A comparative study of influencer marketing ethics on consumer trust: A case study of a lifestyle influencer in Kano, Nigeria
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Background of the study
Influencer marketing has grown exponentially in recent years, with lifestyle influencers playing a pivotal role in shaping consumer perceptions. In Kano, Nigeria, the ethics of influencer marketing are under scrutiny as consumers demand transparency, authenticity, and honesty in endorsements. Ethical practices in influencer marketing—such as full disclosure of sponsorships, truthful representation of products, and avoiding misleading claims—are critical for building and maintaining consumer trust. This study compares different ethical standards in influencer marketing and examines their effects on consumer trust, focusing on a prominent lifestyle influencer in Kano. By evaluating the balance between commercial interests and ethical conduct, the research aims to understand how influencer credibility impacts consumer attitudes and purchasing behavior. While ethical influencer practices can enhance trust and foster long-term engagement, lapses in transparency and authenticity can lead to skepticism and erode brand credibility. The study explores how ethical dilemmas in influencer marketing affect consumer trust and seeks to identify best practices that ensure both ethical integrity and effective marketing outcomes.
Statement of the problem
Lifestyle influencers in Kano face challenges in maintaining ethical standards in their marketing practices, which in turn affect consumer trust. Despite the potential benefits of transparent influencer marketing, issues such as undisclosed sponsorships, exaggerated product claims, and inconsistent ethical practices often undermine consumer confidence. This study aims to identify and analyze these ethical challenges and their impact on consumer trust, proposing measures to enhance ethical practices within influencer marketing.
Objectives of the Study
To compare ethical practices in influencer marketing among lifestyle influencers.
To assess the impact of ethical conduct on consumer trust.
To recommend strategies for improving ethical standards in influencer marketing.
Research Questions
How do ethical practices in influencer marketing affect consumer trust?
What ethical challenges do lifestyle influencers face in Kano?
How can ethical standards be improved to enhance consumer trust?
Significance of the study
This study is significant as it highlights the importance of ethical influencer marketing in building consumer trust. Its findings will provide valuable guidance for influencers and brands in Kano, ensuring that marketing practices are transparent and credible. The research contributes to the broader discourse on digital ethics and effective influencer strategies.
Scope and Limitations of the Study
This study is limited to a comparative analysis of influencer marketing ethics on consumer trust within the context of a lifestyle influencer in Kano, Nigeria.
Definitions of Terms
Influencer Marketing Ethics: The moral principles that govern the conduct of influencers, including transparency and honesty in endorsements.
Consumer Trust: The confidence consumers have in the authenticity and reliability of influencer recommendations.
Lifestyle Influencer: A social media personality who promotes a particular lifestyle through content and endorsements.
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