An evaluation of customer perception of advertising authenticity on product quality assessment: Evidence from a cosmetics brand in Port Harcourt, Nigeria.
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Background of the study
Advertising authenticity is a cornerstone of consumer trust, particularly in the cosmetics industry where product quality is paramount. In Port Harcourt, cosmetics brands invest heavily in advertising to communicate product benefits and quality. Authentic advertising involves transparent, honest communication that accurately reflects the product’s features and performance (Okafor, 2023). When advertising is perceived as authentic, customers are more likely to assess the product as high quality, leading to increased purchase intentions and brand loyalty (Ibrahim, 2024). However, there is a growing concern that exaggerated claims and ambiguous messaging in digital and traditional media may compromise the authenticity of advertising, thereby skewing product quality assessments. This study evaluates how customer perceptions of advertising authenticity influence their assessment of product quality for a cosmetics brand in Port Harcourt. It aims to identify the elements of authenticity that are most influential and provide recommendations to ensure that advertising efforts align closely with actual product performance, thereby enhancing consumer trust and satisfaction (Adebayo, 2025).
Statement of the problem
Cosmetics brands in Port Harcourt face challenges in ensuring that their advertising is perceived as authentic, which directly impacts consumer assessments of product quality. Misleading or exaggerated claims in advertising can lead to consumer distrust, causing customers to question the true quality of the product (Okafor, 2023). This gap between advertising messages and actual product performance undermines brand credibility and negatively affects purchase decisions (Ibrahim, 2024). The study seeks to address these issues by evaluating the impact of advertising authenticity on product quality assessments and by recommending strategies to enhance the credibility of marketing communications (Adebayo, 2025).
Objectives of the Study
To assess the impact of advertising authenticity on product quality assessment.
To identify factors that influence consumer perception of authenticity in cosmetics advertising.
To recommend strategies for enhancing advertising credibility.
Research Questions
How does advertising authenticity affect consumer assessment of product quality?
What factors contribute to perceptions of authenticity in cosmetics advertising?
What measures can improve the credibility of advertising messages?
Significance of the study
This study is significant as it explores the relationship between advertising authenticity and product quality assessment in the cosmetics industry. The findings will help cosmetics brands in Port Harcourt improve the integrity of their advertising, thereby enhancing consumer trust and boosting brand loyalty (Okafor, 2023; Ibrahim, 2024). The recommendations will guide the development of more authentic marketing strategies, contributing to long-term business success (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a cosmetics brand in Port Harcourt and focuses on advertising authenticity’s impact on product quality assessment. It does not extend to other industries or media.
Definitions of terms
Advertising authenticity: The degree to which marketing messages are perceived as genuine and truthful.
Product quality assessment: Consumer evaluation of the overall excellence of a product.
Cosmetics brand: A company that produces and markets beauty products.
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