Cognitive Fluency and Code-Mixing in Digital Advertising: An Exploratory Study of the Nigerian Online Market Space

This study examines the phenomenon of code-mixing in online advertising in Nigerian commercial sphere. Traditionally, advertisements in Nigeria were conveyed through formal, standardized English language mediums, such as radio and television. However, with the advent of the internet and social media, advertisers have increasingly incorporated indigenous languages into their marketing strategies through code-mixing and code-switching.

This shift in advertising approach is purportedly aimed at fostering trust and shared cultural experiences with target audiences. Nevertheless, the components that enhance cognitive fluency which underlies consumer conviction and purchase behaviour remain unclear.

To address this knowledge gap, this research employs a content analysis methodology, utilizing cognitive fluency theory as the analytical framework. A random selection of advertisement posts from Nigerian business pages on Twitter and Instagram will serve as dataset. By examining the intertextuality between advertisement content and audience responses (comments), this study aims to elucidate the cognitive fluency of consumers in relation to their decision-making and purchase behaviour.