id	sid	tid	token	lemma	pos
aijbe-927	1	1	american	american	PROPN
aijbe-927	1	2	interdisciplinary	interdisciplinary	PROPN
aijbe-927	1	3	journal	journal	NOUN
aijbe-927	1	4	of	of	ADP
aijbe-927	1	5	business	business	NOUN
aijbe-927	1	6	and	and	CCONJ
aijbe-927	1	7	economics	economic	NOUN
aijbe-927	1	8	issn	issn	PROPN
aijbe-927	1	9	:	:	PUNCT
aijbe-927	1	10	2837	2837	NUM
aijbe-927	1	11	-	-	SYM
aijbe-927	1	12	1909|	1909|	NUM
aijbe-927	1	13	impact	impact	NOUN
aijbe-927	1	14	factor	factor	NOUN
aijbe-927	1	15	:	:	PUNCT
aijbe-927	1	16	6.71	6.71	NUM
aijbe-927	1	17	volume	volume	NOUN
aijbe-927	1	18	.	.	PUNCT
aijbe-927	2	1	11	11	NUM
aijbe-927	2	2	,	,	PUNCT
aijbe-927	2	3	number	number	NOUN
aijbe-927	2	4	4	4	NUM
aijbe-927	2	5	;	;	PUNCT
aijbe-927	2	6	october	october	PROPN
aijbe-927	2	7	-	-	PUNCT
aijbe-927	2	8	dcemeber	dcemeber	ADJ
aijbe-927	2	9	,	,	PUNCT
aijbe-927	2	10	2024	2024	NUM
aijbe-927	2	11	;	;	PUNCT
aijbe-927	2	12	published	publish	VERB
aijbe-927	2	13	by	by	ADP
aijbe-927	2	14	:	:	PUNCT
aijbe-927	2	15	scientific	scientific	ADJ
aijbe-927	2	16	and	and	CCONJ
aijbe-927	2	17	academic	academic	ADJ
aijbe-927	2	18	development	development	PROPN
aijbe-927	2	19	institute	institute	PROPN
aijbe-927	2	20	(	(	PUNCT
aijbe-927	2	21	sadi	sadi	PROPN
aijbe-927	2	22	)	)	PUNCT
aijbe-927	2	23	8933	8933	NUM
aijbe-927	3	1	willis	willis	PROPN
aijbe-927	3	2	ave	ave	PROPN
aijbe-927	3	3	los	los	PROPN
aijbe-927	3	4	angeles	angeles	PROPN
aijbe-927	3	5	,	,	PUNCT
aijbe-927	3	6	california	california	PROPN
aijbe-927	3	7	https://sadijournals.org/index.php/aijbe|	https://sadijournals.org/index.php/aijbe|	PROPN
aijbe-927	4	1	editorial@sadijournals.org	editorial@sadijournals.org	PROPN
aijbe-927	4	2	18	18	NUM
aijbe-927	4	3	american	american	ADJ
aijbe-927	4	4	interdisciplinary	interdisciplinary	ADJ
aijbe-927	4	5	journal	journal	NOUN
aijbe-927	4	6	of	of	ADP
aijbe-927	4	7	business	business	NOUN
aijbe-927	4	8	and	and	CCONJ
aijbe-927	4	9	economics	economic	NOUN
aijbe-927	4	10	|	|	ADV
aijbe-927	4	11	https://sadijournals.org/index.php/aijbe	https://sadijournals.org/index.php/aijbe	VERB
aijbe-927	4	12	advertising	advertising	NOUN
aijbe-927	4	13	budgets	budget	NOUN
aijbe-927	4	14	and	and	CCONJ
aijbe-927	4	15	financial	financial	ADJ
aijbe-927	4	16	performance	performance	NOUN
aijbe-927	4	17	:	:	PUNCT
aijbe-927	4	18	analyzing	analyze	VERB
aijbe-927	4	19	the	the	DET
aijbe-927	4	20	optimal	optimal	ADJ
aijbe-927	4	21	balance	balance	NOUN
aijbe-927	4	22	for	for	ADP
aijbe-927	4	23	long	long	ADJ
aijbe-927	4	24	-	-	PUNCT
aijbe-927	4	25	term	term	NOUN
aijbe-927	4	26	profitability	profitability	NOUN
aijbe-927	4	27	in	in	ADP
aijbe-927	4	28	nigerian	nigerian	ADJ
aijbe-927	4	29	startups	startup	NOUN
aijbe-927	4	30	1aniebiet	1aniebiet	PROPN
aijbe-927	4	31	etuk	etuk	NOUN
aijbe-927	4	32	,	,	PUNCT
aijbe-927	4	33	2aniefiok	2aniefiok	NUM
aijbe-927	4	34	okon	okon	PROPN
aijbe-927	4	35	akpan	akpan	PROPN
aijbe-927	4	36	,	,	PUNCT
aijbe-927	4	37	3aniekan	3aniekan	NUM
aijbe-927	4	38	eyo	eyo	NOUN
aijbe-927	4	39	awah	awah	NOUN
aijbe-927	4	40	1department	1department	NUM
aijbe-927	4	41	of	of	ADP
aijbe-927	4	42	marketing	marketing	NOUN
aijbe-927	4	43	,	,	PUNCT
aijbe-927	4	44	akwa	akwa	ADJ
aijbe-927	4	45	ibom	ibom	ADJ
aijbe-927	4	46	state	state	NOUN
aijbe-927	4	47	university	university	NOUN
aijbe-927	4	48	,	,	PUNCT
aijbe-927	4	49	obio	obio	ADJ
aijbe-927	4	50	akpa	akpa	PROPN
aijbe-927	4	51	campus	campus	PROPN
aijbe-927	4	52	,	,	PUNCT
aijbe-927	4	53	oruk	oruk	NOUN
aijbe-927	4	54	anam	anam	NOUN
aijbe-927	4	55	,	,	PUNCT
aijbe-927	4	56	akwa	akwa	ADJ
aijbe-927	4	57	ibom	ibom	ADJ
aijbe-927	4	58	state	state	NOUN
aijbe-927	4	59	,	,	PUNCT
aijbe-927	4	60	nigeria	nigeria	PROPN
aijbe-927	5	1	2,3department	2,3department	NUM
aijbe-927	5	2	of	of	ADP
aijbe-927	5	3	marketing	marketing	NOUN
aijbe-927	5	4	,	,	PUNCT
aijbe-927	5	5	university	university	NOUN
aijbe-927	5	6	of	of	ADP
aijbe-927	5	7	uyo	uyo	PROPN
aijbe-927	5	8	,	,	PUNCT
aijbe-927	5	9	uyo	uyo	PROPN
aijbe-927	5	10	,	,	PUNCT
aijbe-927	5	11	akwa	akwa	ADJ
aijbe-927	5	12	ibom	ibom	ADJ
aijbe-927	5	13	state	state	NOUN
aijbe-927	5	14	,	,	PUNCT
aijbe-927	5	15	nigeria	nigeria	PROPN
aijbe-927	5	16	doi	doi	PROPN
aijbe-927	5	17	:	:	PUNCT
aijbe-927	5	18	https://doi.org/10.5281/zenodo.13992449	https://doi.org/10.5281/zenodo.13992449	PROPN
aijbe-927	5	19	abstract	abstract	NOUN
aijbe-927	5	20	:	:	PUNCT
aijbe-927	6	1	this	this	DET
aijbe-927	6	2	study	study	NOUN
aijbe-927	6	3	aimed	aim	VERB
aijbe-927	6	4	at	at	ADP
aijbe-927	6	5	investigating	investigate	VERB
aijbe-927	6	6	the	the	DET
aijbe-927	6	7	relationship	relationship	NOUN
aijbe-927	6	8	between	between	ADP
aijbe-927	6	9	advertising	advertising	NOUN
aijbe-927	6	10	budgets	budget	NOUN
aijbe-927	6	11	and	and	CCONJ
aijbe-927	6	12	financial	financial	ADJ
aijbe-927	6	13	performance	performance	NOUN
aijbe-927	6	14	in	in	ADP
aijbe-927	6	15	nigerian	nigerian	ADJ
aijbe-927	6	16	startups	startup	NOUN
aijbe-927	6	17	,	,	PUNCT
aijbe-927	6	18	focusing	focus	VERB
aijbe-927	6	19	on	on	ADP
aijbe-927	6	20	identifying	identify	VERB
aijbe-927	6	21	optimal	optimal	ADJ
aijbe-927	6	22	budget	budget	NOUN
aijbe-927	6	23	allocation	allocation	NOUN
aijbe-927	6	24	strategies	strategy	NOUN
aijbe-927	6	25	that	that	PRON
aijbe-927	6	26	promoted	promote	VERB
aijbe-927	6	27	longterm	longterm	NOUN
aijbe-927	6	28	profitability	profitability	NOUN
aijbe-927	6	29	and	and	CCONJ
aijbe-927	6	30	financial	financial	ADJ
aijbe-927	6	31	sustainability	sustainability	NOUN
aijbe-927	6	32	.	.	PUNCT
aijbe-927	6	33	utilizing	utilize	VERB
aijbe-927	6	34	a	a	DET
aijbe-927	6	35	sample	sample	NOUN
aijbe-927	6	36	of	of	ADP
aijbe-927	6	37	384	384	NUM
aijbe-927	6	38	startups	startup	NOUN
aijbe-927	6	39	across	across	ADP
aijbe-927	6	40	sectors	sector	NOUN
aijbe-927	6	41	such	such	ADJ
aijbe-927	6	42	as	as	ADP
aijbe-927	6	43	fintech	fintech	NOUN
aijbe-927	6	44	,	,	PUNCT
aijbe-927	6	45	ecommerce	ecommerce	PROPN
aijbe-927	6	46	,	,	PUNCT
aijbe-927	6	47	health	health	NOUN
aijbe-927	6	48	tech	tech	NOUN
aijbe-927	6	49	,	,	PUNCT
aijbe-927	6	50	and	and	CCONJ
aijbe-927	6	51	logistics	logistic	NOUN
aijbe-927	6	52	,	,	PUNCT
aijbe-927	6	53	the	the	DET
aijbe-927	6	54	study	study	NOUN
aijbe-927	6	55	employed	employ	VERB
aijbe-927	6	56	descriptive	descriptive	ADJ
aijbe-927	6	57	statistics	statistic	NOUN
aijbe-927	6	58	,	,	PUNCT
aijbe-927	6	59	pearson	pearson	PROPN
aijbe-927	6	60	’s	’s	PART
aijbe-927	6	61	correlation	correlation	NOUN
aijbe-927	6	62	,	,	PUNCT
aijbe-927	6	63	and	and	CCONJ
aijbe-927	6	64	multiple	multiple	ADJ
aijbe-927	6	65	regression	regression	NOUN
aijbe-927	6	66	analysis	analysis	NOUN
aijbe-927	6	67	to	to	PART
aijbe-927	6	68	examine	examine	VERB
aijbe-927	6	69	the	the	DET
aijbe-927	6	70	impact	impact	NOUN
aijbe-927	6	71	of	of	ADP
aijbe-927	6	72	advertising	advertising	NOUN
aijbe-927	6	73	expenditures	expenditure	NOUN
aijbe-927	6	74	on	on	ADP
aijbe-927	6	75	key	key	ADJ
aijbe-927	6	76	financial	financial	ADJ
aijbe-927	6	77	metrics	metric	NOUN
aijbe-927	6	78	,	,	PUNCT
aijbe-927	6	79	including	include	VERB
aijbe-927	6	80	revenue	revenue	NOUN
aijbe-927	6	81	growth	growth	NOUN
aijbe-927	6	82	,	,	PUNCT
aijbe-927	6	83	profit	profit	NOUN
aijbe-927	6	84	margins	margin	NOUN
aijbe-927	6	85	,	,	PUNCT
aijbe-927	6	86	return	return	VERB
aijbe-927	6	87	on	on	ADP
aijbe-927	6	88	investment	investment	NOUN
aijbe-927	6	89	(	(	PUNCT
aijbe-927	6	90	roi	roi	NOUN
aijbe-927	6	91	)	)	PUNCT
aijbe-927	6	92	,	,	PUNCT
aijbe-927	6	93	and	and	CCONJ
aijbe-927	6	94	cash	cash	NOUN
aijbe-927	6	95	flow	flow	NOUN
aijbe-927	6	96	stability	stability	NOUN
aijbe-927	6	97	.	.	PUNCT
aijbe-927	7	1	the	the	DET
aijbe-927	7	2	findings	finding	NOUN
aijbe-927	7	3	revealed	reveal	VERB
aijbe-927	7	4	a	a	DET
aijbe-927	7	5	significant	significant	ADJ
aijbe-927	7	6	positive	positive	ADJ
aijbe-927	7	7	correlation	correlation	NOUN
aijbe-927	7	8	between	between	ADP
aijbe-927	7	9	advertising	advertising	NOUN
aijbe-927	7	10	budgets	budget	NOUN
aijbe-927	7	11	and	and	CCONJ
aijbe-927	7	12	financial	financial	ADJ
aijbe-927	7	13	performance	performance	NOUN
aijbe-927	7	14	,	,	PUNCT
aijbe-927	7	15	particularly	particularly	ADV
aijbe-927	7	16	highlighting	highlight	VERB
aijbe-927	7	17	the	the	DET
aijbe-927	7	18	effectiveness	effectiveness	NOUN
aijbe-927	7	19	of	of	ADP
aijbe-927	7	20	digital	digital	ADJ
aijbe-927	7	21	advertising	advertising	NOUN
aijbe-927	7	22	strategies	strategy	NOUN
aijbe-927	7	23	such	such	ADJ
aijbe-927	7	24	as	as	ADP
aijbe-927	7	25	social	social	ADJ
aijbe-927	7	26	media	medium	NOUN
aijbe-927	7	27	and	and	CCONJ
aijbe-927	7	28	search	search	NOUN
aijbe-927	7	29	engine	engine	NOUN
aijbe-927	7	30	marketing	marketing	NOUN
aijbe-927	7	31	.	.	PUNCT
aijbe-927	8	1	however	however	ADV
aijbe-927	8	2	,	,	PUNCT
aijbe-927	8	3	the	the	DET
aijbe-927	8	4	results	result	NOUN
aijbe-927	8	5	also	also	ADV
aijbe-927	8	6	indicated	indicate	VERB
aijbe-927	8	7	diminishing	diminishing	NOUN
aijbe-927	8	8	returns	return	NOUN
aijbe-927	8	9	on	on	ADP
aijbe-927	8	10	advertising	advertising	NOUN
aijbe-927	8	11	investment	investment	NOUN
aijbe-927	8	12	beyond	beyond	ADP
aijbe-927	8	13	a	a	DET
aijbe-927	8	14	certain	certain	ADJ
aijbe-927	8	15	expenditure	expenditure	NOUN
aijbe-927	8	16	level	level	NOUN
aijbe-927	8	17	,	,	PUNCT
aijbe-927	8	18	suggesting	suggest	VERB
aijbe-927	8	19	that	that	SCONJ
aijbe-927	8	20	startups	startup	NOUN
aijbe-927	8	21	needed	need	VERB
aijbe-927	8	22	to	to	PART
aijbe-927	8	23	carefully	carefully	ADV
aijbe-927	8	24	balance	balance	VERB
aijbe-927	8	25	their	their	PRON
aijbe-927	8	26	advertising	advertising	NOUN
aijbe-927	8	27	spending	spending	NOUN
aijbe-927	8	28	to	to	PART
aijbe-927	8	29	avoid	avoid	VERB
aijbe-927	8	30	financial	financial	ADJ
aijbe-927	8	31	strain	strain	NOUN
aijbe-927	8	32	.	.	PUNCT
aijbe-927	9	1	it	it	PRON
aijbe-927	9	2	was	be	AUX
aijbe-927	9	3	concluded	conclude	VERB
aijbe-927	9	4	that	that	SCONJ
aijbe-927	9	5	while	while	SCONJ
aijbe-927	9	6	advertising	advertising	NOUN
aijbe-927	9	7	was	be	AUX
aijbe-927	9	8	crucial	crucial	ADJ
aijbe-927	9	9	for	for	ADP
aijbe-927	9	10	driving	drive	VERB
aijbe-927	9	11	growth	growth	NOUN
aijbe-927	9	12	,	,	PUNCT
aijbe-927	9	13	nigerian	nigerian	ADJ
aijbe-927	9	14	startups	startup	NOUN
aijbe-927	9	15	needed	need	VERB
aijbe-927	9	16	to	to	PART
aijbe-927	9	17	adopt	adopt	VERB
aijbe-927	9	18	a	a	DET
aijbe-927	9	19	data	data	NOUN
aijbe-927	9	20	-	-	PUNCT
aijbe-927	9	21	driven	drive	VERB
aijbe-927	9	22	approach	approach	NOUN
aijbe-927	9	23	to	to	PART
aijbe-927	9	24	optimize	optimize	VERB
aijbe-927	9	25	their	their	PRON
aijbe-927	9	26	advertising	advertising	NOUN
aijbe-927	9	27	expenditures	expenditure	NOUN
aijbe-927	9	28	,	,	PUNCT
aijbe-927	9	29	ensuring	ensure	VERB
aijbe-927	9	30	long	long	ADJ
aijbe-927	9	31	-	-	PUNCT
aijbe-927	9	32	term	term	NOUN
aijbe-927	9	33	profitability	profitability	NOUN
aijbe-927	9	34	in	in	ADP
aijbe-927	9	35	a	a	DET
aijbe-927	9	36	volatile	volatile	ADJ
aijbe-927	9	37	economic	economic	ADJ
aijbe-927	9	38	environment	environment	NOUN
aijbe-927	9	39	.	.	PUNCT
aijbe-927	10	1	recommendations	recommendation	NOUN
aijbe-927	10	2	included	include	VERB
aijbe-927	10	3	focusing	focus	VERB
aijbe-927	10	4	on	on	ADP
aijbe-927	10	5	digital	digital	ADJ
aijbe-927	10	6	channels	channel	NOUN
aijbe-927	10	7	,	,	PUNCT
aijbe-927	10	8	monitoring	monitor	VERB
aijbe-927	10	9	for	for	ADP
aijbe-927	10	10	diminishing	diminish	VERB
aijbe-927	10	11	returns	return	NOUN
aijbe-927	10	12	,	,	PUNCT
aijbe-927	10	13	and	and	CCONJ
aijbe-927	10	14	aligning	align	VERB
aijbe-927	10	15	advertising	advertising	NOUN
aijbe-927	10	16	strategies	strategy	NOUN
aijbe-927	10	17	with	with	ADP
aijbe-927	10	18	financial	financial	ADJ
aijbe-927	10	19	objectives	objective	NOUN
aijbe-927	10	20	.	.	PUNCT
aijbe-927	11	1	keywords	keyword	NOUN
aijbe-927	11	2	:	:	PUNCT
aijbe-927	11	3	advertising	advertising	NOUN
aijbe-927	11	4	budgets	budget	NOUN
aijbe-927	11	5	,	,	PUNCT
aijbe-927	11	6	financial	financial	ADJ
aijbe-927	11	7	performance	performance	NOUN
aijbe-927	11	8	,	,	PUNCT
aijbe-927	11	9	nigerian	nigerian	ADJ
aijbe-927	11	10	startups	startup	NOUN
aijbe-927	11	11	,	,	PUNCT
aijbe-927	11	12	digital	digital	ADJ
aijbe-927	11	13	advertising	advertising	NOUN
aijbe-927	11	14	,	,	PUNCT
aijbe-927	11	15	profitability	profitability	NOUN
aijbe-927	11	16	,	,	PUNCT
aijbe-927	11	17	advertising	advertising	NOUN
aijbe-927	11	18	strategies	strategy	NOUN
aijbe-927	11	19	.	.	PUNCT
aijbe-927	12	1	introduction	introduction	NOUN
aijbe-927	12	2	in	in	ADP
aijbe-927	12	3	today	today	NOUN
aijbe-927	12	4	’s	’s	PART
aijbe-927	12	5	dynamic	dynamic	ADJ
aijbe-927	12	6	and	and	CCONJ
aijbe-927	12	7	highly	highly	ADV
aijbe-927	12	8	competitive	competitive	ADJ
aijbe-927	12	9	business	business	NOUN
aijbe-927	12	10	landscape	landscape	NOUN
aijbe-927	12	11	,	,	PUNCT
aijbe-927	12	12	startups	startup	NOUN
aijbe-927	12	13	face	face	VERB
aijbe-927	12	14	numerous	numerous	ADJ
aijbe-927	12	15	challenges	challenge	NOUN
aijbe-927	12	16	,	,	PUNCT
aijbe-927	12	17	particularly	particularly	ADV
aijbe-927	12	18	in	in	ADP
aijbe-927	12	19	balancing	balance	VERB
aijbe-927	12	20	growth	growth	NOUN
aijbe-927	12	21	strategies	strategy	NOUN
aijbe-927	12	22	and	and	CCONJ
aijbe-927	12	23	financial	financial	ADJ
aijbe-927	12	24	management	management	NOUN
aijbe-927	12	25	.	.	PUNCT
aijbe-927	13	1	advertising	advertising	NOUN
aijbe-927	13	2	is	be	AUX
aijbe-927	13	3	one	one	NUM
aijbe-927	13	4	of	of	ADP
aijbe-927	13	5	the	the	DET
aijbe-927	13	6	most	most	ADV
aijbe-927	13	7	crucial	crucial	ADJ
aijbe-927	13	8	tools	tool	NOUN
aijbe-927	13	9	for	for	ADP
aijbe-927	13	10	driving	drive	VERB
aijbe-927	13	11	growth	growth	NOUN
aijbe-927	13	12	,	,	PUNCT
aijbe-927	13	13	especially	especially	ADV
aijbe-927	13	14	in	in	ADP
aijbe-927	13	15	the	the	DET
aijbe-927	13	16	early	early	ADJ
aijbe-927	13	17	stages	stage	NOUN
aijbe-927	13	18	of	of	ADP
aijbe-927	13	19	a	a	DET
aijbe-927	13	20	company	company	NOUN
aijbe-927	13	21	’s	’s	PART
aijbe-927	13	22	development	development	NOUN
aijbe-927	13	23	.	.	PUNCT
aijbe-927	14	1	through	through	ADP
aijbe-927	14	2	advertising	advertising	NOUN
aijbe-927	14	3	,	,	PUNCT
aijbe-927	14	4	start	start	NOUN
aijbe-927	14	5	-	-	PUNCT
aijbe-927	14	6	ups	up	NOUN
aijbe-927	14	7	can	can	AUX
aijbe-927	14	8	create	create	VERB
aijbe-927	14	9	awareness	awareness	NOUN
aijbe-927	14	10	,	,	PUNCT
aijbe-927	14	11	build	build	VERB
aijbe-927	14	12	brand	brand	NOUN
aijbe-927	14	13	recognition	recognition	NOUN
aijbe-927	14	14	,	,	PUNCT
aijbe-927	14	15	acquire	acquire	VERB
aijbe-927	14	16	customers	customer	NOUN
aijbe-927	14	17	,	,	PUNCT
aijbe-927	14	18	and	and	CCONJ
aijbe-927	14	19	enhance	enhance	VERB
aijbe-927	14	20	their	their	PRON
aijbe-927	14	21	market	market	NOUN
aijbe-927	14	22	position	position	NOUN
aijbe-927	14	23	.	.	PUNCT
aijbe-927	15	1	however	however	ADV
aijbe-927	15	2	,	,	PUNCT
aijbe-927	15	3	this	this	PRON
aijbe-927	15	4	comes	come	VERB
aijbe-927	15	5	at	at	ADP
aijbe-927	15	6	a	a	DET
aijbe-927	15	7	cost	cost	NOUN
aijbe-927	15	8	,	,	PUNCT
aijbe-927	15	9	and	and	CCONJ
aijbe-927	15	10	for	for	ADP
aijbe-927	15	11	nigerian	nigerian	ADJ
aijbe-927	15	12	start	start	NOUN
aijbe-927	15	13	-	-	PUNCT
aijbe-927	15	14	ups	up	NOUN
aijbe-927	15	15	operating	operate	VERB
aijbe-927	15	16	in	in	ADP
aijbe-927	15	17	a	a	DET
aijbe-927	15	18	resource	resource	NOUN
aijbe-927	15	19	-	-	PUNCT
aijbe-927	15	20	constrained	constrain	VERB
aijbe-927	15	21	environment	environment	NOUN
aijbe-927	15	22	,	,	PUNCT
aijbe-927	15	23	balancing	balance	VERB
aijbe-927	15	24	advertising	advertising	NOUN
aijbe-927	15	25	budgets	budget	NOUN
aijbe-927	15	26	with	with	ADP
aijbe-927	15	27	financial	financial	ADJ
aijbe-927	15	28	sustainability	sustainability	NOUN
aijbe-927	15	29	is	be	AUX
aijbe-927	15	30	a	a	DET
aijbe-927	15	31	critical	critical	ADJ
aijbe-927	15	32	concern	concern	NOUN
aijbe-927	15	33	.	.	PUNCT
aijbe-927	16	1	aniebiet	aniebiet	PROPN
aijbe-927	16	2	etuk	etuk	PROPN
aijbe-927	16	3	,	,	PUNCT
aijbe-927	16	4	aniefiok	aniefiok	PROPN
aijbe-927	16	5	okon	okon	PROPN
aijbe-927	16	6	akpan	akpan	PROPN
aijbe-927	16	7	,	,	PUNCT
aijbe-927	16	8	aniekan	aniekan	PROPN
aijbe-927	16	9	eyo	eyo	PROPN
aijbe-927	16	10	awah	awah	PROPN
aijbe-927	16	11	(	(	PUNCT
aijbe-927	16	12	2024	2024	NUM
aijbe-927	16	13	)	)	PUNCT
aijbe-927	16	14	19	19	NUM
aijbe-927	16	15	american	american	ADJ
aijbe-927	16	16	interdisciplinary	interdisciplinary	ADJ
aijbe-927	16	17	journal	journal	NOUN
aijbe-927	16	18	of	of	ADP
aijbe-927	16	19	business	business	NOUN
aijbe-927	16	20	and	and	CCONJ
aijbe-927	16	21	economics	economic	NOUN
aijbe-927	16	22	|	|	ADV
aijbe-927	16	23	https://sadijournals.org/index.php/aijbe	https://sadijournals.org/index.php/aijbe	VERB
aijbe-927	16	24	nigeria	nigeria	PROPN
aijbe-927	16	25	has	have	VERB
aijbe-927	16	26	one	one	NUM
aijbe-927	16	27	of	of	ADP
aijbe-927	16	28	the	the	DET
aijbe-927	16	29	most	most	ADV
aijbe-927	16	30	vibrant	vibrant	ADJ
aijbe-927	16	31	start	start	VERB
aijbe-927	16	32	-	-	PUNCT
aijbe-927	16	33	up	up	ADP
aijbe-927	16	34	ecosystems	ecosystem	NOUN
aijbe-927	16	35	in	in	ADP
aijbe-927	16	36	africa	africa	PROPN
aijbe-927	16	37	,	,	PUNCT
aijbe-927	16	38	with	with	ADP
aijbe-927	16	39	the	the	DET
aijbe-927	16	40	digital	digital	ADJ
aijbe-927	16	41	economy	economy	NOUN
aijbe-927	16	42	serving	serve	VERB
aijbe-927	16	43	as	as	ADP
aijbe-927	16	44	a	a	DET
aijbe-927	16	45	major	major	ADJ
aijbe-927	16	46	driver	driver	NOUN
aijbe-927	16	47	of	of	ADP
aijbe-927	16	48	entrepreneurial	entrepreneurial	ADJ
aijbe-927	16	49	ventures	venture	NOUN
aijbe-927	16	50	across	across	ADP
aijbe-927	16	51	various	various	ADJ
aijbe-927	16	52	sectors	sector	NOUN
aijbe-927	16	53	.	.	PUNCT
aijbe-927	17	1	the	the	DET
aijbe-927	17	2	country	country	NOUN
aijbe-927	17	3	’s	’s	PART
aijbe-927	17	4	youthful	youthful	ADJ
aijbe-927	17	5	population	population	NOUN
aijbe-927	17	6	and	and	CCONJ
aijbe-927	17	7	increasing	increase	VERB
aijbe-927	17	8	internet	internet	NOUN
aijbe-927	17	9	penetration	penetration	NOUN
aijbe-927	17	10	have	have	AUX
aijbe-927	17	11	created	create	VERB
aijbe-927	17	12	a	a	DET
aijbe-927	17	13	fertile	fertile	ADJ
aijbe-927	17	14	ground	ground	NOUN
aijbe-927	17	15	for	for	ADP
aijbe-927	17	16	innovation	innovation	NOUN
aijbe-927	17	17	,	,	PUNCT
aijbe-927	17	18	leading	lead	VERB
aijbe-927	17	19	to	to	ADP
aijbe-927	17	20	the	the	DET
aijbe-927	17	21	emergence	emergence	NOUN
aijbe-927	17	22	of	of	ADP
aijbe-927	17	23	numerous	numerous	ADJ
aijbe-927	17	24	start	start	NOUN
aijbe-927	17	25	-	-	PUNCT
aijbe-927	17	26	ups	up	NOUN
aijbe-927	17	27	in	in	ADP
aijbe-927	17	28	areas	area	NOUN
aijbe-927	17	29	such	such	ADJ
aijbe-927	17	30	as	as	ADP
aijbe-927	17	31	fintech	fintech	NOUN
aijbe-927	17	32	,	,	PUNCT
aijbe-927	17	33	e	e	NOUN
aijbe-927	17	34	-	-	NOUN
aijbe-927	17	35	commerce	commerce	NOUN
aijbe-927	17	36	,	,	PUNCT
aijbe-927	17	37	health	health	NOUN
aijbe-927	17	38	tech	tech	NOUN
aijbe-927	17	39	,	,	PUNCT
aijbe-927	17	40	and	and	CCONJ
aijbe-927	17	41	logistics	logistic	NOUN
aijbe-927	17	42	(	(	PUNCT
aijbe-927	17	43	akinbami	akinbami	NOUN
aijbe-927	17	44	,	,	PUNCT
aijbe-927	17	45	2020	2020	NUM
aijbe-927	17	46	)	)	PUNCT
aijbe-927	17	47	.	.	PUNCT
aijbe-927	18	1	in	in	ADP
aijbe-927	18	2	2023	2023	NUM
aijbe-927	18	3	alone	alone	ADV
aijbe-927	18	4	,	,	PUNCT
aijbe-927	18	5	nigerian	nigerian	ADJ
aijbe-927	18	6	startups	startup	NOUN
aijbe-927	18	7	raised	raise	VERB
aijbe-927	18	8	over	over	ADP
aijbe-927	18	9	$	$	SYM
aijbe-927	18	10	1	1	NUM
aijbe-927	18	11	billion	billion	NUM
aijbe-927	18	12	in	in	ADP
aijbe-927	18	13	venture	venture	NOUN
aijbe-927	18	14	capital	capital	NOUN
aijbe-927	18	15	funding	funding	NOUN
aijbe-927	18	16	,	,	PUNCT
aijbe-927	18	17	positioning	position	VERB
aijbe-927	18	18	the	the	DET
aijbe-927	18	19	country	country	NOUN
aijbe-927	18	20	as	as	ADP
aijbe-927	18	21	a	a	DET
aijbe-927	18	22	leader	leader	NOUN
aijbe-927	18	23	in	in	ADP
aijbe-927	18	24	africa	africa	PROPN
aijbe-927	18	25	's	's	PART
aijbe-927	18	26	entrepreneurial	entrepreneurial	ADJ
aijbe-927	18	27	landscape	landscape	NOUN
aijbe-927	18	28	(	(	PUNCT
aijbe-927	18	29	partech	partech	PROPN
aijbe-927	18	30	africa	africa	PROPN
aijbe-927	18	31	,	,	PUNCT
aijbe-927	18	32	2023	2023	NUM
aijbe-927	18	33	)	)	PUNCT
aijbe-927	18	34	.	.	PUNCT
aijbe-927	19	1	despite	despite	SCONJ
aijbe-927	19	2	this	this	DET
aijbe-927	19	3	growth	growth	NOUN
aijbe-927	19	4	,	,	PUNCT
aijbe-927	19	5	many	many	ADJ
aijbe-927	19	6	nigerian	nigerian	ADJ
aijbe-927	19	7	start	start	NOUN
aijbe-927	19	8	-	-	PUNCT
aijbe-927	19	9	ups	up	NOUN
aijbe-927	19	10	are	be	AUX
aijbe-927	19	11	confronted	confront	VERB
aijbe-927	19	12	with	with	ADP
aijbe-927	19	13	unique	unique	ADJ
aijbe-927	19	14	challenges	challenge	NOUN
aijbe-927	19	15	that	that	PRON
aijbe-927	19	16	differentiate	differentiate	VERB
aijbe-927	19	17	them	they	PRON
aijbe-927	19	18	from	from	ADP
aijbe-927	19	19	their	their	PRON
aijbe-927	19	20	counterparts	counterpart	NOUN
aijbe-927	19	21	in	in	ADP
aijbe-927	19	22	more	more	ADJ
aijbe-927	19	23	developed	develop	VERB
aijbe-927	19	24	economies	economy	NOUN
aijbe-927	19	25	.	.	PUNCT
aijbe-927	20	1	infrastructural	infrastructural	ADJ
aijbe-927	20	2	deficits	deficit	NOUN
aijbe-927	20	3	,	,	PUNCT
aijbe-927	20	4	regulatory	regulatory	ADJ
