INFLUENCE OF DIGITAL MARKETING ON CONSUMERS' TRUST IN HERBAL PRODUCTS AMONG RESIDENTS OF MUSHIN, LAGOS STATE

TOPIC: INFLUENCE OF DIGITAL MARKETING ON CONSUMERS' TRUST IN HERBAL PRODUCTS AMONG RESIDENTS OF MUSHIN, LAGOS STATE

TOPIC IS SUITABLE FOR:

1-Department of Marketing

2-Department of Mass Communication

3-Department of Business Administration
This research material contains:

1-Chapter One to Five

2-Recent References/Citations

3-Tables/Charts/Graphs in Chapter Four

4-Accurate Data Analysis

5-Table of Contents

6-Questionnaire

ABSTRACT

This study was carried out to examine the influence of digital marketing on consumers’ trust in herbal products among residents of Mushin Local Government Area, Lagos State. The study was specifically carried out to examine the influence of social media marketing on consumers’ trust in herbal products among residents of Mushin, Lagos State, evaluate the effect of influencer marketing on consumers’ trust in herbal products among residents of Mushin, Lagos State, examine the influence of online advertising (display and banner ads) on consumers’ trust in herbal products among residents of Mushin, Lagos State, and determine the effect of online reviews and testimonials on consumers’ trust in herbal products among residents of Mushin Local Government Area. The study employed the descriptive survey research design. The study population comprised 633,009 residents of Mushin Local Government Area, Lagos State, while a total of 400 respondents were selected as sample size using the Taro Yamane formula. Out of the 400 questionnaires distributed, 380 were returned and 380 were validated for analysis. The questionnaire was used for data collection, while the data collected were analyzed using frequency tables, mean scores, standard deviation, and multiple regression analysis with the aid of SPSS version 27. From the responses obtained and analyzed, the findings revealed that social media marketing has a significant influence on consumers’ trust in herbal products at β = 0.294, t = 4.930, P = .000. The study also showed that influencer marketing has a significant positive effect on consumers’ trust in herbal products at β = 0.257, t = 4.642, P = .000. Likewise, online advertising was found to have a significant positive influence on consumers’ trust in herbal products at β = 0.214, t = 4.041, P = .000, while online reviews and testimonials also showed a significant effect on consumers’ trust in herbal products at β = 0.389, t = 6.082, P = .000. The study concluded that social media marketing, influencer marketing, online advertising, and online reviews and testimonials each had a significant influence on consumers’ trust in herbal products, though at varying degrees. Online reviews and testimonials emerged as the most influential digital marketing dimension, demonstrating the strongest positive relationship with consumers’ trust in herbal products. The study therefore recommends that herbal product marketers should intensify social media marketing activities, engage credible influencers in product promotion, invest in informative and attractive online advertising campaigns, and encourage satisfied consumers to provide genuine online reviews and testimonials to enhance trust in herbal products.

Keywords: Digital Marketing, Social Media Marketing, Influencer Marketing, Online Advertising, Online Reviews and Testimonials, Consumers’ Trust, Herbal Products.

CHAPTER ONE

INTRODUCTION (Preview)

1.1 Background of the Study

Digital technologies have spread quickly, and changed how people communicate, share information and engage with consumers in modern societies. The internet and mobile technologies have opened up huge virtual worlds where people can access information, interact with brands and make consumption decisions with ease like never before. As digital ecosystems have grown, so have the ways in which organisations build relationships with consumers and deliver product value propositions. Thomas (2024) found that digital platforms are now an integral part of influencing consumer perceptions and purchase intentions through interactive communication and information accessibility. In the same vein, Dayoh et al. (2022) noted that the use of social media technologies has significantly reshaped consumer behaviour as it enables brands and consumers to engage in constant interactions. Chukwuocha et al. (2024) also added that digital communication strategies are becoming more and more tools for influencing and creating informed consumption decisions in various industries.

Digital communication has since developed, and digital marketing has become an established paradigm in current marketing practice. Digital marketing is a wide variety of online marketing techniques that use the internet to communicate and promote information, build brands and maintain long-term customer relationships. Social media marketing is one of the most powerful aspects of digital marketing due to its ability to foster real-time interactions and direct communication between consumers and brands, as noted by Mubiri and Goyal (2025). Jasmine and Kuswoyo (2025) continued to argue that social media marketing increases the awareness of consumers about products and helps build positive brand perceptions, as they engage with brands repeatedly online. Wardani et al. (2025) in another submission, stated that digital marketing strategies are especially useful for promoting herbal products as online platforms allow businesses to spread product benefits, health information, and brand values to geographically spread audiences.

