An Appraisal of Pragmatic Devices in Nigerian Digital Marketing: A Case Study of Viral Video Captions
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the Study
Digital marketing in Nigeria has rapidly evolved with the advent of social media platforms, where viral video content plays a significant role in brand communication. Video captions, as a concise text component accompanying visuals, are instrumental in engaging audiences and conveying persuasive messages. These captions utilize a range of pragmatic devices—such as humor, irony, and emotive punctuation—to create immediacy and relatability (Ibrahim, 2023). In Nigerian digital marketing, the pragmatic choices embedded in captions vary considerably, reflecting cultural values and target audience expectations. Captions crafted for viral videos often exhibit a playful mix of formal language and local colloquialisms, which serve to build authenticity and connection with viewers (Chika, 2024). This study explores how these pragmatic devices operate within digital marketing, focusing on their role in attracting viewership and stimulating interaction. By comparing viral video captions across different digital marketing campaigns, the research seeks to identify key pragmatic strategies that contribute to effective message delivery. The findings will provide valuable insights into the interplay between language use and audience engagement in the competitive realm of online advertising (Omolara, 2025).
Statement of the Problem
While viral video captions are increasingly used in Nigerian digital marketing, there is a lack of systematic research on the pragmatic devices employed in these texts. Existing literature predominantly addresses visual content and quantitative metrics, with minimal focus on the linguistic strategies that enhance viewer engagement (Olayinka, 2023). This gap in research limits the understanding of how pragmatic elements like tone, humor, and code-switching contribute to message effectiveness. Consequently, digital marketers may overlook opportunities to optimize their captions for maximum impact. The absence of detailed analyses also impedes the development of best practices for creating engaging digital content that resonates with diverse audiences (Nneka, 2024). This study aims to fill this gap by providing a focused examination of pragmatic devices in viral video captions.
Objectives of the Study
- To identify pragmatic devices used in viral video captions.
- To analyze their role in enhancing digital marketing effectiveness.
- To propose guidelines for crafting engaging captions.
Research Questions
- What are the key pragmatic devices employed in viral video captions?
- How do these devices affect audience engagement?
- What best practices can be recommended for digital marketers?
Significance of the Study
This study is significant as it uncovers the pragmatic strategies that underpin successful digital marketing through viral video captions. The insights will aid marketers and communication experts in crafting messages that resonate with Nigerian audiences, thereby improving engagement and conversion rates (Ibrahim, 2023; Chika, 2024).
Scope and Limitations of the Study
This study is limited to the analysis of pragmatic devices in viral video captions used in Nigerian digital marketing.
Definitions of Terms
- Pragmatic Devices: Language tools used to convey meaning effectively in context.
- Digital Marketing: Promotion of products or services through digital platforms.
- Viral Video Captions: Brief texts accompanying videos designed to capture viewer attention and encourage sharing.
Related Project Materials
An Investigation of the Impact of Regulatory Policies on Environmental Performance in Nigerian Industries
Background of the Study
Regulatory policies play a crucial role in ensuring that industrial activities are conducted in an...
INFLUENCE OF EARLY CHILDHOOD EDUCATION ON ENVIRONMENTAL STEWARDSHIP
ABSTRACT: This research investigates the influence of early childhood education on fostering environmental stewardship among young children. E...
THE INFLUENCE OF COST OPTIMIZATION ON BUSINESS PROFITABILITY
ABSTRACT
THE INFLUENCE OF COST OPTIMIZATION ON BUSINESS PROFITABILITY
This study examines the influence of cost optimization on...
An Evaluation of Blockchain Applications in Financial Accounting: A Case Study of Nigerian Stock Exchange
Background of the Study
Blockchain technology is revolutionizing financial accounting by offering secure, transparent, a...
The Impact of Social Media on Political Awareness: A Study of Kauru Local Government Area, Kaduna State
Background of the Study
In recent years, social media platforms such as Facebook, Twitter, Instagram, and WhatsApp have...
An examination of the impact of peer group influence on students’ academic performance in public secondary schools in Ijebu-Ode Local Government Area, Ogun State
Background of the Study
Peer group influence plays a significant role in shaping students’ academic behavior and perf...
AN APPRAISAL OF THE LEGAL FRAMEWORK FOR THE ENFORCEMENT OF ENVIRONMENTAL LAWS IN NIGERIA
ABSTRACT
The development of environmental management and sustainable development is borne out of the recognition that the environment is...
An Investigation of the Impact of Regional Investment Incentives on Local Economic Growth in Nigeria
Background of the Study
Regional investment incentives are a crucial tool for stimulating economic growth...
THE EFFECT OF LEASE AS A MEANS OF PROCUREMENT IN MANUFACTURING ORGANIZATION
ABSTRACT
The essence of this research work is to investigate carefully the effects of lease as a means of procurem...
FUEL SUBSIDY REMOVAL AND ENVIRONMENTAL QUALITY IN NIGERIA: A DYNAMIC COMPUTABLE GENERAL EQUILIBRIUM APPROACH
ABSTRACT
Environmental challenges such as climate change continue to threaten human existence globally. This has necessitated renewed foc...
