An Appraisal of Pragmatic Strategies in Nigerian Online Advertising: A Case Study of Viral Marketing Campaigns
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Background of the Study
Online advertising in Nigeria has experienced exponential growth, with viral marketing campaigns becoming a key tool for brand promotion. Pragmatic strategies—such as the use of humor, direct appeals, and cultural references—are instrumental in capturing audience attention and driving engagement on digital platforms. This study appraises the pragmatic strategies employed in Nigerian online advertising, focusing on viral campaigns that have achieved widespread recognition. Through the analysis of digital advertisements, the research investigates how advertisers use language pragmatically to create memorable messages that resonate with diverse audiences (Afolabi, 2023). The study examines elements such as call-to-action phrases, emotive language, and the strategic use of discourse markers that facilitate message delivery. By comparing successful viral campaigns, the research aims to identify best practices in online advertising and provide recommendations for enhancing pragmatic effectiveness in digital marketing. The findings will contribute to the literature on digital rhetoric and offer practical insights for advertisers seeking to optimize communication in a competitive market (Eze, 2024).
Statement of the Problem
Despite the growing prominence of online advertising, there is limited research on the specific pragmatic strategies that contribute to the success of viral marketing campaigns in Nigeria. Most studies focus on visual design and audience metrics, while the linguistic and pragmatic aspects remain underexplored. This lack of systematic analysis restricts advertisers’ ability to harness language effectively in digital campaigns, potentially undermining message clarity and impact. Understanding the pragmatic dimensions of viral marketing is essential for developing more effective communication strategies that drive consumer engagement. Addressing this research gap will help refine digital advertising practices and enhance overall marketing effectiveness (Afolabi, 2023; Eze, 2024).
Objectives of the Study
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To identify key pragmatic strategies used in Nigerian viral marketing campaigns.
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To evaluate the effectiveness of these strategies in engaging audiences.
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To propose best practices for enhancing online advertising communication.
Research Questions
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What pragmatic strategies are most effective in Nigerian online advertising?
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How do these strategies contribute to the virality of marketing campaigns?
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What recommendations can improve pragmatic effectiveness in digital ads?
Significance of the Study
This study provides essential insights into the pragmatic elements of successful online advertising, benefiting marketers, advertisers, and communication scholars. The findings will inform the design of more effective viral campaigns and enhance consumer engagement in the digital marketplace (Afolabi, 2023).
Scope and Limitations of the Study
The study is limited to analyzing pragmatic strategies in Nigerian online advertising through viral marketing campaigns and does not cover traditional advertising methods.
Definitions of Terms
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Pragmatic Strategies: Techniques used in language to achieve effective communication.
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Viral Marketing: A marketing strategy that relies on rapid, widespread sharing of content.
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Online Advertising: Promotional messages delivered through digital platforms.
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