Preference Between Social Media and Traditional Media for Advert Placement among Businesses in Nigeria

Abstract

Background: The landscape of advertising in Nigeria has undergone a significant transformation following the rise of digital media. While businesses are increasingly leveraging the advantages of social media platforms, traditional media remains a prominent fixture in the marketing mix. Objectives: This study investigated the preferred advertising channels used by businesses in Nigeria. Specifically, it identified the most common media used for advertising, examined the challenges encountered by businesses when using specific platforms, and determined the underlying reasons for the preference of one medium over another. Methodology: The study adopted a survey research design, focusing on a sample of 384 businesses in Nsukka, determined via the Cochran formula. The study area was stratified into three communities: Nru Nsukka, Nkpunano, and Ihe Nsukka, with 128 respondents selected from each. Purposive sampling was used to target business owners or marketing personnel responsible for advertising decisions. Results: Findings revealed that social media dominates advertising due to its extensive reach, cost-effectiveness, and high engagement levels. However, its effectiveness is often hindered by intense competition, frequent algorithm changes, and consumer scepticism. Consequently, businesses often adopt a hybrid approach, using social media for interactive engagement and traditional media to bolster brand credibility. Conclusion: Nigerian businesses strategically integrate both social and traditional media for advertising, recognising that each possesses distinct and complementary advantages. Recommendations: Businesses should leverage data analytics and AI-driven personalisation to optimise social media campaigns. To counter audience scepticism, they should adopt credibility-building measures such as influencer marketing and ethical advertising practices. Furthermore, businesses must invest in professional digital marketing expertise to navigate algorithm shifts while continuing to use traditional media to reach diverse age demographics and maintain trust.