aijbe-927	20	5	bottlenecks	bottleneck	NOUN
aijbe-927	20	6	,	,	PUNCT
aijbe-927	20	7	limited	limited	ADJ
aijbe-927	20	8	access	access	NOUN
aijbe-927	20	9	to	to	ADP
aijbe-927	20	10	affordable	affordable	ADJ
aijbe-927	20	11	financing	financing	NOUN
aijbe-927	20	12	,	,	PUNCT
aijbe-927	20	13	and	and	CCONJ
aijbe-927	20	14	a	a	DET
aijbe-927	20	15	volatile	volatile	ADJ
aijbe-927	20	16	economic	economic	ADJ
aijbe-927	20	17	environment	environment	NOUN
aijbe-927	20	18	characterized	characterize	VERB
aijbe-927	20	19	by	by	ADP
aijbe-927	20	20	inflation	inflation	NOUN
aijbe-927	20	21	and	and	CCONJ
aijbe-927	20	22	currency	currency	NOUN
aijbe-927	20	23	devaluation	devaluation	NOUN
aijbe-927	20	24	are	be	AUX
aijbe-927	20	25	among	among	ADP
aijbe-927	20	26	the	the	DET
aijbe-927	20	27	major	major	ADJ
aijbe-927	20	28	issues	issue	NOUN
aijbe-927	20	29	these	these	DET
aijbe-927	20	30	startups	startup	NOUN
aijbe-927	20	31	must	must	AUX
aijbe-927	20	32	navigate	navigate	VERB
aijbe-927	20	33	.	.	PUNCT
aijbe-927	21	1	these	these	DET
aijbe-927	21	2	challenges	challenge	NOUN
aijbe-927	21	3	necessitate	necessitate	ADJ
aijbe-927	21	4	a	a	DET
aijbe-927	21	5	strategic	strategic	ADJ
aijbe-927	21	6	approach	approach	NOUN
aijbe-927	21	7	to	to	ADP
aijbe-927	21	8	resource	resource	NOUN
aijbe-927	21	9	allocation	allocation	NOUN
aijbe-927	21	10	,	,	PUNCT
aijbe-927	21	11	including	include	VERB
aijbe-927	21	12	how	how	SCONJ
aijbe-927	21	13	advertising	advertising	NOUN
aijbe-927	21	14	budgets	budget	NOUN
aijbe-927	21	15	are	be	AUX
aijbe-927	21	16	managed	manage	VERB
aijbe-927	21	17	to	to	PART
aijbe-927	21	18	drive	drive	VERB
aijbe-927	21	19	sustainable	sustainable	ADJ
aijbe-927	21	20	growth	growth	NOUN
aijbe-927	21	21	and	and	CCONJ
aijbe-927	21	22	profitability	profitability	NOUN
aijbe-927	21	23	.	.	PUNCT
aijbe-927	22	1	advertising	advertising	NOUN
aijbe-927	22	2	plays	play	VERB
aijbe-927	22	3	a	a	DET
aijbe-927	22	4	pivotal	pivotal	ADJ
aijbe-927	22	5	role	role	NOUN
aijbe-927	22	6	in	in	ADP
aijbe-927	22	7	the	the	DET
aijbe-927	22	8	success	success	NOUN
aijbe-927	22	9	of	of	ADP
aijbe-927	22	10	startups	startup	NOUN
aijbe-927	22	11	.	.	PUNCT
aijbe-927	23	1	it	it	PRON
aijbe-927	23	2	is	be	AUX
aijbe-927	23	3	the	the	DET
aijbe-927	23	4	primary	primary	ADJ
aijbe-927	23	5	medium	medium	NOUN
aijbe-927	23	6	through	through	ADP
aijbe-927	23	7	which	which	PRON
aijbe-927	23	8	businesses	business	NOUN
aijbe-927	23	9	communicate	communicate	VERB
aijbe-927	23	10	with	with	ADP
aijbe-927	23	11	their	their	PRON
aijbe-927	23	12	target	target	NOUN
aijbe-927	23	13	audiences	audience	NOUN
aijbe-927	23	14	,	,	PUNCT
aijbe-927	23	15	introduce	introduce	VERB
aijbe-927	23	16	their	their	PRON
aijbe-927	23	17	products	product	NOUN
aijbe-927	23	18	or	or	CCONJ
aijbe-927	23	19	services	service	NOUN
aijbe-927	23	20	,	,	PUNCT
aijbe-927	23	21	and	and	CCONJ
aijbe-927	23	22	ultimately	ultimately	ADV
aijbe-927	23	23	drive	drive	VERB
aijbe-927	23	24	sales	sale	NOUN
aijbe-927	23	25	.	.	PUNCT
aijbe-927	24	1	for	for	ADP
aijbe-927	24	2	startups	startup	NOUN
aijbe-927	24	3	,	,	PUNCT
aijbe-927	24	4	advertising	advertising	NOUN
aijbe-927	24	5	is	be	AUX
aijbe-927	24	6	especially	especially	ADV
aijbe-927	24	7	important	important	ADJ
aijbe-927	24	8	because	because	SCONJ
aijbe-927	24	9	they	they	PRON
aijbe-927	24	10	often	often	ADV
aijbe-927	24	11	lack	lack	VERB
aijbe-927	24	12	the	the	DET
aijbe-927	24	13	established	establish	VERB
aijbe-927	24	14	customer	customer	NOUN
aijbe-927	24	15	base	base	NOUN
aijbe-927	24	16	and	and	CCONJ
aijbe-927	24	17	brand	brand	NOUN
aijbe-927	24	18	recognition	recognition	NOUN
aijbe-927	24	19	that	that	SCONJ
aijbe-927	24	20	more	more	ADV
aijbe-927	24	21	mature	mature	ADJ
aijbe-927	24	22	businesses	business	NOUN
aijbe-927	24	23	enjoy	enjoy	VERB
aijbe-927	24	24	.	.	PUNCT
aijbe-927	25	1	consequently	consequently	ADV
aijbe-927	25	2	,	,	PUNCT
aijbe-927	25	3	an	an	DET
aijbe-927	25	4	effective	effective	ADJ
aijbe-927	25	5	advertising	advertising	NOUN
aijbe-927	25	6	strategy	strategy	NOUN
aijbe-927	25	7	can	can	AUX
aijbe-927	25	8	provide	provide	VERB
aijbe-927	25	9	the	the	DET
aijbe-927	25	10	visibility	visibility	NOUN
aijbe-927	25	11	and	and	CCONJ
aijbe-927	25	12	market	market	NOUN
aijbe-927	25	13	penetration	penetration	NOUN
aijbe-927	25	14	necessary	necessary	ADJ
aijbe-927	25	15	to	to	PART
aijbe-927	25	16	compete	compete	VERB
aijbe-927	25	17	in	in	ADP
aijbe-927	25	18	crowded	crowded	ADJ
aijbe-927	25	19	markets	market	NOUN
aijbe-927	25	20	(	(	PUNCT
aijbe-927	25	21	lehmann	lehmann	PROPN
aijbe-927	25	22	&	&	CCONJ
aijbe-927	25	23	winer	winer	NOUN
aijbe-927	25	24	,	,	PUNCT
aijbe-927	25	25	2020	2020	NUM
aijbe-927	25	26	)	)	PUNCT
aijbe-927	25	27	.	.	PUNCT
aijbe-927	26	1	however	however	ADV
aijbe-927	26	2	,	,	PUNCT
aijbe-927	26	3	advertising	advertising	NOUN
aijbe-927	26	4	also	also	ADV
aijbe-927	26	5	presents	present	VERB
aijbe-927	26	6	a	a	DET
aijbe-927	26	7	significant	significant	ADJ
aijbe-927	26	8	financial	financial	ADJ
aijbe-927	26	9	challenge	challenge	NOUN
aijbe-927	26	10	for	for	ADP
aijbe-927	26	11	startups	startup	NOUN
aijbe-927	26	12	.	.	PUNCT
aijbe-927	27	1	as	as	ADP
aijbe-927	27	2	young	young	ADJ
aijbe-927	27	3	enterprises	enterprise	NOUN
aijbe-927	27	4	with	with	ADP
aijbe-927	27	5	limited	limited	ADJ
aijbe-927	27	6	cash	cash	NOUN
aijbe-927	27	7	flows	flow	NOUN
aijbe-927	27	8	and	and	CCONJ
aijbe-927	27	9	high	high	ADJ
aijbe-927	27	10	initial	initial	ADJ
aijbe-927	27	11	operating	operating	NOUN
aijbe-927	27	12	costs	cost	NOUN
aijbe-927	27	13	,	,	PUNCT
aijbe-927	27	14	startups	startup	NOUN
aijbe-927	27	15	must	must	AUX
aijbe-927	27	16	carefully	carefully	ADV
aijbe-927	27	17	manage	manage	VERB
aijbe-927	27	18	their	their	PRON
aijbe-927	27	19	spending	spending	NOUN
aijbe-927	27	20	.	.	PUNCT
aijbe-927	28	1	over	over	ADP
aijbe-927	28	2	-	-	PUNCT
aijbe-927	28	3	investing	investing	NOUN
aijbe-927	28	4	in	in	ADP
aijbe-927	28	5	advertising	advertising	NOUN
aijbe-927	28	6	can	can	AUX
aijbe-927	28	7	deplete	deplete	VERB
aijbe-927	28	8	critical	critical	ADJ
aijbe-927	28	9	financial	financial	ADJ
aijbe-927	28	10	resources	resource	NOUN
aijbe-927	28	11	,	,	PUNCT
aijbe-927	28	12	leading	lead	VERB
aijbe-927	28	13	to	to	ADP
aijbe-927	28	14	liquidity	liquidity	NOUN
aijbe-927	28	15	issues	issue	NOUN
aijbe-927	28	16	and	and	CCONJ
aijbe-927	28	17	potentially	potentially	ADV
aijbe-927	28	18	jeopardizing	jeopardize	VERB
aijbe-927	28	19	the	the	DET
aijbe-927	28	20	overall	overall	ADJ
aijbe-927	28	21	financial	financial	ADJ
aijbe-927	28	22	health	health	NOUN
aijbe-927	28	23	of	of	ADP
aijbe-927	28	24	the	the	DET
aijbe-927	28	25	business	business	NOUN
aijbe-927	28	26	(	(	PUNCT
aijbe-927	28	27	joshi	joshi	PROPN
aijbe-927	28	28	&	&	CCONJ
aijbe-927	28	29	hanssens	hanssens	PROPN
aijbe-927	28	30	,	,	PUNCT
aijbe-927	28	31	2010	2010	NUM
aijbe-927	28	32	)	)	PUNCT
aijbe-927	28	33	.	.	PUNCT
aijbe-927	29	1	on	on	ADP
aijbe-927	29	2	the	the	DET
aijbe-927	29	3	other	other	ADJ
aijbe-927	29	4	hand	hand	NOUN
aijbe-927	29	5	,	,	PUNCT
aijbe-927	29	6	under	under	ADP
aijbe-927	29	7	-	-	PUNCT
aijbe-927	29	8	investing	investing	NOUN
aijbe-927	29	9	in	in	ADP
aijbe-927	29	10	advertising	advertising	NOUN
aijbe-927	29	11	can	can	AUX
aijbe-927	29	12	leave	leave	VERB
aijbe-927	29	13	a	a	DET
aijbe-927	29	14	startup	startup	NOUN
aijbe-927	29	15	invisible	invisible	ADJ
aijbe-927	29	16	in	in	ADP
aijbe-927	29	17	the	the	DET
aijbe-927	29	18	marketplace	marketplace	NOUN
aijbe-927	29	19	,	,	PUNCT
aijbe-927	29	20	stifling	stifle	VERB
aijbe-927	29	21	growth	growth	NOUN
aijbe-927	29	22	and	and	CCONJ
aijbe-927	29	23	making	make	VERB
aijbe-927	29	24	it	it	PRON
aijbe-927	29	25	difficult	difficult	ADJ
aijbe-927	29	26	to	to	PART
aijbe-927	29	27	compete	compete	VERB
aijbe-927	29	28	with	with	ADP
aijbe-927	29	29	more	more	ADV
aijbe-927	29	30	established	establish	VERB
aijbe-927	29	31	brands	brand	NOUN
aijbe-927	29	32	.	.	PUNCT
aijbe-927	30	1	the	the	DET
aijbe-927	30	2	question	question	NOUN
aijbe-927	30	3	of	of	ADP
aijbe-927	30	4	how	how	SCONJ
aijbe-927	30	5	much	much	ADJ
aijbe-927	30	6	a	a	DET
aijbe-927	30	7	startup	startup	NOUN
aijbe-927	30	8	should	should	AUX
aijbe-927	30	9	allocate	allocate	VERB
aijbe-927	30	10	to	to	ADP
aijbe-927	30	11	advertising	advertising	NOUN
aijbe-927	30	12	is	be	AUX
aijbe-927	30	13	central	central	ADJ
aijbe-927	30	14	to	to	ADP
aijbe-927	30	15	its	its	PRON
aijbe-927	30	16	long	long	ADJ
aijbe-927	30	17	-	-	PUNCT
aijbe-927	30	18	term	term	NOUN
aijbe-927	30	19	financial	financial	ADJ
aijbe-927	30	20	sustainability	sustainability	NOUN
aijbe-927	30	21	.	.	PUNCT
aijbe-927	31	1	research	research	NOUN
aijbe-927	31	2	suggests	suggest	VERB
aijbe-927	31	3	that	that	SCONJ
aijbe-927	31	4	while	while	SCONJ
aijbe-927	31	5	advertising	advertising	NOUN
aijbe-927	31	6	can	can	AUX
aijbe-927	31	7	drive	drive	VERB
aijbe-927	31	8	sales	sale	NOUN
aijbe-927	31	9	and	and	CCONJ
aijbe-927	31	10	improve	improve	VERB
aijbe-927	31	11	market	market	NOUN
aijbe-927	31	12	positioning	positioning	NOUN
aijbe-927	31	13	,	,	PUNCT
aijbe-927	31	14	there	there	PRON
aijbe-927	31	15	are	be	VERB
aijbe-927	31	16	diminishing	diminish	VERB
aijbe-927	31	17	returns	return	NOUN
aijbe-927	31	18	to	to	ADP
aijbe-927	31	19	increased	increase	VERB
aijbe-927	31	20	advertising	advertising	NOUN
aijbe-927	31	21	expenditure	expenditure	NOUN
aijbe-927	31	22	.	.	PUNCT
aijbe-927	32	1	this	this	PRON
aijbe-927	32	2	means	mean	VERB
aijbe-927	32	3	that	that	SCONJ
aijbe-927	32	4	beyond	beyond	ADP
aijbe-927	32	5	a	a	DET
aijbe-927	32	6	certain	certain	ADJ
aijbe-927	32	7	point	point	NOUN
aijbe-927	32	8	,	,	PUNCT
aijbe-927	32	9	additional	additional	ADJ
aijbe-927	32	10	spending	spending	NOUN
aijbe-927	32	11	on	on	ADP
aijbe-927	32	12	advertising	advertising	NOUN
aijbe-927	32	13	yields	yield	NOUN
aijbe-927	32	14	progressively	progressively	ADV
aijbe-927	32	15	lower	low	ADJ
aijbe-927	32	16	financial	financial	ADJ
aijbe-927	32	17	returns	return	NOUN
aijbe-927	32	18	,	,	PUNCT
aijbe-927	32	19	making	make	VERB
aijbe-927	32	20	it	it	PRON
aijbe-927	32	21	crucial	crucial	ADJ
aijbe-927	32	22	for	for	SCONJ
aijbe-927	32	23	startups	startup	NOUN
aijbe-927	32	24	to	to	PART
aijbe-927	32	25	find	find	VERB
aijbe-927	32	26	an	an	DET
aijbe-927	32	27	optimal	optimal	ADJ
aijbe-927	32	28	balance	balance	NOUN
aijbe-927	32	29	(	(	PUNCT
aijbe-927	32	30	hanssens	hanssens	PROPN
aijbe-927	32	31	,	,	PUNCT
aijbe-927	32	32	2018	2018	NUM
aijbe-927	32	33	)	)	PUNCT
aijbe-927	32	34	.	.	PUNCT
aijbe-927	33	1	in	in	ADP
aijbe-927	33	2	advanced	advanced	ADJ
aijbe-927	33	3	economies	economy	NOUN
aijbe-927	33	4	,	,	PUNCT
aijbe-927	33	5	startups	startup	NOUN
aijbe-927	33	6	often	often	ADV
aijbe-927	33	7	rely	rely	VERB
aijbe-927	33	8	on	on	ADP
aijbe-927	33	9	sophisticated	sophisticated	ADJ
aijbe-927	33	10	models	model	NOUN
aijbe-927	33	11	and	and	CCONJ
aijbe-927	33	12	data	datum	NOUN
aijbe-927	33	13	analytics	analytic	NOUN
aijbe-927	33	14	to	to	PART
aijbe-927	33	15	determine	determine	VERB
aijbe-927	33	16	their	their	PRON
aijbe-927	33	17	advertising	advertising	NOUN
aijbe-927	33	18	budgets	budget	NOUN
aijbe-927	33	19	.	.	PUNCT
aijbe-927	34	1	however	however	ADV
aijbe-927	34	2	,	,	PUNCT
aijbe-927	34	3	in	in	ADP
aijbe-927	34	4	nigeria	nigeria	PROPN
aijbe-927	34	5	,	,	PUNCT
aijbe-927	34	6	the	the	DET
aijbe-927	34	7	situation	situation	NOUN
aijbe-927	34	8	is	be	AUX
aijbe-927	34	9	more	more	ADV
aijbe-927	34	10	complex	complex	ADJ
aijbe-927	34	11	due	due	ADP
aijbe-927	34	12	to	to	ADP
aijbe-927	34	13	the	the	DET
aijbe-927	34	14	country	country	NOUN
aijbe-927	34	15	’s	’s	PART
aijbe-927	34	16	volatile	volatile	ADJ
aijbe-927	34	17	economy	economy	NOUN
aijbe-927	34	18	and	and	CCONJ
aijbe-927	34	19	the	the	DET
aijbe-927	34	20	limited	limited	ADJ
aijbe-927	34	21	availability	availability	NOUN
aijbe-927	34	22	of	of	ADP
aijbe-927	34	23	advanced	advanced	ADJ
aijbe-927	34	24	marketing	marketing	NOUN
aijbe-927	34	25	analytics	analytic	NOUN
aijbe-927	34	26	tools	tool	NOUN
aijbe-927	34	27	.	.	PUNCT
aijbe-927	35	1	many	many	ADJ
aijbe-927	35	2	nigerian	nigerian	ADJ
aijbe-927	35	3	startups	startup	NOUN
aijbe-927	35	4	,	,	PUNCT
aijbe-927	35	5	therefore	therefore	ADV
aijbe-927	35	6	,	,	PUNCT
aijbe-927	35	7	rely	rely	VERB
aijbe-927	35	8	on	on	ADP
aijbe-927	35	9	trial	trial	NOUN
aijbe-927	35	10	-	-	PUNCT
aijbe-927	35	11	and	and	CCONJ
aijbe-927	35	12	-	-	PUNCT
aijbe-927	35	13	error	error	NOUN
aijbe-927	35	14	methods	method	NOUN
aijbe-927	35	15	or	or	CCONJ
aijbe-927	35	16	industry	industry	NOUN
aijbe-927	35	17	benchmarks	benchmark	NOUN
aijbe-927	35	18	to	to	PART
aijbe-927	35	19	guide	guide	VERB
aijbe-927	35	20	their	their	PRON
aijbe-927	35	21	advertising	advertising	NOUN
aijbe-927	35	22	decisions	decision	NOUN
aijbe-927	35	23	(	(	PUNCT
aijbe-927	35	24	akinbami	akinbami	NOUN
aijbe-927	35	25	,	,	PUNCT
aijbe-927	35	26	2020	2020	NUM
aijbe-927	35	27	)	)	PUNCT
aijbe-927	35	28	.	.	PUNCT
aijbe-927	36	1	in	in	ADP
aijbe-927	36	2	such	such	ADJ
aijbe-927	36	3	cases	case	NOUN
aijbe-927	36	4	,	,	PUNCT
aijbe-927	36	5	determining	determine	VERB
aijbe-927	36	6	the	the	DET
aijbe-927	36	7	right	right	ADJ
aijbe-927	36	8	budget	budget	NOUN
aijbe-927	36	9	allocation	allocation	NOUN
aijbe-927	36	10	for	for	ADP
aijbe-927	36	11	advertising	advertising	NOUN
aijbe-927	36	12	becomes	become	VERB
aijbe-927	36	13	even	even	ADV
aijbe-927	36	14	more	more	ADV
aijbe-927	36	15	critical	critical	ADJ
aijbe-927	36	16	,	,	PUNCT
aijbe-927	36	17	as	as	SCONJ
aijbe-927	36	18	financial	financial	ADJ
aijbe-927	36	19	missteps	misstep	NOUN
aijbe-927	36	20	could	could	AUX
aijbe-927	36	21	lead	lead	VERB
aijbe-927	36	22	to	to	ADP
aijbe-927	36	23	the	the	DET
aijbe-927	36	24	collapse	collapse	NOUN
aijbe-927	36	25	of	of	ADP
aijbe-927	36	26	the	the	DET
aijbe-927	36	27	business	business	NOUN
aijbe-927	36	28	.	.	PUNCT
aijbe-927	37	1	for	for	ADP
aijbe-927	37	2	nigerian	nigerian	ADJ
aijbe-927	37	3	startups	startup	NOUN
aijbe-927	37	4	,	,	PUNCT
aijbe-927	37	5	financial	financial	ADJ
aijbe-927	37	6	performance	performance	NOUN
aijbe-927	37	7	is	be	AUX
aijbe-927	37	8	a	a	DET
aijbe-927	37	9	critical	critical	ADJ
aijbe-927	37	10	measure	measure	NOUN
aijbe-927	37	11	of	of	ADP
aijbe-927	37	12	success	success	NOUN
aijbe-927	37	13	.	.	PUNCT
aijbe-927	38	1	it	it	PRON
aijbe-927	38	2	encompasses	encompass	VERB
aijbe-927	38	3	profitability	profitability	NOUN
aijbe-927	38	4	,	,	PUNCT
aijbe-927	38	5	cash	cash	NOUN
aijbe-927	38	6	flow	flow	NOUN
aijbe-927	38	7	management	management	NOUN
aijbe-927	38	8	,	,	PUNCT
aijbe-927	38	9	and	and	CCONJ
aijbe-927	38	10	return	return	VERB
aijbe-927	38	11	on	on	ADP
aijbe-927	38	12	investment	investment	NOUN
aijbe-927	38	13	(	(	PUNCT
aijbe-927	38	14	roi	roi	NOUN
aijbe-927	38	15	)	)	PUNCT
aijbe-927	38	16	,	,	PUNCT
aijbe-927	38	17	all	all	PRON
aijbe-927	38	18	of	of	ADP
aijbe-927	38	19	which	which	PRON
aijbe-927	38	20	are	be	AUX
aijbe-927	38	21	essential	essential	ADJ
aijbe-927	38	22	for	for	ADP
aijbe-927	38	23	long	long	ADJ
aijbe-927	38	24	-	-	PUNCT
aijbe-927	38	25	term	term	NOUN
aijbe-927	38	26	survival	survival	NOUN
aijbe-927	38	27	.	.	PUNCT
aijbe-927	39	1	startups	startup	NOUN
aijbe-927	39	2	must	must	AUX
aijbe-927	39	3	generate	generate	VERB
aijbe-927	39	4	enough	enough	ADJ
aijbe-927	39	5	revenue	revenue	NOUN
aijbe-927	39	6	to	to	PART
aijbe-927	39	7	cover	cover	VERB
aijbe-927	39	8	operational	operational	ADJ
aijbe-927	39	9	costs	cost	NOUN
aijbe-927	39	10	,	,	PUNCT
aijbe-927	39	11	reinvest	reinvest	VERB
aijbe-927	39	12	in	in	ADP
aijbe-927	39	13	growth	growth	NOUN
aijbe-927	39	14	opportunities	opportunity	NOUN
aijbe-927	39	15	,	,	PUNCT
aijbe-927	39	16	and	and	CCONJ
aijbe-927	39	17	provide	provide	VERB
aijbe-927	39	18	returns	return	NOUN
aijbe-927	39	19	to	to	ADP
aijbe-927	39	20	investors	investor	NOUN
aijbe-927	39	21	.	.	PUNCT
aijbe-927	40	1	however	however	ADV
aijbe-927	40	2	,	,	PUNCT
aijbe-927	40	3	managing	manage	VERB
aijbe-927	40	4	financial	financial	ADJ
aijbe-927	40	5	performance	performance	NOUN
aijbe-927	40	6	requires	require	VERB
aijbe-927	40	7	more	more	ADJ
aijbe-927	40	8	than	than	ADP
aijbe-927	40	9	just	just	ADV
aijbe-927	40	10	increasing	increase	VERB
aijbe-927	40	11	sales	sale	NOUN
aijbe-927	40	12	;	;	PUNCT
aijbe-927	40	13	it	it	PRON
aijbe-927	40	14	also	also	ADV
aijbe-927	40	15	requires	require	VERB
aijbe-927	40	16	disciplined	discipline	VERB
aijbe-927	40	17	cost	cost	NOUN
aijbe-927	40	18	management	management	NOUN
aijbe-927	40	19	,	,	PUNCT
aijbe-927	40	20	including	include	VERB
aijbe-927	40	21	the	the	DET
aijbe-927	40	22	cost	cost	NOUN
aijbe-927	40	23	of	of	ADP
aijbe-927	40	24	advertising	advertising	NOUN
aijbe-927	40	25	.	.	PUNCT
aijbe-927	41	1	without	without	ADP
aijbe-927	41	2	proper	proper	ADJ
aijbe-927	41	3	financial	financial	ADJ
aijbe-927	41	4	management	management	NOUN
aijbe-927	41	5	,	,	PUNCT
aijbe-927	41	6	even	even	ADV
aijbe-927	41	7	startups	startup	NOUN
aijbe-927	41	8	that	that	PRON
aijbe-927	41	9	experience	experience	VERB
aijbe-927	41	10	rapid	rapid	ADJ
aijbe-927	41	11	growth	growth	NOUN
aijbe-927	41	12	may	may	AUX
aijbe-927	41	13	struggle	struggle	VERB
aijbe-927	41	14	to	to	PART
aijbe-927	41	15	remain	remain	VERB
aijbe-927	41	16	sustainable	sustainable	ADJ
aijbe-927	41	17	over	over	ADP
aijbe-927	41	18	time	time	NOUN
aijbe-927	41	19	(	(	PUNCT
aijbe-927	41	20	blank	blank	PROPN
aijbe-927	41	21	&	&	CCONJ
aijbe-927	41	22	dorf	dorf	PROPN
aijbe-927	41	23	,	,	PUNCT
aijbe-927	41	24	2012	2012	NUM
aijbe-927	41	25	)	)	PUNCT
aijbe-927	41	26	.	.	PUNCT
aijbe-927	42	1	thus	thus	ADV
aijbe-927	42	2	,	,	PUNCT
aijbe-927	42	3	balancing	balance	VERB
aijbe-927	42	4	advertising	advertising	NOUN
aijbe-927	42	5	expenditures	expenditure	NOUN
aijbe-927	42	6	with	with	ADP
aijbe-927	42	7	financial	financial	ADJ
aijbe-927	42	8	sustainability	sustainability	NOUN
aijbe-927	42	9	becomes	become	VERB
aijbe-927	42	10	essential	essential	ADJ
aijbe-927	42	11	for	for	ADP
aijbe-927	42	12	ensuring	ensure	VERB
aijbe-927	42	13	long	long	ADJ
aijbe-927	42	14	-	-	PUNCT
aijbe-927	42	15	term	term	NOUN
aijbe-927	42	16	profitability	profitability	NOUN
aijbe-927	42	17	and	and	CCONJ
aijbe-927	42	18	reducing	reduce	VERB
aijbe-927	42	19	financial	financial	ADJ
aijbe-927	42	20	risk	risk	NOUN
aijbe-927	42	21	.	.	PUNCT
aijbe-927	43	1	aniebiet	aniebiet	PROPN
aijbe-927	43	2	etuk	etuk	PROPN
aijbe-927	43	3	,	,	PUNCT
aijbe-927	43	4	aniefiok	aniefiok	PROPN
aijbe-927	43	5	okon	okon	PROPN
aijbe-927	43	6	akpan	akpan	PROPN
aijbe-927	43	7	,	,	PUNCT
aijbe-927	43	8	aniekan	aniekan	PROPN
aijbe-927	43	9	eyo	eyo	PROPN
aijbe-927	43	10	awah	awah	PROPN
aijbe-927	43	11	(	(	PUNCT
aijbe-927	43	12	2024	2024	NUM
aijbe-927	43	13	)	)	PUNCT
aijbe-927	43	14	20	20	NUM
aijbe-927	43	15	american	american	ADJ
aijbe-927	43	16	interdisciplinary	interdisciplinary	ADJ
aijbe-927	43	17	journal	journal	NOUN
aijbe-927	43	18	of	of	ADP
aijbe-927	43	19	business	business	NOUN
aijbe-927	43	20	and	and	CCONJ
aijbe-927	43	21	economics	economic	NOUN
aijbe-927	43	22	|	|	ADV
aijbe-927	43	23	https://sadijournals.org/index.php/aijbe	https://sadijournals.org/index.php/aijbe	NOUN
aijbe-927	43	24	given	give	VERB
aijbe-927	43	25	the	the	DET
aijbe-927	43	26	challenges	challenge	NOUN
aijbe-927	43	27	faced	face	VERB
aijbe-927	43	28	by	by	ADP
aijbe-927	43	29	nigerian	nigerian	ADJ
aijbe-927	43	30	startups	startup	NOUN
aijbe-927	43	31	,	,	PUNCT
aijbe-927	43	32	this	this	DET
aijbe-927	43	33	study	study	NOUN
aijbe-927	43	34	seeks	seek	VERB
aijbe-927	43	35	to	to	PART
aijbe-927	43	36	explore	explore	VERB
aijbe-927	43	37	how	how	SCONJ
aijbe-927	43	38	they	they	PRON
aijbe-927	43	39	can	can	AUX
aijbe-927	43	40	balance	balance	VERB
aijbe-927	43	41	their	their	PRON
aijbe-927	43	42	advertising	advertising	NOUN
aijbe-927	43	43	budgets	budget	NOUN
aijbe-927	43	44	with	with	ADP
aijbe-927	43	45	their	their	PRON
aijbe-927	43	46	financial	financial	ADJ
aijbe-927	43	47	performance	performance	NOUN
aijbe-927	43	48	to	to	PART
aijbe-927	43	49	ensure	ensure	VERB
aijbe-927	43	50	long	long	ADJ
aijbe-927	43	51	-	-	PUNCT
aijbe-927	43	52	term	term	NOUN
aijbe-927	43	53	profitability	profitability	NOUN
aijbe-927	43	54	.	.	PUNCT
aijbe-927	44	1	by	by	ADP
aijbe-927	44	2	analyzing	analyze	VERB
aijbe-927	44	3	various	various	ADJ
aijbe-927	44	4	advertising	advertising	NOUN
aijbe-927	44	5	strategies	strategy	NOUN
aijbe-927	44	6	and	and	CCONJ
aijbe-927	44	7	budget	budget	NOUN
aijbe-927	44	8	allocation	allocation	NOUN
aijbe-927	44	9	practices	practice	NOUN
aijbe-927	44	10	,	,	PUNCT
aijbe-927	44	11	the	the	DET
aijbe-927	44	12	research	research	NOUN
aijbe-927	44	13	aims	aim	VERB
aijbe-927	44	14	to	to	PART
aijbe-927	44	15	identify	identify	VERB
aijbe-927	44	16	the	the	DET
aijbe-927	44	17	optimal	optimal	ADJ
aijbe-927	44	18	balance	balance	NOUN
aijbe-927	44	19	that	that	PRON
aijbe-927	44	20	will	will	AUX
aijbe-927	44	21	enable	enable	VERB
aijbe-927	44	22	startups	startup	NOUN
aijbe-927	44	23	to	to	PART
aijbe-927	44	24	maximize	maximize	VERB
aijbe-927	44	25	their	their	PRON
aijbe-927	44	26	returns	return	NOUN
aijbe-927	44	27	on	on	ADP
aijbe-927	44	28	advertising	advertising	NOUN
aijbe-927	44	29	investment	investment	NOUN
aijbe-927	44	30	without	without	ADP
aijbe-927	44	31	overextending	overextend	VERB
aijbe-927	44	32	their	their	PRON
