An investigation of customer responses to ethically controversial advertising campaigns: A study of a financial service in Kaduna, Nigeria
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Background of the study
Ethically controversial advertising campaigns can significantly influence customer responses, particularly in sensitive sectors such as financial services. In Kaduna, financial service providers have occasionally adopted provocative advertising strategies that spark public debate. This study investigates how customers respond to ethically controversial advertising campaigns in the financial sector. The research explores various dimensions of controversy, including perceived manipulative tactics, misleading information, and the ethical integrity of campaign messages (Chinwe, 2023). Such campaigns may attract attention and increase brand visibility; however, they also risk alienating customers and undermining trust. By analyzing customer feedback, engagement metrics, and sales data, this study aims to assess the overall impact of controversial advertising on consumer attitudes and behaviors. The findings will provide insights into the balance between creative risk-taking and ethical responsibility, offering guidance for financial service providers on how to design campaigns that do not compromise ethical standards while still achieving marketing objectives (Ibrahim, 2023).
Statement of the problem
Financial service providers in Kaduna face significant challenges when employing ethically controversial advertising campaigns. While such campaigns may generate short-term attention, they risk damaging customer trust and long-term brand reputation due to perceptions of unethical behavior (Chinwe, 2023). The lack of clear ethical guidelines in advertising further exacerbates this issue, leaving customers uncertain about the credibility of the financial institution. This disconnect between innovative advertising and ethical responsibility results in mixed customer responses, which can adversely affect customer retention and acquisition. This study addresses these challenges by investigating how customers respond to ethically controversial advertising and identifying strategies to mitigate negative perceptions while maintaining campaign effectiveness (Ibrahim, 2023).
Objectives of the Study
To investigate customer responses to ethically controversial advertising campaigns.
To assess the impact of such campaigns on customer trust and brand reputation.
To propose strategies for mitigating negative customer responses.
Research Questions
How do customers respond to ethically controversial advertising in financial services?
What factors contribute to negative customer perceptions?
What measures can reduce adverse effects while preserving campaign impact?
Significance of the study
This study is significant as it examines the effects of ethically controversial advertising on customer responses in the financial service sector in Kaduna. The findings will help financial institutions balance creative advertising with ethical considerations to maintain customer trust and loyalty. The research contributes to academic debates on ethical advertising and provides practical recommendations for designing responsible marketing campaigns (Chinwe, 2023; Ibrahim, 2023).
Scope and limitations of the study
The study is limited to examining customer responses to ethically controversial advertising campaigns for a financial service in Kaduna, Nigeria, excluding other industries.
Definitions of terms
Ethically Controversial Advertising: Campaigns that raise moral and ethical concerns due to their content or presentation.
Customer Responses: Reactions and feedback from consumers regarding advertising messages.
Financial Service: An organization that provides financial products and services.
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