What is Cost per Click (CPC)

This chapter provides an overview of constraints of online advertising amongst small social enterprises in selected capital cities in Nigeria. The E-VALUE model and social bricolage theory provide theoretical background for developing a conceptual model of electronic social value (E-SOVAL). A survey of 120 social bricoleurs ascertained constrains and value creation opportunities of advertising on Facebook and Google AdWords. Descriptive statistics reveal important infrastructural, institutional, environmental, and experiential online advertising constraints. At significance level (p < 0.05), the t-statistic coefficients independently indicate a strong positive relationship between client relationship, visibility, and internet experience. The chapter recommends that for small social enterprises to create E-SOVAL in innovative ways there is the need to overcome identified constraints.