aijbe-927	44	33	financial	financial	ADJ
aijbe-927	44	34	resources	resource	NOUN
aijbe-927	44	35	.	.	PUNCT
aijbe-927	45	1	this	this	DET
aijbe-927	45	2	balance	balance	NOUN
aijbe-927	45	3	is	be	AUX
aijbe-927	45	4	particularly	particularly	ADV
aijbe-927	45	5	important	important	ADJ
aijbe-927	45	6	for	for	ADP
aijbe-927	45	7	startups	startup	NOUN
aijbe-927	45	8	operating	operate	VERB
aijbe-927	45	9	in	in	ADP
aijbe-927	45	10	nigeria	nigeria	PROPN
aijbe-927	45	11	’s	’s	PART
aijbe-927	45	12	highly	highly	ADV
aijbe-927	45	13	volatile	volatile	ADJ
aijbe-927	45	14	economic	economic	ADJ
aijbe-927	45	15	environment	environment	NOUN
aijbe-927	45	16	,	,	PUNCT
aijbe-927	45	17	where	where	SCONJ
aijbe-927	45	18	financial	financial	ADJ
aijbe-927	45	19	mismanagement	mismanagement	NOUN
aijbe-927	45	20	can	can	AUX
aijbe-927	45	21	have	have	VERB
aijbe-927	45	22	serious	serious	ADJ
aijbe-927	45	23	consequences	consequence	NOUN
aijbe-927	45	24	for	for	ADP
aijbe-927	45	25	business	business	NOUN
aijbe-927	45	26	continuity	continuity	NOUN
aijbe-927	45	27	(	(	PUNCT
aijbe-927	45	28	hanssens	hanssens	PROPN
aijbe-927	45	29	,	,	PUNCT
aijbe-927	45	30	2018	2018	NUM
aijbe-927	45	31	)	)	PUNCT
aijbe-927	45	32	.	.	PUNCT
aijbe-927	46	1	furthermore	furthermore	ADV
aijbe-927	46	2	,	,	PUNCT
aijbe-927	46	3	the	the	DET
aijbe-927	46	4	rise	rise	NOUN
aijbe-927	46	5	of	of	ADP
aijbe-927	46	6	digital	digital	ADJ
aijbe-927	46	7	platforms	platform	NOUN
aijbe-927	46	8	in	in	ADP
aijbe-927	46	9	nigeria	nigeria	PROPN
aijbe-927	46	10	,	,	PUNCT
aijbe-927	46	11	including	include	VERB
aijbe-927	46	12	social	social	ADJ
aijbe-927	46	13	media	medium	NOUN
aijbe-927	46	14	,	,	PUNCT
aijbe-927	46	15	search	search	NOUN
aijbe-927	46	16	engines	engine	NOUN
aijbe-927	46	17	,	,	PUNCT
aijbe-927	46	18	and	and	CCONJ
aijbe-927	46	19	other	other	ADJ
aijbe-927	46	20	online	online	ADJ
aijbe-927	46	21	advertising	advertising	NOUN
aijbe-927	46	22	avenues	avenue	NOUN
aijbe-927	46	23	,	,	PUNCT
aijbe-927	46	24	has	have	AUX
aijbe-927	46	25	provided	provide	VERB
aijbe-927	46	26	startups	startup	NOUN
aijbe-927	46	27	with	with	ADP
aijbe-927	46	28	more	more	ADV
aijbe-927	46	29	affordable	affordable	ADJ
aijbe-927	46	30	and	and	CCONJ
aijbe-927	46	31	targeted	target	VERB
aijbe-927	46	32	marketing	marketing	NOUN
aijbe-927	46	33	options	option	NOUN
aijbe-927	46	34	.	.	PUNCT
aijbe-927	47	1	these	these	DET
aijbe-927	47	2	platforms	platform	NOUN
aijbe-927	47	3	allow	allow	VERB
aijbe-927	47	4	businesses	business	NOUN
aijbe-927	47	5	to	to	PART
aijbe-927	47	6	engage	engage	VERB
aijbe-927	47	7	with	with	ADP
aijbe-927	47	8	specific	specific	ADJ
aijbe-927	47	9	customer	customer	NOUN
aijbe-927	47	10	segments	segment	NOUN
aijbe-927	47	11	and	and	CCONJ
aijbe-927	47	12	track	track	VERB
aijbe-927	47	13	the	the	DET
aijbe-927	47	14	performance	performance	NOUN
aijbe-927	47	15	of	of	ADP
aijbe-927	47	16	their	their	PRON
aijbe-927	47	17	campaigns	campaign	NOUN
aijbe-927	47	18	in	in	ADP
aijbe-927	47	19	real	real	ADJ
aijbe-927	47	20	time	time	NOUN
aijbe-927	47	21	.	.	PUNCT
aijbe-927	48	1	however	however	ADV
aijbe-927	48	2	,	,	PUNCT
aijbe-927	48	3	determining	determine	VERB
aijbe-927	48	4	how	how	SCONJ
aijbe-927	48	5	much	much	ADJ
aijbe-927	48	6	to	to	PART
aijbe-927	48	7	spend	spend	VERB
aijbe-927	48	8	on	on	ADP
aijbe-927	48	9	these	these	DET
aijbe-927	48	10	platforms	platform	NOUN
aijbe-927	48	11	and	and	CCONJ
aijbe-927	48	12	how	how	SCONJ
aijbe-927	48	13	to	to	PART
aijbe-927	48	14	distribute	distribute	VERB
aijbe-927	48	15	the	the	DET
aijbe-927	48	16	budget	budget	NOUN
aijbe-927	48	17	across	across	ADP
aijbe-927	48	18	various	various	ADJ
aijbe-927	48	19	advertising	advertising	NOUN
aijbe-927	48	20	channels	channel	NOUN
aijbe-927	48	21	remains	remain	VERB
aijbe-927	48	22	a	a	DET
aijbe-927	48	23	complex	complex	ADJ
aijbe-927	48	24	decision	decision	NOUN
aijbe-927	48	25	(	(	PUNCT
aijbe-927	48	26	lehmann	lehmann	PROPN
aijbe-927	48	27	&	&	CCONJ
aijbe-927	48	28	winer	winer	NOUN
aijbe-927	48	29	,	,	PUNCT
aijbe-927	48	30	2020	2020	NUM
aijbe-927	48	31	)	)	PUNCT
aijbe-927	48	32	.	.	PUNCT
aijbe-927	49	1	this	this	DET
aijbe-927	49	2	study	study	NOUN
aijbe-927	49	3	will	will	AUX
aijbe-927	49	4	provide	provide	VERB
aijbe-927	49	5	insights	insight	NOUN
aijbe-927	49	6	into	into	ADP
aijbe-927	49	7	practical	practical	ADJ
aijbe-927	49	8	strategies	strategy	NOUN
aijbe-927	49	9	that	that	PRON
aijbe-927	49	10	nigerian	nigerian	ADJ
aijbe-927	49	11	startups	startup	NOUN
aijbe-927	49	12	can	can	AUX
aijbe-927	49	13	employ	employ	VERB
aijbe-927	49	14	to	to	PART
aijbe-927	49	15	effectively	effectively	ADV
aijbe-927	49	16	allocate	allocate	VERB
aijbe-927	49	17	their	their	PRON
aijbe-927	49	18	advertising	advertising	NOUN
aijbe-927	49	19	budgets	budget	NOUN
aijbe-927	49	20	,	,	PUNCT
aijbe-927	49	21	ensuring	ensure	VERB
aijbe-927	49	22	that	that	SCONJ
aijbe-927	49	23	their	their	PRON
aijbe-927	49	24	marketing	marketing	NOUN
aijbe-927	49	25	efforts	effort	NOUN
aijbe-927	49	26	contribute	contribute	VERB
aijbe-927	49	27	to	to	ADP
aijbe-927	49	28	both	both	PRON
aijbe-927	49	29	immediate	immediate	ADJ
aijbe-927	49	30	growth	growth	NOUN
aijbe-927	49	31	and	and	CCONJ
aijbe-927	49	32	long	long	ADJ
aijbe-927	49	33	-	-	PUNCT
aijbe-927	49	34	term	term	NOUN
aijbe-927	49	35	financial	financial	ADJ
aijbe-927	49	36	sustainability	sustainability	NOUN
aijbe-927	49	37	.	.	PUNCT
aijbe-927	50	1	nigerian	nigerian	ADJ
aijbe-927	50	2	startups	startup	NOUN
aijbe-927	50	3	must	must	AUX
aijbe-927	50	4	navigate	navigate	VERB
aijbe-927	50	5	a	a	DET
aijbe-927	50	6	delicate	delicate	ADJ
aijbe-927	50	7	balance	balance	NOUN
aijbe-927	50	8	between	between	ADP
aijbe-927	50	9	investing	invest	VERB
aijbe-927	50	10	in	in	ADP
aijbe-927	50	11	advertising	advertising	NOUN
aijbe-927	50	12	to	to	PART
aijbe-927	50	13	drive	drive	VERB
aijbe-927	50	14	growth	growth	NOUN
aijbe-927	50	15	and	and	CCONJ
aijbe-927	50	16	maintaining	maintain	VERB
aijbe-927	50	17	financial	financial	ADJ
aijbe-927	50	18	stability	stability	NOUN
aijbe-927	50	19	to	to	PART
aijbe-927	50	20	ensure	ensure	VERB
aijbe-927	50	21	long	long	ADJ
aijbe-927	50	22	-	-	PUNCT
aijbe-927	50	23	term	term	NOUN
aijbe-927	50	24	profitability	profitability	NOUN
aijbe-927	50	25	.	.	PUNCT
aijbe-927	51	1	by	by	ADP
aijbe-927	51	2	analyzing	analyze	VERB
aijbe-927	51	3	the	the	DET
aijbe-927	51	4	relationship	relationship	NOUN
aijbe-927	51	5	between	between	ADP
aijbe-927	51	6	advertising	advertising	NOUN
aijbe-927	51	7	budgets	budget	NOUN
aijbe-927	51	8	and	and	CCONJ
aijbe-927	51	9	financial	financial	ADJ
aijbe-927	51	10	performance	performance	NOUN
aijbe-927	51	11	,	,	PUNCT
aijbe-927	51	12	this	this	DET
aijbe-927	51	13	study	study	NOUN
aijbe-927	51	14	aims	aim	VERB
aijbe-927	51	15	to	to	PART
aijbe-927	51	16	provide	provide	VERB
aijbe-927	51	17	evidence	evidence	NOUN
aijbe-927	51	18	-	-	PUNCT
aijbe-927	51	19	based	base	VERB
aijbe-927	51	20	recommendations	recommendation	NOUN
aijbe-927	51	21	on	on	ADP
aijbe-927	51	22	how	how	SCONJ
aijbe-927	51	23	nigerian	nigerian	ADJ
aijbe-927	51	24	startups	startup	NOUN
aijbe-927	51	25	can	can	AUX
aijbe-927	51	26	optimize	optimize	VERB
aijbe-927	51	27	their	their	PRON
aijbe-927	51	28	advertising	advertising	NOUN
aijbe-927	51	29	spending	spending	NOUN
aijbe-927	51	30	to	to	PART
aijbe-927	51	31	achieve	achieve	VERB
aijbe-927	51	32	sustainable	sustainable	ADJ
aijbe-927	51	33	growth	growth	NOUN
aijbe-927	51	34	in	in	ADP
aijbe-927	51	35	a	a	DET
aijbe-927	51	36	challenging	challenging	ADJ
aijbe-927	51	37	economic	economic	ADJ
aijbe-927	51	38	environment	environment	NOUN
aijbe-927	51	39	.	.	PUNCT
aijbe-927	52	1	objectives	objective	NOUN
aijbe-927	52	2	of	of	ADP
aijbe-927	52	3	the	the	DET
aijbe-927	52	4	study	study	NOUN
aijbe-927	52	5	the	the	DET
aijbe-927	52	6	general	general	ADJ
aijbe-927	52	7	objective	objective	NOUN
aijbe-927	52	8	of	of	ADP
aijbe-927	52	9	the	the	DET
aijbe-927	52	10	study	study	NOUN
aijbe-927	52	11	was	be	AUX
aijbe-927	52	12	to	to	PART
aijbe-927	52	13	investigate	investigate	VERB
aijbe-927	52	14	the	the	DET
aijbe-927	52	15	impact	impact	NOUN
aijbe-927	52	16	of	of	ADP
aijbe-927	52	17	advertising	advertising	NOUN
aijbe-927	52	18	budgets	budget	NOUN
aijbe-927	52	19	on	on	ADP
aijbe-927	52	20	the	the	DET
aijbe-927	52	21	financial	financial	ADJ
aijbe-927	52	22	performance	performance	NOUN
aijbe-927	52	23	of	of	ADP
aijbe-927	52	24	nigerian	nigerian	ADJ
aijbe-927	52	25	startups	startup	NOUN
aijbe-927	52	26	,	,	PUNCT
aijbe-927	52	27	with	with	ADP
aijbe-927	52	28	the	the	DET
aijbe-927	52	29	aim	aim	NOUN
aijbe-927	52	30	of	of	ADP
aijbe-927	52	31	identifying	identify	VERB
aijbe-927	52	32	strategies	strategy	NOUN
aijbe-927	52	33	for	for	ADP
aijbe-927	52	34	optimal	optimal	ADJ
aijbe-927	52	35	budget	budget	NOUN
aijbe-927	52	36	allocation	allocation	NOUN
aijbe-927	52	37	that	that	PRON
aijbe-927	52	38	promote	promote	VERB
aijbe-927	52	39	long	long	ADJ
aijbe-927	52	40	-	-	PUNCT
aijbe-927	52	41	term	term	NOUN
aijbe-927	52	42	profitability	profitability	NOUN
aijbe-927	52	43	and	and	CCONJ
aijbe-927	52	44	financial	financial	ADJ
aijbe-927	52	45	sustainability	sustainability	NOUN
aijbe-927	52	46	.	.	PUNCT
aijbe-927	53	1	the	the	DET
aijbe-927	53	2	specific	specific	ADJ
aijbe-927	53	3	objectives	objective	NOUN
aijbe-927	53	4	were	be	AUX
aijbe-927	53	5	:	:	PUNCT
aijbe-927	53	6	1	1	X
aijbe-927	53	7	.	.	X
aijbe-927	53	8	to	to	PART
aijbe-927	53	9	evaluate	evaluate	VERB
aijbe-927	53	10	the	the	DET
aijbe-927	53	11	relationship	relationship	NOUN
aijbe-927	53	12	between	between	ADP
aijbe-927	53	13	advertising	advertising	NOUN
aijbe-927	53	14	budgets	budget	NOUN
aijbe-927	53	15	and	and	CCONJ
aijbe-927	53	16	financial	financial	ADJ
aijbe-927	53	17	performance	performance	NOUN
aijbe-927	53	18	in	in	ADP
aijbe-927	53	19	nigerian	nigerian	ADJ
aijbe-927	53	20	startups	startup	NOUN
aijbe-927	53	21	.	.	PUNCT
aijbe-927	54	1	2	2	X
aijbe-927	54	2	.	.	PUNCT
aijbe-927	54	3	to	to	PART
aijbe-927	54	4	identify	identify	VERB
aijbe-927	54	5	the	the	DET
aijbe-927	54	6	optimal	optimal	ADJ
aijbe-927	54	7	advertising	advertising	NOUN
aijbe-927	54	8	budget	budget	NOUN
aijbe-927	54	9	allocation	allocation	NOUN
aijbe-927	54	10	strategies	strategy	NOUN
aijbe-927	54	11	that	that	PRON
aijbe-927	54	12	enhance	enhance	VERB
aijbe-927	54	13	long	long	ADJ
aijbe-927	54	14	-	-	PUNCT
aijbe-927	54	15	term	term	NOUN
aijbe-927	54	16	profitability	profitability	NOUN
aijbe-927	54	17	while	while	SCONJ
aijbe-927	54	18	ensuring	ensure	VERB
aijbe-927	54	19	financial	financial	ADJ
aijbe-927	54	20	sustainability	sustainability	NOUN
aijbe-927	54	21	for	for	ADP
aijbe-927	54	22	nigerian	nigerian	ADJ
aijbe-927	54	23	startups	startup	NOUN
aijbe-927	54	24	.	.	PUNCT
aijbe-927	55	1	hypotheses	hypothesis	NOUN
aijbe-927	55	2	of	of	ADP
aijbe-927	55	3	the	the	DET
aijbe-927	55	4	study	study	NOUN
aijbe-927	55	5	h01	h01	NOUN
aijbe-927	55	6	:	:	PUNCT
aijbe-927	55	7	there	there	PRON
aijbe-927	55	8	is	be	VERB
aijbe-927	55	9	no	no	DET
aijbe-927	55	10	significant	significant	ADJ
aijbe-927	55	11	relationship	relationship	NOUN
aijbe-927	55	12	between	between	ADP
aijbe-927	55	13	advertising	advertising	NOUN
aijbe-927	55	14	budgets	budget	NOUN
aijbe-927	55	15	and	and	CCONJ
aijbe-927	55	16	financial	financial	ADJ
aijbe-927	55	17	performance	performance	NOUN
aijbe-927	55	18	in	in	ADP
aijbe-927	55	19	nigerian	nigerian	ADJ
aijbe-927	55	20	startups	startup	NOUN
aijbe-927	55	21	.	.	PUNCT
aijbe-927	56	1	h02	h02	PROPN
aijbe-927	56	2	:	:	PUNCT
aijbe-927	56	3	there	there	PRON
aijbe-927	56	4	are	be	VERB
aijbe-927	56	5	no	no	DET
aijbe-927	56	6	optimal	optimal	ADJ
aijbe-927	56	7	advertising	advertising	NOUN
aijbe-927	56	8	budget	budget	NOUN
aijbe-927	56	9	allocation	allocation	NOUN
aijbe-927	56	10	strategies	strategy	NOUN
aijbe-927	56	11	that	that	PRON
aijbe-927	56	12	significantly	significantly	ADV
aijbe-927	56	13	enhance	enhance	VERB
aijbe-927	56	14	long	long	ADJ
aijbe-927	56	15	-	-	PUNCT
aijbe-927	56	16	term	term	NOUN
aijbe-927	56	17	profitability	profitability	NOUN
aijbe-927	56	18	for	for	ADP
aijbe-927	56	19	nigerian	nigerian	ADJ
aijbe-927	56	20	startups	startup	NOUN
aijbe-927	56	21	.	.	PUNCT
aijbe-927	57	1	literature	literature	NOUN
aijbe-927	57	2	review	review	VERB
aijbe-927	57	3	the	the	DET
aijbe-927	57	4	role	role	NOUN
aijbe-927	57	5	of	of	ADP
aijbe-927	57	6	advertising	advertising	NOUN
aijbe-927	57	7	in	in	ADP
aijbe-927	57	8	startups	startup	NOUN
aijbe-927	57	9	advertising	advertising	NOUN
aijbe-927	57	10	is	be	AUX
aijbe-927	57	11	a	a	DET
aijbe-927	57	12	vital	vital	ADJ
aijbe-927	57	13	instrument	instrument	NOUN
aijbe-927	57	14	for	for	ADP
aijbe-927	57	15	startups	startup	NOUN
aijbe-927	57	16	aiming	aim	VERB
aijbe-927	57	17	to	to	PART
aijbe-927	57	18	establish	establish	VERB
aijbe-927	57	19	their	their	PRON
aijbe-927	57	20	presence	presence	NOUN
aijbe-927	57	21	in	in	ADP
aijbe-927	57	22	competitive	competitive	ADJ
aijbe-927	57	23	markets	market	NOUN
aijbe-927	57	24	.	.	PUNCT
aijbe-927	58	1	it	it	PRON
aijbe-927	58	2	facilitates	facilitate	VERB
aijbe-927	58	3	brand	brand	NOUN
aijbe-927	58	4	awareness	awareness	NOUN
aijbe-927	58	5	,	,	PUNCT
aijbe-927	58	6	customer	customer	NOUN
aijbe-927	58	7	acquisition	acquisition	NOUN
aijbe-927	58	8	,	,	PUNCT
aijbe-927	58	9	and	and	CCONJ
aijbe-927	58	10	market	market	NOUN
aijbe-927	58	11	penetration	penetration	NOUN
aijbe-927	58	12	,	,	PUNCT
aijbe-927	58	13	which	which	PRON
aijbe-927	58	14	are	be	AUX
aijbe-927	58	15	crucial	crucial	ADJ
aijbe-927	58	16	for	for	ADP
aijbe-927	58	17	new	new	ADJ
aijbe-927	58	18	businesses	business	NOUN
aijbe-927	58	19	lacking	lack	VERB
aijbe-927	58	20	an	an	DET
aijbe-927	58	21	established	establish	VERB
aijbe-927	58	22	customer	customer	NOUN
aijbe-927	58	23	base	base	NOUN
aijbe-927	58	24	(	(	PUNCT
aijbe-927	58	25	lehmann	lehmann	PROPN
aijbe-927	58	26	&	&	CCONJ
aijbe-927	58	27	winer	winer	NOUN
aijbe-927	58	28	,	,	PUNCT
aijbe-927	58	29	2020	2020	NUM
aijbe-927	58	30	)	)	PUNCT
aijbe-927	58	31	.	.	PUNCT
aijbe-927	59	1	startups	startup	NOUN
aijbe-927	59	2	often	often	ADV
aijbe-927	59	3	leverage	leverage	VERB
aijbe-927	59	4	advertising	advertising	NOUN
aijbe-927	59	5	to	to	PART
aijbe-927	59	6	differentiate	differentiate	VERB
aijbe-927	59	7	themselves	themselves	PRON
aijbe-927	59	8	from	from	ADP
aijbe-927	59	9	competitors	competitor	NOUN
aijbe-927	59	10	and	and	CCONJ
aijbe-927	59	11	to	to	PART
aijbe-927	59	12	communicate	communicate	VERB
aijbe-927	59	13	their	their	PRON
aijbe-927	59	14	unique	unique	ADJ
aijbe-927	59	15	value	value	NOUN
aijbe-927	59	16	propositions	proposition	NOUN
aijbe-927	59	17	to	to	ADP
aijbe-927	59	18	potential	potential	ADJ
aijbe-927	59	19	customers	customer	NOUN
aijbe-927	59	20	.	.	PUNCT
aijbe-927	60	1	in	in	ADP
aijbe-927	60	2	the	the	DET
aijbe-927	60	3	context	context	NOUN
aijbe-927	60	4	of	of	ADP
aijbe-927	60	5	nigeria	nigeria	PROPN
aijbe-927	60	6	,	,	PUNCT
aijbe-927	60	7	where	where	SCONJ
aijbe-927	60	8	the	the	DET
aijbe-927	60	9	startup	startup	NOUN
aijbe-927	60	10	ecosystem	ecosystem	NOUN
aijbe-927	60	11	is	be	AUX
aijbe-927	60	12	burgeoning	burgeon	VERB
aijbe-927	60	13	,	,	PUNCT
aijbe-927	60	14	effective	effective	ADJ
aijbe-927	60	15	advertising	advertising	NOUN
aijbe-927	60	16	can	can	AUX
aijbe-927	60	17	be	be	AUX
aijbe-927	60	18	a	a	DET
aijbe-927	60	19	game	game	NOUN
aijbe-927	60	20	-	-	PUNCT
aijbe-927	60	21	changer	changer	NOUN
aijbe-927	60	22	for	for	ADP
aijbe-927	60	23	growth	growth	NOUN
aijbe-927	60	24	(	(	PUNCT
aijbe-927	60	25	akinbami	akinbami	NOUN
aijbe-927	60	26	,	,	PUNCT
aijbe-927	60	27	2020	2020	NUM
aijbe-927	60	28	)	)	PUNCT
aijbe-927	60	29	.	.	PUNCT
aijbe-927	61	1	however	however	ADV
aijbe-927	61	2	,	,	PUNCT
aijbe-927	61	3	advertising	advertising	NOUN
aijbe-927	61	4	also	also	ADV
aijbe-927	61	5	imposes	impose	VERB
aijbe-927	61	6	financial	financial	ADJ
aijbe-927	61	7	burdens	burden	NOUN
aijbe-927	61	8	that	that	PRON
aijbe-927	61	9	must	must	AUX
aijbe-927	61	10	be	be	AUX
aijbe-927	61	11	judiciously	judiciously	ADV
aijbe-927	61	12	managed	manage	VERB
aijbe-927	61	13	to	to	PART
aijbe-927	61	14	avoid	avoid	VERB
aijbe-927	61	15	jeopardizing	jeopardize	VERB
aijbe-927	61	16	the	the	DET
aijbe-927	61	17	startups	startup	NOUN
aijbe-927	61	18	’	'	PUNCT
aijbe-927	61	19	overall	overall	ADJ
aijbe-927	61	20	financial	financial	ADJ
aijbe-927	61	21	health	health	NOUN
aijbe-927	61	22	(	(	PUNCT
aijbe-927	61	23	joshi	joshi	PROPN
aijbe-927	61	24	&	&	CCONJ
aijbe-927	61	25	hanssens	hanssens	PROPN
aijbe-927	61	26	,	,	PUNCT
aijbe-927	61	27	2010	2010	NUM
aijbe-927	61	28	)	)	PUNCT
aijbe-927	61	29	.	.	PUNCT
aijbe-927	62	1	advertising	advertising	NOUN
aijbe-927	62	2	budgets	budget	NOUN
aijbe-927	62	3	and	and	CCONJ
aijbe-927	62	4	financial	financial	ADJ
aijbe-927	62	5	sustainability	sustainability	NOUN
aijbe-927	62	6	aniebiet	aniebiet	PROPN
aijbe-927	62	7	etuk	etuk	NOUN
aijbe-927	62	8	,	,	PUNCT
aijbe-927	62	9	aniefiok	aniefiok	PROPN
aijbe-927	62	10	okon	okon	PROPN
aijbe-927	62	11	akpan	akpan	PROPN
aijbe-927	62	12	,	,	PUNCT
aijbe-927	62	13	aniekan	aniekan	PROPN
aijbe-927	62	14	eyo	eyo	PROPN
aijbe-927	62	15	awah	awah	PROPN
aijbe-927	62	16	(	(	PUNCT
aijbe-927	62	17	2024	2024	NUM
aijbe-927	62	18	)	)	PUNCT
aijbe-927	62	19	21	21	NUM
aijbe-927	62	20	american	american	ADJ
aijbe-927	62	21	interdisciplinary	interdisciplinary	ADJ
aijbe-927	62	22	journal	journal	NOUN
aijbe-927	62	23	of	of	ADP
aijbe-927	62	24	business	business	NOUN
aijbe-927	62	25	and	and	CCONJ
aijbe-927	62	26	economics	economic	NOUN
aijbe-927	62	27	|	|	ADV
aijbe-927	62	28	https://sadijournals.org/index.php/aijbe	https://sadijournals.org/index.php/aijbe	VERB
aijbe-927	62	29	for	for	ADP
aijbe-927	62	30	startups	startup	NOUN
aijbe-927	62	31	,	,	PUNCT
aijbe-927	62	32	particularly	particularly	ADV
aijbe-927	62	33	in	in	ADP
aijbe-927	62	34	resource	resource	NOUN
aijbe-927	62	35	-	-	PUNCT
aijbe-927	62	36	constrained	constrain	VERB
aijbe-927	62	37	environments	environment	NOUN
aijbe-927	62	38	like	like	ADP
aijbe-927	62	39	nigeria	nigeria	PROPN
aijbe-927	62	40	,	,	PUNCT
aijbe-927	62	41	determining	determine	VERB
aijbe-927	62	42	the	the	DET
aijbe-927	62	43	appropriate	appropriate	ADJ
aijbe-927	62	44	allocation	allocation	NOUN
aijbe-927	62	45	of	of	ADP
aijbe-927	62	46	advertising	advertising	NOUN
aijbe-927	62	47	budgets	budget	NOUN
aijbe-927	62	48	is	be	AUX
aijbe-927	62	49	critical	critical	ADJ
aijbe-927	62	50	for	for	ADP
aijbe-927	62	51	achieving	achieve	VERB
aijbe-927	62	52	financial	financial	ADJ
aijbe-927	62	53	sustainability	sustainability	NOUN
aijbe-927	62	54	.	.	PUNCT
aijbe-927	63	1	research	research	NOUN
aijbe-927	63	2	indicates	indicate	VERB
aijbe-927	63	3	that	that	SCONJ
aijbe-927	63	4	while	while	SCONJ
aijbe-927	63	5	advertising	advertising	NOUN
aijbe-927	63	6	can	can	AUX
aijbe-927	63	7	lead	lead	VERB
aijbe-927	63	8	to	to	ADP
aijbe-927	63	9	increased	increase	VERB
aijbe-927	63	10	sales	sale	NOUN
aijbe-927	63	11	and	and	CCONJ
aijbe-927	63	12	improved	improved	ADJ
aijbe-927	63	13	market	market	NOUN
aijbe-927	63	14	positioning	positioning	NOUN
aijbe-927	63	15	,	,	PUNCT
aijbe-927	63	16	there	there	PRON
aijbe-927	63	17	are	be	VERB
aijbe-927	63	18	diminishing	diminish	VERB
aijbe-927	63	19	returns	return	NOUN
aijbe-927	63	20	associated	associate	VERB
aijbe-927	63	21	with	with	ADP
aijbe-927	63	22	excessive	excessive	ADJ
aijbe-927	63	23	advertising	advertising	NOUN
aijbe-927	63	24	expenditure	expenditure	NOUN
aijbe-927	63	25	.	.	PUNCT
aijbe-927	64	1	beyond	beyond	ADP
aijbe-927	64	2	a	a	DET
aijbe-927	64	3	certain	certain	ADJ
aijbe-927	64	4	threshold	threshold	NOUN
aijbe-927	64	5	,	,	PUNCT
aijbe-927	64	6	additional	additional	ADJ
aijbe-927	64	7	investment	investment	NOUN
aijbe-927	64	8	in	in	ADP
aijbe-927	64	9	advertising	advertising	NOUN
aijbe-927	64	10	yields	yield	NOUN
aijbe-927	64	11	progressively	progressively	ADV
aijbe-927	64	12	lower	low	ADJ
aijbe-927	64	13	financial	financial	ADJ
aijbe-927	64	14	returns	return	NOUN
aijbe-927	64	15	,	,	PUNCT
aijbe-927	64	16	necessitating	necessitate	VERB
aijbe-927	64	17	an	an	DET
aijbe-927	64	18	optimal	optimal	ADJ
aijbe-927	64	19	balance	balance	NOUN
aijbe-927	64	20	(	(	PUNCT
aijbe-927	64	21	hanssens	hanssens	PROPN
aijbe-927	64	22	,	,	PUNCT
aijbe-927	64	23	2018	2018	NUM
aijbe-927	64	24	)	)	PUNCT
aijbe-927	64	25	.	.	PUNCT
aijbe-927	65	1	this	this	DET
aijbe-927	65	2	balance	balance	NOUN
aijbe-927	65	3	is	be	AUX
aijbe-927	65	4	particularly	particularly	ADV
aijbe-927	65	5	significant	significant	ADJ
aijbe-927	65	6	for	for	ADP
aijbe-927	65	7	nigerian	nigerian	ADJ
aijbe-927	65	8	startups	startup	NOUN
aijbe-927	65	9	,	,	PUNCT
aijbe-927	65	10	which	which	PRON
aijbe-927	65	11	often	often	ADV
aijbe-927	65	12	face	face	VERB
aijbe-927	65	13	unique	unique	ADJ
aijbe-927	65	14	challenges	challenge	NOUN
aijbe-927	65	15	such	such	ADJ
aijbe-927	65	16	as	as	ADP
aijbe-927	65	17	infrastructural	infrastructural	ADJ
aijbe-927	65	18	deficits	deficit	NOUN
aijbe-927	65	19	,	,	PUNCT
aijbe-927	65	20	regulatory	regulatory	ADJ
aijbe-927	65	21	hurdles	hurdle	NOUN
aijbe-927	65	22	,	,	PUNCT
aijbe-927	65	23	and	and	CCONJ
aijbe-927	65	24	limited	limited	ADJ
aijbe-927	65	25	access	access	NOUN
aijbe-927	65	26	to	to	ADP
aijbe-927	65	27	affordable	affordable	ADJ
aijbe-927	65	28	financing	financing	NOUN
aijbe-927	65	29	(	(	PUNCT
