Public Perceptions of the Usefulness of Advocacy Advertising for Combating Fake News in Nigeria

Abstract

Objective: This study was carried out to ascertain the public perception of the usefulness of advocacy advertising in combating fake news in Nigeria.

Methodology: The researcher used a descriptive survey for the study and collected data using a structured questionnaire. The sample was 384 social media users with knowledge of advertising. The results were analysed using percentages and mean while results were presented in tables and one chart.

Results: The result of the study revealed that the majority of the participants reported that advocacy advertising can be effective in combating fake news to a large extent. It was also found that fake news has a negative impact on both society and individuals. The result also revealed that the factors that promote fake news sharing in Nigeria include a desire to break news, poor media literacy, excessive social media use, sharing of unverified information and low critical thinking skills. Finally, it was found that in using advocacy advertising for combating fake news, the message should be persuasive, and awareness of fake news should be taken to in places of worship and schools, social media platforms and face-to-face communication interventions.

Conclusion: Fake news negatively impacts Nigerian society and individuals. Advocacy advertising is an effective strategy for combating fake news in Nigeria.