With the growth of digital marketing, consumer trust has become a key factor in the success of digital marketing campaigns. Trust is the confidence consumers have in the reliability, credibility and integrity of the information and products that are communicated via digital channels. Chimezie et al. (2025) stated that trust plays a substantial role in consumer behaviour, as it reinforces consumers' perceptions of product quality, reliability and convenience. Different promotional means play different roles in trust building in digital environments. Credible online personalities are often viewed as reliable sources that consumers can trust to provide recommendations that are similar to advice from a knowledgeable acquaintance, according to Wellman (2023). In the same vein, Srivastava (2025) argued that influencer marketing has a significant influence on brand trust, as it helps to build authenticity and credibility in the communication of the brand. Chafidon et al. (2022) also found that social media marketing affects consumer evaluations by perceptions of value and risk, which in turn impacts trust and behavioural intentions. Moreover, online advertising formats such as display and banner ads serve as informational cues that help to create product familiarity and credibility (Oladeji et al., 2025). Oppong et al. (2023) state that positive reviews and testimonials on the internet act as a form of social validation, which boosts brand trust and can lead to positive consumer reviews.

In the herbal product industry, the importance of trust becomes more prominent since the products are often linked to health enhancement, wellness promotion and preventive care. Samaniego Arias et al. (2025) highlighted how digital platforms influence consumer attitudes towards health related and organic products, sharing information and engaging in online interactions. Herbal products are being sold today via a variety of online marketing strategies such as social media marketing, influencers marketing, displaying ads and customer reviews, which all play a part in consumer assessment and trust-building. Digital marketing empowerment is now a must-have in the promotion of traditional herbal products as it allows producers to engage more consumers and boost market confidence according to Hendayanti et al., (2025). Herbal products are now widely popular among urban Nigerians looking for other ways to stay healthy, and digital communication platforms are becoming more popular to spread awareness and encourage participation. The combination of social media marketing, influencer marketing, online advertising, online reviews and consumers' trust in herbal products is a significant research field in Mushin Local Government Area of Lagos State where internet usage and social media engagement continues to grow among the populace, making it a good ground for studying the impact of digital marketing on consumers' trust development.

1.2 Statement of the Problem

The rise of digital technologies has made social media, online ads, influencer marketing and user-generated content important promotional tools for products and services. In the herbal product sector, digital marketing channels are becoming more and more important to marketers for sharing information, improving visibility and driving consumer interaction. Mubiru and Goyal (2025) state that social media marketing has emerged as a significant tool to shape consumers' attitudes and intentions to buy products through constant interactions and information sharing. In a similar vein, Wardani et al. (2025) noted that digital marketing has become a pivotal role in the promotion of herbal products due to its capacity to target a broader audience and facilitate communication. But, with greater exposure to digital marketing messages does not come consumer trust, especially when it comes to health and wellness products.

Consumer trust is an important factor in the market for herbal products as consumers expect herbal products to be safe, effective and beneficial to their health. Chimezie et al., (2025) stated that trust plays a crucial role in shaping consumer product assessments and their subsequent behaviors in digital settings. The credibility of information sources has a significant impact on consumer confidence and acceptance of promotional messages, according to Wellman (2023). Similarly, Srivastava (2025) continued to argue that for influencer marketing to boost brand trust, the communicator needs to be viewed as authentic and reliable. The marketing landscape today is filled with promotional messages, endorsements, and testimonies from a wide range of sources, and consumers have mixed feelings about the information they receive about herbal products.

The majority of the existing empirical research has focused on the Digital Marketing-Purchase Intention-Brand Awareness-Consumer Engagement link. For example, Dayoh et al. (2022) and Thomas (2024) studied the impact of social media marketing on consumer behavioural intentions, and Chafidon et al. (2022) studied the perceived value and risk in digital marketing settings. Oppong et al. (2023) emphasized the importance of brand credibility and trust in influencing consumer reactions to recommendations and reviews. However, there is a lack of empirical focus on the effect of specific aspects of digital marketing namely social media marketing, influencer marketing, online advertising and online reviews and testimonials on consumers' trust in herbal products especially in local Nigeria.

This research is thus needed as trust is the basis on which consumers assess health related products and take decisions on consumption. As more herbal product marketers in Nigeria have adopted digital marketing strategies, empirical evidence is needed on the degree to which the use of such strategies influences the formation of consumer trust. Mushin Local Government Area of Lagos State is a suitable place for this investigation due to the high population density, high internet penetration and the presence of active digital communication channels. The results of this study will offer empirical insights on how digital marketing dimensions affect consumers' trust in herbal products and add to the existing literature on digital marketing and consumer trust in the Nigerian herbal product market (Jasmine & Kuswoyo, 2025; Oladeji et al., 2025; Samaniego-Arias et al., 2025).