aijbe-927	65	30	akinbami	akinbami	NOUN
aijbe-927	65	31	,	,	PUNCT
aijbe-927	65	32	2020	2020	NUM
aijbe-927	65	33	)	)	PUNCT
aijbe-927	65	34	.	.	PUNCT
aijbe-927	66	1	the	the	DET
aijbe-927	66	2	dynamics	dynamic	NOUN
aijbe-927	66	3	of	of	ADP
aijbe-927	66	4	nigeria	nigeria	PROPN
aijbe-927	66	5	’s	’s	PART
aijbe-927	66	6	economy	economy	NOUN
aijbe-927	66	7	add	add	VERB
aijbe-927	66	8	layers	layer	NOUN
aijbe-927	66	9	of	of	ADP
aijbe-927	66	10	complexity	complexity	NOUN
aijbe-927	66	11	to	to	ADP
aijbe-927	66	12	advertising	advertising	NOUN
aijbe-927	66	13	budget	budget	NOUN
aijbe-927	66	14	allocation	allocation	NOUN
aijbe-927	66	15	.	.	PUNCT
aijbe-927	67	1	many	many	ADJ
aijbe-927	67	2	startups	startup	NOUN
aijbe-927	67	3	resort	resort	NOUN
aijbe-927	67	4	to	to	ADP
aijbe-927	67	5	trial	trial	NOUN
aijbe-927	67	6	-	-	PUNCT
aijbe-927	67	7	and	and	CCONJ
aijbe-927	67	8	-	-	PUNCT
aijbe-927	67	9	error	error	NOUN
aijbe-927	67	10	methods	method	NOUN
aijbe-927	67	11	or	or	CCONJ
aijbe-927	67	12	rely	rely	VERB
aijbe-927	67	13	on	on	ADP
aijbe-927	67	14	industry	industry	NOUN
aijbe-927	67	15	benchmarks	benchmark	NOUN
aijbe-927	67	16	due	due	ADP
aijbe-927	67	17	to	to	ADP
aijbe-927	67	18	the	the	DET
aijbe-927	67	19	scarcity	scarcity	NOUN
aijbe-927	67	20	of	of	ADP
aijbe-927	67	21	sophisticated	sophisticated	ADJ
aijbe-927	67	22	marketing	marketing	NOUN
aijbe-927	67	23	analytics	analytic	NOUN
aijbe-927	67	24	tools	tool	NOUN
aijbe-927	67	25	(	(	PUNCT
aijbe-927	67	26	akinbami	akinbami	NOUN
aijbe-927	67	27	,	,	PUNCT
aijbe-927	67	28	2020	2020	NUM
aijbe-927	67	29	)	)	PUNCT
aijbe-927	67	30	.	.	PUNCT
aijbe-927	68	1	this	this	DET
aijbe-927	68	2	situation	situation	NOUN
aijbe-927	68	3	amplifies	amplify	VERB
aijbe-927	68	4	the	the	DET
aijbe-927	68	5	risk	risk	NOUN
aijbe-927	68	6	of	of	ADP
aijbe-927	68	7	financial	financial	ADJ
aijbe-927	68	8	mismanagement	mismanagement	NOUN
aijbe-927	68	9	,	,	PUNCT
aijbe-927	68	10	as	as	SCONJ
aijbe-927	68	11	poor	poor	ADJ
aijbe-927	68	12	budgeting	budgeting	NOUN
aijbe-927	68	13	decisions	decision	NOUN
aijbe-927	68	14	can	can	AUX
aijbe-927	68	15	lead	lead	VERB
aijbe-927	68	16	to	to	ADP
aijbe-927	68	17	liquidity	liquidity	NOUN
aijbe-927	68	18	crises	crisis	NOUN
aijbe-927	68	19	and	and	CCONJ
aijbe-927	68	20	even	even	ADV
aijbe-927	68	21	business	business	NOUN
aijbe-927	68	22	failure	failure	NOUN
aijbe-927	68	23	(	(	PUNCT
aijbe-927	68	24	blank	blank	PROPN
aijbe-927	68	25	&	&	CCONJ
aijbe-927	68	26	dorf	dorf	PROPN
aijbe-927	68	27	,	,	PUNCT
aijbe-927	68	28	2012	2012	NUM
aijbe-927	68	29	)	)	PUNCT
aijbe-927	68	30	.	.	PUNCT
aijbe-927	69	1	therefore	therefore	ADV
aijbe-927	69	2	,	,	PUNCT
aijbe-927	69	3	understanding	understand	VERB
aijbe-927	69	4	the	the	DET
aijbe-927	69	5	relationship	relationship	NOUN
aijbe-927	69	6	between	between	ADP
aijbe-927	69	7	advertising	advertising	NOUN
aijbe-927	69	8	budgets	budget	NOUN
aijbe-927	69	9	and	and	CCONJ
aijbe-927	69	10	financial	financial	ADJ
aijbe-927	69	11	performance	performance	NOUN
aijbe-927	69	12	is	be	AUX
aijbe-927	69	13	essential	essential	ADJ
aijbe-927	69	14	for	for	ADP
aijbe-927	69	15	ensuring	ensure	VERB
aijbe-927	69	16	the	the	DET
aijbe-927	69	17	long	long	ADJ
aijbe-927	69	18	-	-	PUNCT
aijbe-927	69	19	term	term	NOUN
aijbe-927	69	20	viability	viability	NOUN
aijbe-927	69	21	of	of	ADP
aijbe-927	69	22	nigerian	nigerian	ADJ
aijbe-927	69	23	startups	startup	NOUN
aijbe-927	69	24	.	.	PUNCT
aijbe-927	70	1	financial	financial	ADJ
aijbe-927	70	2	performance	performance	NOUN
aijbe-927	70	3	metrics	metric	NOUN
aijbe-927	70	4	financial	financial	ADJ
aijbe-927	70	5	performance	performance	NOUN
aijbe-927	70	6	,	,	PUNCT
aijbe-927	70	7	as	as	ADP
aijbe-927	70	8	a	a	DET
aijbe-927	70	9	measure	measure	NOUN
aijbe-927	70	10	of	of	ADP
aijbe-927	70	11	success	success	NOUN
aijbe-927	70	12	for	for	ADP
aijbe-927	70	13	startups	startup	NOUN
aijbe-927	70	14	,	,	PUNCT
aijbe-927	70	15	encompasses	encompass	VERB
aijbe-927	70	16	various	various	ADJ
aijbe-927	70	17	metrics	metric	NOUN
aijbe-927	70	18	such	such	ADJ
aijbe-927	70	19	as	as	ADP
aijbe-927	70	20	profitability	profitability	NOUN
aijbe-927	70	21	,	,	PUNCT
aijbe-927	70	22	cash	cash	NOUN
aijbe-927	70	23	flow	flow	NOUN
aijbe-927	70	24	management	management	NOUN
aijbe-927	70	25	,	,	PUNCT
aijbe-927	70	26	and	and	CCONJ
aijbe-927	70	27	return	return	VERB
aijbe-927	70	28	on	on	ADP
aijbe-927	70	29	investment	investment	NOUN
aijbe-927	70	30	(	(	PUNCT
aijbe-927	70	31	roi	roi	NOUN
aijbe-927	70	32	)	)	PUNCT
aijbe-927	70	33	.	.	PUNCT
aijbe-927	71	1	effective	effective	ADJ
aijbe-927	71	2	cost	cost	NOUN
aijbe-927	71	3	management	management	NOUN
aijbe-927	71	4	,	,	PUNCT
aijbe-927	71	5	particularly	particularly	ADV
aijbe-927	71	6	regarding	regard	VERB
aijbe-927	71	7	advertising	advertising	NOUN
aijbe-927	71	8	expenditures	expenditure	NOUN
aijbe-927	71	9	,	,	PUNCT
aijbe-927	71	10	is	be	AUX
aijbe-927	71	11	crucial	crucial	ADJ
aijbe-927	71	12	for	for	SCONJ
aijbe-927	71	13	startups	startup	NOUN
aijbe-927	71	14	to	to	PART
aijbe-927	71	15	remain	remain	VERB
aijbe-927	71	16	sustainable	sustainable	ADJ
aijbe-927	71	17	(	(	PUNCT
aijbe-927	71	18	blank	blank	PROPN
aijbe-927	71	19	&	&	CCONJ
aijbe-927	71	20	dorf	dorf	PROPN
aijbe-927	71	21	,	,	PUNCT
aijbe-927	71	22	2012	2012	NUM
aijbe-927	71	23	)	)	PUNCT
aijbe-927	71	24	.	.	PUNCT
aijbe-927	72	1	high	high	ADJ
aijbe-927	72	2	growth	growth	NOUN
aijbe-927	72	3	rates	rate	NOUN
aijbe-927	72	4	do	do	AUX
aijbe-927	72	5	not	not	PART
aijbe-927	72	6	guarantee	guarantee	VERB
aijbe-927	72	7	financial	financial	ADJ
aijbe-927	72	8	stability	stability	NOUN
aijbe-927	72	9	;	;	PUNCT
aijbe-927	72	10	thus	thus	ADV
aijbe-927	72	11	,	,	PUNCT
aijbe-927	72	12	startups	startup	NOUN
aijbe-927	72	13	must	must	AUX
aijbe-927	72	14	strike	strike	VERB
aijbe-927	72	15	a	a	DET
aijbe-927	72	16	balance	balance	NOUN
aijbe-927	72	17	between	between	ADP
aijbe-927	72	18	expanding	expand	VERB
aijbe-927	72	19	their	their	PRON
aijbe-927	72	20	market	market	NOUN
aijbe-927	72	21	presence	presence	NOUN
aijbe-927	72	22	through	through	ADP
aijbe-927	72	23	advertising	advertising	NOUN
aijbe-927	72	24	and	and	CCONJ
aijbe-927	72	25	managing	manage	VERB
aijbe-927	72	26	operational	operational	ADJ
aijbe-927	72	27	costs	cost	NOUN
aijbe-927	72	28	effectively	effectively	ADV
aijbe-927	72	29	.	.	PUNCT
aijbe-927	73	1	research	research	NOUN
aijbe-927	73	2	shows	show	VERB
aijbe-927	73	3	that	that	SCONJ
aijbe-927	73	4	without	without	ADP
aijbe-927	73	5	disciplined	discipline	VERB
aijbe-927	73	6	financial	financial	ADJ
aijbe-927	73	7	management	management	NOUN
aijbe-927	73	8	,	,	PUNCT
aijbe-927	73	9	startups	startup	NOUN
aijbe-927	73	10	,	,	PUNCT
aijbe-927	73	11	even	even	ADV
aijbe-927	73	12	those	those	PRON
aijbe-927	73	13	with	with	ADP
aijbe-927	73	14	rapid	rapid	ADJ
aijbe-927	73	15	growth	growth	NOUN
aijbe-927	73	16	trajectories	trajectory	NOUN
aijbe-927	73	17	,	,	PUNCT
aijbe-927	73	18	may	may	AUX
aijbe-927	73	19	struggle	struggle	VERB
aijbe-927	73	20	to	to	PART
aijbe-927	73	21	maintain	maintain	VERB
aijbe-927	73	22	long	long	ADJ
aijbe-927	73	23	-	-	PUNCT
aijbe-927	73	24	term	term	NOUN
aijbe-927	73	25	profitability	profitability	NOUN
aijbe-927	73	26	(	(	PUNCT
aijbe-927	73	27	joshi	joshi	PROPN
aijbe-927	73	28	&	&	CCONJ
aijbe-927	73	29	hanssens	hanssens	PROPN
aijbe-927	73	30	,	,	PUNCT
aijbe-927	73	31	2010	2010	NUM
aijbe-927	73	32	)	)	PUNCT
aijbe-927	73	33	.	.	PUNCT
aijbe-927	74	1	digital	digital	ADJ
aijbe-927	74	2	advertising	advertising	NOUN
aijbe-927	74	3	in	in	ADP
aijbe-927	74	4	nigeria	nigeria	PRON
aijbe-927	74	5	the	the	DET
aijbe-927	74	6	rise	rise	NOUN
aijbe-927	74	7	of	of	ADP
aijbe-927	74	8	digital	digital	ADJ
aijbe-927	74	9	platforms	platform	NOUN
aijbe-927	74	10	in	in	ADP
aijbe-927	74	11	nigeria	nigeria	PROPN
aijbe-927	74	12	,	,	PUNCT
aijbe-927	74	13	including	include	VERB
aijbe-927	74	14	social	social	ADJ
aijbe-927	74	15	media	medium	NOUN
aijbe-927	74	16	and	and	CCONJ
aijbe-927	74	17	search	search	NOUN
aijbe-927	74	18	engines	engine	NOUN
aijbe-927	74	19	,	,	PUNCT
aijbe-927	74	20	has	have	AUX
aijbe-927	74	21	revolutionized	revolutionize	VERB
aijbe-927	74	22	the	the	DET
aijbe-927	74	23	advertising	advertising	NOUN
aijbe-927	74	24	landscape	landscape	NOUN
aijbe-927	74	25	for	for	ADP
aijbe-927	74	26	startups	startup	NOUN
aijbe-927	74	27	,	,	PUNCT
aijbe-927	74	28	offering	offer	VERB
aijbe-927	74	29	more	more	ADV
aijbe-927	74	30	affordable	affordable	ADJ
aijbe-927	74	31	and	and	CCONJ
aijbe-927	74	32	targeted	target	VERB
aijbe-927	74	33	marketing	marketing	NOUN
aijbe-927	74	34	options	option	NOUN
aijbe-927	74	35	(	(	PUNCT
aijbe-927	74	36	lehmann	lehmann	PROPN
aijbe-927	74	37	&	&	CCONJ
aijbe-927	74	38	winer	winer	NOUN
aijbe-927	74	39	,	,	PUNCT
aijbe-927	74	40	2020	2020	NUM
aijbe-927	74	41	)	)	PUNCT
aijbe-927	74	42	.	.	PUNCT
aijbe-927	75	1	these	these	DET
aijbe-927	75	2	platforms	platform	NOUN
aijbe-927	75	3	enable	enable	VERB
aijbe-927	75	4	startups	startup	NOUN
aijbe-927	75	5	to	to	PART
aijbe-927	75	6	engage	engage	VERB
aijbe-927	75	7	directly	directly	ADV
aijbe-927	75	8	with	with	ADP
aijbe-927	75	9	specific	specific	ADJ
aijbe-927	75	10	customer	customer	NOUN
aijbe-927	75	11	segments	segment	NOUN
aijbe-927	75	12	and	and	CCONJ
aijbe-927	75	13	monitor	monitor	VERB
aijbe-927	75	14	campaign	campaign	NOUN
aijbe-927	75	15	performance	performance	NOUN
aijbe-927	75	16	in	in	ADP
aijbe-927	75	17	real	real	ADJ
aijbe-927	75	18	time	time	NOUN
aijbe-927	75	19	.	.	PUNCT
aijbe-927	76	1	however	however	ADV
aijbe-927	76	2	,	,	PUNCT
aijbe-927	76	3	challenges	challenge	NOUN
aijbe-927	76	4	remain	remain	VERB
aijbe-927	76	5	regarding	regard	VERB
aijbe-927	76	6	the	the	DET
aijbe-927	76	7	optimal	optimal	ADJ
aijbe-927	76	8	distribution	distribution	NOUN
aijbe-927	76	9	of	of	ADP
aijbe-927	76	10	advertising	advertising	NOUN
aijbe-927	76	11	budgets	budget	NOUN
aijbe-927	76	12	across	across	ADP
aijbe-927	76	13	these	these	DET
aijbe-927	76	14	diverse	diverse	ADJ
aijbe-927	76	15	channels	channel	NOUN
aijbe-927	76	16	.	.	PUNCT
aijbe-927	77	1	the	the	DET
aijbe-927	77	2	complexities	complexity	NOUN
aijbe-927	77	3	of	of	ADP
aijbe-927	77	4	online	online	ADJ
aijbe-927	77	5	advertising	advertising	NOUN
aijbe-927	77	6	require	require	NOUN
aijbe-927	77	7	startups	startup	NOUN
aijbe-927	77	8	to	to	PART
aijbe-927	77	9	develop	develop	VERB
aijbe-927	77	10	strategies	strategy	NOUN
aijbe-927	77	11	that	that	PRON
aijbe-927	77	12	ensure	ensure	VERB
aijbe-927	77	13	effective	effective	ADJ
aijbe-927	77	14	spending	spending	NOUN
aijbe-927	77	15	while	while	SCONJ
aijbe-927	77	16	maximizing	maximize	VERB
aijbe-927	77	17	returns	return	NOUN
aijbe-927	77	18	on	on	ADP
aijbe-927	77	19	investment	investment	NOUN
aijbe-927	77	20	.	.	PUNCT
aijbe-927	78	1	nigerian	nigerian	ADJ
aijbe-927	78	2	startups	startup	NOUN
aijbe-927	78	3	operate	operate	VERB
aijbe-927	78	4	in	in	ADP
aijbe-927	78	5	a	a	DET
aijbe-927	78	6	complex	complex	ADJ
aijbe-927	78	7	environment	environment	NOUN
aijbe-927	78	8	where	where	SCONJ
aijbe-927	78	9	balancing	balance	VERB
aijbe-927	78	10	advertising	advertising	NOUN
aijbe-927	78	11	budgets	budget	NOUN
aijbe-927	78	12	with	with	ADP
aijbe-927	78	13	financial	financial	ADJ
aijbe-927	78	14	performance	performance	NOUN
aijbe-927	78	15	is	be	AUX
aijbe-927	78	16	essential	essential	ADJ
aijbe-927	78	17	for	for	ADP
aijbe-927	78	18	achieving	achieve	VERB
aijbe-927	78	19	long	long	ADJ
aijbe-927	78	20	-	-	PUNCT
aijbe-927	78	21	term	term	NOUN
aijbe-927	78	22	profitability	profitability	NOUN
aijbe-927	78	23	.	.	PUNCT
aijbe-927	79	1	by	by	ADP
aijbe-927	79	2	analyzing	analyze	VERB
aijbe-927	79	3	advertising	advertising	NOUN
aijbe-927	79	4	strategies	strategy	NOUN
aijbe-927	79	5	and	and	CCONJ
aijbe-927	79	6	budget	budget	NOUN
aijbe-927	79	7	allocation	allocation	NOUN
aijbe-927	79	8	practices	practice	NOUN
aijbe-927	79	9	,	,	PUNCT
aijbe-927	79	10	this	this	DET
aijbe-927	79	11	study	study	NOUN
aijbe-927	79	12	aims	aim	VERB
aijbe-927	79	13	to	to	PART
aijbe-927	79	14	provide	provide	VERB
aijbe-927	79	15	actionable	actionable	ADJ
aijbe-927	79	16	insights	insight	NOUN
aijbe-927	79	17	that	that	PRON
aijbe-927	79	18	will	will	AUX
aijbe-927	79	19	help	help	VERB
aijbe-927	79	20	startups	startup	NOUN
aijbe-927	79	21	optimize	optimize	VERB
aijbe-927	79	22	their	their	PRON
aijbe-927	79	23	advertising	advertising	NOUN
aijbe-927	79	24	expenditures	expenditure	NOUN
aijbe-927	79	25	in	in	ADP
aijbe-927	79	26	a	a	DET
aijbe-927	79	27	way	way	NOUN
aijbe-927	79	28	that	that	PRON
aijbe-927	79	29	fosters	foster	VERB
aijbe-927	79	30	sustainable	sustainable	ADJ
aijbe-927	79	31	growth	growth	NOUN
aijbe-927	79	32	in	in	ADP
aijbe-927	79	33	an	an	DET
aijbe-927	79	34	unpredictable	unpredictable	ADJ
aijbe-927	79	35	economic	economic	ADJ
aijbe-927	79	36	landscape	landscape	NOUN
aijbe-927	79	37	.	.	PUNCT
aijbe-927	80	1	theoretical	theoretical	ADJ
aijbe-927	80	2	framework	framework	NOUN
aijbe-927	80	3	the	the	DET
aijbe-927	80	4	theoretical	theoretical	ADJ
aijbe-927	80	5	framework	framework	NOUN
aijbe-927	80	6	of	of	ADP
aijbe-927	80	7	this	this	DET
aijbe-927	80	8	study	study	NOUN
aijbe-927	80	9	is	be	AUX
aijbe-927	80	10	grounded	ground	VERB
aijbe-927	80	11	in	in	ADP
aijbe-927	80	12	several	several	ADJ
aijbe-927	80	13	key	key	ADJ
aijbe-927	80	14	theories	theory	NOUN
aijbe-927	80	15	that	that	PRON
aijbe-927	80	16	explain	explain	VERB
aijbe-927	80	17	the	the	DET
aijbe-927	80	18	relationship	relationship	NOUN
aijbe-927	80	19	between	between	ADP
aijbe-927	80	20	advertising	advertising	NOUN
aijbe-927	80	21	budgets	budget	NOUN
aijbe-927	80	22	and	and	CCONJ
aijbe-927	80	23	financial	financial	ADJ
aijbe-927	80	24	performance	performance	NOUN
aijbe-927	80	25	,	,	PUNCT
aijbe-927	80	26	particularly	particularly	ADV
aijbe-927	80	27	in	in	ADP
aijbe-927	80	28	the	the	DET
aijbe-927	80	29	context	context	NOUN
aijbe-927	80	30	of	of	ADP
aijbe-927	80	31	startups	startup	NOUN
aijbe-927	80	32	.	.	PUNCT
aijbe-927	81	1	this	this	DET
aijbe-927	81	2	framework	framework	NOUN
aijbe-927	81	3	serves	serve	VERB
aijbe-927	81	4	as	as	ADP
aijbe-927	81	5	a	a	DET
aijbe-927	81	6	foundation	foundation	NOUN
aijbe-927	81	7	for	for	ADP
aijbe-927	81	8	analyzing	analyze	VERB
aijbe-927	81	9	how	how	SCONJ
aijbe-927	81	10	advertising	advertising	NOUN
aijbe-927	81	11	expenditures	expenditure	NOUN
aijbe-927	81	12	can	can	AUX
aijbe-927	81	13	be	be	AUX
aijbe-927	81	14	optimized	optimize	VERB
aijbe-927	81	15	to	to	PART
aijbe-927	81	16	achieve	achieve	VERB
aijbe-927	81	17	long	long	ADJ
aijbe-927	81	18	-	-	PUNCT
aijbe-927	81	19	term	term	NOUN
aijbe-927	81	20	profitability	profitability	NOUN
aijbe-927	81	21	and	and	CCONJ
aijbe-927	81	22	financial	financial	ADJ
aijbe-927	81	23	sustainability	sustainability	NOUN
aijbe-927	81	24	for	for	ADP
aijbe-927	81	25	nigerian	nigerian	ADJ
aijbe-927	81	26	startups	startup	NOUN
aijbe-927	81	27	.	.	PUNCT
aijbe-927	82	1	the	the	DET
aijbe-927	82	2	primary	primary	ADJ
aijbe-927	82	3	theories	theory	NOUN
aijbe-927	82	4	that	that	PRON
aijbe-927	82	5	inform	inform	VERB
aijbe-927	82	6	this	this	DET
aijbe-927	82	7	study	study	NOUN
aijbe-927	82	8	include	include	VERB
aijbe-927	82	9	:	:	PUNCT
aijbe-927	82	10	1	1	X
aijbe-927	82	11	.	.	X
aijbe-927	82	12	resource	resource	NOUN
aijbe-927	82	13	-	-	PUNCT
aijbe-927	82	14	based	base	VERB
aijbe-927	82	15	view	view	NOUN
aijbe-927	82	16	(	(	PUNCT
aijbe-927	82	17	rbv	rbv	NOUN
aijbe-927	82	18	)	)	PUNCT
aijbe-927	82	19	the	the	DET
aijbe-927	82	20	resource	resource	NOUN
aijbe-927	82	21	-	-	PUNCT
aijbe-927	82	22	based	base	VERB
aijbe-927	82	23	view	view	NOUN
aijbe-927	82	24	(	(	PUNCT
aijbe-927	82	25	rbv	rbv	NOUN
aijbe-927	82	26	)	)	PUNCT
aijbe-927	82	27	posits	posit	NOUN
aijbe-927	82	28	that	that	SCONJ
aijbe-927	82	29	a	a	DET
aijbe-927	82	30	firm	firm	NOUN
aijbe-927	82	31	’s	’s	PART
aijbe-927	82	32	competitive	competitive	ADJ
aijbe-927	82	33	advantage	advantage	NOUN
aijbe-927	82	34	is	be	AUX
aijbe-927	82	35	derived	derive	VERB
aijbe-927	82	36	from	from	ADP
aijbe-927	82	37	its	its	PRON
aijbe-927	82	38	unique	unique	ADJ
aijbe-927	82	39	resources	resource	NOUN
aijbe-927	82	40	and	and	CCONJ
aijbe-927	82	41	capabilities	capability	NOUN
aijbe-927	82	42	(	(	PUNCT
aijbe-927	82	43	barney	barney	NOUN
aijbe-927	82	44	,	,	PUNCT
aijbe-927	82	45	1991	1991	NUM
aijbe-927	82	46	)	)	PUNCT
aijbe-927	82	47	.	.	PUNCT
aijbe-927	83	1	in	in	ADP
aijbe-927	83	2	the	the	DET
aijbe-927	83	3	context	context	NOUN
aijbe-927	83	4	of	of	ADP
aijbe-927	83	5	startups	startup	NOUN
aijbe-927	83	6	,	,	PUNCT
aijbe-927	83	7	advertising	advertising	NOUN
aijbe-927	83	8	serves	serve	VERB
aijbe-927	83	9	as	as	ADP
aijbe-927	83	10	a	a	DET
aijbe-927	83	11	critical	critical	ADJ
aijbe-927	83	12	resource	resource	NOUN
aijbe-927	83	13	that	that	PRON
aijbe-927	83	14	can	can	AUX
aijbe-927	83	15	enhance	enhance	VERB
aijbe-927	83	16	brand	brand	NOUN
aijbe-927	83	17	recognition	recognition	NOUN
aijbe-927	83	18	,	,	PUNCT
aijbe-927	83	19	customer	customer	NOUN
aijbe-927	83	20	acquisition	acquisition	NOUN
aijbe-927	83	21	,	,	PUNCT
aijbe-927	83	22	and	and	CCONJ
aijbe-927	83	23	market	market	NOUN
aijbe-927	83	24	positioning	positioning	NOUN
aijbe-927	83	25	.	.	PUNCT
aijbe-927	84	1	by	by	ADP
aijbe-927	84	2	effectively	effectively	ADV
aijbe-927	84	3	allocating	allocate	VERB
aijbe-927	84	4	their	their	PRON
aijbe-927	84	5	advertising	advertising	NOUN
aijbe-927	84	6	aniebiet	aniebiet	ADJ
aijbe-927	84	7	etuk	etuk	NOUN
aijbe-927	84	8	,	,	PUNCT
aijbe-927	84	9	aniefiok	aniefiok	PROPN
aijbe-927	84	10	okon	okon	PROPN
aijbe-927	84	11	akpan	akpan	PROPN
aijbe-927	84	12	,	,	PUNCT
aijbe-927	84	13	aniekan	aniekan	PROPN
aijbe-927	84	14	eyo	eyo	PROPN
aijbe-927	84	15	awah	awah	PROPN
aijbe-927	84	16	(	(	PUNCT
aijbe-927	84	17	2024	2024	NUM
aijbe-927	84	18	)	)	PUNCT
aijbe-927	84	19	22	22	NUM
aijbe-927	84	20	american	american	ADJ
aijbe-927	84	21	interdisciplinary	interdisciplinary	ADJ
aijbe-927	84	22	journal	journal	NOUN
aijbe-927	84	23	of	of	ADP
aijbe-927	84	24	business	business	NOUN
aijbe-927	84	25	and	and	CCONJ
aijbe-927	84	26	economics	economic	NOUN
aijbe-927	84	27	|	|	ADV
aijbe-927	84	28	https://sadijournals.org/index.php/aijbe	https://sadijournals.org/index.php/aijbe	NOUN
aijbe-927	84	29	budgets	budget	NOUN
aijbe-927	84	30	,	,	PUNCT
aijbe-927	84	31	startups	startup	NOUN
aijbe-927	84	32	can	can	AUX
aijbe-927	84	33	leverage	leverage	VERB
aijbe-927	84	34	this	this	DET
aijbe-927	84	35	resource	resource	NOUN
aijbe-927	84	36	to	to	PART
aijbe-927	84	37	build	build	VERB
aijbe-927	84	38	a	a	DET
aijbe-927	84	39	strong	strong	ADJ
aijbe-927	84	40	brand	brand	NOUN
aijbe-927	84	41	identity	identity	NOUN
aijbe-927	84	42	and	and	CCONJ
aijbe-927	84	43	gain	gain	VERB
aijbe-927	84	44	a	a	DET
aijbe-927	84	45	competitive	competitive	ADJ
aijbe-927	84	46	edge	edge	NOUN
aijbe-927	84	47	in	in	ADP
aijbe-927	84	48	the	the	DET
aijbe-927	84	49	marketplace	marketplace	NOUN
aijbe-927	84	50	.	.	PUNCT
aijbe-927	85	1	the	the	DET
aijbe-927	85	2	rbv	rbv	NOUN
aijbe-927	85	3	emphasizes	emphasize	VERB
aijbe-927	85	4	that	that	SCONJ
aijbe-927	85	5	not	not	PART
aijbe-927	85	6	all	all	DET
aijbe-927	85	7	advertising	advertising	NOUN
aijbe-927	85	8	strategies	strategy	NOUN
aijbe-927	85	9	yield	yield	VERB
aijbe-927	85	10	the	the	DET
aijbe-927	85	11	same	same	ADJ
aijbe-927	85	12	returns	return	NOUN
aijbe-927	85	13	;	;	PUNCT
aijbe-927	85	14	thus	thus	ADV
aijbe-927	85	15	,	,	PUNCT
aijbe-927	85	16	the	the	DET
aijbe-927	85	17	ability	ability	NOUN
aijbe-927	85	18	to	to	PART
aijbe-927	85	19	strategically	strategically	ADV
aijbe-927	85	20	manage	manage	VERB
aijbe-927	85	21	advertising	advertising	NOUN
aijbe-927	85	22	expenditures	expenditure	NOUN
aijbe-927	85	23	is	be	AUX
aijbe-927	85	24	crucial	crucial	ADJ
aijbe-927	85	25	for	for	ADP
aijbe-927	85	26	achieving	achieve	VERB
aijbe-927	85	27	sustained	sustain	VERB
aijbe-927	85	28	financial	financial	ADJ
aijbe-927	85	29	performance	performance	NOUN
aijbe-927	85	30	.	.	PUNCT
aijbe-927	86	1	2	2	X
aijbe-927	86	2	.	.	X
aijbe-927	86	3	the	the	DET
aijbe-927	86	4	advertising	advertising	NOUN
aijbe-927	86	5	elasticity	elasticity	NOUN
aijbe-927	86	6	of	of	ADP
aijbe-927	86	7	demand	demand	NOUN
aijbe-927	86	8	(	(	PUNCT
aijbe-927	86	9	aed	aed	NOUN
aijbe-927	86	10	)	)	PUNCT
aijbe-927	86	11	the	the	DET
aijbe-927	86	12	advertising	advertising	NOUN
aijbe-927	86	13	elasticity	elasticity	NOUN
aijbe-927	86	14	of	of	ADP
aijbe-927	86	15	demand	demand	NOUN
aijbe-927	86	16	(	(	PUNCT
aijbe-927	86	17	aed	aed	NOUN
aijbe-927	86	18	)	)	PUNCT
aijbe-927	86	19	theory	theory	NOUN
aijbe-927	86	20	suggests	suggest	VERB
aijbe-927	86	21	that	that	SCONJ
aijbe-927	86	22	consumer	consumer	NOUN
aijbe-927	86	23	demand	demand	NOUN
aijbe-927	86	24	for	for	ADP
aijbe-927	86	25	a	a	DET
aijbe-927	86	26	product	product	NOUN
aijbe-927	86	27	is	be	AUX
aijbe-927	86	28	responsive	responsive	ADJ
aijbe-927	86	29	to	to	ADP
aijbe-927	86	30	changes	change	NOUN
aijbe-927	86	31	in	in	ADP
aijbe-927	86	32	advertising	advertising	NOUN
aijbe-927	86	33	spending	spending	NOUN
aijbe-927	86	34	(	(	PUNCT
aijbe-927	86	35	shapiro	shapiro	NOUN
aijbe-927	86	36	,	,	PUNCT
aijbe-927	86	37	1980	1980	NUM
aijbe-927	86	38	)	)	PUNCT
aijbe-927	86	39	.	.	PUNCT
aijbe-927	87	1	this	this	DET
aijbe-927	87	2	concept	concept	NOUN
