IIARD International Institute of Academic Research and Development

RESEARCH JOURNAL OF MASS COMMUNICATION AND INFORMATION TECHNOLOGY (RJMCIT )

E-ISSN 2545-529X
P-ISSN 2695-2475
VOL. 10 NO. 3 2024
DOI: https://doi.org/10.56201/rjmcit.v10.no3.2024.pg67.83

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Legal Concerns in User-Generated Digital Media Advertisement in Nigeria

ADEYEMI, Muideen Opeyemi, OHIAGU, Obiageli Pauline, (Ph.D), USUA, Ntiense James, (Ph.D)

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Abstract

The study examined legal issues in User-Generated digital media advertisement in Nigeria. The objectives of the study were among others to examine the nature of user-generated advertising in digital media advertisements in Nigeria. The theoretical framework of the study was drawn from the technological determinism theory and network advertising model. This study adopted a mixed research method which combined content analysis and analytical descriptive survey designs. The study was made up of two population streams. For content analysis the population is 10,750 online advertisement copies from User-generated advertising online pages. The second population stream comprises staff of the Advertising Regulatory Council of Nigeria (ARCON) was 27, according to the Administrative Officer of ARCON in Lagos State. The sample size for the study was also of two streams. The interview schedule sample size comprised three (3) key members of Exco, the Investigation Panel and Disciplinary

keywords:

Legal Concerns, User-Generated, Digital Media, Advertisement

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References:

Arens, W. F. (1996). Contemporary advertising. Mirror Higher Education Group Inc.

Avila, P. C (2015). User-Generated Advertising: The effects of consumer-created brand videos
and self-construal on brand attitudes. Unpublished Doctoral Thesis submitted to the
University of Birmingham.

Bakar, B. (2009). Parsing religiosity, guilt and materialism on consumer ethics. Journal of
Islamic Marketing, 4 (3), 232–244.

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