The impact of emotionally‑driven advertising on consumer trust and perceived product quality: Evidence from a tech gadget in Port Harcourt, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Emotionally‑driven advertising leverages human feelings to create a connection between consumers and products. In Port Harcourt, tech gadgets are increasingly promoted through campaigns that emphasize emotional storytelling to enhance trust and highlight product quality. Advertisements that evoke positive emotions—such as excitement, security, or aspiration—can significantly influence consumer trust, which in turn shapes the perceived quality of the product (Balogun, 2023). For tech gadgets, where technical specifications are often complex, emotional appeals simplify the decision-making process and create a memorable brand experience (Oluwaseun, 2024). Consumers tend to associate positive emotions with higher product quality and are more inclined to trust brands that communicate authenticity and reliability. Recent studies indicate that emotionally charged advertising not only boosts initial interest but also reinforces long-term consumer loyalty. However, the challenge remains in ensuring that the emotional narrative accurately reflects the product’s performance and value. This study investigates the extent to which emotionally‑driven advertising impacts consumer trust and the evaluation of product quality in the tech gadget segment, thereby offering actionable insights for enhancing marketing strategies in Port Harcourt.
Statement of the problem:
Tech companies in Port Harcourt face the dual challenge of differentiating their products in a competitive market while ensuring that emotionally‑driven advertising does not lead to inflated consumer expectations. While emotional appeals are effective in building trust, there is a risk that overly dramatic campaigns may create a disconnect between consumer expectations and actual product performance (Oluwaseun, 2024). This discrepancy can result in consumer disappointment and a decline in perceived product quality. Moreover, there is a lack of clarity regarding which specific emotional elements are most effective in fostering trust. Consequently, tech brands may invest in advertising strategies that do not yield sustainable consumer confidence. This study aims to identify the critical emotional components that influence trust and quality perception, addressing the gap between emotional advertising and actual consumer evaluation (Balogun, 2023).
Objectives of the Study
To assess the impact of emotionally‑driven advertising on consumer trust in tech gadgets.
To determine the effect of emotional appeals on perceived product quality.
To recommend effective strategies for emotionally‑driven marketing campaigns.
Research questions
How does emotionally‑driven advertising affect consumer trust in tech gadgets?
What is the relationship between emotional advertising and perceived product quality?
Which emotional elements are most effective in influencing consumer responses?
Significance of the Study
This study is significant as it explores the role of emotionally‑driven advertising in shaping consumer trust and perceived product quality in the tech gadget market in Port Harcourt. The findings will provide tech companies with insights into optimizing emotional appeals in their campaigns to better align with consumer expectations. By clarifying the connection between emotional narratives and quality evaluation, the study offers practical recommendations for improving marketing effectiveness and building sustainable brand trust (Oluwaseun, 2024).
Scope and Limitations of the Study
The study is limited to examining the impact of emotionally‑driven advertising on consumer trust and perceived product quality for a specific tech gadget in Port Harcourt. It does not extend to other product categories or regions, and focuses solely on digital and traditional advertising channels used by the selected tech brand.
Definitions of Terms
Emotionally‑Driven Advertising: Marketing campaigns that utilize emotional appeal to engage consumers.
Consumer Trust: The confidence consumers place in a brand’s promises and product performance.
Perceived Product Quality: The consumer’s assessment of the overall excellence of a product based on advertising and personal experience.
Related Project Materials
An Appraisal of Hand Hygiene Practices Among Healthcare Workers in Borno State
Background of the Study
Hand hygiene is one of the most effective measures to prevent healthcare-associated infections (HAIs) and ensure...
A Study on the Importance of Digital Literacy in Entrepreneurial Success: A Case Study of Online Businesses in Sokoto State
Background of the Study
Digital literacy is a critical competency for entrepreneurial success in the modern business enviro...
An Investigation of the Effectiveness of Peer Support Programs in Psychiatric Rehabilitation: A Case Study of Federal Medical Centre, Katsina State
Background of the Study
Psychiatric rehabilitation is a crucial aspect of mental hea...
The influence of vocational training on students' practical skills in primary schools in Wukari Local Government Area, Taraba State.
Background of the Study
In recent years, the integration of vocational training into primary school curricula has gained momentum as a me...
An appraisal of poverty-driven health risk behaviors in Borno State
Background of the Study
Poverty-driven health risk behaviors are a critical concern in many impoverished regions, including Borno State....
An assessment of employee absenteeism and its effect on organizational productivity in Fidelity Bank, Kano State
Background of the Study
Employee absenteeism is a persistent issue that organizations face globally, with significant conse...
An investigation of forensic anthropology in the documentation of skeletal remains from historical slave trade routes in Badagry Local Government Area, Lagos State
Background of the study
Historical slave trade routes in Badagry have left behind numerous unrecorded skeletal remains tha...
Quantitative Analysis of Environmental Accounting Disclosure Under IFRS in Nigeria
Background of the Study
Environmental accounting disclosure refers to the process of reporting environmental costs, risk...
THE ROLE OF COST FORECASTING IN BUSINESS PLANNING
ABSTRACT
THE ROLE OF COST FORECASTING IN BUSINESS PLANNING
This study examines the role of cost forecasting in business plannin...
DESIGN AND IMPLEMENTATION OF AN ONLINE INVENTORY MONITORING SYSTEM
ABSTRACT
A significant part of Inventory Management is inventory monitoring. In recent years, many inventory management systems have been...