aijbe-927	87	3	is	be	AUX
aijbe-927	87	4	particularly	particularly	ADV
aijbe-927	87	5	relevant	relevant	ADJ
aijbe-927	87	6	for	for	ADP
aijbe-927	87	7	startups	startup	NOUN
aijbe-927	87	8	that	that	PRON
aijbe-927	87	9	rely	rely	VERB
aijbe-927	87	10	on	on	ADP
aijbe-927	87	11	advertising	advertising	NOUN
aijbe-927	87	12	to	to	PART
aijbe-927	87	13	create	create	VERB
aijbe-927	87	14	awareness	awareness	NOUN
aijbe-927	87	15	and	and	CCONJ
aijbe-927	87	16	drive	drive	VERB
aijbe-927	87	17	sales	sale	NOUN
aijbe-927	87	18	in	in	ADP
aijbe-927	87	19	the	the	DET
aijbe-927	87	20	early	early	ADJ
aijbe-927	87	21	stages	stage	NOUN
aijbe-927	87	22	of	of	ADP
aijbe-927	87	23	their	their	PRON
aijbe-927	87	24	development	development	NOUN
aijbe-927	87	25	.	.	PUNCT
aijbe-927	88	1	understanding	understand	VERB
aijbe-927	88	2	the	the	DET
aijbe-927	88	3	elasticity	elasticity	NOUN
aijbe-927	88	4	of	of	ADP
aijbe-927	88	5	demand	demand	NOUN
aijbe-927	88	6	allows	allow	VERB
aijbe-927	88	7	startups	startup	NOUN
aijbe-927	88	8	to	to	PART
aijbe-927	88	9	assess	assess	VERB
aijbe-927	88	10	how	how	SCONJ
aijbe-927	88	11	incremental	incremental	ADJ
aijbe-927	88	12	changes	change	NOUN
aijbe-927	88	13	in	in	ADP
aijbe-927	88	14	their	their	PRON
aijbe-927	88	15	advertising	advertising	NOUN
aijbe-927	88	16	budgets	budget	NOUN
aijbe-927	88	17	can	can	AUX
aijbe-927	88	18	affect	affect	VERB
aijbe-927	88	19	sales	sale	NOUN
aijbe-927	88	20	revenue	revenue	NOUN
aijbe-927	88	21	and	and	CCONJ
aijbe-927	88	22	overall	overall	ADJ
aijbe-927	88	23	financial	financial	ADJ
aijbe-927	88	24	performance	performance	NOUN
aijbe-927	88	25	.	.	PUNCT
aijbe-927	89	1	by	by	ADP
aijbe-927	89	2	analyzing	analyze	VERB
aijbe-927	89	3	the	the	DET
aijbe-927	89	4	relationship	relationship	NOUN
aijbe-927	89	5	between	between	ADP
aijbe-927	89	6	advertising	advertising	NOUN
aijbe-927	89	7	expenditures	expenditure	NOUN
aijbe-927	89	8	and	and	CCONJ
aijbe-927	89	9	demand	demand	NOUN
aijbe-927	89	10	,	,	PUNCT
aijbe-927	89	11	startups	startup	NOUN
aijbe-927	89	12	can	can	AUX
aijbe-927	89	13	identify	identify	VERB
aijbe-927	89	14	the	the	DET
aijbe-927	89	15	optimal	optimal	ADJ
aijbe-927	89	16	level	level	NOUN
aijbe-927	89	17	of	of	ADP
aijbe-927	89	18	spending	spending	NOUN
aijbe-927	89	19	that	that	PRON
aijbe-927	89	20	maximizes	maximize	VERB
aijbe-927	89	21	returns	return	NOUN
aijbe-927	89	22	while	while	SCONJ
aijbe-927	89	23	minimizing	minimize	VERB
aijbe-927	89	24	risks	risk	NOUN
aijbe-927	89	25	.	.	PUNCT
aijbe-927	90	1	3	3	X
aijbe-927	90	2	.	.	X
aijbe-927	90	3	diminishing	diminish	VERB
aijbe-927	90	4	returns	return	NOUN
aijbe-927	90	5	to	to	ADP
aijbe-927	90	6	advertising	advertise	VERB
aijbe-927	90	7	the	the	DET
aijbe-927	90	8	concept	concept	NOUN
aijbe-927	90	9	of	of	ADP
aijbe-927	90	10	diminishing	diminish	VERB
aijbe-927	90	11	returns	return	NOUN
aijbe-927	90	12	to	to	ADP
aijbe-927	90	13	advertising	advertising	NOUN
aijbe-927	90	14	posits	posit	NOUN
aijbe-927	90	15	that	that	SCONJ
aijbe-927	90	16	beyond	beyond	ADP
aijbe-927	90	17	a	a	DET
aijbe-927	90	18	certain	certain	ADJ
aijbe-927	90	19	level	level	NOUN
aijbe-927	90	20	of	of	ADP
aijbe-927	90	21	advertising	advertising	NOUN
aijbe-927	90	22	expenditure	expenditure	NOUN
aijbe-927	90	23	,	,	PUNCT
aijbe-927	90	24	the	the	DET
aijbe-927	90	25	additional	additional	ADJ
aijbe-927	90	26	benefits	benefit	NOUN
aijbe-927	90	27	gained	gain	VERB
aijbe-927	90	28	from	from	ADP
aijbe-927	90	29	increased	increase	VERB
aijbe-927	90	30	spending	spending	NOUN
aijbe-927	90	31	decrease	decrease	NOUN
aijbe-927	90	32	(	(	PUNCT
aijbe-927	90	33	hanssens	hanssens	PROPN
aijbe-927	90	34	,	,	PUNCT
aijbe-927	90	35	2018	2018	NUM
aijbe-927	90	36	)	)	PUNCT
aijbe-927	90	37	.	.	PUNCT
aijbe-927	91	1	this	this	DET
aijbe-927	91	2	theory	theory	NOUN
aijbe-927	91	3	is	be	AUX
aijbe-927	91	4	vital	vital	ADJ
aijbe-927	91	5	for	for	ADP
aijbe-927	91	6	startups	startup	NOUN
aijbe-927	91	7	,	,	PUNCT
aijbe-927	91	8	as	as	SCONJ
aijbe-927	91	9	it	it	PRON
aijbe-927	91	10	underscores	underscore	VERB
aijbe-927	91	11	the	the	DET
aijbe-927	91	12	importance	importance	NOUN
aijbe-927	91	13	of	of	ADP
aijbe-927	91	14	finding	find	VERB
aijbe-927	91	15	the	the	DET
aijbe-927	91	16	optimal	optimal	ADJ
aijbe-927	91	17	balance	balance	NOUN
aijbe-927	91	18	in	in	ADP
aijbe-927	91	19	advertising	advertising	NOUN
aijbe-927	91	20	budgets	budget	NOUN
aijbe-927	91	21	.	.	PUNCT
aijbe-927	92	1	startups	startup	NOUN
aijbe-927	92	2	must	must	AUX
aijbe-927	92	3	recognize	recognize	VERB
aijbe-927	92	4	that	that	SCONJ
aijbe-927	92	5	over	over	ADP
aijbe-927	92	6	-	-	PUNCT
aijbe-927	92	7	investing	investing	NOUN
aijbe-927	92	8	in	in	ADP
aijbe-927	92	9	advertising	advertising	NOUN
aijbe-927	92	10	can	can	AUX
aijbe-927	92	11	lead	lead	VERB
aijbe-927	92	12	to	to	ADP
aijbe-927	92	13	diminishing	diminish	VERB
aijbe-927	92	14	returns	return	NOUN
aijbe-927	92	15	,	,	PUNCT
aijbe-927	92	16	potentially	potentially	ADV
aijbe-927	92	17	straining	strain	VERB
aijbe-927	92	18	financial	financial	ADJ
aijbe-927	92	19	resources	resource	NOUN
aijbe-927	92	20	and	and	CCONJ
aijbe-927	92	21	impacting	impact	VERB
aijbe-927	92	22	long	long	ADJ
aijbe-927	92	23	-	-	PUNCT
aijbe-927	92	24	term	term	NOUN
aijbe-927	92	25	sustainability	sustainability	NOUN
aijbe-927	92	26	.	.	PUNCT
aijbe-927	93	1	understanding	understand	VERB
aijbe-927	93	2	this	this	DET
aijbe-927	93	3	relationship	relationship	NOUN
aijbe-927	93	4	can	can	AUX
aijbe-927	93	5	help	help	VERB
aijbe-927	93	6	startups	startup	NOUN
aijbe-927	93	7	allocate	allocate	VERB
aijbe-927	93	8	their	their	PRON
aijbe-927	93	9	budgets	budget	NOUN
aijbe-927	93	10	more	more	ADV
aijbe-927	93	11	effectively	effectively	ADV
aijbe-927	93	12	and	and	CCONJ
aijbe-927	93	13	ensure	ensure	VERB
aijbe-927	93	14	that	that	SCONJ
aijbe-927	93	15	advertising	advertising	NOUN
aijbe-927	93	16	efforts	effort	NOUN
aijbe-927	93	17	contribute	contribute	VERB
aijbe-927	93	18	positively	positively	ADV
aijbe-927	93	19	to	to	ADP
aijbe-927	93	20	their	their	PRON
aijbe-927	93	21	financial	financial	ADJ
aijbe-927	93	22	performance	performance	NOUN
aijbe-927	93	23	.	.	PUNCT
aijbe-927	94	1	4	4	X
aijbe-927	94	2	.	.	X
aijbe-927	94	3	financial	financial	ADJ
aijbe-927	94	4	management	management	NOUN
aijbe-927	94	5	theory	theory	NOUN
aijbe-927	94	6	financial	financial	ADJ
aijbe-927	94	7	management	management	NOUN
aijbe-927	94	8	theory	theory	NOUN
aijbe-927	94	9	focuses	focus	VERB
aijbe-927	94	10	on	on	ADP
aijbe-927	94	11	how	how	SCONJ
aijbe-927	94	12	organizations	organization	NOUN
aijbe-927	94	13	manage	manage	VERB
aijbe-927	94	14	their	their	PRON
aijbe-927	94	15	financial	financial	ADJ
aijbe-927	94	16	resources	resource	NOUN
aijbe-927	94	17	to	to	PART
aijbe-927	94	18	achieve	achieve	VERB
aijbe-927	94	19	specific	specific	ADJ
aijbe-927	94	20	goals	goal	NOUN
aijbe-927	94	21	,	,	PUNCT
aijbe-927	94	22	including	include	VERB
aijbe-927	94	23	profitability	profitability	NOUN
aijbe-927	94	24	and	and	CCONJ
aijbe-927	94	25	sustainability	sustainability	NOUN
aijbe-927	94	26	(	(	PUNCT
aijbe-927	94	27	brigham	brigham	PROPN
aijbe-927	94	28	&	&	CCONJ
aijbe-927	94	29	ehrhardt	ehrhardt	PROPN
aijbe-927	94	30	,	,	PUNCT
aijbe-927	94	31	2016	2016	NUM
aijbe-927	94	32	)	)	PUNCT
aijbe-927	94	33	.	.	PUNCT
aijbe-927	95	1	for	for	ADP
aijbe-927	95	2	startups	startup	NOUN
aijbe-927	95	3	,	,	PUNCT
aijbe-927	95	4	effective	effective	ADJ
aijbe-927	95	5	financial	financial	ADJ
aijbe-927	95	6	management	management	NOUN
aijbe-927	95	7	involves	involve	VERB
aijbe-927	95	8	not	not	PART
aijbe-927	95	9	only	only	ADV
aijbe-927	95	10	increasing	increase	VERB
aijbe-927	95	11	revenue	revenue	NOUN
aijbe-927	95	12	through	through	ADP
aijbe-927	95	13	advertising	advertising	NOUN
aijbe-927	95	14	but	but	CCONJ
aijbe-927	95	15	also	also	ADV
aijbe-927	95	16	controlling	control	VERB
aijbe-927	95	17	costs	cost	NOUN
aijbe-927	95	18	associated	associate	VERB
aijbe-927	95	19	with	with	ADP
aijbe-927	95	20	these	these	DET
aijbe-927	95	21	expenditures	expenditure	NOUN
aijbe-927	95	22	.	.	PUNCT
aijbe-927	96	1	this	this	DET
aijbe-927	96	2	theory	theory	NOUN
aijbe-927	96	3	emphasizes	emphasize	VERB
aijbe-927	96	4	the	the	DET
aijbe-927	96	5	need	need	NOUN
aijbe-927	96	6	for	for	ADP
aijbe-927	96	7	disciplined	discipline	VERB
aijbe-927	96	8	financial	financial	ADJ
aijbe-927	96	9	practices	practice	NOUN
aijbe-927	96	10	that	that	PRON
aijbe-927	96	11	ensure	ensure	VERB
aijbe-927	96	12	startups	startup	NOUN
aijbe-927	96	13	can	can	AUX
aijbe-927	96	14	invest	invest	VERB
aijbe-927	96	15	in	in	ADP
aijbe-927	96	16	advertising	advertising	NOUN
aijbe-927	96	17	while	while	SCONJ
aijbe-927	96	18	maintaining	maintain	VERB
aijbe-927	96	19	healthy	healthy	ADJ
aijbe-927	96	20	cash	cash	NOUN
aijbe-927	96	21	flow	flow	NOUN
aijbe-927	96	22	and	and	CCONJ
aijbe-927	96	23	profitability	profitability	NOUN
aijbe-927	96	24	.	.	PUNCT
aijbe-927	97	1	a	a	DET
aijbe-927	97	2	robust	robust	ADJ
aijbe-927	97	3	financial	financial	ADJ
aijbe-927	97	4	management	management	NOUN
aijbe-927	97	5	framework	framework	NOUN
aijbe-927	97	6	will	will	AUX
aijbe-927	97	7	help	help	VERB
aijbe-927	97	8	startups	startup	NOUN
aijbe-927	97	9	analyze	analyze	VERB
aijbe-927	97	10	their	their	PRON
aijbe-927	97	11	advertising	advertising	NOUN
aijbe-927	97	12	expenditures	expenditure	NOUN
aijbe-927	97	13	in	in	ADP
aijbe-927	97	14	relation	relation	NOUN
aijbe-927	97	15	to	to	ADP
aijbe-927	97	16	overall	overall	ADJ
aijbe-927	97	17	financial	financial	ADJ
aijbe-927	97	18	health	health	NOUN
aijbe-927	97	19	,	,	PUNCT
aijbe-927	97	20	guiding	guide	VERB
aijbe-927	97	21	them	they	PRON
aijbe-927	97	22	toward	toward	ADP
aijbe-927	97	23	making	make	VERB
aijbe-927	97	24	informed	informed	ADJ
aijbe-927	97	25	decisions	decision	NOUN
aijbe-927	97	26	.	.	PUNCT
aijbe-927	98	1	in	in	ADP
aijbe-927	98	2	summary	summary	NOUN
aijbe-927	98	3	,	,	PUNCT
aijbe-927	98	4	this	this	DET
aijbe-927	98	5	theoretical	theoretical	ADJ
aijbe-927	98	6	framework	framework	NOUN
aijbe-927	98	7	provides	provide	VERB
aijbe-927	98	8	a	a	DET
aijbe-927	98	9	comprehensive	comprehensive	ADJ
aijbe-927	98	10	lens	lens	NOUN
aijbe-927	98	11	through	through	ADP
aijbe-927	98	12	which	which	PRON
aijbe-927	98	13	to	to	PART
aijbe-927	98	14	examine	examine	VERB
aijbe-927	98	15	the	the	DET
aijbe-927	98	16	relationship	relationship	NOUN
aijbe-927	98	17	between	between	ADP
aijbe-927	98	18	advertising	advertising	NOUN
aijbe-927	98	19	budgets	budget	NOUN
aijbe-927	98	20	and	and	CCONJ
aijbe-927	98	21	financial	financial	ADJ
aijbe-927	98	22	performance	performance	NOUN
aijbe-927	98	23	in	in	ADP
aijbe-927	98	24	nigerian	nigerian	ADJ
aijbe-927	98	25	startups	startup	NOUN
aijbe-927	98	26	.	.	PUNCT
aijbe-927	99	1	by	by	ADP
aijbe-927	99	2	integrating	integrate	VERB
aijbe-927	99	3	the	the	DET
aijbe-927	99	4	resource	resource	NOUN
aijbe-927	99	5	-	-	PUNCT
aijbe-927	99	6	based	base	VERB
aijbe-927	99	7	view	view	NOUN
aijbe-927	99	8	,	,	PUNCT
aijbe-927	99	9	advertising	advertising	NOUN
aijbe-927	99	10	elasticity	elasticity	NOUN
aijbe-927	99	11	of	of	ADP
aijbe-927	99	12	demand	demand	NOUN
aijbe-927	99	13	,	,	PUNCT
aijbe-927	99	14	the	the	DET
aijbe-927	99	15	concept	concept	NOUN
aijbe-927	99	16	of	of	ADP
aijbe-927	99	17	diminishing	diminish	VERB
aijbe-927	99	18	returns	return	NOUN
aijbe-927	99	19	,	,	PUNCT
aijbe-927	99	20	and	and	CCONJ
aijbe-927	99	21	financial	financial	ADJ
aijbe-927	99	22	management	management	NOUN
aijbe-927	99	23	theory	theory	NOUN
aijbe-927	99	24	,	,	PUNCT
aijbe-927	99	25	the	the	DET
aijbe-927	99	26	study	study	NOUN
aijbe-927	99	27	will	will	AUX
aijbe-927	99	28	explore	explore	VERB
aijbe-927	99	29	the	the	DET
aijbe-927	99	30	strategic	strategic	ADJ
aijbe-927	99	31	implications	implication	NOUN
aijbe-927	99	32	of	of	ADP
aijbe-927	99	33	advertising	advertising	NOUN
aijbe-927	99	34	expenditures	expenditure	NOUN
aijbe-927	99	35	for	for	ADP
aijbe-927	99	36	enhancing	enhance	VERB
aijbe-927	99	37	long	long	ADJ
aijbe-927	99	38	-	-	PUNCT
aijbe-927	99	39	term	term	NOUN
aijbe-927	99	40	profitability	profitability	NOUN
aijbe-927	99	41	and	and	CCONJ
aijbe-927	99	42	financial	financial	ADJ
aijbe-927	99	43	sustainability	sustainability	NOUN
aijbe-927	99	44	.	.	PUNCT
aijbe-927	100	1	this	this	DET
aijbe-927	100	2	framework	framework	NOUN
aijbe-927	100	3	will	will	AUX
aijbe-927	100	4	also	also	ADV
aijbe-927	100	5	inform	inform	VERB
aijbe-927	100	6	the	the	DET
aijbe-927	100	7	research	research	NOUN
aijbe-927	100	8	methodology	methodology	NOUN
aijbe-927	100	9	,	,	PUNCT
aijbe-927	100	10	guiding	guide	VERB
aijbe-927	100	11	the	the	DET
aijbe-927	100	12	selection	selection	NOUN
aijbe-927	100	13	of	of	ADP
aijbe-927	100	14	variables	variable	NOUN
aijbe-927	100	15	and	and	CCONJ
aijbe-927	100	16	analytical	analytical	ADJ
aijbe-927	100	17	approaches	approach	NOUN
aijbe-927	100	18	used	use	VERB
aijbe-927	100	19	in	in	ADP
aijbe-927	100	20	the	the	DET
aijbe-927	100	21	study	study	NOUN
aijbe-927	100	22	.	.	PUNCT
aijbe-927	101	1	review	review	NOUN
aijbe-927	101	2	of	of	ADP
aijbe-927	101	3	empirical	empirical	ADJ
aijbe-927	101	4	studies	study	NOUN
aijbe-927	101	5	akinbami	akinbami	NOUN
aijbe-927	101	6	(	(	PUNCT
aijbe-927	101	7	2020	2020	NUM
aijbe-927	101	8	)	)	PUNCT
aijbe-927	101	9	conducted	conduct	VERB
aijbe-927	101	10	an	an	DET
aijbe-927	101	11	empirical	empirical	ADJ
aijbe-927	101	12	study	study	NOUN
aijbe-927	101	13	on	on	ADP
aijbe-927	101	14	the	the	DET
aijbe-927	101	15	digital	digital	ADJ
aijbe-927	101	16	advertising	advertising	NOUN
aijbe-927	101	17	strategies	strategy	NOUN
aijbe-927	101	18	of	of	ADP
aijbe-927	101	19	nigerian	nigerian	ADJ
aijbe-927	101	20	startups	startup	NOUN
aijbe-927	101	21	,	,	PUNCT
aijbe-927	101	22	particularly	particularly	ADV
aijbe-927	101	23	focusing	focus	VERB
aijbe-927	101	24	on	on	ADP
aijbe-927	101	25	fintech	fintech	NOUN
aijbe-927	101	26	and	and	CCONJ
aijbe-927	101	27	e	e	NOUN
aijbe-927	101	28	-	-	NOUN
aijbe-927	101	29	commerce	commerce	NOUN
aijbe-927	101	30	sectors	sector	NOUN
aijbe-927	101	31	.	.	PUNCT
aijbe-927	102	1	the	the	DET
aijbe-927	102	2	study	study	NOUN
aijbe-927	102	3	found	find	VERB
aijbe-927	102	4	that	that	SCONJ
aijbe-927	102	5	effective	effective	ADJ
aijbe-927	102	6	advertising	advertising	NOUN
aijbe-927	102	7	in	in	ADP
aijbe-927	102	8	the	the	DET
aijbe-927	102	9	nigerian	nigerian	ADJ
aijbe-927	102	10	startup	startup	NOUN
aijbe-927	102	11	ecosystem	ecosystem	NOUN
aijbe-927	102	12	depends	depend	VERB
aijbe-927	102	13	largely	largely	ADV
aijbe-927	102	14	on	on	ADP
aijbe-927	102	15	digital	digital	ADJ
aijbe-927	102	16	platforms	platform	NOUN
aijbe-927	102	17	such	such	ADJ
aijbe-927	102	18	as	as	ADP
aijbe-927	102	19	social	social	ADJ
aijbe-927	102	20	media	medium	NOUN
aijbe-927	102	21	,	,	PUNCT
aijbe-927	102	22	which	which	PRON
aijbe-927	102	23	offer	offer	VERB
aijbe-927	102	24	affordable	affordable	ADJ
aijbe-927	102	25	,	,	PUNCT
aijbe-927	102	26	measurable	measurable	ADJ
aijbe-927	102	27	,	,	PUNCT
aijbe-927	102	28	and	and	CCONJ
aijbe-927	102	29	scalable	scalable	ADJ
aijbe-927	102	30	options	option	NOUN
aijbe-927	102	31	.	.	PUNCT
aijbe-927	103	1	however	however	ADV
aijbe-927	103	2	,	,	PUNCT
aijbe-927	103	3	the	the	DET
aijbe-927	103	4	findings	finding	NOUN
aijbe-927	103	5	revealed	reveal	VERB
aijbe-927	103	6	that	that	SCONJ
aijbe-927	103	7	startups	startup	NOUN
aijbe-927	103	8	often	often	ADV
aijbe-927	103	9	overestimate	overestimate	VERB
aijbe-927	103	10	the	the	DET
aijbe-927	103	11	impact	impact	NOUN
aijbe-927	103	12	of	of	ADP
aijbe-927	103	13	large	large	ADJ
aijbe-927	103	14	advertising	advertising	NOUN
aijbe-927	103	15	expenditures	expenditure	NOUN
aijbe-927	103	16	,	,	PUNCT
aijbe-927	103	17	failing	fail	VERB
aijbe-927	103	18	to	to	PART
aijbe-927	103	19	account	account	VERB
aijbe-927	103	20	for	for	ADP
aijbe-927	103	21	diminishing	diminish	VERB
aijbe-927	103	22	returns	return	NOUN
aijbe-927	103	23	.	.	PUNCT
aijbe-927	104	1	financial	financial	ADJ
aijbe-927	104	2	constraints	constraint	NOUN
aijbe-927	104	3	and	and	CCONJ
aijbe-927	104	4	the	the	DET
aijbe-927	104	5	volatile	volatile	ADJ
aijbe-927	104	6	economic	economic	ADJ
aijbe-927	104	7	environment	environment	NOUN
aijbe-927	104	8	further	far	ADV
aijbe-927	104	9	complicated	complicate	VERB
aijbe-927	104	10	the	the	DET
aijbe-927	104	11	allocation	allocation	NOUN
aijbe-927	104	12	of	of	ADP
aijbe-927	104	13	advertising	advertising	NOUN
aijbe-927	104	14	budgets	budget	NOUN
aijbe-927	104	15	,	,	PUNCT
aijbe-927	104	16	forcing	force	VERB
aijbe-927	104	17	many	many	ADJ
aijbe-927	104	18	startups	startup	NOUN
aijbe-927	104	19	to	to	PART
aijbe-927	104	20	adopt	adopt	VERB
aijbe-927	104	21	a	a	DET
aijbe-927	104	22	trial	trial	NOUN
aijbe-927	104	23	-	-	PUNCT
aijbe-927	104	24	and	and	CCONJ
aijbe-927	104	25	-	-	PUNCT
aijbe-927	104	26	error	error	NOUN
aijbe-927	104	27	approach	approach	NOUN
aijbe-927	104	28	.	.	PUNCT
aijbe-927	105	1	the	the	DET
aijbe-927	105	2	study	study	NOUN
aijbe-927	105	3	recommended	recommend	VERB
aijbe-927	105	4	the	the	DET
aijbe-927	105	5	need	need	NOUN
aijbe-927	105	6	for	for	ADP
aijbe-927	105	7	better	well	ADJ
aijbe-927	105	8	financial	financial	ADJ
aijbe-927	105	9	planning	planning	NOUN
aijbe-927	105	10	and	and	CCONJ
aijbe-927	105	11	integration	integration	NOUN
aijbe-927	105	12	of	of	ADP
aijbe-927	105	13	data	datum	NOUN
aijbe-927	105	14	analytics	analytic	NOUN
aijbe-927	105	15	to	to	PART
aijbe-927	105	16	optimize	optimize	VERB
aijbe-927	105	17	advertising	advertising	NOUN
aijbe-927	105	18	expenditure	expenditure	NOUN
aijbe-927	105	19	for	for	ADP
aijbe-927	105	20	sustainable	sustainable	ADJ
aijbe-927	105	21	growth	growth	NOUN
aijbe-927	105	22	.	.	PUNCT
aijbe-927	106	1	aniebiet	aniebiet	PROPN
aijbe-927	106	2	etuk	etuk	PROPN
aijbe-927	106	3	,	,	PUNCT
aijbe-927	106	4	aniefiok	aniefiok	PROPN
aijbe-927	106	5	okon	okon	PROPN
aijbe-927	106	6	akpan	akpan	PROPN
aijbe-927	106	7	,	,	PUNCT
aijbe-927	106	8	aniekan	aniekan	PROPN
aijbe-927	106	9	eyo	eyo	PROPN
aijbe-927	106	10	awah	awah	PROPN
aijbe-927	106	11	(	(	PUNCT
aijbe-927	106	12	2024	2024	NUM
aijbe-927	106	13	)	)	PUNCT
aijbe-927	106	14	23	23	NUM
aijbe-927	106	15	american	american	ADJ
aijbe-927	106	16	interdisciplinary	interdisciplinary	ADJ
aijbe-927	106	17	journal	journal	NOUN
aijbe-927	106	18	of	of	ADP
aijbe-927	106	19	business	business	NOUN
aijbe-927	106	20	and	and	CCONJ
aijbe-927	106	21	economics	economic	NOUN
aijbe-927	106	22	|	|	ADV
aijbe-927	106	23	https://sadijournals.org/index.php/aijbe	https://sadijournals.org/index.php/aijbe	VERB
aijbe-927	106	24	abubakar	abubakar	PROPN
aijbe-927	106	25	&	&	CCONJ
aijbe-927	106	26	osagie	osagie	NOUN
aijbe-927	106	27	(	(	PUNCT
aijbe-927	106	28	2021	2021	NUM
aijbe-927	106	29	)	)	PUNCT
aijbe-927	106	30	examined	examine	VERB
aijbe-927	106	31	the	the	DET
aijbe-927	106	32	relationship	relationship	NOUN
aijbe-927	106	33	between	between	ADP
aijbe-927	106	34	advertising	advertising	NOUN
aijbe-927	106	35	budgets	budget	NOUN
aijbe-927	106	36	and	and	CCONJ
aijbe-927	106	37	sales	sale	NOUN
aijbe-927	106	38	growth	growth	NOUN
aijbe-927	106	39	among	among	ADP
aijbe-927	106	40	nigerian	nigerian	ADJ
aijbe-927	106	41	startups	startup	NOUN
aijbe-927	106	42	in	in	ADP
aijbe-927	106	43	the	the	DET
aijbe-927	106	44	retail	retail	ADJ
aijbe-927	106	45	sector	sector	NOUN
aijbe-927	106	46	.	.	PUNCT
aijbe-927	107	1	using	use	VERB
aijbe-927	107	2	regression	regression	NOUN
aijbe-927	107	3	analysis	analysis	NOUN
aijbe-927	107	4	,	,	PUNCT
aijbe-927	107	5	the	the	DET
aijbe-927	107	6	study	study	NOUN
aijbe-927	107	7	found	find	VERB
aijbe-927	107	8	a	a	DET
aijbe-927	107	9	positive	positive	ADJ
aijbe-927	107	10	but	but	CCONJ
aijbe-927	107	11	non	non	ADJ
aijbe-927	107	12	-	-	ADJ
aijbe-927	107	13	linear	linear	ADJ
aijbe-927	107	14	relationship	relationship	NOUN
aijbe-927	107	15	between	between	ADP
aijbe-927	107	16	advertising	advertising	NOUN
aijbe-927	107	17	expenditure	expenditure	NOUN
aijbe-927	107	18	and	and	CCONJ
aijbe-927	107	19	revenue	revenue	NOUN
aijbe-927	107	20	growth	growth	NOUN
aijbe-927	107	21	.	.	PUNCT
aijbe-927	108	1	the	the	DET
aijbe-927	108	2	research	research	NOUN
aijbe-927	108	3	highlighted	highlight	VERB
aijbe-927	108	4	that	that	SCONJ
aijbe-927	108	5	startups	startup	NOUN
aijbe-927	108	6	that	that	PRON
aijbe-927	108	7	allocated	allocate	VERB
aijbe-927	108	8	between	between	ADP
aijbe-927	108	9	7	7	NUM
aijbe-927	108	10	-	-	SYM
aijbe-927	108	11	12	12	NUM
aijbe-927	108	12	%	%	NOUN
aijbe-927	108	13	of	of	ADP
aijbe-927	108	14	their	their	PRON
aijbe-927	108	15	revenue	revenue	NOUN
aijbe-927	108	16	to	to	ADP
aijbe-927	108	17	advertising	advertising	NOUN
aijbe-927	108	18	experienced	experience	VERB
aijbe-927	108	19	optimal	optimal	ADJ
aijbe-927	108	20	growth	growth	NOUN
aijbe-927	108	21	,	,	PUNCT
aijbe-927	108	22	while	while	SCONJ
aijbe-927	108	23	those	those	PRON
aijbe-927	108	24	that	that	PRON
aijbe-927	108	25	spent	spend	VERB
aijbe-927	108	26	more	more	ADJ
aijbe-927	108	27	than	than	ADP
aijbe-927	108	28	15	15	NUM
aijbe-927	108	29	%	%	NOUN
aijbe-927	108	30	saw	see	VERB
aijbe-927	108	31	diminishing	diminishing	NOUN
aijbe-927	108	32	returns	return	NOUN
aijbe-927	108	33	.	.	PUNCT
aijbe-927	109	1	the	the	DET
aijbe-927	109	2	study	study	NOUN
aijbe-927	109	3	suggested	suggest	VERB
