An assessment of ethical challenges in digital advertising on consumer perception: A study of an online service in Kano, Nigeria
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Background of the study
Digital advertising has revolutionized the way companies promote their services, particularly for online services that rely heavily on digital channels. In Kano, online service providers use targeted digital ads to reach potential customers, but ethical challenges such as deceptive claims, data privacy concerns, and undisclosed sponsorships can negatively influence consumer perception. This study assesses the ethical challenges inherent in digital advertising for an online service, focusing on how these issues affect consumer trust and overall perception of service quality (Chinwe, 2023). Ethical digital advertising practices require transparency, accuracy, and accountability to ensure that consumers receive truthful and reliable information. However, lapses in ethical standards may lead to consumer skepticism and diminished brand credibility (Ibrahim, 2023). By analyzing advertising content, consumer feedback, and regulatory compliance reports, the research aims to identify key ethical issues and their impact on consumer perception. The study seeks to provide recommendations for improving ethical standards in digital advertising to foster a more trustworthy digital marketplace (Adeniyi, 2024).
Statement of the problem
Online service providers in Kano face significant ethical challenges in digital advertising that adversely affect consumer perception. Issues such as misleading claims, lack of transparency, and inadequate data protection have led to consumer distrust and skepticism regarding online services (Chinwe, 2023). The absence of stringent ethical guidelines and consistent enforcement exacerbates these problems, resulting in negative brand perception and reduced customer engagement. This study addresses these challenges by examining the ethical shortcomings in digital advertising practices and their impact on consumer perception. The goal is to understand the extent of these issues and propose strategies to enhance ethical compliance, thereby restoring consumer confidence in online service providers (Ibrahim, 2023).
Objectives of the Study
To assess ethical challenges in digital advertising for an online service.
To evaluate their impact on consumer perception.
To recommend strategies for improving ethical standards in digital advertising.
Research Questions
What ethical challenges are prevalent in digital advertising for online services in Kano?
How do these challenges affect consumer perception?
What measures can improve ethical practices in digital advertising?
Significance of the study
This study is significant as it evaluates ethical challenges in digital advertising and their impact on consumer perception for an online service in Kano. The insights will guide online service providers in implementing ethical advertising practices that enhance transparency and consumer trust. The research contributes to academic discussions on digital advertising ethics and provides practical recommendations for improving consumer confidence (Chinwe, 2023; Adeniyi, 2024).
Scope and limitations of the study
The study is limited to analyzing ethical challenges in digital advertising for an online service in Kano, Nigeria, and does not consider offline advertising methods.
Definitions of terms
Ethical Challenges in Digital Advertising: Issues related to honesty, transparency, and data privacy in online advertising practices.
Consumer Perception: How consumers view and evaluate the credibility and quality of an online service.
Online Service: A service provided primarily through digital platforms.
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