Abstract

With the arrival of Europeans and introduction of colonial government till now, advertising in Nigeria has become professionalized and influential to economic growth and development in the Country. Economic dynamics led to mergers and affiliations of local advertising agencies with international ones, to ensure international standards and effective reach for western goods and services produced for the Nigerian markets. Availability of different media types lead to reach and spread of advertising messages. Based on the existing communication order, most Nigerian advertisements do not reach international markets through satellite networks despite the spread of Nigerians in most parts of the World due to cost and other variables. However actualization of globalization through breakthroughs on the Internet has created forms which can be exploited to achieve farther reach for Nigerian goods and services. This theoretical paper seeks to interrogate implications of social media applications as channels for effective reach of Nigerian advertisements to international markets. This study is anchored on technological determinism, media richness and media equation theories given that their theses are pertinent and shall be used to predict and explain findings which shall be got in the course of the study. The population is derived from studies carried out by different Nigerian and foreign scholars in related studies. Other literature which are relevant to the studies were used to corroborate such findings. It was found out that advertisements of Nigerian products and services are carried out using social media platforms such as Facebook, Instagram, YouTube, Google and WhatsApp. It was found out that besides fast consumable goods, industrial adverts are not regularly run using social media. It is recommended that internationalizing Nigerian advertisements can be achieved by a vigorous use of social media apps complemented by satellite TV stations. 

Key Words: Internationalisation, Advertisements, Social Media, Campaigns, Global

^JCMR Journal of Communication and Media Research, Vol. 14, No. 1, Special Issue 2, June 2022, pp. 142-149

© Association of Media and Communication Researchers of Nigeria (AMCRON).

About the authors

* Godswill O. Okiyi, Ph.D., is of the Department of Mass Communication, Nasarawa State University, Keffi, Nasarawa State, Nigeria

**Ochanya M. Lamai is of the Department of Mass Communication, Nasarawa State University, Keffi, Nasarawa State, Nigeria

Article Citation

Okiyi, G. O. & Lamai, O. M. (2022). Internationalising Nigerian advertisements for global reach through the use of social media applications. Journal of Communication and Media Research, 14 (1, SP. 2): 142-149.

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