aijbe-927	109	4	that	that	SCONJ
aijbe-927	109	5	startups	startup	NOUN
aijbe-927	109	6	in	in	ADP
aijbe-927	109	7	nigeria	nigeria	PROPN
aijbe-927	109	8	should	should	AUX
aijbe-927	109	9	diversify	diversify	VERB
aijbe-927	109	10	their	their	PRON
aijbe-927	109	11	advertising	advertising	NOUN
aijbe-927	109	12	strategies	strategy	NOUN
aijbe-927	109	13	to	to	PART
aijbe-927	109	14	include	include	VERB
aijbe-927	109	15	more	more	ADV
aijbe-927	109	16	targeted	targeted	ADJ
aijbe-927	109	17	,	,	PUNCT
aijbe-927	109	18	low	low	ADJ
aijbe-927	109	19	-	-	PUNCT
aijbe-927	109	20	cost	cost	NOUN
aijbe-927	109	21	digital	digital	ADJ
aijbe-927	109	22	channels	channel	NOUN
aijbe-927	109	23	rather	rather	ADV
aijbe-927	109	24	than	than	ADP
aijbe-927	109	25	relying	rely	VERB
aijbe-927	109	26	heavily	heavily	ADV
aijbe-927	109	27	on	on	ADP
aijbe-927	109	28	traditional	traditional	ADJ
aijbe-927	109	29	media	medium	NOUN
aijbe-927	109	30	.	.	PUNCT
aijbe-927	110	1	oyewole	oyewole	NOUN
aijbe-927	110	2	(	(	PUNCT
aijbe-927	110	3	2019	2019	NUM
aijbe-927	110	4	)	)	PUNCT
aijbe-927	110	5	analyzed	analyze	VERB
aijbe-927	110	6	how	how	SCONJ
aijbe-927	110	7	nigerian	nigerian	ADJ
aijbe-927	110	8	tech	tech	NOUN
aijbe-927	110	9	startups	startup	NOUN
aijbe-927	110	10	balance	balance	NOUN
aijbe-927	110	11	advertising	advertising	NOUN
aijbe-927	110	12	budgets	budget	NOUN
aijbe-927	110	13	with	with	ADP
aijbe-927	110	14	operational	operational	ADJ
aijbe-927	110	15	costs	cost	NOUN
aijbe-927	110	16	in	in	ADP
aijbe-927	110	17	the	the	DET
aijbe-927	110	18	early	early	ADJ
aijbe-927	110	19	stages	stage	NOUN
aijbe-927	110	20	of	of	ADP
aijbe-927	110	21	development	development	NOUN
aijbe-927	110	22	.	.	PUNCT
aijbe-927	111	1	the	the	DET
aijbe-927	111	2	study	study	NOUN
aijbe-927	111	3	revealed	reveal	VERB
aijbe-927	111	4	that	that	SCONJ
aijbe-927	111	5	tech	tech	NOUN
aijbe-927	111	6	startups	startup	NOUN
aijbe-927	111	7	often	often	ADV
aijbe-927	111	8	prioritize	prioritize	VERB
aijbe-927	111	9	aggressive	aggressive	ADJ
aijbe-927	111	10	advertising	advertising	NOUN
aijbe-927	111	11	to	to	PART
aijbe-927	111	12	quickly	quickly	ADV
aijbe-927	111	13	capture	capture	VERB
aijbe-927	111	14	market	market	NOUN
aijbe-927	111	15	share	share	NOUN
aijbe-927	111	16	,	,	PUNCT
aijbe-927	111	17	but	but	CCONJ
aijbe-927	111	18	this	this	DET
aijbe-927	111	19	approach	approach	NOUN
aijbe-927	111	20	can	can	AUX
aijbe-927	111	21	lead	lead	VERB
aijbe-927	111	22	to	to	ADP
aijbe-927	111	23	liquidity	liquidity	NOUN
aijbe-927	111	24	challenges	challenge	NOUN
aijbe-927	111	25	.	.	PUNCT
aijbe-927	112	1	oyewole	oyewole	PROPN
aijbe-927	112	2	’s	’s	PART
aijbe-927	112	3	study	study	NOUN
aijbe-927	112	4	emphasized	emphasize	VERB
aijbe-927	112	5	the	the	DET
aijbe-927	112	6	importance	importance	NOUN
aijbe-927	112	7	of	of	ADP
aijbe-927	112	8	balancing	balance	VERB
aijbe-927	112	9	customer	customer	NOUN
aijbe-927	112	10	acquisition	acquisition	NOUN
aijbe-927	112	11	efforts	effort	NOUN
aijbe-927	112	12	with	with	ADP
aijbe-927	112	13	financial	financial	ADJ
aijbe-927	112	14	sustainability	sustainability	NOUN
aijbe-927	112	15	,	,	PUNCT
aijbe-927	112	16	recommending	recommend	VERB
aijbe-927	112	17	that	that	SCONJ
aijbe-927	112	18	startups	startup	NOUN
aijbe-927	112	19	limit	limit	VERB
aijbe-927	112	20	their	their	PRON
aijbe-927	112	21	advertising	advertising	NOUN
aijbe-927	112	22	expenditure	expenditure	NOUN
aijbe-927	112	23	to	to	ADP
aijbe-927	112	24	10	10	NUM
aijbe-927	112	25	%	%	NOUN
aijbe-927	112	26	of	of	ADP
aijbe-927	112	27	their	their	PRON
aijbe-927	112	28	total	total	ADJ
aijbe-927	112	29	budget	budget	NOUN
aijbe-927	112	30	to	to	PART
aijbe-927	112	31	avoid	avoid	VERB
aijbe-927	112	32	financial	financial	ADJ
aijbe-927	112	33	strain	strain	NOUN
aijbe-927	112	34	.	.	PUNCT
aijbe-927	113	1	partech	partech	PROPN
aijbe-927	113	2	africa	africa	PROPN
aijbe-927	113	3	(	(	PUNCT
aijbe-927	113	4	2023	2023	NUM
aijbe-927	113	5	)	)	PUNCT
aijbe-927	113	6	highlighted	highlight	VERB
aijbe-927	113	7	the	the	DET
aijbe-927	113	8	growing	grow	VERB
aijbe-927	113	9	role	role	NOUN
aijbe-927	113	10	of	of	ADP
aijbe-927	113	11	venture	venture	NOUN
aijbe-927	113	12	capital	capital	NOUN
aijbe-927	113	13	in	in	ADP
aijbe-927	113	14	supporting	support	VERB
aijbe-927	113	15	the	the	DET
aijbe-927	113	16	advertising	advertising	NOUN
aijbe-927	113	17	budgets	budget	NOUN
aijbe-927	113	18	of	of	ADP
aijbe-927	113	19	nigerian	nigerian	ADJ
aijbe-927	113	20	startups	startup	NOUN
aijbe-927	113	21	.	.	PUNCT
aijbe-927	114	1	the	the	DET
aijbe-927	114	2	report	report	NOUN
aijbe-927	114	3	showed	show	VERB
aijbe-927	114	4	that	that	SCONJ
aijbe-927	114	5	startups	startup	NOUN
aijbe-927	114	6	that	that	PRON
aijbe-927	114	7	received	receive	VERB
aijbe-927	114	8	external	external	ADJ
aijbe-927	114	9	funding	funding	NOUN
aijbe-927	114	10	were	be	AUX
aijbe-927	114	11	able	able	ADJ
aijbe-927	114	12	to	to	PART
aijbe-927	114	13	allocate	allocate	VERB
aijbe-927	114	14	more	more	ADJ
aijbe-927	114	15	resources	resource	NOUN
aijbe-927	114	16	to	to	ADP
aijbe-927	114	17	advertising	advertising	NOUN
aijbe-927	114	18	,	,	PUNCT
aijbe-927	114	19	which	which	PRON
aijbe-927	114	20	in	in	ADP
aijbe-927	114	21	turn	turn	NOUN
aijbe-927	114	22	led	lead	VERB
aijbe-927	114	23	to	to	ADP
aijbe-927	114	24	higher	high	ADJ
aijbe-927	114	25	customer	customer	NOUN
aijbe-927	114	26	acquisition	acquisition	NOUN
aijbe-927	114	27	rates	rate	NOUN
aijbe-927	114	28	.	.	PUNCT
aijbe-927	115	1	however	however	ADV
aijbe-927	115	2	,	,	PUNCT
aijbe-927	115	3	the	the	DET
aijbe-927	115	4	report	report	NOUN
aijbe-927	115	5	warned	warn	VERB
aijbe-927	115	6	that	that	SCONJ
aijbe-927	115	7	over	over	ADP
aijbe-927	115	8	-	-	PUNCT
aijbe-927	115	9	reliance	reliance	NOUN
aijbe-927	115	10	on	on	ADP
aijbe-927	115	11	venture	venture	NOUN
aijbe-927	115	12	capital	capital	NOUN
aijbe-927	115	13	for	for	ADP
aijbe-927	115	14	advertising	advertising	NOUN
aijbe-927	115	15	could	could	AUX
aijbe-927	115	16	lead	lead	VERB
aijbe-927	115	17	to	to	ADP
aijbe-927	115	18	unsustainable	unsustainable	ADJ
aijbe-927	115	19	growth	growth	NOUN
aijbe-927	115	20	if	if	SCONJ
aijbe-927	115	21	startups	startup	NOUN
aijbe-927	115	22	fail	fail	VERB
aijbe-927	115	23	to	to	PART
aijbe-927	115	24	translate	translate	VERB
aijbe-927	115	25	this	this	PRON
aijbe-927	115	26	into	into	ADP
aijbe-927	115	27	long	long	ADJ
aijbe-927	115	28	-	-	PUNCT
aijbe-927	115	29	term	term	NOUN
aijbe-927	115	30	profitability	profitability	NOUN
aijbe-927	115	31	.	.	PUNCT
aijbe-927	116	1	hanssens	hanssens	PROPN
aijbe-927	116	2	(	(	PUNCT
aijbe-927	116	3	2018	2018	NUM
aijbe-927	116	4	)	)	PUNCT
aijbe-927	116	5	conducted	conduct	VERB
aijbe-927	116	6	a	a	DET
aijbe-927	116	7	comprehensive	comprehensive	ADJ
aijbe-927	116	8	analysis	analysis	NOUN
aijbe-927	116	9	of	of	ADP
aijbe-927	116	10	advertising	advertising	NOUN
aijbe-927	116	11	expenditures	expenditure	NOUN
aijbe-927	116	12	in	in	ADP
aijbe-927	116	13	u.s	u.s	PROPN
aijbe-927	116	14	.	.	PROPN
aijbe-927	116	15	startups	startup	NOUN
aijbe-927	116	16	and	and	CCONJ
aijbe-927	116	17	their	their	PRON
aijbe-927	116	18	longterm	longterm	ADJ
aijbe-927	116	19	financial	financial	ADJ
aijbe-927	116	20	performance	performance	NOUN
aijbe-927	116	21	.	.	PUNCT
aijbe-927	117	1	the	the	DET
aijbe-927	117	2	study	study	NOUN
aijbe-927	117	3	confirmed	confirm	VERB
aijbe-927	117	4	that	that	SCONJ
aijbe-927	117	5	while	while	SCONJ
aijbe-927	117	6	advertising	advertising	NOUN
aijbe-927	117	7	can	can	AUX
aijbe-927	117	8	significantly	significantly	ADV
aijbe-927	117	9	boost	boost	VERB
aijbe-927	117	10	sales	sale	NOUN
aijbe-927	117	11	and	and	CCONJ
aijbe-927	117	12	market	market	NOUN
aijbe-927	117	13	positioning	positioning	NOUN
aijbe-927	117	14	,	,	PUNCT
aijbe-927	117	15	there	there	PRON
aijbe-927	117	16	are	be	VERB
aijbe-927	117	17	diminishing	diminish	VERB
aijbe-927	117	18	returns	return	NOUN
aijbe-927	117	19	beyond	beyond	ADP
aijbe-927	117	20	a	a	DET
aijbe-927	117	21	certain	certain	ADJ
aijbe-927	117	22	threshold	threshold	NOUN
aijbe-927	117	23	.	.	PUNCT
aijbe-927	118	1	startups	startup	NOUN
aijbe-927	118	2	that	that	PRON
aijbe-927	118	3	invested	invest	VERB
aijbe-927	118	4	5	5	NUM
aijbe-927	118	5	-	-	SYM
aijbe-927	118	6	10	10	NUM
aijbe-927	118	7	%	%	NOUN
aijbe-927	118	8	of	of	ADP
aijbe-927	118	9	their	their	PRON
aijbe-927	118	10	revenue	revenue	NOUN
aijbe-927	118	11	into	into	ADP
aijbe-927	118	12	advertising	advertising	NOUN
aijbe-927	118	13	saw	see	VERB
aijbe-927	118	14	the	the	DET
aijbe-927	118	15	highest	high	ADJ
aijbe-927	118	16	return	return	NOUN
aijbe-927	118	17	on	on	ADP
aijbe-927	118	18	investment	investment	NOUN
aijbe-927	118	19	,	,	PUNCT
aijbe-927	118	20	while	while	SCONJ
aijbe-927	118	21	those	those	PRON
aijbe-927	118	22	that	that	PRON
aijbe-927	118	23	spent	spend	VERB
aijbe-927	118	24	above	above	ADP
aijbe-927	118	25	15	15	NUM
aijbe-927	118	26	%	%	NOUN
aijbe-927	118	27	faced	faced	ADJ
aijbe-927	118	28	diminishing	diminish	VERB
aijbe-927	118	29	marginal	marginal	ADJ
aijbe-927	118	30	returns	return	NOUN
aijbe-927	118	31	.	.	PUNCT
aijbe-927	119	1	hanssens	hanssens	PROPN
aijbe-927	119	2	argued	argue	VERB
aijbe-927	119	3	for	for	ADP
aijbe-927	119	4	a	a	DET
aijbe-927	119	5	more	more	ADJ
aijbe-927	119	6	data	data	NOUN
aijbe-927	119	7	-	-	PUNCT
aijbe-927	119	8	driven	drive	VERB
aijbe-927	119	9	approach	approach	NOUN
aijbe-927	119	10	,	,	PUNCT
aijbe-927	119	11	utilizing	utilize	VERB
aijbe-927	119	12	analytics	analytic	NOUN
aijbe-927	119	13	tools	tool	NOUN
aijbe-927	119	14	to	to	PART
aijbe-927	119	15	monitor	monitor	VERB
aijbe-927	119	16	campaign	campaign	NOUN
aijbe-927	119	17	performance	performance	NOUN
aijbe-927	119	18	and	and	CCONJ
aijbe-927	119	19	adjust	adjust	VERB
aijbe-927	119	20	budgets	budget	NOUN
aijbe-927	119	21	accordingly	accordingly	ADV
aijbe-927	119	22	.	.	PUNCT
aijbe-927	120	1	lehmann	lehmann	PROPN
aijbe-927	120	2	&	&	CCONJ
aijbe-927	120	3	winer	winer	PROPN
aijbe-927	120	4	(	(	PUNCT
aijbe-927	120	5	2020	2020	NUM
aijbe-927	120	6	)	)	PUNCT
aijbe-927	120	7	explored	explore	VERB
aijbe-927	120	8	the	the	DET
aijbe-927	120	9	role	role	NOUN
aijbe-927	120	10	of	of	ADP
aijbe-927	120	11	advertising	advertising	NOUN
aijbe-927	120	12	in	in	ADP
aijbe-927	120	13	driving	drive	VERB
aijbe-927	120	14	the	the	DET
aijbe-927	120	15	growth	growth	NOUN
aijbe-927	120	16	of	of	ADP
aijbe-927	120	17	startups	startup	NOUN
aijbe-927	120	18	in	in	ADP
aijbe-927	120	19	the	the	DET
aijbe-927	120	20	european	european	ADJ
aijbe-927	120	21	market	market	NOUN
aijbe-927	120	22	.	.	PUNCT
aijbe-927	121	1	their	their	PRON
aijbe-927	121	2	study	study	NOUN
aijbe-927	121	3	found	find	VERB
aijbe-927	121	4	that	that	SCONJ
aijbe-927	121	5	startups	startup	NOUN
aijbe-927	121	6	that	that	PRON
aijbe-927	121	7	employed	employ	VERB
aijbe-927	121	8	a	a	DET
aijbe-927	121	9	diversified	diversify	VERB
aijbe-927	121	10	advertising	advertising	NOUN
aijbe-927	121	11	strategy	strategy	NOUN
aijbe-927	121	12	—	—	PUNCT
aijbe-927	121	13	combining	combine	VERB
aijbe-927	121	14	digital	digital	ADJ
aijbe-927	121	15	,	,	PUNCT
aijbe-927	121	16	social	social	ADJ
aijbe-927	121	17	,	,	PUNCT
aijbe-927	121	18	and	and	CCONJ
aijbe-927	121	19	traditional	traditional	ADJ
aijbe-927	121	20	media	medium	NOUN
aijbe-927	121	21	—	—	PUNCT
aijbe-927	121	22	were	be	AUX
aijbe-927	121	23	more	more	ADV
aijbe-927	121	24	successful	successful	ADJ
aijbe-927	121	25	in	in	ADP
aijbe-927	121	26	achieving	achieve	VERB
aijbe-927	121	27	sustainable	sustainable	ADJ
aijbe-927	121	28	growth	growth	NOUN
aijbe-927	121	29	.	.	PUNCT
aijbe-927	122	1	the	the	DET
aijbe-927	122	2	research	research	NOUN
aijbe-927	122	3	also	also	ADV
aijbe-927	122	4	highlighted	highlight	VERB
aijbe-927	122	5	that	that	SCONJ
aijbe-927	122	6	startups	startup	NOUN
aijbe-927	122	7	with	with	ADP
aijbe-927	122	8	lower	low	ADJ
aijbe-927	122	9	budgets	budget	NOUN
aijbe-927	122	10	benefited	benefit	VERB
aijbe-927	122	11	more	more	ADV
aijbe-927	122	12	from	from	ADP
aijbe-927	122	13	digital	digital	ADJ
aijbe-927	122	14	platforms	platform	NOUN
aijbe-927	122	15	like	like	ADP
aijbe-927	122	16	social	social	ADJ
aijbe-927	122	17	media	medium	NOUN
aijbe-927	122	18	and	and	CCONJ
aijbe-927	122	19	search	search	NOUN
aijbe-927	122	20	engines	engine	NOUN
aijbe-927	122	21	,	,	PUNCT
aijbe-927	122	22	which	which	PRON
aijbe-927	122	23	allow	allow	VERB
aijbe-927	122	24	for	for	ADP
aijbe-927	122	25	targeted	target	VERB
aijbe-927	122	26	,	,	PUNCT
aijbe-927	122	27	cost	cost	NOUN
aijbe-927	122	28	-	-	PUNCT
aijbe-927	122	29	efficient	efficient	ADJ
aijbe-927	122	30	advertising	advertising	NOUN
aijbe-927	122	31	.	.	PUNCT
aijbe-927	123	1	however	however	ADV
aijbe-927	123	2	,	,	PUNCT
aijbe-927	123	3	lehmann	lehmann	PROPN
aijbe-927	123	4	&	&	CCONJ
aijbe-927	123	5	winer	winer	PROPN
aijbe-927	123	6	cautioned	caution	VERB
aijbe-927	123	7	against	against	ADP
aijbe-927	123	8	overinvestment	overinvestment	NOUN
aijbe-927	123	9	in	in	ADP
aijbe-927	123	10	any	any	DET
aijbe-927	123	11	single	single	ADJ
aijbe-927	123	12	advertising	advertising	NOUN
aijbe-927	123	13	channel	channel	NOUN
aijbe-927	123	14	,	,	PUNCT
aijbe-927	123	15	as	as	SCONJ
aijbe-927	123	16	the	the	DET
aijbe-927	123	17	law	law	NOUN
aijbe-927	123	18	of	of	ADP
aijbe-927	123	19	diminishing	diminish	VERB
aijbe-927	123	20	returns	return	NOUN
aijbe-927	123	21	applied	apply	VERB
aijbe-927	123	22	universally	universally	ADV
aijbe-927	123	23	across	across	ADP
aijbe-927	123	24	media	medium	NOUN
aijbe-927	123	25	types	type	NOUN
aijbe-927	123	26	.	.	PUNCT
aijbe-927	124	1	joshi	joshi	PROPN
aijbe-927	124	2	&	&	CCONJ
aijbe-927	124	3	hanssens	hanssens	PROPN
aijbe-927	124	4	(	(	PUNCT
aijbe-927	124	5	2010	2010	NUM
aijbe-927	124	6	)	)	PUNCT
aijbe-927	124	7	examined	examine	VERB
aijbe-927	124	8	the	the	DET
aijbe-927	124	9	advertising	advertising	NOUN
aijbe-927	124	10	expenditure	expenditure	NOUN
aijbe-927	124	11	of	of	ADP
aijbe-927	124	12	startups	startup	NOUN
aijbe-927	124	13	in	in	ADP
aijbe-927	124	14	india	india	PROPN
aijbe-927	124	15	and	and	CCONJ
aijbe-927	124	16	the	the	DET
aijbe-927	124	17	implications	implication	NOUN
aijbe-927	124	18	for	for	ADP
aijbe-927	124	19	financial	financial	ADJ
aijbe-927	124	20	performance	performance	NOUN
aijbe-927	124	21	.	.	PUNCT
aijbe-927	125	1	the	the	DET
aijbe-927	125	2	study	study	NOUN
aijbe-927	125	3	found	find	VERB
aijbe-927	125	4	that	that	SCONJ
aijbe-927	125	5	startups	startup	NOUN
aijbe-927	125	6	in	in	ADP
aijbe-927	125	7	resource	resource	NOUN
aijbe-927	125	8	-	-	PUNCT
aijbe-927	125	9	constrained	constrain	VERB
aijbe-927	125	10	environments	environment	NOUN
aijbe-927	125	11	tend	tend	VERB
aijbe-927	125	12	to	to	PART
aijbe-927	125	13	allocate	allocate	VERB
aijbe-927	125	14	higher	high	ADJ
aijbe-927	125	15	percentages	percentage	NOUN
aijbe-927	125	16	of	of	ADP
aijbe-927	125	17	their	their	PRON
aijbe-927	125	18	revenue	revenue	NOUN
aijbe-927	125	19	to	to	ADP
aijbe-927	125	20	advertising	advertising	NOUN
aijbe-927	125	21	to	to	PART
aijbe-927	125	22	compete	compete	VERB
aijbe-927	125	23	with	with	ADP
aijbe-927	125	24	established	establish	VERB
aijbe-927	125	25	businesses	business	NOUN
aijbe-927	125	26	.	.	PUNCT
aijbe-927	126	1	however	however	ADV
aijbe-927	126	2	,	,	PUNCT
aijbe-927	126	3	this	this	PRON
aijbe-927	126	4	often	often	ADV
aijbe-927	126	5	led	lead	VERB
aijbe-927	126	6	to	to	ADP
aijbe-927	126	7	short	short	ADJ
aijbe-927	126	8	-	-	PUNCT
aijbe-927	126	9	term	term	NOUN
aijbe-927	126	10	revenue	revenue	NOUN
aijbe-927	126	11	spikes	spike	NOUN
aijbe-927	126	12	without	without	ADP
aijbe-927	126	13	corresponding	correspond	VERB
aijbe-927	126	14	long	long	ADJ
aijbe-927	126	15	-	-	PUNCT
aijbe-927	126	16	term	term	NOUN
aijbe-927	126	17	profitability	profitability	NOUN
aijbe-927	126	18	.	.	PUNCT
aijbe-927	127	1	the	the	DET
aijbe-927	127	2	study	study	NOUN
aijbe-927	127	3	recommended	recommend	VERB
aijbe-927	127	4	a	a	DET
aijbe-927	127	5	gradual	gradual	ADJ
aijbe-927	127	6	increase	increase	NOUN
aijbe-927	127	7	in	in	ADP
aijbe-927	127	8	advertising	advertising	NOUN
aijbe-927	127	9	budgets	budget	NOUN
aijbe-927	127	10	aligned	align	VERB
aijbe-927	127	11	with	with	ADP
aijbe-927	127	12	revenue	revenue	NOUN
aijbe-927	127	13	growth	growth	NOUN
aijbe-927	127	14	rather	rather	ADV
aijbe-927	127	15	than	than	ADP
aijbe-927	127	16	large	large	ADJ
aijbe-927	127	17	,	,	PUNCT
aijbe-927	127	18	upfront	upfront	ADJ
aijbe-927	127	19	investments	investment	NOUN
aijbe-927	127	20	.	.	PUNCT
aijbe-927	128	1	shapiro	shapiro	PROPN
aijbe-927	128	2	(	(	PUNCT
aijbe-927	128	3	1980	1980	NUM
aijbe-927	128	4	)	)	PUNCT
aijbe-927	128	5	introduced	introduce	VERB
aijbe-927	128	6	the	the	DET
aijbe-927	128	7	concept	concept	NOUN
aijbe-927	128	8	of	of	ADP
aijbe-927	128	9	advertising	advertising	NOUN
aijbe-927	128	10	elasticity	elasticity	NOUN
aijbe-927	128	11	of	of	ADP
aijbe-927	128	12	demand	demand	NOUN
aijbe-927	128	13	(	(	PUNCT
aijbe-927	128	14	aed	aed	NOUN
aijbe-927	128	15	)	)	PUNCT
aijbe-927	128	16	,	,	PUNCT
aijbe-927	128	17	which	which	PRON
aijbe-927	128	18	has	have	AUX
aijbe-927	128	19	been	be	AUX
aijbe-927	128	20	tested	test	VERB
aijbe-927	128	21	across	across	ADP
aijbe-927	128	22	various	various	ADJ
aijbe-927	128	23	markets	market	NOUN
aijbe-927	128	24	,	,	PUNCT
aijbe-927	128	25	including	include	VERB
aijbe-927	128	26	the	the	DET
aijbe-927	128	27	u.s	u.s	PROPN
aijbe-927	128	28	.	.	PROPN
aijbe-927	128	29	and	and	CCONJ
aijbe-927	128	30	europe	europe	PROPN
aijbe-927	128	31	.	.	PUNCT
aijbe-927	129	1	startups	startup	NOUN
aijbe-927	129	2	in	in	ADP
aijbe-927	129	3	these	these	DET
aijbe-927	129	4	markets	market	NOUN
aijbe-927	129	5	tend	tend	VERB
aijbe-927	129	6	to	to	PART
aijbe-927	129	7	use	use	VERB
aijbe-927	129	8	aed	aed	NOUN
aijbe-927	129	9	models	model	NOUN
aijbe-927	129	10	to	to	PART
aijbe-927	129	11	predict	predict	VERB
aijbe-927	129	12	how	how	SCONJ
aijbe-927	129	13	changes	change	NOUN
aijbe-927	129	14	in	in	ADP
aijbe-927	129	15	advertising	advertising	NOUN
aijbe-927	129	16	budgets	budget	NOUN
aijbe-927	129	17	affect	affect	VERB
aijbe-927	129	18	demand	demand	NOUN
aijbe-927	129	19	.	.	PUNCT
aijbe-927	130	1	the	the	DET
aijbe-927	130	2	empirical	empirical	ADJ
aijbe-927	130	3	evidence	evidence	NOUN
aijbe-927	130	4	suggested	suggest	VERB
aijbe-927	130	5	that	that	SCONJ
aijbe-927	130	6	an	an	DET
aijbe-927	130	7	optimal	optimal	ADJ
aijbe-927	130	8	advertising	advertising	NOUN
aijbe-927	130	9	budget	budget	NOUN
aijbe-927	130	10	should	should	AUX
aijbe-927	130	11	not	not	PART
aijbe-927	130	12	exceed	exceed	VERB
aijbe-927	130	13	10	10	NUM
aijbe-927	130	14	%	%	NOUN
aijbe-927	130	15	of	of	ADP
aijbe-927	130	16	total	total	ADJ
aijbe-927	130	17	revenue	revenue	NOUN
aijbe-927	130	18	to	to	PART
aijbe-927	130	19	prevent	prevent	VERB
aijbe-927	130	20	over	over	ADP
aijbe-927	130	21	-	-	PUNCT
aijbe-927	130	22	spending	spending	NOUN
aijbe-927	130	23	and	and	CCONJ
aijbe-927	130	24	to	to	PART
aijbe-927	130	25	maintain	maintain	VERB
aijbe-927	130	26	a	a	DET
aijbe-927	130	27	healthy	healthy	ADJ
aijbe-927	130	28	profit	profit	NOUN
aijbe-927	130	29	margin	margin	NOUN
aijbe-927	130	30	.	.	PUNCT
aijbe-927	131	1	summary	summary	NOUN
aijbe-927	131	2	/	/	SYM
aijbe-927	131	3	gap	gap	NOUN
aijbe-927	131	4	aniebiet	aniebiet	PROPN
aijbe-927	131	5	etuk	etuk	PROPN
aijbe-927	131	6	,	,	PUNCT
aijbe-927	131	7	aniefiok	aniefiok	PROPN
aijbe-927	131	8	okon	okon	PROPN
aijbe-927	131	9	akpan	akpan	PROPN
aijbe-927	131	10	,	,	PUNCT
aijbe-927	131	11	aniekan	aniekan	PROPN
aijbe-927	131	12	eyo	eyo	PROPN
aijbe-927	131	13	awah	awah	PROPN
aijbe-927	131	14	(	(	PUNCT
aijbe-927	131	15	2024	2024	NUM
aijbe-927	131	16	)	)	PUNCT
aijbe-927	131	17	24	24	NUM
aijbe-927	131	18	american	american	ADJ
aijbe-927	131	19	interdisciplinary	interdisciplinary	ADJ
aijbe-927	131	20	journal	journal	NOUN
aijbe-927	131	21	of	of	ADP
aijbe-927	131	22	business	business	NOUN
aijbe-927	131	23	and	and	CCONJ
aijbe-927	131	24	economics	economic	NOUN
aijbe-927	131	25	|	|	ADV
aijbe-927	131	26	https://sadijournals.org/index.php/aijbe	https://sadijournals.org/index.php/aijbe	VERB
aijbe-927	131	27	existing	exist	VERB
aijbe-927	131	28	studies	study	NOUN
aijbe-927	131	29	do	do	AUX
aijbe-927	131	30	not	not	PART
aijbe-927	131	31	comprehensively	comprehensively	ADV
aijbe-927	131	32	explore	explore	VERB
aijbe-927	131	33	this	this	DET
aijbe-927	131	34	relationship	relationship	NOUN
aijbe-927	131	35	within	within	ADP
aijbe-927	131	36	the	the	DET
aijbe-927	131	37	specific	specific	ADJ
aijbe-927	131	38	context	context	NOUN
aijbe-927	131	39	of	of	ADP
aijbe-927	131	40	nigerian	nigerian	ADJ
aijbe-927	131	41	startups	startup	NOUN
aijbe-927	131	42	,	,	PUNCT
aijbe-927	131	43	particularly	particularly	ADV
aijbe-927	131	44	in	in	ADP
aijbe-927	131	45	light	light	NOUN
aijbe-927	131	46	of	of	ADP
aijbe-927	131	47	economic	economic	ADJ
aijbe-927	131	48	volatility	volatility	NOUN
aijbe-927	131	49	and	and	CCONJ
aijbe-927	131	50	resource	resource	NOUN
aijbe-927	131	51	constraints	constraint	NOUN
aijbe-927	131	52	.	.	PUNCT
aijbe-927	132	1	the	the	DET
aijbe-927	132	2	limited	limited	ADJ
aijbe-927	132	3	generalizability	generalizability	NOUN
aijbe-927	132	4	of	of	ADP
aijbe-927	132	5	current	current	ADJ
aijbe-927	132	6	findings	finding	NOUN
aijbe-927	132	7	supports	support	VERB
aijbe-927	132	8	the	the	DET
