Authors:
Ramadas Kandath
Addresses:
Department of FSM Adoption and Services, SAP, Plano, Texas, United States of America.
Abstract:
This study explores the impact of transparent advertising on consumer trust, particularly in the context of sensitive social issues such as human rights. As consumer expectations evolve towards greater ethical responsibility, brands are increasingly required to demonstrate authenticity and align their values with their actions. Using a sample of 270 college students from Chennai, the research investigates how perceived transparency, authenticity, message consistency, and emotional appeal influence consumer trust. The results reveal that all four factors positively affect trust, with message consistency and emotional appeal having the most significant impact. The study highlights that transparent advertising, when aligned with genuine corporate values, fosters deeper emotional connections with consumers and enhances trust. However, it also warns against performative advocacy, emphasising that brands must ensure their actions match their messaging to avoid consumer backlash. Through these insights, the study offers valuable recommendations for marketers seeking to leverage transparent advertising to build lasting, trust-based relationships with socially conscious consumers. Ultimately, transparent advertising emerges as a crucial element in modern marketing, enabling brands to engage authentically with consumers and differentiate themselves in an increasingly values-driven marketplace.
Keywords: Transparent Advertising; Perceived Transparency; Perceived Authenticity; Message Consistency; Emotional Appeal; Consumer Trust; Marketplace and Relationships.
Received: 29/06/2024, Revised: 21/08/2024, Accepted: 06/11/2024, Published: 07/09/2025
DOI: 10.64091/ATIML.2025.000161
AVE Trends in Intelligent Management Letters, 2025 Vol. 1 No. 3 , Pages: 122-130