Exploring Personal Disclosure Dynamics as Strategic Marketing Tools for Building Brand-Consumer Relationships in Ghana

Abstract

In what manner does the sharing of personal narratives or disclosing one’s experiences foster trust and loyalty among consumers? Conversely, how could such transparency, if not strategically regulated, result in personal, legal, or societal consequences? This research investigates the dynamics of personal disclosure as a strategic marketing instrument to cultivate trust, intimacy, and loyalty between businesses and consumers in the Ghanaian setting. This study use Social Penetration Theory to examine the impact of cultural norms, socio-economic factors, and digital interactivity on the perception and implementation of personal disclosures in marketing efforts. Semi-structured surveys were conducted with 67 individuals, comprising social media influencers and their followers, utilizing a qualitative methodology. The findings demonstrated that the reception of personal disclosures is affected by cultural factors, including Ghana's collectivist perspective. Influencers that fit their content with local values of humility, community, and respect for privacy forge better ties with their audience, whereas overly self-centered revelations can be counterproductive. The research emphasizes the need of cultural sensitivity and ethical behavior, highlighting the demand for transparency, privacy safeguards, and contextual appropriateness in disclosures. The study enhances understanding of how businesses can ethically engage with Ghanaian consumers through personal disclosure, offering insights applicable to other African contexts. Ultimately, it demonstrates the efficacy of personal disclosure in fostering enduring, authentic brand-consumer relationships in the digital era when culturally contextualized.