ECONOMIC IMPACT OF GOOGLE ADSENSE ON MASS MEDIA REVENUE IN NIGERIA

摘要

Digital advertising influenced by Google AdSense has brought a vast transformation that poses a challenge to traditional advertising, which is Nigeria's mainstay of mass media revenue. Despite the evidence that digital advertising has aided advertisers in showcasing their services and products to audiences in real-time, it has interactively engaged customers and prospective customers. This study examines the economic impact of Google AdSense on the revenue of Nigerian Mass Media and the implications of the rise of digital media on traditional advertising models. To add depth to the study, the Technology Acceptance Model was utilised, and a survey method was adopted for the study, with a questionnaire as an instrument for data collection. The systematic sampling technique was used to gather data from 300 respondents in marketing departments of print and electronic media houses, media scholars and postgraduate students, which were analysed through the chi-square evaluation technique. It reveals that more must be done to survive the dominance of Google AdSense. The researcher concluded that instead of groaning over Google AdSense's domineering presence in the Nigerian market, media owners, managing editors, marketing departments of media houses, and media scholars need to create economically stable ways of leveraging the possibilities of 21"-century technology to bridge the existing gap created by Google AdSense dominance.