1.3 Objective of the Study

The sole purpose of this study is to examine the influence of digital marketing on consumers' trust in herbal products among residents of Mushin, Lagos State.

The specific objectuves are:

1.Examine the influence of social media marketing on consumers’ trust in herbal products among residents of Mushin, Lagos State.

2.Evaluate the effect of influencer marketing on consumers’ trust in herbal products among residents of Mushin, Lagos State.

3.Examine the influence of online advertising (display and banner ads) on consumers’ trust in herbal products among residents of Mushin, Lagos State.

4.Determine the effect of online reviews and testimonials on consumers’ trust in herbal products among residents of Mushin Local Government Area.

OTHER PARTS OF CHAPTER ONE INCLUDE:

1.4 Research Questions

1.5 Research Hypotheses

1.6 Significance of the Study

1.7 Scope of the Study

1.8 Operational Definition of Terms

CHAPTER TWO

REVIEW OF LITERATURE (Preview)

This chapter critically examines relevant literature that would assist in explaining the research problem and, furthermore, recognizes the efforts of scholars who had previously contributed immensely to similar research. The chapter intends to deepen the understanding of the study and close the perceived gaps. This chapter, therefore, focuses on the concept of digital marketing, the concept of consumers’ trust, herbal products, digital marketing strategies, factors influencing consumers’ trust in herbal products, etc. The chapter is sub-grouped into the following major headings:

2.1 Conceptual Framework

2.2 Theoretical Framework

2.3 Empirical Review

2.4 Summary of Literature Review

CHAPTER THREE

RESEARCH METHODOLOGY  (Preview)
Presented below is a snapshot of key areas of the study methodology, the full and detail chapter three methodology is contained in the instant download document.

Research Design: The study adopted a descriptive survey research design.

Population of the Study: The population of the study comprises residents of Mushin Local Government Area, Lagos State.

Sample Size Determination: The study adopted the Taro Yamane formula to determine a sample size of 400 respondents.

Sampling Technique: The study employed a multi-stage sampling technique to select the individual respondents.

Research Instrument: The study utilized a structured questionnaire as the instrument for data collection.

Methods of Data Analysis: The collected data were analyzed using frequencies, percentages, means, and standard deviations to summarize and present the demographic characteristics of the respondents and their responses. Multiple Regression Analysis was used to determine the influence of digital marketing on consumers’ trust in herbal products.
Full outline for chapter three:
3.0 Introduction

3.1 Research Design

3.2 Population of the Study

3.3 Sample Size

3.4 Sampling Technique

3.5 Instrument for Data Collection

3.6 Validity of Instrument

3.7 Reliability of Instrument

3.8 Method of Data Collection

3.9 Method of Data Analysis

3.10 Ethical Consideration

CHAPTER FOUR; DATA PRESENTATION AND ANALYSIS

MAJOR FINDINGS (Preview)

The analysis results were presented in tables. Based on the results obtained from the analysis, the following findings are made:

i. The study found that social media marketing positively influences consumers’ trust in herbal products among residents of Mushin, Lagos State, as evidenced by mean scores ranging from 3.45 to 3.53, which are above the acceptance benchmark of 3.00. The corresponding hypothesis test further showed a beta coefficient (β) of 0.294, t-value of 4.930, and p-value of 0.000 (p < 0.05), leading to the rejection of the null hypothesis.

ii. The study found that influencer marketing positively influences consumers’ trust in herbal products among residents of Mushin, Lagos State, as evidenced by mean scores ranging from 3.50 to 3.57, which are above the acceptance benchmark of 3.00. The corresponding hypothesis test further showed a beta coefficient (β) of 0.257, t-value of 4.642, and p-value of 0.000 (p < 0.05), leading to the rejection of the null hypothesis.

iii. The study found that online advertising positively influences consumers’ trust in herbal products among residents of Mushin, Lagos State, as evidenced by mean scores ranging from 3.49 to 3.55, which are above the acceptance benchmark of 3.00. The corresponding hypothesis test further showed a beta coefficient (β) of 0.214, t-value of 4.041, and p-value of 0.000 (p < 0.05), leading to the rejection of the null hypothesis.

iv. The study found that online reviews and testimonials positively influence consumers’ trust in herbal products among residents of Mushin, Lagos State, as evidenced by mean scores ranging from 3.54 to 3.61, which are above the acceptance benchmark of 3.00. The corresponding hypothesis test further showed a beta coefficient (β) of 0.389, t-value of 6.082, and p-value of 0.000 (p < 0.05), leading to the rejection of the null hypothesis.

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

This chapter covers the following outline:

5.1 Introduction

5.2 Summary of the Study

5.3 Conclusion

5.4 Recommendations

5.5 Limitations of the Study

5.6 Suggestions for Further Studies

Reference

Appendix

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