An Appraisal of Code-Switching in Nigerian Social Media Advertising: A Comparative Analysis of Facebook and Instagram
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Background of the Study
Code-switching, the practice of alternating between two or more languages within a conversation, is prevalent in Nigerian social media advertising. This phenomenon is particularly visible on platforms such as Facebook and Instagram, where advertisers frequently blend indigenous languages with English to appeal to diverse audiences (Olubiyi, 2023). The study explores how code-switching is employed as a strategic tool in advertising to create relatable and persuasive messages, ultimately enhancing consumer engagement. Social media provides an ideal platform for such linguistic practices due to its informal nature and widespread usage across different socio-cultural groups (Adeniran, 2024). Advertisers harness the cultural resonance of local languages alongside the perceived prestige of English to construct messages that resonate with consumers. This linguistic hybridity reflects broader societal trends in language usage and identity in Nigeria. Despite its prevalence, there is limited empirical research comparing code-switching practices in advertising across different social media platforms. This study aims to fill this gap by comparing Facebook and Instagram advertising content, shedding light on how linguistic strategies differ by platform and how they contribute to consumer persuasion and brand identity (Oke, 2023).
Statement of the Problem
Nigerian social media advertising increasingly relies on code-switching to engage multilingual audiences, yet the comparative impact of such practices on different platforms remains under-researched. The lack of a comprehensive understanding of how advertisers strategically alternate between languages on Facebook versus Instagram hampers effective communication strategies and may result in inconsistent audience engagement. This study seeks to address the gap by analyzing the extent and purpose of code-switching in social media ads, evaluating its effectiveness in consumer persuasion. The research aims to clarify how these practices influence brand perception and consumer behavior, thus offering insights for advertisers looking to optimize their multilingual strategies (Falade, 2024).
Objectives of the Study
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To compare code-switching practices in Nigerian social media advertising on Facebook and Instagram.
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To analyze the effectiveness of code-switching in enhancing consumer engagement.
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To assess the impact of linguistic hybridity on brand identity and perception.
Research Questions
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How does code-switching differ between Facebook and Instagram advertising in Nigeria?
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What is the impact of code-switching on consumer engagement?
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How does the use of multiple languages affect brand identity in social media ads?
Significance of the Study
This study is significant as it offers a comparative insight into the strategic use of code-switching in social media advertising. By examining linguistic practices on Facebook and Instagram, the research provides valuable findings for marketers, advertisers, and communication scholars seeking to enhance the effectiveness of multilingual advertising campaigns in Nigeria (Bello, 2023).
Scope and Limitations of the Study
This study is limited to analyzing code-switching in Nigerian social media advertising on Facebook and Instagram. It does not extend to other social media platforms or offline advertising contexts.
Definitions of Terms
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Code-Switching: The practice of alternating between two or more languages within a discourse.
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Social Media Advertising: The use of social networking platforms to promote products, services, or ideas.
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Linguistic Hybridity: The blending of multiple languages or dialects in communication.
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