An evaluation of digital advertising challenges on consumer trust in product quality: Evidence from a retail chain in Port Harcourt, Nigeria
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Background of the study
Digital advertising has revolutionized the way retail chains communicate with consumers, yet it presents several challenges that may undermine consumer trust and affect perceptions of product quality. In Port Harcourt, where technological penetration is increasing, retail chains face the dual challenge of ensuring that digital advertisements are both engaging and credible. With a shift towards online platforms, consumers are bombarded with a plethora of digital messages, making it difficult for any single advertisement to stand out and build trust (Ogunleye, 2023). Furthermore, inconsistencies in message delivery, exaggeration of claims, and a lack of transparency can lead to skepticism about product quality (Chukwu, 2024). Retailers, therefore, must navigate these challenges by adopting strategies that emphasize clarity and authenticity. Recent studies reveal that consumer trust in digital advertisements is a significant determinant of perceived product quality and purchase intention (Emeka, 2024). The evolving digital landscape necessitates a rigorous examination of how these challenges affect consumer behavior in Port Harcourt’s retail environment. This study aims to explore the relationship between digital advertising hurdles and consumer trust, thereby offering insights into how retailers can overcome these challenges to foster a positive brand image.
Statement of the problem:
Despite the widespread adoption of digital advertising in retail chains, significant challenges persist that compromise consumer trust in product quality. Retailers in Port Harcourt are confronted with issues such as misleading information, lack of interactivity, and digital saturation, which together diminish the effectiveness of online advertising efforts. These challenges have resulted in a discrepancy between advertised claims and actual product performance, leading to consumer disillusionment (Nwankwo, 2023). Moreover, the inability to establish a transparent and engaging digital presence further exacerbates the problem, reducing overall consumer confidence. As a result, there is a critical need to assess and address these digital advertising challenges to restore trust and accurately reflect product quality. This study investigates these issues and seeks to provide solutions that ensure digital campaigns foster authentic consumer relationships (Ogunleye, 2023).
Objectives of the Study
To identify key digital advertising challenges impacting consumer trust.
To analyze the effects of these challenges on the perceived quality of products.
To recommend strategies for enhancing transparency and trust in digital campaigns.
Research questions
What digital advertising challenges most significantly affect consumer trust in Port Harcourt?
How do these challenges influence consumer perceptions of product quality?
What measures can retail chains adopt to improve trust in their digital advertisements?
Significance of the Study
The study holds significance by elucidating the impact of digital advertising challenges on consumer trust and product quality perceptions within a major retail chain in Port Harcourt. Its insights will assist marketers in refining digital strategies to overcome skepticism and deliver clear, credible messaging. The findings offer practical recommendations to enhance consumer engagement and satisfaction, thereby improving overall brand reputation. Additionally, this research contributes to the academic discussion on digital marketing effectiveness, providing a framework that can be applied in similar emerging markets (Chukwu, 2024).
Scope and Limitations of the Study
This study is confined to the analysis of digital advertising challenges affecting consumer trust and quality perception within a specific retail chain in Port Harcourt. It does not extend to other forms of advertising or additional retail sectors, and external variables are considered only in relation to the targeted chain.
Definitions of Terms
Digital Advertising: The use of online platforms and digital media to promote products and services.
Consumer Trust: The confidence consumers place in the authenticity and reliability of advertised claims.
Product Quality: The overall standard and performance of a product as perceived by consumers.
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