Emerging Media Technologies and Advertising Practice in Yola North, Adamawa State, Nigeria
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The study examined the adoption of emerging media technologies and their application in advertising among business owners in Yola North, Adamawa State, Nigeria. Specifically, it investigated the technologies adopted for advertising, their perceived influence on advertising practice, and the challenges associated with their use. The study was anchored on Technological Determinism Theory and adopted a quantitative survey design. Data were collected from 150 purposively selected business owners using a structured questionnaire and analysed using frequencies and percentages. Findings showed that Facebook (85.3%) and WhatsApp Business (82.7%) were the most widely adopted technologies, while artificial intelligence tools (38.7%) recorded the lowest adoption. Emerging media technologies were perceived to enhance brand awareness and visibility (89.3%), reach target customers (88.0%), improve customer feedback and interaction (86.7%), and increase customer engagement (85.3%). However, high internet/data costs (83.3%), poor network connectivity (80.0%) and unreliable electricity supply (76.7%) were the major challenges. The study concludes that emerging media technologies are reshaping advertising practice in Yola North, although their effective integration is constrained by infrastructural, financial and technical limitations. It recommends targeted digital skills development and improved access to enabling infrastructure.
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