Abstract

The paper examined the content, patterns and extent to which Nigerian corporations are using websites as a communication strategy to combine the multiple functions of providing information on organisation’s activities and image-building strategies for their brands as well as direct and indirect selling functions. A content analysis of 112 corporate web sites was carried out, using cookies to generate user content and unit of analysis. Findings show that corporations in Nigeria use websites for several communication functions ranging from corporate communications to advertisements and user guide information. Further findings reveal that message strategy for most of the websites is to build brand and corporate image. The study also found that features of the websites do exercise some level of influence on users, while features such as instant messaging, chat rooms, e-mails amongst others enables interactivity on the websites. The study concludes that websites are emerging communication media to watch. Opening of oars to the emerging trend by corporations in Nigeria, ensuring enhanced interactivity, and frequent updating of the sites amongst others is recommended by the study. 

Key Words: Nigerian Corporations, Websites Content, Usage Patterns,

                     Corporate Communications.

^JCMRJournal of Communication and Media Research, Vol. 3, No. 1, April 2011, 113 – 124.

© Delmas Communications Ltd

About the authors

*James Aondowase Ashiekpe is a part-time lecturer and doctoral candidate in the Department of Mass Communication, Benue State University, Makurdi, Nigeria.

**Mrs. Juliet Ese Ella is a Lecturer in the Department of Mass Communication, University of Jos, Jos, Nigeria.

Full Article

Words: 6,036; Pages: 12