An Appraisal of Pragmatic Strategies in Nigerian Online Advertising: A Case Study of Viral Marketing Campaigns
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Background of the Study
Online advertising in Nigeria has witnessed rapid growth, particularly through viral marketing campaigns that leverage social media platforms to capture consumer attention. This study appraises the pragmatic strategies employed in Nigerian online advertising, focusing on how marketers use language to persuade, engage, and evoke emotional responses. Advertisers incorporate various pragmatic devices such as humor, irony, and emotive appeals to craft messages that resonate with digital audiences (Eze, 2023). Viral campaigns often rely on succinct slogans, creative hashtags, and interactive content that encourage user participation. By analyzing a selection of successful viral marketing campaigns, this research investigates the role of pragmatic strategies in enhancing message effectiveness and brand recall. The study also considers how cultural nuances and digital media trends shape the use of language in advertising. Insights from this appraisal are expected to inform best practices for digital marketing, aiding advertisers in designing campaigns that are both innovative and culturally relevant (Onyema, 2024; Chinwe, 2025).
Statement of the Problem
Although online advertising is a growing field in Nigeria, there is limited research on the pragmatic strategies that underpin viral marketing campaigns. Inconsistent use of pragmatic devices can lead to ambiguous messages that fail to engage consumers (Eze, 2023). The lack of a systematic framework for analyzing these strategies impedes advertisers from optimizing their campaigns for maximum impact (Onyema, 2024). This study addresses this gap by examining the pragmatic techniques employed in viral online advertising, aiming to provide actionable insights that enhance clarity and persuasiveness (Chinwe, 2025).
Objectives of the Study
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To identify pragmatic strategies in Nigerian viral marketing campaigns.
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To evaluate the effectiveness of these strategies in engaging consumers.
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To propose recommendations for enhancing online advertising language.
Research Questions
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What pragmatic devices are most effective in viral marketing?
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How do these strategies vary across different campaigns?
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How do pragmatic techniques influence consumer engagement?
Significance of the Study
This study offers critical insights into the role of pragmatic strategies in Nigerian online advertising, guiding marketers and communication experts in creating more engaging and persuasive campaigns. Its findings will contribute to the development of best practices in digital marketing (Eze, 2023; Onyema, 2024; Chinwe, 2025).
Scope and Limitations of the Study
This study focuses on viral marketing campaigns in Nigerian online advertising and does not extend to traditional advertising channels.
Definitions of Terms
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Pragmatic Strategies: Linguistic techniques used to achieve effective communication.
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Viral Marketing Campaigns: Advertising strategies designed to rapidly spread through digital networks.
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Online Advertising: Promotion of products or services via digital platforms.
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