UDC 339.72
DOI: 10.36871/ek.up.p.r.2025.06.05.011

Авторы

Janet Aduragbemi Abati,
Peoples’ Friendship University of Russia, Moscow, Russia

Аннотация

This study examines the impact of linguistic challenges on marketing communication within Nigeria’s skincare and cosmetics industry, where cultural relevance and consumer connection are vital. With over 500 languages spoken across the country, Nigeria’s linguistic diversity often impedes effective engagement, particularly among rural consumers who prefer communication in their native languages. Despite this, there is a lack of empirical research linking language proficiency, consumer demographics, and marketing effectiveness–highlighting a critical gap this study seeks to address.
Using a descriptive research design grounded in Speech Acts Theory, the research employed a structured questionnaire distributed to 80 purposively selected skincare entrepreneurs and brand promoters in Mowe town, Ogun State. The data were analyzed using frequency and percentage methods to assess respondents’ educational background, language skills, and views on marketing communication.
Results revealed that 69% of respondents had limited formal English education — 25% had no formal education, while 44% only completed primary school. This highlights the importance of using local languages in marketing. Additionally, 69% of participants acknowledged that proficiency in local languages significantly enhances message clarity and consumer engagement. English-only advertising was found to contribute to miscommunication, weakened trust, and reduced market reach.
Based on these findings, the study recommends adopting multilingual marketing strategies that incorporate indigenous languages and Nigerian Pidgin, simplify messaging, utilize visual and oral communication, and conduct regional language assessments. The study concludes that linguistic adaptation is a strategic necessity for building brand trust, expanding access, and ensuring long-term success in Nigeria’s multilingual consumer market.

Ключевые слова

Linguistic Challenges, Marketing Communication, Indigenous Languages, Consumer Engagement, Skincare Industry