The effect of advertising campaign innovation on enhancing customer trust in product quality: Evidence from a tech startup in Lagos, Nigeria.
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Background of the study
Advertising campaign innovation is a key driver of brand differentiation, especially for tech startups in fast-paced markets like Lagos. Innovative advertising leverages creative visuals, interactive content, and novel storytelling techniques to capture consumer attention and build trust. For tech startups, where product quality is critical for market acceptance, innovative campaigns can serve as a powerful tool to enhance consumer trust in product quality (Okafor, 2023). Research suggests that when consumers perceive advertising as cutting-edge and authentic, their trust in the product's performance increases, leading to higher purchase intentions (Ibrahim, 2024). However, rapid innovation can sometimes result in inconsistent messaging, which may confuse consumers and detract from the core quality message. This study examines how advertising campaign innovation influences customer trust in product quality for a tech startup in Lagos. It aims to identify the innovative elements that most effectively enhance trust and provide recommendations for maintaining message consistency while fostering creativity (Adebayo, 2025).
Statement of the problem
Tech startups in Lagos face the challenge of balancing innovation in advertising campaigns with the need for consistent messaging to build customer trust in product quality. While innovative campaigns can differentiate a brand and generate excitement, they may also lead to inconsistencies that undermine consumer confidence if not executed carefully (Okafor, 2023). This problem is critical for tech startups that rely on strong quality perceptions to drive market adoption. The study seeks to investigate how innovative advertising impacts customer trust and to identify strategies that ensure creative campaigns effectively convey product quality, thereby mitigating potential risks associated with inconsistent messaging (Ibrahim, 2024; Adebayo, 2025).
Objectives of the Study
To assess the impact of advertising innovation on customer trust in product quality.
To identify key innovative elements that drive trust.
To recommend strategies for maintaining consistency in innovative campaigns.
Research Questions
How does advertising innovation influence customer trust in product quality?
What innovative elements are most effective in building trust?
What strategies can balance innovation with message consistency?
Significance of the study
This study is significant as it explores the relationship between advertising campaign innovation and customer trust in product quality in the tech sector. The findings will help tech startups in Lagos develop creative yet consistent advertising strategies that enhance consumer confidence and drive sales (Okafor, 2023; Ibrahim, 2024). The recommendations will contribute to more effective marketing practices that support sustainable growth and competitive advantage (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a tech startup in Lagos and focuses on advertising innovation and its impact on customer trust in product quality. It does not extend to other industries or broader advertising strategies.
Definitions of terms
Advertising campaign innovation: The use of novel creative techniques in marketing communications.
Customer trust: The confidence consumers have in a brand’s product claims.
Tech startup: A newly established technology company.
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