An examination of the role of ethical considerations in digital advertising on consumer perception of product value: Evidence from a sustainable tech brand in Lagos, Nigeria
- Project Research
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- Table of Content: Available
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- NGN 5000
Background of the study
Digital advertising has become a dominant platform for brand communication, and ethical considerations within digital narratives are increasingly vital for sustainable tech brands. In Lagos, sustainable tech brands are integrating ethical principles into their digital advertising to communicate transparency, environmental stewardship, and social responsibility (Okafor, 2023). By emphasizing ethical considerations, these brands aim to differentiate themselves from competitors, building consumer trust and enhancing perceptions of product value. Ethical digital advertising provides consumers with clear information about sustainable practices and product benefits, thereby reinforcing the brand’s credibility. As consumers become more socially and environmentally conscious, ethical messaging in digital media is crucial for shaping positive perceptions and driving purchase behavior (Adebayo, 2024). This study examines the influence of ethical considerations in digital advertising on consumer perception of product value for a sustainable tech brand in Lagos, identifying the key ethical narrative elements that contribute to consumer evaluations.
Statement of the problem:
Sustainable tech brands in Lagos often struggle to effectively integrate ethical considerations into digital advertising, which can lead to consumer skepticism and undervaluation of product benefits (Okafor, 2023). When ethical messaging is inconsistent or appears superficial, consumers may question the brand’s commitment to sustainability, negatively affecting perceived product value. This misalignment between ethical claims and consumer expectations poses a significant challenge in building trust and driving purchase behavior. It is essential to identify which ethical narrative elements are most impactful in digital advertising, so that sustainable tech brands can optimize their messaging to enhance consumer perception of product value (Adebayo, 2024).
Objectives of the Study
To assess the impact of ethical digital advertising on consumer perception of product value.
To identify key ethical narrative elements in digital advertising.
To recommend strategies for optimizing ethical messaging in sustainable tech marketing.
Research questions
How do ethical considerations in digital advertising affect consumer perception of product value?
Which ethical narrative elements are most effective?
What strategies can enhance ethical digital advertising for sustainable tech brands?
Significance of the Study
This study is significant as it examines the role of ethical considerations in digital advertising on consumer perception of product value for a sustainable tech brand in Lagos. The findings will inform marketers on how to refine ethical messaging to build trust and enhance product value perceptions. The research contributes to the academic literature on ethical digital marketing and offers practical recommendations for sustainable tech brands (Okafor, 2023).
Scope and Limitations of the Study
The study is limited to a sustainable tech brand in Lagos and focuses exclusively on digital advertising. It does not cover other marketing channels or regions.
Definitions of Terms
Ethical Considerations in Digital Advertising: The integration of transparent, honest, and socially responsible messaging in online marketing.
Product Value: The perceived benefits and worth of a product as determined by ethical and performance factors.
Sustainable Tech Brand: A technology company committed to environmentally and socially responsible practices.
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