Online Advertising in Nigeria: an Examination of Approaches in Facebook and Instagram
pdf

Keywords

advertising Facebook Instagram Nigeria Social media media communication

How to Cite

Udenze, S., & Aduba, O. (2020). Online Advertising in Nigeria: an Examination of Approaches in Facebook and Instagram. Galactica Media: Journal of Media Studies, 2(2), 87-122. https://doi.org/10.46539/gmd.v2i2.62

Abstract

The study examined online advertising in Nigeria; it also sought to ascertain an examination of approaches in Facebook and Instagram. The aim of the research is to analyse the extent Nigerian businesses are utilizing social media to advertise their products. The theory adopted to anchor the study is Diffusion of Innovation Theory. Mixed methodology was employed to generate data for the study. Survey designed was used for the quantitative method while semi-structured interviews were conducted for the qualitative method. Online questionnaires were employed to get data from 375 Internet-users; representing consumers of these online advertisements, while 6 business owners making use of online advertising through social media, were interviewed under the qualitative method. The results of the study show that Nigerians make use of social media sites like Facebook and Instagram as advertising platforms to a little extent despite the huge number of consumers using these networks in the country. The research recommends that business owners should change their perception about social media as just a platform for fun or social activities, but to start considering it as an avenue to marketing and profit making. Also, the work recommends Nigerian businesses to engage the media professionals to handle their online activities; taking into the account that social media is so powerful it can build or destroy any business or brand. The work further recommends more effort put into the Consumer Protection Council with regards to online advertising activities. This will aid to online consumers protection and also to a large extent curb the cyber fraud.

https://doi.org/10.46539/gmd.v2i2.62
pdf

References

Adikesavan, T.A. (2014). Management Information System Best Practices and Applications in Business. Delhi: PHI Learning Private Limited.

Alexander, B. (2008). Social Networking in Higher Education. In R. N. Katz (Eds.), The tower and the cloud: Higher education in the age of cloud computing (pp. 197-201). EDUCAUSE.

Amarashinghe, A, (2010). What motivate people to participate in social media? Retrieved from: http:// www.Socialmediiatoday.com/index.php?q=SMC/190499

Amin, A. (2018, April 10). Semi-Structured Interviewed.

Anaeto, S.G., Onabanjo, O.S. & Osifeso, T.B. (2008). Models and Theories of Communication. African Renaissance Books: Bowie, Maryland.

Andreas, M. K. (2015). Social Media, the Digital Revolution, and the Business of Media. International Journal on Media Management, 17(4), 197-199. Retrieved from: Doi: 10.1080/14241277.2015.1120014.

Arens, W. (2008). Contemporary Advertising (10th ed). New Delhi: Tata McGraw Hill Publishing Company Limited.

Asemah, E. S. & Edegoh, L. O. (2012). New Media Political Advertising in Nigeria: Prospects and Challenges. African Research Review, 6(4), 248-265. DOI: 10.4314/afrrev.v6i4.17

Baker, S.E., & Edward, S. (N.D). National Centre for Research Methods Review Paper: How many qualitative interviews is enough? Retrieved from: www.LINKEDIN%20PAPERS/how_many_interviews.pdf

Belch, G. E. & Belch, M. A. (2001). Advertising and promotion: an integrated marketing communications perspectives (5th ed.). Boston: McGraw-Hill

Bola, K. (2018, April 23). Semi-Structured Interviewed.

Briggs, R. & Hollis, N. (1997). Advertising on the Web: Is there Response before Click Through, Journal of Advertising Research, 37(2), 34-45.

Brook, A. (2010). Facebook and social media ads work well together. Survey by Nielsen and Facebook. Retrieved from: http://www.billhartzer.com

Bush, A. J. & Bush, V. (1998). Advertiser Perceptions of the Internet as a Marketing Communication Tool. Journal of Advertising Research, 38(2), 17-27.

Cartellieri, C., Parsons, A. J., Rao, V. & Zeisser, M. P. (2000) The real impact of Internet advertising Competition on Price, Quality, and Distribution. Marketing Science, 19 (1).

Chaykowski, K. (2016). Instagram reaches 600 million monthly users, doubling in size in two years. Forbes news. Retrieved from: https://www.forbes.com/sites/kathleenchaykowski/2016/12/15/instagram-reaches-600-million-monthly-users-doubling-in-size-in-two-years/#1f213b151b24

Choi, S. M. & Rifon, M. J. (2002). Antecedents and Consequences of Web Advertising Credibility. Journal of Interactive Advertising, 3(1), 12-24. Doi: 10.1080/15252019.2002.10722064

Cronin, A.M. (2000), Advertising and Consumer Citizenship. New York: Routledge.

Dominick, J. R. (2009). Dynamics of mass communication: media in the digital age (10th ed.). Boston: McGraw-Hill.

Dreze, X. & Zufryden, F. (1998). Is Internet Advertising ready For Prime Time. Journal of Advertising Research, 38(3), 7-18.

Ducaffee, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research. 36(5), 21-35

Dunay, P. & Krueger, R. (2010). Facebook marketing for dummies. Indianapolis-Indiana: Wiley Publishers.

Eruotor, K. (2018, May 12). Semi-Structured Interviewed.

