An appraisal of the influence of social media advertising ethics on customer trust: A case study of a lifestyle brand in Lagos, Nigeria
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- NGN 5000
Background of the study
Social media advertising ethics play a crucial role in shaping customer trust, particularly for lifestyle brands that rely on positive brand image and consumer engagement. In Lagos, lifestyle brands often utilize social media to communicate brand values, promote products, and connect with customers. This study appraises how ethical practices in social media advertising—such as truthful representation, transparent sponsorship disclosures, and respectful content—affect customer trust (Ibrahim, 2023). Ethical advertising is especially important in the lifestyle sector, where brand identity and consumer perceptions are highly interdependent. When ethical standards are upheld, customers are more likely to perceive the brand as reliable and authentic, leading to stronger loyalty and advocacy (Chinwe, 2023). However, breaches in advertising ethics can quickly erode trust and damage brand reputation. The research analyzes advertising campaigns, customer feedback, and social media metrics to evaluate the relationship between ethical advertising and customer trust. The findings aim to provide actionable insights for lifestyle brands to enhance ethical practices in their social media advertising efforts (Adeniyi, 2024).
Statement of the problem
Lifestyle brands in Lagos face challenges in maintaining customer trust due to inconsistent ethical practices in social media advertising. Despite the importance of ethics in building a trustworthy brand image, instances of misleading content and undisclosed sponsorships have undermined consumer confidence (Ibrahim, 2023). This inconsistency not only affects customer trust but also has long‑term implications for brand loyalty and market performance. The lack of standardized ethical guidelines in social media advertising contributes to these issues, making it difficult for brands to achieve consistent, ethical communication. This study addresses these challenges by evaluating the impact of social media advertising ethics on customer trust and proposing measures to enhance ethical standards, thereby strengthening consumer-brand relationships (Chinwe, 2023).
Objectives of the Study
To evaluate the ethical practices in social media advertising for a lifestyle brand.
To assess their impact on customer trust.
To propose recommendations for enhancing advertising ethics.
Research Questions
How do ethical practices in social media advertising affect customer trust?
What unethical practices most significantly harm customer trust?
What strategies can improve ethical standards in social media advertising?
Significance of the study
This study is significant as it examines the influence of ethical social media advertising on customer trust for a lifestyle brand in Lagos. The findings will provide practical guidance for brands to enhance their ethical standards, thereby strengthening consumer trust and long‑term loyalty. The research contributes to academic literature on ethical marketing and offers actionable recommendations for improving advertising practices in the lifestyle sector (Ibrahim, 2023; Adeniyi, 2024).
Scope and limitations of the study
The study is limited to analyzing social media advertising ethics and their impact on customer trust for a lifestyle brand in Lagos, Nigeria, excluding other advertising channels.
Definitions of terms
Social Media Advertising Ethics: Standards that govern transparency, honesty, and responsibility in digital advertising.
Customer Trust: The confidence that consumers place in a brand’s integrity and reliability.
Lifestyle Brand: A company that markets products associated with a particular lifestyle or set of values.
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