The impact of digital advertising innovation on customer perception of ethical marketing: A case study of a tech firm in Lagos, Nigeria.
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Background of the study
Digital advertising innovation has transformed how brands communicate with consumers, particularly in the tech industry. In Lagos, tech firms are at the forefront of adopting innovative digital advertising techniques that combine creativity with ethical marketing practices (Okafor, 2023). Innovative digital advertising involves the use of advanced technologies, interactive content, and data-driven insights to craft personalized and transparent advertising messages. Such practices not only capture consumer attention but also reinforce ethical marketing values by promoting honesty, transparency, and social responsibility (Ibrahim, 2024). However, the rapid evolution of digital platforms poses challenges in maintaining consistent ethical standards, as innovative techniques may sometimes blur the line between persuasive marketing and misleading information. This study examines the impact of digital advertising innovation on customer perceptions of ethical marketing within a tech firm in Lagos. It seeks to explore how innovative advertising methods affect consumer evaluations of a firm’s ethical stance and to identify best practices that enhance both creativity and ethical integrity (Adebayo, 2025).
Statement of the problem
Tech firms in Lagos face challenges in balancing digital advertising innovation with ethical marketing practices. While innovative advertising techniques can enhance engagement, they may also risk compromising transparency if not carefully managed (Okafor, 2023). Consumers increasingly scrutinize digital advertising for ethical integrity, and any perceived lapses can undermine trust and damage brand reputation (Ibrahim, 2024). This tension between innovation and ethics creates a dilemma for tech firms striving to remain competitive while upholding high ethical standards. This study aims to investigate how digital advertising innovation influences customer perceptions of ethical marketing and to identify strategies that ensure innovative practices are aligned with ethical principles (Adebayo, 2025).
Objectives of the Study
To assess the influence of digital advertising innovation on ethical marketing perceptions.
To evaluate the relationship between innovative advertising practices and customer trust.
To recommend strategies for integrating innovation with ethical standards.
Research Questions
How does digital advertising innovation impact customer perceptions of ethical marketing?
What factors contribute to ethical concerns in innovative digital campaigns?
What measures can ensure that digital innovation aligns with ethical marketing?
Significance of the study
This study is significant as it investigates the impact of digital advertising innovation on ethical marketing perceptions in the tech industry. The findings will guide tech firms in Lagos to adopt innovative advertising strategies that also uphold ethical standards, thereby enhancing customer trust and brand integrity (Okafor, 2023; Ibrahim, 2024). The recommendations will support the development of balanced advertising practices that are both creative and ethically sound (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a tech firm in Lagos and focuses on the impact of digital advertising innovation on ethical marketing perceptions. It does not extend to other industries or traditional advertising methods.
Definitions of terms
Digital advertising innovation: The use of advanced and creative techniques in online marketing campaigns.
Ethical marketing: Marketing practices that emphasize transparency, honesty, and social responsibility.
Customer perception: The interpretation and evaluation of a brand’s marketing practices by consumers.
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