourt.
To propose strategic recommendations for enhancing ethical marketing practices.
Research Questions
What are the predominant marketing challenges encountered by non‑profit organizations in ethically‑driven campaigns?
How do these challenges affect customer trust in Port Harcourt?
What strategies can be implemented to mitigate these challenges and improve campaign authenticity?
Significance of the study
This study is significant as it contributes to the understanding of ethical marketing challenges in the non‑profit sector, particularly in economically and socially complex regions like Port Harcourt. It provides insights for marketers and organizational leaders to design more credible and trustworthy campaigns, ultimately enhancing stakeholder engagement and societal impact (Okafor, 2023; Bello, 2024). By highlighting effective strategies and best practices, the study aids in bridging the gap between ethical intentions and consumer perceptions, fostering a more transparent and accountable marketing environment (Ibrahim, 2025).
Scope and limitations of the study
This study is limited to examining the marketing challenges associated with ethically‑driven campaigns in non‑profit organizations operating in Port Harcourt. It does not extend to for‑profit sectors or other regions, and findings are based solely on the context of the selected organization and its stakeholders.
Definitions of terms
Ethically‑driven campaigns: Marketing initiatives that prioritize transparency, accountability, and social responsibility.
Customer trust: The confidence stakeholders place in an organization’s ability to deliver on its ethical promises.
Non‑profit organization: An entity that uses its surplus revenues to further achieve its purpose rather than distributing them as profit or dividends.
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