Falah, M.B. (2014). Online Advertising, also called online marketing or internet advertising. Create space independent publishing platform. https://www.amazon.com/Online-advertising-called-marketing-Internet/dp/150316196X

Financial Nigeria (2016). Facebook records 16 million active users in Nigeria. Retrieved from: http://www.financialnigeria.com/facebook-records-16-million-active-users-in-nigeria-news-344.html#sthash.YHQoPEZv.dpuf

Folarin, B. (2005). Theories of mass communication: An introductory text. Ibadan: Stirling-Horden

Gallagher, K., Foster, K.D. & Parsons, J. (2001). The Medium is not the Message: Advertising Effectiveness and Content Evaluation in Print and or the Web. Journal of Advertising Research, 41(4), 57-70. Doi: 10.2501/JAR-41-4-57-70

Gordon, M. E. & Lima-Turner, K. D. (1997). Consumer attitudes towards internet advertising: a social contract perspective. Retrieved from: www.emeraldinsight.com/casestudieshtm

Goyal, S. (2013). Advertising on social media. Retrieved from: http://sjournals.com/index.php/SJPAS/article/view/551

Hoffman, D. L. & Novak, T. P. (1996). Marketing in Hypermedia Computer Mediated Environments: Conceptual Foundations. Journal of Marketing, (3), 50-68.

Hogben, G. (2007). Security Issues and Recommendations for Online Social Networks, ENISA Position Paper (1). Retrieved from: http://w.w.w.enisa.europa.eu/doc/pdf/deliverables/enisa_pp_social_networks.pdfhttps://newsroom.fb.com

Hwang, J. et al., (2003). Corporate web sites as advertising: an analysis of function, audience, and message strategy. Journal of Interactive Advertising. 3(2), 10-23. Doi: 10.1080/15252019.2003.10722070

Koatsa, R. (2018, May 22). Semi-Structured Interviewed.

Korgaonkar, P., Silverbutt, R. & O’Leary, B. (2001). Web advertising and Hispanic. Journal of Consumer marketing, 18(2), 134-152. Doi: 10.1108/07363760110386009

Li, H., Daughterty, T. & Biocca, F. (2002). Impact of 3-D advertising on product knowledge brand attitude, and purchase intention: the mediating role of presence. Journal of Advertising, 31(3), 43-57. Doi: 10.1080/00913367.2002.10673675

Lisica, I., Jesic, M. & Neskovic, E. (2012). Marketing Innovation through Digital Advertising. Belgrade: Innovative Management & Business Performance.

Lombard, M. & Snyder-Duch, J. (2001). Interactive advertising and presence: a framework. Journal of Interactive Marketing, 1(2), 56-65. Doi: 10.1080/15252019.2001.10722051

Lynch, J. G. & Ariely, D. (2000). Wine Online: Search Costs and Mediated Environments: Conceptual Foundations. Journal of Marketing, 19(1), 83-103. Doi: 10.1287/mksc.19.1.83.15183

MaQuail, D. (2011). McQuail’s Mass communication theory. London: Sage.

Nigerian Communications Commission, (2017). Stakeholders Information on Industry Statistics report. Retrieved from https://www.ncc.gov.ng/stakeholder/statistics-reports/industry-overview#view-graphs-tables-5

Nyekwere, O. (2009). Influnce of New Media Technologies in Broadcasting: A Study of Television Stations in Port-Harcourt Metropolis. Nsukka, University of Nigeria.

O’Connor, J. & Galvin, E. (2001). Marketing in the digital age. (2nd.Ed.). Essex: Pearson Education

O’Shaughnessy, J. & O’Shaughnessy, N.J. (2003). Persuasion in Advertising. New York: Routledge.

Office of Communications (OFCOM) Research Document. (2008). Social Networking: A quantitative research report in to attitudes; behaviours and use.

Oguejiofor, P. (2018, May 24). Semi-Structured Interviewed.

Ojobor, I. J. (2002). Mass communication theories. In C.S. Okunna, (Eds.), Teaching mass communication: A multi-dimensional approach (pp. 1-26). Enugu: New Generation Books.

Okey, O. (2018, May 20). Semi-Structured Interviewed.

Palanisamy, R. & Wong, S. A. (2003). Impact of Online Consumer characteristics on Web- based Banner Advertising Effectiveness. Global Journal of Flexible Systems Management, 4(1), 15-25.

Pavlou, P. A. & Stewart, D. W. (2000). Measuring the Effects and Effectiveness of Interactive Advertising: A Research Agenda. Journal of Interactive Advertising, 1(1), 61-77, Doi: 10.1080/15252019.2000.10722044

Qimei, C. & William D. W. (1999). Attitude toward the Site. Journal of Advertising Research, 39(5), 27.

Redbridge Marketing. (2008). Social Network Marketing: The Basics.

Rodgers, S. & Thorson, E. (2000). The interactive advertising model; how users perceive and process online ads. Journal of Interactive Advertising, 1(1), 41-60. Doi: 10.1080/15252019.2000.10722043

Schlosser, A. E., Shavitt, S. & Kanfer, A. (1999). Survey of internet users’ attitude towards internet advertising. Journal of Interactive Marketing, 13(3), 34-54.

Taylor H. (2016). If social networks were countries, which would they be. World economic forum: Social Media. Retrieved from:https://www.weforum.org/agenda/2016/04/facebook-is-bigger-than-the-worlds-largest-country/

Taylor Nelson Sofres (TNS), Teenage Research unlimited (TRU) and Marketing Evolution. (2007). Never Ending Friending – A Journey in to Social Networking. Inc.

Toivo, S. (2012). Social Media- The New Power of Political Influence. Helsinki: Centre for European Studies.

Young Adult Library Services Association (YALSA). (2008). Teens and Social Networking in School and Public libraries: A Toolkit for Librarians and Library workers.

Zarrella, D. & Zarrella, A. (2011). The Facebook marketing book. North Sebastopol-Ukraine: O‘Reily Media.

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.