aijbe-927	132	9	need	need	NOUN
aijbe-927	132	10	for	for	ADP
aijbe-927	132	11	further	further	ADJ
aijbe-927	132	12	empirical	empirical	ADJ
aijbe-927	132	13	study	study	NOUN
aijbe-927	132	14	.	.	PUNCT
aijbe-927	133	1	study	study	NOUN
aijbe-927	133	2	hypothesis	hypothesis	NOUN
aijbe-927	133	3	h02	h02	NOUN
aijbe-927	133	4	:	:	PUNCT
aijbe-927	133	5	there	there	PRON
aijbe-927	133	6	are	be	VERB
aijbe-927	133	7	no	no	DET
aijbe-927	133	8	optimal	optimal	ADJ
aijbe-927	133	9	advertising	advertising	NOUN
aijbe-927	133	10	budget	budget	NOUN
aijbe-927	133	11	allocation	allocation	NOUN
aijbe-927	133	12	strategies	strategy	NOUN
aijbe-927	133	13	that	that	PRON
aijbe-927	133	14	significantly	significantly	ADV
aijbe-927	133	15	enhance	enhance	VERB
aijbe-927	133	16	long	long	ADJ
aijbe-927	133	17	-	-	PUNCT
aijbe-927	133	18	term	term	NOUN
aijbe-927	133	19	profitability	profitability	NOUN
aijbe-927	133	20	for	for	ADP
aijbe-927	133	21	nigerian	nigerian	ADJ
aijbe-927	133	22	startups	startup	NOUN
aijbe-927	133	23	.	.	PUNCT
aijbe-927	134	1	the	the	DET
aijbe-927	134	2	lack	lack	NOUN
aijbe-927	134	3	of	of	ADP
aijbe-927	134	4	data	datum	NOUN
aijbe-927	134	5	on	on	ADP
aijbe-927	134	6	optimal	optimal	ADJ
aijbe-927	134	7	advertising	advertising	NOUN
aijbe-927	134	8	allocation	allocation	NOUN
aijbe-927	134	9	strategies	strategy	NOUN
aijbe-927	134	10	,	,	PUNCT
aijbe-927	134	11	particularly	particularly	ADV
aijbe-927	134	12	in	in	ADP
aijbe-927	134	13	digital	digital	ADJ
aijbe-927	134	14	platforms	platform	NOUN
aijbe-927	134	15	,	,	PUNCT
aijbe-927	134	16	and	and	CCONJ
aijbe-927	134	17	the	the	DET
aijbe-927	134	18	absence	absence	NOUN
aijbe-927	134	19	of	of	ADP
aijbe-927	134	20	long	long	ADJ
aijbe-927	134	21	-	-	PUNCT
aijbe-927	134	22	term	term	NOUN
aijbe-927	134	23	financial	financial	ADJ
aijbe-927	134	24	analysis	analysis	NOUN
aijbe-927	134	25	of	of	ADP
aijbe-927	134	26	these	these	DET
aijbe-927	134	27	strategies	strategy	NOUN
aijbe-927	134	28	indicate	indicate	VERB
aijbe-927	134	29	that	that	SCONJ
aijbe-927	134	30	this	this	DET
aijbe-927	134	31	hypothesis	hypothesis	NOUN
aijbe-927	134	32	has	have	AUX
aijbe-927	134	33	not	not	PART
aijbe-927	134	34	been	be	AUX
aijbe-927	134	35	adequately	adequately	ADV
aijbe-927	134	36	tested	test	VERB
aijbe-927	134	37	within	within	ADP
aijbe-927	134	38	the	the	DET
aijbe-927	134	39	nigerian	nigerian	ADJ
aijbe-927	134	40	startup	startup	NOUN
aijbe-927	134	41	context	context	NOUN
aijbe-927	134	42	.	.	PUNCT
aijbe-927	135	1	existing	exist	VERB
aijbe-927	135	2	literature	literature	NOUN
aijbe-927	135	3	fails	fail	VERB
aijbe-927	135	4	to	to	PART
aijbe-927	135	5	provide	provide	VERB
aijbe-927	135	6	actionable	actionable	ADJ
aijbe-927	135	7	strategies	strategy	NOUN
aijbe-927	135	8	that	that	PRON
aijbe-927	135	9	startups	startup	NOUN
aijbe-927	135	10	can	can	AUX
aijbe-927	135	11	implement	implement	VERB
aijbe-927	135	12	to	to	PART
aijbe-927	135	13	achieve	achieve	VERB
aijbe-927	135	14	long	long	ADJ
aijbe-927	135	15	-	-	PUNCT
aijbe-927	135	16	term	term	NOUN
aijbe-927	135	17	financial	financial	ADJ
aijbe-927	135	18	sustainability	sustainability	NOUN
aijbe-927	135	19	,	,	PUNCT
aijbe-927	135	20	further	far	ADV
aijbe-927	135	21	justifying	justify	VERB
aijbe-927	135	22	the	the	DET
aijbe-927	135	23	need	need	NOUN
aijbe-927	135	24	to	to	PART
aijbe-927	135	25	test	test	VERB
aijbe-927	135	26	and	and	CCONJ
aijbe-927	135	27	refine	refine	VERB
aijbe-927	135	28	the	the	DET
aijbe-927	135	29	hypothesis	hypothesis	NOUN
aijbe-927	135	30	.	.	PUNCT
aijbe-927	136	1	methodology	methodology	NOUN
aijbe-927	136	2	research	research	NOUN
aijbe-927	136	3	design	design	NOUN
aijbe-927	136	4	this	this	DET
aijbe-927	136	5	study	study	NOUN
aijbe-927	136	6	adopted	adopt	VERB
aijbe-927	136	7	the	the	DET
aijbe-927	136	8	survey	survey	NOUN
aijbe-927	136	9	research	research	NOUN
aijbe-927	136	10	design	design	NOUN
aijbe-927	136	11	.	.	PUNCT
aijbe-927	137	1	the	the	DET
aijbe-927	137	2	survey	survey	NOUN
aijbe-927	137	3	research	research	NOUN
aijbe-927	137	4	design	design	NOUN
aijbe-927	137	5	was	be	AUX
aijbe-927	137	6	appropriate	appropriate	ADJ
aijbe-927	137	7	for	for	ADP
aijbe-927	137	8	this	this	DET
aijbe-927	137	9	study	study	NOUN
aijbe-927	137	10	as	as	SCONJ
aijbe-927	137	11	it	it	PRON
aijbe-927	137	12	allowed	allow	VERB
aijbe-927	137	13	for	for	ADP
aijbe-927	137	14	the	the	DET
aijbe-927	137	15	collection	collection	NOUN
aijbe-927	137	16	of	of	ADP
aijbe-927	137	17	data	datum	NOUN
aijbe-927	137	18	from	from	ADP
aijbe-927	137	19	a	a	DET
aijbe-927	137	20	large	large	ADJ
aijbe-927	137	21	population	population	NOUN
aijbe-927	137	22	in	in	ADP
aijbe-927	137	23	a	a	DET
aijbe-927	137	24	systematic	systematic	ADJ
aijbe-927	137	25	and	and	CCONJ
aijbe-927	137	26	standardized	standardized	ADJ
aijbe-927	137	27	manner	manner	NOUN
aijbe-927	137	28	.	.	PUNCT
aijbe-927	138	1	the	the	DET
aijbe-927	138	2	objective	objective	NOUN
aijbe-927	138	3	was	be	AUX
aijbe-927	138	4	to	to	PART
aijbe-927	138	5	gather	gather	VERB
aijbe-927	138	6	quantitative	quantitative	ADJ
aijbe-927	138	7	data	datum	NOUN
aijbe-927	138	8	that	that	PRON
aijbe-927	138	9	would	would	AUX
aijbe-927	138	10	help	help	VERB
aijbe-927	138	11	in	in	ADP
aijbe-927	138	12	identifying	identify	VERB
aijbe-927	138	13	relationships	relationship	NOUN
aijbe-927	138	14	between	between	ADP
aijbe-927	138	15	advertising	advertising	NOUN
aijbe-927	138	16	budgets	budget	NOUN
aijbe-927	138	17	and	and	CCONJ
aijbe-927	138	18	financial	financial	ADJ
aijbe-927	138	19	performance	performance	NOUN
aijbe-927	138	20	in	in	ADP
aijbe-927	138	21	nigerian	nigerian	ADJ
aijbe-927	138	22	startups	startup	NOUN
aijbe-927	138	23	.	.	PUNCT
aijbe-927	139	1	additionally	additionally	ADV
aijbe-927	139	2	,	,	PUNCT
aijbe-927	139	3	the	the	DET
aijbe-927	139	4	survey	survey	NOUN
aijbe-927	139	5	design	design	NOUN
aijbe-927	139	6	was	be	AUX
aijbe-927	139	7	cost	cost	NOUN
aijbe-927	139	8	-	-	PUNCT
aijbe-927	139	9	effective	effective	ADJ
aijbe-927	139	10	,	,	PUNCT
aijbe-927	139	11	facilitated	facilitate	VERB
aijbe-927	139	12	easy	easy	ADJ
aijbe-927	139	13	comparison	comparison	NOUN
aijbe-927	139	14	of	of	ADP
aijbe-927	139	15	data	datum	NOUN
aijbe-927	139	16	,	,	PUNCT
aijbe-927	139	17	and	and	CCONJ
aijbe-927	139	18	allowed	allow	VERB
aijbe-927	139	19	the	the	DET
aijbe-927	139	20	researcher	researcher	NOUN
aijbe-927	139	21	to	to	PART
aijbe-927	139	22	draw	draw	VERB
aijbe-927	139	23	generalizable	generalizable	ADJ
aijbe-927	139	24	conclusions	conclusion	NOUN
aijbe-927	139	25	from	from	ADP
aijbe-927	139	26	the	the	DET
aijbe-927	139	27	data	datum	NOUN
aijbe-927	139	28	collected	collect	VERB
aijbe-927	139	29	.	.	PUNCT
aijbe-927	140	1	population	population	NOUN
aijbe-927	140	2	of	of	ADP
aijbe-927	140	3	the	the	DET
aijbe-927	140	4	study	study	NOUN
aijbe-927	140	5	the	the	DET
aijbe-927	140	6	target	target	NOUN
aijbe-927	140	7	population	population	NOUN
aijbe-927	140	8	for	for	ADP
aijbe-927	140	9	the	the	DET
aijbe-927	140	10	study	study	NOUN
aijbe-927	140	11	consisted	consist	VERB
aijbe-927	140	12	of	of	ADP
aijbe-927	140	13	nigerian	nigerian	ADJ
aijbe-927	140	14	startups	startup	NOUN
aijbe-927	140	15	across	across	ADP
aijbe-927	140	16	various	various	ADJ
aijbe-927	140	17	sectors	sector	NOUN
aijbe-927	140	18	,	,	PUNCT
aijbe-927	140	19	such	such	ADJ
aijbe-927	140	20	as	as	ADP
aijbe-927	140	21	fintech	fintech	NOUN
aijbe-927	140	22	,	,	PUNCT
aijbe-927	140	23	ecommerce	ecommerce	PROPN
aijbe-927	140	24	,	,	PUNCT
aijbe-927	140	25	health	health	NOUN
aijbe-927	140	26	tech	tech	NOUN
aijbe-927	140	27	,	,	PUNCT
aijbe-927	140	28	logistics	logistic	NOUN
aijbe-927	140	29	,	,	PUNCT
aijbe-927	140	30	and	and	CCONJ
aijbe-927	140	31	other	other	ADJ
aijbe-927	140	32	emerging	emerge	VERB
aijbe-927	140	33	industries	industry	NOUN
aijbe-927	140	34	.	.	PUNCT
aijbe-927	141	1	startups	startup	NOUN
aijbe-927	141	2	in	in	ADP
aijbe-927	141	3	these	these	DET
aijbe-927	141	4	sectors	sector	NOUN
aijbe-927	141	5	were	be	AUX
aijbe-927	141	6	chosen	choose	VERB
aijbe-927	141	7	because	because	SCONJ
aijbe-927	141	8	they	they	PRON
aijbe-927	141	9	are	be	AUX
aijbe-927	141	10	typically	typically	ADV
aijbe-927	141	11	reliant	reliant	ADJ
aijbe-927	141	12	on	on	ADP
aijbe-927	141	13	advertising	advertising	NOUN
aijbe-927	141	14	for	for	ADP
aijbe-927	141	15	market	market	NOUN
aijbe-927	141	16	entry	entry	NOUN
aijbe-927	141	17	and	and	CCONJ
aijbe-927	141	18	growth	growth	NOUN
aijbe-927	141	19	.	.	PUNCT
aijbe-927	142	1	the	the	DET
aijbe-927	142	2	population	population	NOUN
aijbe-927	142	3	included	include	VERB
aijbe-927	142	4	startups	startup	NOUN
aijbe-927	142	5	registered	register	VERB
aijbe-927	142	6	with	with	ADP
aijbe-927	142	7	the	the	DET
aijbe-927	142	8	corporate	corporate	PROPN
aijbe-927	142	9	affairs	affairs	PROPN
aijbe-927	142	10	commission	commission	PROPN
aijbe-927	142	11	(	(	PUNCT
aijbe-927	142	12	cac	cac	PROPN
aijbe-927	142	13	)	)	PUNCT
aijbe-927	142	14	of	of	ADP
aijbe-927	142	15	nigeria	nigeria	PROPN
aijbe-927	142	16	and	and	CCONJ
aijbe-927	142	17	those	those	PRON
aijbe-927	142	18	listed	list	VERB
aijbe-927	142	19	in	in	ADP
aijbe-927	142	20	the	the	DET
aijbe-927	142	21	nigerian	nigerian	PROPN
aijbe-927	142	22	startup	startup	NOUN
aijbe-927	142	23	ecosystem	ecosystem	NOUN
aijbe-927	142	24	report	report	NOUN
aijbe-927	142	25	(	(	PUNCT
aijbe-927	142	26	2023	2023	NUM
aijbe-927	142	27	)	)	PUNCT
aijbe-927	142	28	.	.	PUNCT
aijbe-927	143	1	the	the	DET
aijbe-927	143	2	study	study	NOUN
aijbe-927	143	3	focused	focus	VERB
aijbe-927	143	4	on	on	ADP
aijbe-927	143	5	startups	startup	NOUN
aijbe-927	143	6	that	that	PRON
aijbe-927	143	7	had	have	AUX
aijbe-927	143	8	been	be	AUX
aijbe-927	143	9	operational	operational	ADJ
aijbe-927	143	10	for	for	ADP
aijbe-927	143	11	at	at	ADV
aijbe-927	143	12	least	least	ADV
aijbe-927	143	13	three	three	NUM
aijbe-927	143	14	years	year	NOUN
aijbe-927	143	15	,	,	PUNCT
aijbe-927	143	16	as	as	SCONJ
aijbe-927	143	17	they	they	PRON
aijbe-927	143	18	were	be	AUX
aijbe-927	143	19	more	more	ADV
aijbe-927	143	20	likely	likely	ADJ
aijbe-927	143	21	to	to	PART
aijbe-927	143	22	have	have	AUX
aijbe-927	143	23	established	establish	VERB
aijbe-927	143	24	advertising	advertising	NOUN
aijbe-927	143	25	practices	practice	NOUN
aijbe-927	143	26	and	and	CCONJ
aijbe-927	143	27	financial	financial	ADJ
aijbe-927	143	28	performance	performance	NOUN
aijbe-927	143	29	records	record	NOUN
aijbe-927	143	30	.	.	PUNCT
aijbe-927	144	1	sampling	sample	VERB
aijbe-927	144	2	technique	technique	NOUN
aijbe-927	144	3	a	a	DET
aijbe-927	144	4	multi	multi	ADJ
aijbe-927	144	5	-	-	ADJ
aijbe-927	144	6	stage	stage	ADJ
aijbe-927	144	7	sampling	sampling	NOUN
aijbe-927	144	8	technique	technique	NOUN
aijbe-927	144	9	was	be	AUX
aijbe-927	144	10	used	use	VERB
aijbe-927	144	11	in	in	ADP
aijbe-927	144	12	this	this	DET
aijbe-927	144	13	study	study	NOUN
aijbe-927	144	14	.	.	PUNCT
aijbe-927	145	1	in	in	ADP
aijbe-927	145	2	the	the	DET
aijbe-927	145	3	first	first	ADJ
aijbe-927	145	4	stage	stage	NOUN
aijbe-927	145	5	,	,	PUNCT
aijbe-927	145	6	a	a	DET
aijbe-927	145	7	stratified	stratified	ADJ
aijbe-927	145	8	random	random	ADJ
aijbe-927	145	9	sampling	sampling	NOUN
aijbe-927	145	10	technique	technique	NOUN
aijbe-927	145	11	was	be	AUX
aijbe-927	145	12	employed	employ	VERB
aijbe-927	145	13	to	to	PART
aijbe-927	145	14	categorize	categorize	VERB
aijbe-927	145	15	startups	startup	NOUN
aijbe-927	145	16	into	into	ADP
aijbe-927	145	17	different	different	ADJ
aijbe-927	145	18	sectors	sector	NOUN
aijbe-927	145	19	(	(	PUNCT
aijbe-927	145	20	fintech	fintech	NOUN
aijbe-927	145	21	,	,	PUNCT
aijbe-927	145	22	e	e	NOUN
aijbe-927	145	23	-	-	NOUN
aijbe-927	145	24	commerce	commerce	NOUN
aijbe-927	145	25	,	,	PUNCT
aijbe-927	145	26	health	health	NOUN
aijbe-927	145	27	tech	tech	NOUN
aijbe-927	145	28	,	,	PUNCT
aijbe-927	145	29	logistics	logistic	NOUN
aijbe-927	145	30	,	,	PUNCT
aijbe-927	145	31	etc	etc	X
aijbe-927	145	32	.	.	X
aijbe-927	145	33	)	)	PUNCT
aijbe-927	145	34	.	.	PUNCT
aijbe-927	146	1	this	this	PRON
aijbe-927	146	2	ensured	ensure	VERB
aijbe-927	146	3	that	that	SCONJ
aijbe-927	146	4	startups	startup	NOUN
aijbe-927	146	5	from	from	ADP
aijbe-927	146	6	diverse	diverse	ADJ
aijbe-927	146	7	industries	industry	NOUN
aijbe-927	146	8	were	be	AUX
aijbe-927	146	9	well	well	ADV
aijbe-927	146	10	-	-	PUNCT
aijbe-927	146	11	represented	represent	VERB
aijbe-927	146	12	in	in	ADP
aijbe-927	146	13	the	the	DET
aijbe-927	146	14	sample	sample	NOUN
aijbe-927	146	15	,	,	PUNCT
aijbe-927	146	16	allowing	allow	VERB
aijbe-927	146	17	for	for	ADP
aijbe-927	146	18	sectorwide	sectorwide	NOUN
aijbe-927	146	19	insights	insight	NOUN
aijbe-927	146	20	.	.	PUNCT
aijbe-927	147	1	in	in	ADP
aijbe-927	147	2	the	the	DET
aijbe-927	147	3	second	second	ADJ
aijbe-927	147	4	stage	stage	NOUN
aijbe-927	147	5	,	,	PUNCT
aijbe-927	147	6	simple	simple	ADJ
aijbe-927	147	7	random	random	ADJ
aijbe-927	147	8	sampling	sampling	NOUN
aijbe-927	147	9	was	be	AUX
aijbe-927	147	10	used	use	VERB
aijbe-927	147	11	within	within	ADP
aijbe-927	147	12	each	each	DET
aijbe-927	147	13	stratum	stratum	NOUN
aijbe-927	147	14	to	to	PART
aijbe-927	147	15	select	select	VERB
aijbe-927	147	16	individual	individual	ADJ
aijbe-927	147	17	startups	startup	NOUN
aijbe-927	147	18	.	.	PUNCT
aijbe-927	148	1	this	this	DET
aijbe-927	148	2	method	method	NOUN
aijbe-927	148	3	reduced	reduce	VERB
aijbe-927	148	4	bias	bias	NOUN
aijbe-927	148	5	and	and	CCONJ
aijbe-927	148	6	ensured	ensure	VERB
aijbe-927	148	7	that	that	SCONJ
aijbe-927	148	8	every	every	DET
aijbe-927	148	9	startup	startup	NOUN
aijbe-927	148	10	within	within	ADP
aijbe-927	148	11	the	the	DET
aijbe-927	148	12	target	target	NOUN
aijbe-927	148	13	population	population	NOUN
aijbe-927	148	14	had	have	VERB
aijbe-927	148	15	an	an	DET
aijbe-927	148	16	equal	equal	ADJ
aijbe-927	148	17	chance	chance	NOUN
aijbe-927	148	18	of	of	ADP
aijbe-927	148	19	being	be	AUX
aijbe-927	148	20	selected	select	VERB
aijbe-927	148	21	.	.	PUNCT
aijbe-927	149	1	sample	sample	NOUN
aijbe-927	149	2	size	size	NOUN
aijbe-927	149	3	the	the	DET
aijbe-927	149	4	sample	sample	NOUN
aijbe-927	149	5	size	size	NOUN
aijbe-927	149	6	for	for	ADP
aijbe-927	149	7	this	this	DET
aijbe-927	149	8	study	study	NOUN
aijbe-927	149	9	was	be	AUX
aijbe-927	149	10	determined	determine	VERB
aijbe-927	149	11	using	use	VERB
aijbe-927	149	12	cochran	cochran	NOUN
aijbe-927	149	13	’s	’s	PART
aijbe-927	149	14	formula	formula	NOUN
aijbe-927	149	15	for	for	ADP
aijbe-927	149	16	calculating	calculate	VERB
aijbe-927	149	17	sample	sample	NOUN
aijbe-927	149	18	size	size	NOUN
aijbe-927	149	19	in	in	ADP
aijbe-927	149	20	large	large	ADJ
aijbe-927	149	21	populations	population	NOUN
aijbe-927	149	22	:	:	PUNCT
aijbe-927	149	23	n	n	CCONJ
aijbe-927	149	24	=	=	VERB
aijbe-927	149	25	z2⋅p⋅(1−p)/e2n	z2⋅p⋅(1−p)/e2n	X
aijbe-927	149	26	where	where	SCONJ
aijbe-927	149	27	:	:	PUNCT
aijbe-927	149	28	n	n	PRON
aijbe-927	149	29	is	be	AUX
aijbe-927	149	30	the	the	DET
aijbe-927	149	31	sample	sample	NOUN
aijbe-927	149	32	size	size	NOUN
aijbe-927	149	33	.	.	PUNCT
aijbe-927	150	1	z	z	NOUN
aijbe-927	150	2	is	be	AUX
aijbe-927	150	3	the	the	DET
aijbe-927	150	4	z	z	NOUN
aijbe-927	150	5	-	-	PUNCT
aijbe-927	150	6	value	value	NOUN
aijbe-927	150	7	(	(	PUNCT
aijbe-927	150	8	1.96	1.96	NUM
aijbe-927	150	9	for	for	ADP
aijbe-927	150	10	a	a	DET
aijbe-927	150	11	95	95	NUM
aijbe-927	150	12	%	%	NOUN
aijbe-927	150	13	confidence	confidence	NOUN
aijbe-927	150	14	level	level	NOUN
aijbe-927	150	15	)	)	PUNCT
aijbe-927	150	16	.	.	PUNCT
aijbe-927	151	1	p	p	NOUN
aijbe-927	151	2	is	be	AUX
aijbe-927	151	3	the	the	DET
aijbe-927	151	4	estimated	estimate	VERB
aijbe-927	151	5	proportion	proportion	NOUN
aijbe-927	151	6	of	of	ADP
aijbe-927	151	7	the	the	DET
aijbe-927	151	8	population	population	NOUN
aijbe-927	151	9	,	,	PUNCT
aijbe-927	151	10	assumed	assume	VERB
aijbe-927	151	11	to	to	PART
aijbe-927	151	12	be	be	AUX
aijbe-927	151	13	0.5	0.5	NUM
aijbe-927	151	14	since	since	SCONJ
aijbe-927	151	15	there	there	PRON
aijbe-927	151	16	was	be	VERB
aijbe-927	151	17	no	no	DET
aijbe-927	151	18	prior	prior	ADJ
aijbe-927	151	19	information	information	NOUN
aijbe-927	151	20	.	.	PUNCT
aijbe-927	152	1	e	e	NOUN
aijbe-927	152	2	is	be	AUX
aijbe-927	152	3	the	the	DET
aijbe-927	152	4	margin	margin	NOUN
aijbe-927	152	5	of	of	ADP
aijbe-927	152	6	error	error	NOUN
aijbe-927	152	7	,	,	PUNCT
aijbe-927	152	8	set	set	VERB
aijbe-927	152	9	at	at	ADP
aijbe-927	152	10	5	5	NUM
aijbe-927	152	11	%	%	NOUN
aijbe-927	152	12	(	(	PUNCT
aijbe-927	152	13	0.05	0.05	NUM
aijbe-927	152	14	)	)	PUNCT
aijbe-927	152	15	.	.	PUNCT
aijbe-927	153	1	using	use	VERB
aijbe-927	153	2	cochran	cochran	NOUN
aijbe-927	153	3	’s	’s	PART
aijbe-927	153	4	formula	formula	NOUN
aijbe-927	153	5	,	,	PUNCT
aijbe-927	153	6	the	the	DET
aijbe-927	153	7	sample	sample	NOUN
aijbe-927	153	8	size	size	NOUN
aijbe-927	153	9	calculation	calculation	NOUN
aijbe-927	153	10	resulted	result	VERB
aijbe-927	153	11	in	in	ADP
aijbe-927	153	12	a	a	DET
aijbe-927	153	13	sample	sample	NOUN
aijbe-927	153	14	of	of	ADP
aijbe-927	153	15	384	384	NUM
aijbe-927	153	16	startups	startup	NOUN
aijbe-927	153	17	.	.	PUNCT
aijbe-927	154	1	to	to	PART
aijbe-927	154	2	account	account	VERB
aijbe-927	154	3	for	for	ADP
aijbe-927	154	4	nonresponses	nonresponse	NOUN
aijbe-927	154	5	or	or	CCONJ
aijbe-927	154	6	incomplete	incomplete	ADJ
aijbe-927	154	7	data	datum	NOUN
aijbe-927	154	8	,	,	PUNCT
aijbe-927	154	9	a	a	DET
aijbe-927	154	10	10	10	NUM
aijbe-927	154	11	%	%	NOUN
aijbe-927	154	12	buffer	buffer	NOUN
aijbe-927	154	13	was	be	AUX
aijbe-927	154	14	added	add	VERB
aijbe-927	154	15	,	,	PUNCT
aijbe-927	154	16	bringing	bring	VERB
aijbe-927	154	17	the	the	DET
aijbe-927	154	18	total	total	ADJ
aijbe-927	154	19	sample	sample	NOUN
aijbe-927	154	20	size	size	NOUN
aijbe-927	154	21	to	to	ADP
aijbe-927	154	22	approximately	approximately	ADV
aijbe-927	154	23	422	422	NUM
aijbe-927	154	24	startups	startup	NOUN
aijbe-927	154	25	.	.	PUNCT
aijbe-927	155	1	aniebiet	aniebiet	PROPN
aijbe-927	155	2	etuk	etuk	PROPN
aijbe-927	155	3	,	,	PUNCT
aijbe-927	155	4	aniefiok	aniefiok	PROPN
aijbe-927	155	5	okon	okon	PROPN
aijbe-927	155	6	akpan	akpan	PROPN
aijbe-927	155	7	,	,	PUNCT
aijbe-927	155	8	aniekan	aniekan	PROPN
aijbe-927	155	9	eyo	eyo	PROPN
aijbe-927	155	10	awah	awah	PROPN
aijbe-927	155	11	(	(	PUNCT
aijbe-927	155	12	2024	2024	NUM
aijbe-927	155	13	)	)	PUNCT
aijbe-927	155	14	25	25	NUM
aijbe-927	155	15	american	american	ADJ
aijbe-927	155	16	interdisciplinary	interdisciplinary	ADJ
aijbe-927	155	17	journal	journal	NOUN
aijbe-927	155	18	of	of	ADP
aijbe-927	155	19	business	business	NOUN
aijbe-927	155	20	and	and	CCONJ
aijbe-927	155	21	economics	economic	NOUN
aijbe-927	155	22	|	|	ADV
aijbe-927	155	23	https://sadijournals.org/index.php/aijbe	https://sadijournals.org/index.php/aijbe	VERB
aijbe-927	155	24	instrumentation	instrumentation	NOUN
aijbe-927	155	25	the	the	DET
aijbe-927	155	26	primary	primary	ADJ
aijbe-927	155	27	instrument	instrument	NOUN
aijbe-927	155	28	for	for	ADP
aijbe-927	155	29	data	datum	NOUN
aijbe-927	155	30	collection	collection	NOUN
aijbe-927	155	31	was	be	AUX
aijbe-927	155	32	a	a	DET
aijbe-927	155	33	structured	structured	ADJ
aijbe-927	155	34	questionnaire	questionnaire	NOUN
aijbe-927	155	35	designed	design	VERB
aijbe-927	155	36	to	to	PART
aijbe-927	155	37	capture	capture	VERB
aijbe-927	155	38	quantitative	quantitative	ADJ
aijbe-927	155	39	data	datum	NOUN
aijbe-927	155	40	on	on	ADP
aijbe-927	155	41	advertising	advertising	NOUN
aijbe-927	155	42	budgets	budget	NOUN
aijbe-927	155	43	and	and	CCONJ
aijbe-927	155	44	financial	financial	ADJ
aijbe-927	155	45	performance	performance	NOUN
aijbe-927	155	46	.	.	PUNCT
aijbe-927	156	1	the	the	DET
aijbe-927	156	2	questionnaire	questionnaire	NOUN
aijbe-927	156	3	was	be	AUX
aijbe-927	156	4	divided	divide	VERB
aijbe-927	156	5	into	into	ADP
aijbe-927	156	6	the	the	DET
aijbe-927	156	7	following	follow	VERB
aijbe-927	156	8	sections	section	NOUN
aijbe-927	156	9	:	:	PUNCT
aijbe-927	157	1	1	1	X
aijbe-927	157	2	.	.	X
aijbe-927	157	3	demographics	demographic	NOUN
aijbe-927	157	4	:	:	PUNCT
aijbe-927	157	5	this	this	DET
aijbe-927	157	6	section	section	NOUN
aijbe-927	157	7	collected	collect	VERB
aijbe-927	157	8	basic	basic	ADJ
aijbe-927	157	9	information	information	NOUN
aijbe-927	157	10	such	such	ADJ
aijbe-927	157	11	as	as	ADP
aijbe-927	157	12	the	the	DET
aijbe-927	157	13	startup	startup	NOUN
aijbe-927	157	14	's	's	PART
aijbe-927	157	15	sector	sector	NOUN
aijbe-927	157	16	,	,	PUNCT
aijbe-927	157	17	years	year	NOUN
aijbe-927	157	18	in	in	ADP
aijbe-927	157	19	operation	operation	NOUN
aijbe-927	157	20	,	,	PUNCT
aijbe-927	157	21	and	and	CCONJ
aijbe-927	157	22	the	the	DET
aijbe-927	157	23	number	number	NOUN
aijbe-927	157	24	of	of	ADP
aijbe-927	157	25	employees	employee	NOUN
aijbe-927	157	26	.	.	PUNCT
aijbe-927	158	1	2	2	X
aijbe-927	158	2	.	.	X
aijbe-927	158	3	advertising	advertising	NOUN
aijbe-927	158	4	budget	budget	NOUN
aijbe-927	158	5	data	datum	NOUN
aijbe-927	158	6	:	:	PUNCT
aijbe-927	158	7	questions	question	NOUN
aijbe-927	158	8	in	in	ADP
aijbe-927	158	9	this	this	DET
aijbe-927	158	10	section	section	NOUN
aijbe-927	158	11	focused	focus	VERB
aijbe-927	158	12	on	on	ADP
aijbe-927	158	13	the	the	DET
aijbe-927	158	14	startup	startup	NOUN
