AI-Generated Advertising in Nigeria: A Qualitative Exploration of Consumer Perceptions, Trust, and Engagement
TSU Journal of Communication and Media Studies, Vol. 4, Issue 1
DOI:
https://doi.org/10.60951/afrischolar-437Keywords:
Data Privacy, Engagement, Trust, Consumer perceptions, AI-generated advertisingAbstract
This study explores how Nigerian consumers perceive, trust, and engage with AI-generated advertising, addressing a critical research gap in emerging markets. The primary aim is to understand how factors such as authenticity, relevance, data privacy, and cultural sensitivity influence responses to AI-driven advertisements within Nigeria’s distinctive social and cultural context. Adopting an interpretivist approach, the research utilised semi-structured interviews with ten Nigerian consumers, selected to represent diverse ages, occupations, and levels of digital literacy. The findings reveal that while the personalisation and efficiency of AI advertisements can enhance engagement, concerns about authenticity, data privacy, and cultural relevance often diminish trust and interest. Trust emerged as a critical factor, shaped by the transparency and ethical handling of personal data. Furthermore, the study underscores the importance of cultural sensitivity in enabling AI advertisements to resonate effectively with Nigerian audiences. The revised conceptual framework integrates the Uses and Gratifications Theory (UGT) and the Elaboration Likelihood Model (ELM), illustrating how consumer motivations and processing methods shape their perceptions and trust, which, in turn, drive engagement. The study concludes that AI advertising in Nigeria must be culturally tailored and transparent to foster trust and successfully engage consumers.
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