An assessment of advertising transparency on customer trust and purchase intentions: Evidence from a tech gadget in Lagos, Nigeria.
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Background of the study
Advertising transparency is increasingly recognized as a key determinant of customer trust and purchase intentions, particularly in the tech industry where product claims often require substantiation. In Lagos, tech gadget companies are leveraging transparent advertising practices to differentiate themselves in a competitive market. Transparent advertising involves clear, honest communication of product features, limitations, and pricing, which helps build consumer confidence (Okafor, 2023). Studies have shown that when advertising is perceived as transparent, consumers are more likely to trust the brand and be inclined to purchase its products (Ibrahim, 2024). However, achieving transparency in advertising can be challenging due to competitive pressures and the desire to present products in the best possible light, sometimes leading to exaggerated claims. This study assesses the impact of advertising transparency on customer trust and purchase intentions for a tech gadget in Lagos. It aims to identify the factors that contribute to effective transparent advertising and offer recommendations for enhancing consumer trust and driving sales in the tech sector (Adebayo, 2025).
Statement of the problem
Tech gadget companies in Lagos face significant challenges in maintaining advertising transparency, which is crucial for building customer trust and influencing purchase intentions. Inadequate transparency in advertising may result in consumer skepticism, reducing the likelihood of purchase (Okafor, 2023). When consumers feel that product claims are overstated or not fully disclosed, their trust in the brand diminishes, leading to lower sales and damaged reputations (Ibrahim, 2024). This study seeks to address these challenges by examining how advertising transparency affects consumer trust and purchase behavior. The aim is to provide actionable recommendations for tech companies to improve their advertising practices, ensuring that transparency leads to enhanced consumer confidence and market performance (Adebayo, 2025).
Objectives of the Study
To evaluate the effect of advertising transparency on customer trust.
To analyze the impact of transparency on purchase intentions.
To recommend strategies for improving advertising transparency.
Research Questions
How does advertising transparency influence customer trust in tech gadgets?
What is the relationship between transparency and purchase intentions?
What strategies can improve transparency in tech gadget advertising?
Significance of the study
This study is significant as it explores the critical role of advertising transparency in shaping customer trust and purchase intentions in the tech sector. The findings will assist tech companies in Lagos in developing transparent advertising practices that enhance consumer confidence and drive sales (Okafor, 2023; Ibrahim, 2024). The recommendations provided are expected to contribute to sustainable marketing practices that build long-term brand credibility (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a tech gadget in Lagos and focuses on advertising transparency and its effects on customer trust and purchase intentions. It does not extend to other products or regions.
Definitions of terms
Advertising transparency: The clarity and openness with which product information is communicated.
Customer trust: The confidence consumers have in the reliability of a brand's claims.
Purchase intentions: The likelihood that consumers will buy a product.
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