Ethical Issues In User-Generated Social Media Advertisements In Nigeria

Abstract

The study examined ethical issues in user-generated social 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 Committee. Purposive sampling technique was used for the in-depth interview schedule segment. For content analysis, census of the 10,750 advertisements was used. The instrument for data collection for the study were in-depth interview guide schedule for the survey and the coding guide will be used for the content anlysis. Data for this study were analysed using quantitative and qualitative methods. The data obtained from coding of user-generated advertisement copies were arranged in tabular format. The interview was analysed strictly qualitatively and adopted the explanation building technique in presenting the responses obtained from the interviewees. The findings revealed that that the social media platforms mostly employed for user-generated advertisements in Nigeria were Facebook. This was followed by YouTube, WhatsApp, Twitter and Instagr

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