An Investigation of Semantic Ambiguity in Nigerian Digital Marketing: A Case Study of E-Commerce Advertisements
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Background of the Study
Digital marketing in Nigeria has witnessed rapid growth, with e-commerce advertisements playing a pivotal role in shaping consumer behavior. However, the language used in these ads often contains semantic ambiguity—where words or phrases have multiple interpretations—that can lead to confusion or misinterpretation among potential customers (Ifeoma, 2023). This study examines the nature of semantic ambiguity in Nigerian e-commerce advertisements, focusing on how marketers balance creativity with clarity. Advertisements employ various rhetorical devices and persuasive language, which sometimes result in ambiguous messages that can either intrigue or mislead audiences (Chima, 2024). The research analyzes lexical choices, context cues, and syntactic structures to determine how ambiguity is generated and managed. In addition, the study explores the impact of digital media dynamics, where rapid consumption and shortened attention spans necessitate concise yet impactful messaging. By comparing ambiguous language patterns in different digital ads, the study aims to uncover patterns and propose strategies for reducing ambiguity while maintaining creative appeal (Obinna, 2025). The outcomes will offer insights into improving consumer comprehension and trust in digital marketing communication.
Statement of the Problem
Although semantic ambiguity can add a layer of intrigue to advertising, excessive ambiguity in e-commerce ads may lead to consumer misinterpretation and mistrust. Many digital marketers in Nigeria inadvertently use language that is open to multiple interpretations, thereby compromising the clarity of the intended message (Ifeoma, 2023). The lack of standardized guidelines for balancing persuasive language with semantic clarity has resulted in inconsistent ad quality and customer confusion. This problem is compounded by the fast-paced nature of digital media, where ambiguous messaging may quickly proliferate and negatively affect brand reputation (Chima, 2024). This study seeks to address these issues by systematically analyzing the sources and effects of semantic ambiguity in Nigerian digital marketing, and by proposing actionable strategies to enhance message precision (Obinna, 2025).
Objectives of the Study:
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To identify the sources of semantic ambiguity in Nigerian e-commerce advertisements.
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To evaluate the impact of ambiguous language on consumer perception and trust.
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To recommend strategies for reducing ambiguity in digital marketing communications.
Research Questions:
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What are the common ambiguous lexical and syntactic features in e-commerce ads?
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How does semantic ambiguity affect consumer decision-making?
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What measures can be implemented to improve clarity in digital marketing?
Significance of the Study
This study is significant as it explores the impact of semantic ambiguity in Nigerian digital marketing, with a focus on e-commerce advertisements. By clarifying the sources and effects of ambiguous language, the research provides valuable insights for marketers aiming to enhance consumer trust and communication effectiveness. The findings will inform best practices in digital ad design and contribute to academic discussions on language use in commercial contexts (Obinna, 2025).
Scope and Limitations of the Study:
This study is limited to analyzing semantic ambiguity in Nigerian e-commerce advertisements and does not extend to other forms of digital marketing or offline advertising.
Definitions of Terms:
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Semantic Ambiguity: The presence of multiple possible meanings in language.
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Digital Marketing: The use of digital channels to promote products or services.
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E-Commerce Advertisements: Promotional content aimed at driving online sales.
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