April 2016

Evaluating the use of internet as a medium for marketing and advertising messages in Nigeria

Nigeria’s active internet subscriptions (GSM), as at February, 2015 stand at 83,209,380 (NCC, 2015). The Internet is the modern marketers’ choice. Despite its great potentials, it is still largely under-utilized in Nigeria. This study surveyed the popularity and acceptance of the Internet as a medium for communicating marketing and advertising messages; the category of people who seek advertising and...

Author(s): Olanrewaju Olugbenga Akinola and Deborah Olukemi Okunade