An Appraisal of Pragmatic Devices in Nigerian Digital Marketing: A Case Study of Viral Video Captions
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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.
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