Legal Concerns in User-Generated Digital Media Advertisement in Nigeria

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

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