Abstract:
This paper analysed the manifest online advertising contents of Nigeria-based small businesses on Facebook and Google, from 2012-2014. The study was conceptualised around the SIVA model and new marketing theories. Using the content analysis research design, the paper comparatively analysed frequency, prominence and magnitude of adverts that pertained to Nigeria-based small businesses on Facebook and Google. The instrument for data collection was code sheet. Data were analysed using the statistical package for social sciences (SPSS) version 20.0. Mann-Whitney U test and Kruskal-Wallis were used for content comparison at significant (p < 0.05). Although 85% of adverts were for larger firms, results of small businesses adverts were skewed in favour of Google AdWords; there was a significant difference (p < 0.05) in the prominence of adverts. There was no significant difference (p < 0.05) in the magnitude of adverts and no significant annual difference was found. This paper recommends that Nigeria-based small businesses should apply basic tenets of the SIVA, which advocates a two-way communication in terms of online advert placements to ensure overall successful campaigns.
