Digitalised English: A Survey of Lexico-Semantic Innovation in Digital Marketing in Nigeria

Abstract

This study examines lexico-semantic innovations in Nigerian digital marketing discourse, with the aim of exploring how language adapts to socio-cultural and professional demands in digital communication. It surveys how digital marketing language in Nigeria varies across users and contexts, posing the central question of whether such variation reflects systematic linguistic innovation shaped by local and global influences. It is hypothesised that Nigerian digital marketing discourse exhibits patterned lexico-semantic innovations driven by the interaction of Nigerian languages, Nigerian Pidgin, and global digital terminology. A mixed-methods approach was adopted, combining descriptive and exploratory designs. The sample comprised digital marketing practitioners, students, and online users from southwestern Nigeria. Data were collected through questionnaires (Google Forms), semi-structured interviews, and focus group discussions, supported by a bibliometric review of relevant literature. Findings reveal that digital marketing language in Nigeria is characterised by coinages, acronyms, and semantic shifts. Local expressions (e.g., “gist,” “sabi,” “jara”) co-occur with global terms (e.g., SEO, CTA), while phonological and orthographic adaptations reflect linguistic domestication. Educational background significantly influences lexical choices, with more educated users favouring standardised terminology and others relying on localised expressions. The study contributes to sociolinguistics, especially Nigerian English by demonstrating the dynamic evolution of Nigerian English in digital domains. It also offers practical insights for digital communication, and professional engagement in multilingual contexts.