aijbe-927	158	15	’s	’s	PART
aijbe-927	158	16	advertising	advertising	NOUN
aijbe-927	158	17	expenditures	expenditure	NOUN
aijbe-927	158	18	,	,	PUNCT
aijbe-927	158	19	including	include	VERB
aijbe-927	158	20	total	total	ADJ
aijbe-927	158	21	annual	annual	ADJ
aijbe-927	158	22	advertising	advertising	NOUN
aijbe-927	158	23	budget	budget	NOUN
aijbe-927	158	24	,	,	PUNCT
aijbe-927	158	25	the	the	DET
aijbe-927	158	26	percentage	percentage	NOUN
aijbe-927	158	27	of	of	ADP
aijbe-927	158	28	the	the	DET
aijbe-927	158	29	total	total	ADJ
aijbe-927	158	30	budget	budget	NOUN
aijbe-927	158	31	allocated	allocate	VERB
aijbe-927	158	32	to	to	ADP
aijbe-927	158	33	advertising	advertising	NOUN
aijbe-927	158	34	,	,	PUNCT
aijbe-927	158	35	and	and	CCONJ
aijbe-927	158	36	advertising	advertising	NOUN
aijbe-927	158	37	channels	channel	NOUN
aijbe-927	158	38	used	use	VERB
aijbe-927	158	39	(	(	PUNCT
aijbe-927	158	40	e.g.	e.g.	ADV
aijbe-927	158	41	,	,	PUNCT
aijbe-927	158	42	social	social	ADJ
aijbe-927	158	43	media	medium	NOUN
aijbe-927	158	44	,	,	PUNCT
aijbe-927	158	45	traditional	traditional	ADJ
aijbe-927	158	46	media	medium	NOUN
aijbe-927	158	47	,	,	PUNCT
aijbe-927	158	48	search	search	NOUN
aijbe-927	158	49	engines	engine	NOUN
aijbe-927	158	50	)	)	PUNCT
aijbe-927	158	51	.	.	PUNCT
aijbe-927	159	1	3	3	X
aijbe-927	159	2	.	.	X
aijbe-927	159	3	financial	financial	ADJ
aijbe-927	159	4	performance	performance	NOUN
aijbe-927	159	5	metrics	metric	NOUN
aijbe-927	159	6	:	:	PUNCT
aijbe-927	159	7	this	this	DET
aijbe-927	159	8	section	section	NOUN
aijbe-927	159	9	gathered	gather	VERB
aijbe-927	159	10	data	datum	NOUN
aijbe-927	159	11	on	on	ADP
aijbe-927	159	12	key	key	ADJ
aijbe-927	159	13	financial	financial	ADJ
aijbe-927	159	14	metrics	metric	NOUN
aijbe-927	159	15	,	,	PUNCT
aijbe-927	159	16	including	include	VERB
aijbe-927	159	17	revenue	revenue	NOUN
aijbe-927	159	18	growth	growth	NOUN
aijbe-927	159	19	,	,	PUNCT
aijbe-927	159	20	profitability	profitability	NOUN
aijbe-927	159	21	,	,	PUNCT
aijbe-927	159	22	return	return	VERB
aijbe-927	159	23	on	on	ADP
aijbe-927	159	24	investment	investment	NOUN
aijbe-927	159	25	(	(	PUNCT
aijbe-927	159	26	roi	roi	NOUN
aijbe-927	159	27	)	)	PUNCT
aijbe-927	159	28	,	,	PUNCT
aijbe-927	159	29	and	and	CCONJ
aijbe-927	159	30	cash	cash	NOUN
aijbe-927	159	31	flow	flow	NOUN
aijbe-927	159	32	.	.	PUNCT
aijbe-927	160	1	startups	startup	NOUN
aijbe-927	160	2	were	be	AUX
aijbe-927	160	3	asked	ask	VERB
aijbe-927	160	4	to	to	PART
aijbe-927	160	5	provide	provide	VERB
aijbe-927	160	6	information	information	NOUN
aijbe-927	160	7	about	about	ADP
aijbe-927	160	8	their	their	PRON
aijbe-927	160	9	financial	financial	ADJ
aijbe-927	160	10	performance	performance	NOUN
aijbe-927	160	11	over	over	ADP
aijbe-927	160	12	the	the	DET
aijbe-927	160	13	last	last	ADJ
aijbe-927	160	14	three	three	NUM
aijbe-927	160	15	years	year	NOUN
aijbe-927	160	16	to	to	PART
aijbe-927	160	17	allow	allow	VERB
aijbe-927	160	18	for	for	ADP
aijbe-927	160	19	an	an	DET
aijbe-927	160	20	analysis	analysis	NOUN
aijbe-927	160	21	of	of	ADP
aijbe-927	160	22	trends	trend	NOUN
aijbe-927	160	23	.	.	PUNCT
aijbe-927	161	1	4	4	X
aijbe-927	161	2	.	.	X
aijbe-927	161	3	advertising	advertising	NOUN
aijbe-927	161	4	strategy	strategy	NOUN
aijbe-927	161	5	:	:	PUNCT
aijbe-927	161	6	this	this	DET
aijbe-927	161	7	section	section	NOUN
aijbe-927	161	8	explored	explore	VERB
aijbe-927	161	9	the	the	DET
aijbe-927	161	10	startup	startup	NOUN
aijbe-927	161	11	’s	’s	PART
aijbe-927	161	12	advertising	advertising	NOUN
aijbe-927	161	13	strategies	strategy	NOUN
aijbe-927	161	14	,	,	PUNCT
aijbe-927	161	15	including	include	VERB
aijbe-927	161	16	whether	whether	SCONJ
aijbe-927	161	17	they	they	PRON
aijbe-927	161	18	used	use	VERB
aijbe-927	161	19	data	datum	NOUN
aijbe-927	161	20	analytics	analytic	NOUN
aijbe-927	161	21	for	for	ADP
aijbe-927	161	22	budgeting	budgeting	NOUN
aijbe-927	161	23	decisions	decision	NOUN
aijbe-927	161	24	,	,	PUNCT
aijbe-927	161	25	the	the	DET
aijbe-927	161	26	frequency	frequency	NOUN
aijbe-927	161	27	of	of	ADP
aijbe-927	161	28	advertising	advertising	NOUN
aijbe-927	161	29	campaigns	campaign	NOUN
aijbe-927	161	30	,	,	PUNCT
aijbe-927	161	31	and	and	CCONJ
aijbe-927	161	32	the	the	DET
aijbe-927	161	33	objectives	objective	NOUN
aijbe-927	161	34	of	of	ADP
aijbe-927	161	35	their	their	PRON
aijbe-927	161	36	advertising	advertising	NOUN
aijbe-927	161	37	efforts	effort	NOUN
aijbe-927	161	38	(	(	PUNCT
aijbe-927	161	39	e.g.	e.g.	ADV
aijbe-927	161	40	,	,	PUNCT
aijbe-927	161	41	brand	brand	NOUN
aijbe-927	161	42	awareness	awareness	NOUN
aijbe-927	161	43	,	,	PUNCT
aijbe-927	161	44	customer	customer	NOUN
aijbe-927	161	45	acquisition	acquisition	NOUN
aijbe-927	161	46	)	)	PUNCT
aijbe-927	161	47	.	.	PUNCT
aijbe-927	162	1	5	5	X
aijbe-927	162	2	.	.	X
aijbe-927	162	3	economic	economic	ADJ
aijbe-927	162	4	and	and	CCONJ
aijbe-927	162	5	environmental	environmental	ADJ
aijbe-927	162	6	factors	factor	NOUN
aijbe-927	162	7	:	:	PUNCT
aijbe-927	162	8	this	this	DET
aijbe-927	162	9	section	section	NOUN
aijbe-927	162	10	assessed	assess	VERB
aijbe-927	162	11	the	the	DET
aijbe-927	162	12	impact	impact	NOUN
aijbe-927	162	13	of	of	ADP
aijbe-927	162	14	external	external	ADJ
aijbe-927	162	15	factors	factor	NOUN
aijbe-927	162	16	,	,	PUNCT
aijbe-927	162	17	such	such	ADJ
aijbe-927	162	18	as	as	ADP
aijbe-927	162	19	economic	economic	ADJ
aijbe-927	162	20	volatility	volatility	NOUN
aijbe-927	162	21	,	,	PUNCT
aijbe-927	162	22	inflation	inflation	NOUN
aijbe-927	162	23	,	,	PUNCT
aijbe-927	162	24	and	and	CCONJ
aijbe-927	162	25	access	access	NOUN
aijbe-927	162	26	to	to	ADP
aijbe-927	162	27	financing	financing	NOUN
aijbe-927	162	28	,	,	PUNCT
aijbe-927	162	29	on	on	ADP
aijbe-927	162	30	the	the	DET
aijbe-927	162	31	startup	startup	NOUN
aijbe-927	162	32	’s	’s	PART
aijbe-927	162	33	advertising	advertising	NOUN
aijbe-927	162	34	and	and	CCONJ
aijbe-927	162	35	financial	financial	ADJ
aijbe-927	162	36	decisions	decision	NOUN
aijbe-927	162	37	.	.	PUNCT
aijbe-927	163	1	validity	validity	NOUN
aijbe-927	163	2	and	and	CCONJ
aijbe-927	163	3	reliability	reliability	NOUN
aijbe-927	163	4	of	of	ADP
aijbe-927	163	5	instrument	instrument	NOUN
aijbe-927	163	6	validity	validity	NOUN
aijbe-927	163	7	:	:	PUNCT
aijbe-927	163	8	to	to	PART
aijbe-927	163	9	ensure	ensure	VERB
aijbe-927	163	10	the	the	DET
aijbe-927	163	11	validity	validity	NOUN
aijbe-927	163	12	of	of	ADP
aijbe-927	163	13	the	the	DET
aijbe-927	163	14	questionnaire	questionnaire	NOUN
aijbe-927	163	15	,	,	PUNCT
aijbe-927	163	16	a	a	DET
aijbe-927	163	17	panel	panel	NOUN
aijbe-927	163	18	of	of	ADP
aijbe-927	163	19	experts	expert	NOUN
aijbe-927	163	20	consisting	consist	VERB
aijbe-927	163	21	of	of	ADP
aijbe-927	163	22	marketing	marketing	NOUN
aijbe-927	163	23	professionals	professional	NOUN
aijbe-927	163	24	,	,	PUNCT
aijbe-927	163	25	startup	startup	NOUN
aijbe-927	163	26	advisors	advisor	NOUN
aijbe-927	163	27	,	,	PUNCT
aijbe-927	163	28	and	and	CCONJ
aijbe-927	163	29	academic	academic	ADJ
aijbe-927	163	30	researchers	researcher	NOUN
aijbe-927	163	31	reviewed	review	VERB
aijbe-927	163	32	the	the	DET
aijbe-927	163	33	content	content	NOUN
aijbe-927	163	34	of	of	ADP
aijbe-927	163	35	the	the	DET
aijbe-927	163	36	instrument	instrument	NOUN
aijbe-927	163	37	.	.	PUNCT
aijbe-927	164	1	the	the	DET
aijbe-927	164	2	experts	expert	NOUN
aijbe-927	164	3	evaluated	evaluate	VERB
aijbe-927	164	4	the	the	DET
aijbe-927	164	5	instrument	instrument	NOUN
aijbe-927	164	6	for	for	ADP
aijbe-927	164	7	content	content	NOUN
aijbe-927	164	8	validity	validity	NOUN
aijbe-927	164	9	,	,	PUNCT
aijbe-927	164	10	ensuring	ensure	VERB
aijbe-927	164	11	that	that	SCONJ
aijbe-927	164	12	the	the	DET
aijbe-927	164	13	questions	question	NOUN
aijbe-927	164	14	were	be	AUX
aijbe-927	164	15	relevant	relevant	ADJ
aijbe-927	164	16	and	and	CCONJ
aijbe-927	164	17	aligned	align	VERB
aijbe-927	164	18	with	with	ADP
aijbe-927	164	19	the	the	DET
aijbe-927	164	20	study	study	NOUN
aijbe-927	164	21	's	's	PART
aijbe-927	164	22	objectives	objective	NOUN
aijbe-927	164	23	.	.	PUNCT
aijbe-927	165	1	pilot	pilot	NOUN
aijbe-927	165	2	study	study	PROPN
aijbe-927	165	3	:	:	PUNCT
aijbe-927	165	4	a	a	DET
aijbe-927	165	5	pilot	pilot	NOUN
aijbe-927	165	6	study	study	NOUN
aijbe-927	165	7	was	be	AUX
aijbe-927	165	8	conducted	conduct	VERB
aijbe-927	165	9	with	with	ADP
aijbe-927	165	10	20	20	NUM
aijbe-927	165	11	startups	startup	NOUN
aijbe-927	165	12	to	to	PART
aijbe-927	165	13	test	test	VERB
aijbe-927	165	14	the	the	DET
aijbe-927	165	15	clarity	clarity	NOUN
aijbe-927	165	16	,	,	PUNCT
aijbe-927	165	17	relevance	relevance	NOUN
aijbe-927	165	18	,	,	PUNCT
aijbe-927	165	19	and	and	CCONJ
aijbe-927	165	20	comprehensiveness	comprehensiveness	NOUN
aijbe-927	165	21	of	of	ADP
aijbe-927	165	22	the	the	DET
aijbe-927	165	23	questionnaire	questionnaire	NOUN
aijbe-927	165	24	.	.	PUNCT
aijbe-927	166	1	feedback	feedback	NOUN
aijbe-927	166	2	from	from	ADP
aijbe-927	166	3	the	the	DET
aijbe-927	166	4	pilot	pilot	NOUN
aijbe-927	166	5	study	study	NOUN
aijbe-927	166	6	was	be	AUX
aijbe-927	166	7	used	use	VERB
aijbe-927	166	8	to	to	PART
aijbe-927	166	9	refine	refine	VERB
aijbe-927	166	10	the	the	DET
aijbe-927	166	11	questionnaire	questionnaire	NOUN
aijbe-927	166	12	before	before	ADP
aijbe-927	166	13	full	full	ADJ
aijbe-927	166	14	-	-	PUNCT
aijbe-927	166	15	scale	scale	NOUN
aijbe-927	166	16	data	datum	NOUN
aijbe-927	166	17	collection	collection	NOUN
aijbe-927	166	18	.	.	PUNCT
aijbe-927	167	1	reliability	reliability	NOUN
aijbe-927	167	2	:	:	PUNCT
aijbe-927	167	3	to	to	PART
aijbe-927	167	4	measure	measure	VERB
aijbe-927	167	5	the	the	DET
aijbe-927	167	6	internal	internal	ADJ
aijbe-927	167	7	consistency	consistency	NOUN
aijbe-927	167	8	of	of	ADP
aijbe-927	167	9	the	the	DET
aijbe-927	167	10	questionnaire	questionnaire	NOUN
aijbe-927	167	11	,	,	PUNCT
aijbe-927	167	12	cronbach	cronbach	PROPN
aijbe-927	167	13	's	's	PART
aijbe-927	167	14	alpha	alpha	NOUN
aijbe-927	167	15	was	be	AUX
aijbe-927	167	16	computed	compute	VERB
aijbe-927	167	17	after	after	ADP
aijbe-927	167	18	the	the	DET
aijbe-927	167	19	pilot	pilot	NOUN
aijbe-927	167	20	test	test	NOUN
aijbe-927	167	21	.	.	PUNCT
aijbe-927	168	1	a	a	DET
aijbe-927	168	2	cronbach	cronbach	NOUN
aijbe-927	168	3	's	's	PART
aijbe-927	168	4	alpha	alpha	NOUN
aijbe-927	168	5	value	value	NOUN
aijbe-927	168	6	of	of	ADP
aijbe-927	168	7	0.70	0.70	NUM
aijbe-927	168	8	or	or	CCONJ
aijbe-927	168	9	higher	high	ADJ
aijbe-927	168	10	was	be	AUX
aijbe-927	168	11	considered	consider	VERB
aijbe-927	168	12	acceptable	acceptable	ADJ
aijbe-927	168	13	,	,	PUNCT
aijbe-927	168	14	indicating	indicate	VERB
aijbe-927	168	15	that	that	SCONJ
aijbe-927	168	16	the	the	DET
aijbe-927	168	17	instrument	instrument	NOUN
aijbe-927	168	18	was	be	AUX
aijbe-927	168	19	reliable	reliable	ADJ
aijbe-927	168	20	.	.	PUNCT
aijbe-927	169	1	data	datum	NOUN
aijbe-927	169	2	collection	collection	NOUN
aijbe-927	169	3	procedure	procedure	NOUN
aijbe-927	169	4	copies	copy	NOUN
aijbe-927	169	5	questionnaires	questionnaire	NOUN
aijbe-927	169	6	were	be	AUX
aijbe-927	169	7	distributed	distribute	VERB
aijbe-927	169	8	using	use	VERB
aijbe-927	169	9	both	both	CCONJ
aijbe-927	169	10	online	online	ADJ
aijbe-927	169	11	and	and	CCONJ
aijbe-927	169	12	physical	physical	ADJ
aijbe-927	169	13	survey	survey	NOUN
aijbe-927	169	14	methods	method	NOUN
aijbe-927	169	15	:	:	PUNCT
aijbe-927	169	16	online	online	ADJ
aijbe-927	169	17	surveys	survey	NOUN
aijbe-927	169	18	:	:	PUNCT
aijbe-927	169	19	for	for	SCONJ
aijbe-927	169	20	startups	startup	NOUN
aijbe-927	169	21	with	with	ADP
aijbe-927	169	22	a	a	DET
aijbe-927	169	23	digital	digital	ADJ
aijbe-927	169	24	presence	presence	NOUN
aijbe-927	169	25	or	or	CCONJ
aijbe-927	169	26	listed	list	VERB
aijbe-927	169	27	in	in	ADP
aijbe-927	169	28	online	online	ADJ
aijbe-927	169	29	directories	directory	NOUN
aijbe-927	169	30	,	,	PUNCT
aijbe-927	169	31	the	the	DET
aijbe-927	169	32	questionnaire	questionnaire	NOUN
aijbe-927	169	33	was	be	AUX
aijbe-927	169	34	distributed	distribute	VERB
aijbe-927	169	35	via	via	ADP
aijbe-927	169	36	email	email	NOUN
aijbe-927	169	37	.	.	PUNCT
aijbe-927	170	1	physical	physical	ADJ
aijbe-927	170	2	surveys	survey	NOUN
aijbe-927	170	3	:	:	PUNCT
aijbe-927	170	4	for	for	ADP
aijbe-927	170	5	startups	startup	NOUN
aijbe-927	170	6	in	in	ADP
aijbe-927	170	7	more	more	ADV
aijbe-927	170	8	traditional	traditional	ADJ
aijbe-927	170	9	sectors	sector	NOUN
aijbe-927	170	10	or	or	CCONJ
aijbe-927	170	11	those	those	PRON
aijbe-927	170	12	without	without	ADP
aijbe-927	170	13	significant	significant	ADJ
aijbe-927	170	14	online	online	ADJ
aijbe-927	170	15	presence	presence	NOUN
aijbe-927	170	16	,	,	PUNCT
aijbe-927	170	17	field	field	NOUN
aijbe-927	170	18	agents	agent	NOUN
aijbe-927	170	19	visited	visit	VERB
aijbe-927	170	20	business	business	NOUN
aijbe-927	170	21	premises	premise	NOUN
aijbe-927	170	22	to	to	PART
aijbe-927	170	23	distribute	distribute	VERB
aijbe-927	170	24	and	and	CCONJ
aijbe-927	170	25	collect	collect	VERB
aijbe-927	170	26	the	the	DET
aijbe-927	170	27	questionnaires	questionnaire	NOUN
aijbe-927	170	28	.	.	PUNCT
aijbe-927	171	1	respondents	respondent	NOUN
aijbe-927	171	2	were	be	AUX
aijbe-927	171	3	given	give	VERB
aijbe-927	171	4	a	a	DET
aijbe-927	171	5	two	two	NUM
aijbe-927	171	6	-	-	PUNCT
aijbe-927	171	7	week	week	NOUN
aijbe-927	171	8	window	window	NOUN
aijbe-927	171	9	to	to	PART
aijbe-927	171	10	complete	complete	VERB
aijbe-927	171	11	the	the	DET
aijbe-927	171	12	questionnaire	questionnaire	NOUN
aijbe-927	171	13	,	,	PUNCT
aijbe-927	171	14	and	and	CCONJ
aijbe-927	171	15	follow	follow	VERB
aijbe-927	171	16	-	-	PUNCT
aijbe-927	171	17	up	up	ADP
aijbe-927	171	18	reminders	reminder	NOUN
aijbe-927	171	19	were	be	AUX
aijbe-927	171	20	sent	send	VERB
aijbe-927	171	21	to	to	PART
aijbe-927	171	22	maximize	maximize	VERB
aijbe-927	171	23	response	response	NOUN
aijbe-927	171	24	rates	rate	NOUN
aijbe-927	171	25	.	.	PUNCT
aijbe-927	172	1	the	the	DET
aijbe-927	172	2	online	online	ADJ
aijbe-927	172	3	distribution	distribution	NOUN
aijbe-927	172	4	method	method	NOUN
aijbe-927	172	5	helped	helped	AUX
aijbe-927	172	6	reach	reach	VERB
aijbe-927	172	7	startups	startup	NOUN
aijbe-927	172	8	across	across	ADP
aijbe-927	172	9	nigeria	nigeria	PRON
aijbe-927	172	10	,	,	PUNCT
aijbe-927	172	11	while	while	SCONJ
aijbe-927	172	12	the	the	DET
aijbe-927	172	13	physical	physical	ADJ
aijbe-927	172	14	distribution	distribution	NOUN
aijbe-927	172	15	ensured	ensure	VERB
aijbe-927	172	16	the	the	DET
aijbe-927	172	17	inclusion	inclusion	NOUN
aijbe-927	172	18	of	of	ADP
aijbe-927	172	19	startups	startup	NOUN
aijbe-927	172	20	that	that	PRON
aijbe-927	172	21	may	may	AUX
aijbe-927	172	22	not	not	PART
aijbe-927	172	23	have	have	VERB
aijbe-927	172	24	internet	internet	NOUN
aijbe-927	172	25	access	access	NOUN
aijbe-927	172	26	.	.	PUNCT
aijbe-927	173	1	data	datum	NOUN
aijbe-927	173	2	analysis	analysis	NOUN
aijbe-927	173	3	technique	technique	NOUN
aijbe-927	173	4	data	datum	NOUN
aijbe-927	173	5	collected	collect	VERB
aijbe-927	173	6	from	from	ADP
aijbe-927	173	7	the	the	DET
aijbe-927	173	8	survey	survey	NOUN
aijbe-927	173	9	were	be	AUX
aijbe-927	173	10	analyzed	analyze	VERB
aijbe-927	173	11	using	use	VERB
aijbe-927	173	12	descriptive	descriptive	ADJ
aijbe-927	173	13	and	and	CCONJ
aijbe-927	173	14	inferential	inferential	ADJ
aijbe-927	173	15	statistical	statistical	ADJ
aijbe-927	173	16	methods	method	NOUN
aijbe-927	173	17	:	:	PUNCT
aijbe-927	173	18	1	1	X
aijbe-927	173	19	.	.	X
aijbe-927	173	20	descriptive	descriptive	ADJ
aijbe-927	173	21	statistics	statistic	NOUN
aijbe-927	173	22	:	:	PUNCT
aijbe-927	173	23	mean	mean	ADJ
aijbe-927	173	24	,	,	PUNCT
aijbe-927	173	25	standard	standard	ADJ
aijbe-927	173	26	deviation	deviation	NOUN
aijbe-927	173	27	,	,	PUNCT
aijbe-927	173	28	frequency	frequency	NOUN
aijbe-927	173	29	,	,	PUNCT
aijbe-927	173	30	and	and	CCONJ
aijbe-927	173	31	percentages	percentage	NOUN
aijbe-927	173	32	were	be	AUX
aijbe-927	173	33	used	use	VERB
aijbe-927	173	34	to	to	PART
aijbe-927	173	35	summarize	summarize	VERB
aijbe-927	173	36	demographic	demographic	ADJ
aijbe-927	173	37	data	datum	NOUN
aijbe-927	173	38	,	,	PUNCT
aijbe-927	173	39	advertising	advertising	NOUN
aijbe-927	173	40	budget	budget	NOUN
aijbe-927	173	41	patterns	pattern	NOUN
aijbe-927	173	42	,	,	PUNCT
aijbe-927	173	43	and	and	CCONJ
aijbe-927	173	44	financial	financial	ADJ
aijbe-927	173	45	performance	performance	NOUN
aijbe-927	173	46	metrics	metric	NOUN
aijbe-927	173	47	.	.	PUNCT
aijbe-927	174	1	2	2	X
aijbe-927	174	2	.	.	X
aijbe-927	174	3	pearson	pearson	PROPN
aijbe-927	174	4	’s	’s	PART
aijbe-927	174	5	correlation	correlation	NOUN
aijbe-927	174	6	coefficient	coefficient	NOUN
aijbe-927	174	7	:	:	PUNCT
aijbe-927	174	8	this	this	PRON
aijbe-927	174	9	was	be	AUX
aijbe-927	174	10	used	use	VERB
aijbe-927	174	11	to	to	PART
aijbe-927	174	12	test	test	VERB
aijbe-927	174	13	hypothesis	hypothesis	NOUN
aijbe-927	174	14	1	1	NUM
aijbe-927	174	15	(	(	PUNCT
aijbe-927	174	16	h01	h01	NOUN
aijbe-927	174	17	)	)	PUNCT
aijbe-927	174	18	,	,	PUNCT
aijbe-927	174	19	which	which	PRON
aijbe-927	174	20	stated	state	VERB
aijbe-927	174	21	that	that	SCONJ
aijbe-927	174	22	there	there	PRON
aijbe-927	174	23	was	be	VERB
aijbe-927	174	24	no	no	DET
aijbe-927	174	25	significant	significant	ADJ
aijbe-927	174	26	relationship	relationship	NOUN
aijbe-927	174	27	between	between	ADP
aijbe-927	174	28	advertising	advertising	NOUN
aijbe-927	174	29	budgets	budget	NOUN
aijbe-927	174	30	and	and	CCONJ
aijbe-927	174	31	financial	financial	ADJ
aijbe-927	174	32	performance	performance	NOUN
aijbe-927	174	33	in	in	ADP
aijbe-927	174	34	nigerian	nigerian	ADJ
aijbe-927	174	35	startups	startup	NOUN
aijbe-927	174	36	.	.	PUNCT
aijbe-927	175	1	pearson	pearson	PROPN
aijbe-927	175	2	’s	’s	PART
aijbe-927	175	3	aniebiet	aniebiet	PROPN
aijbe-927	175	4	etuk	etuk	PROPN
aijbe-927	175	5	,	,	PUNCT
aijbe-927	175	6	aniefiok	aniefiok	PROPN
aijbe-927	175	7	okon	okon	PROPN
aijbe-927	175	8	akpan	akpan	PROPN
aijbe-927	175	9	,	,	PUNCT
aijbe-927	175	10	aniekan	aniekan	PROPN
aijbe-927	175	11	eyo	eyo	PROPN
aijbe-927	175	12	awah	awah	PROPN
aijbe-927	175	13	(	(	PUNCT
aijbe-927	175	14	2024	2024	NUM
aijbe-927	175	15	)	)	PUNCT
aijbe-927	175	16	26	26	NUM
aijbe-927	175	17	american	american	ADJ
aijbe-927	175	18	interdisciplinary	interdisciplinary	ADJ
aijbe-927	175	19	journal	journal	NOUN
aijbe-927	175	20	of	of	ADP
aijbe-927	175	21	business	business	NOUN
aijbe-927	175	22	and	and	CCONJ
aijbe-927	175	23	economics	economic	NOUN
aijbe-927	175	24	|	|	ADV
aijbe-927	175	25	https://sadijournals.org/index.php/aijbe	https://sadijournals.org/index.php/aijbe	NOUN
aijbe-927	175	26	correlation	correlation	NOUN
aijbe-927	175	27	identified	identify	VERB
aijbe-927	175	28	the	the	DET
aijbe-927	175	29	strength	strength	NOUN
aijbe-927	175	30	and	and	CCONJ
aijbe-927	175	31	direction	direction	NOUN
aijbe-927	175	32	of	of	ADP
aijbe-927	175	33	the	the	DET
aijbe-927	175	34	relationship	relationship	NOUN
aijbe-927	175	35	between	between	ADP
aijbe-927	175	36	advertising	advertising	NOUN
aijbe-927	175	37	spending	spending	NOUN
aijbe-927	175	38	and	and	CCONJ
aijbe-927	175	39	financial	financial	ADJ
aijbe-927	175	40	performance	performance	NOUN
aijbe-927	175	41	metrics	metric	NOUN
aijbe-927	175	42	such	such	ADJ
aijbe-927	175	43	as	as	ADP
aijbe-927	175	44	profitability	profitability	NOUN
aijbe-927	175	45	and	and	CCONJ
aijbe-927	175	46	revenue	revenue	NOUN
aijbe-927	175	47	growth	growth	NOUN
aijbe-927	175	48	.	.	PUNCT
aijbe-927	176	1	3	3	X
aijbe-927	176	2	.	.	X
aijbe-927	176	3	multiple	multiple	ADJ
aijbe-927	176	4	regression	regression	NOUN
aijbe-927	176	5	analysis	analysis	NOUN
aijbe-927	176	6	:	:	PUNCT
aijbe-927	176	7	this	this	PRON
aijbe-927	176	8	was	be	AUX
aijbe-927	176	9	used	use	VERB
aijbe-927	176	10	to	to	PART
aijbe-927	176	11	test	test	VERB
aijbe-927	176	12	hypothesis	hypothesis	NOUN
aijbe-927	176	13	2	2	NUM
aijbe-927	176	14	(	(	PUNCT
aijbe-927	176	15	h02	h02	PROPN
aijbe-927	176	16	)	)	PUNCT
aijbe-927	176	17	,	,	PUNCT
aijbe-927	176	18	which	which	PRON
aijbe-927	176	19	stated	state	VERB
aijbe-927	176	20	that	that	SCONJ
aijbe-927	176	21	there	there	PRON
aijbe-927	176	22	were	be	VERB
aijbe-927	176	23	no	no	DET
aijbe-927	176	24	optimal	optimal	ADJ
aijbe-927	176	25	advertising	advertising	NOUN
aijbe-927	176	26	budget	budget	NOUN
aijbe-927	176	27	allocation	allocation	NOUN
aijbe-927	176	28	strategies	strategy	NOUN
aijbe-927	176	29	that	that	PRON
aijbe-927	176	30	significantly	significantly	ADV
aijbe-927	176	31	enhanced	enhance	VERB
aijbe-927	176	32	long	long	ADJ
aijbe-927	176	33	-	-	PUNCT
aijbe-927	176	34	term	term	NOUN
aijbe-927	176	35	profitability	profitability	NOUN
aijbe-927	176	36	for	for	ADP
aijbe-927	176	37	nigerian	nigerian	ADJ
aijbe-927	176	38	startups	startup	NOUN
aijbe-927	176	39	.	.	PUNCT
aijbe-927	177	1	multiple	multiple	ADJ
aijbe-927	177	2	regression	regression	NOUN
aijbe-927	177	3	helped	helped	AUX
aijbe-927	177	4	determine	determine	VERB
aijbe-927	177	5	the	the	DET
aijbe-927	177	6	impact	impact	NOUN
aijbe-927	177	7	of	of	ADP
aijbe-927	177	8	various	various	ADJ
aijbe-927	177	9	advertising	advertising	NOUN
aijbe-927	177	10	budget	budget	NOUN
aijbe-927	177	11	allocation	allocation	NOUN
aijbe-927	177	12	strategies	strategy	NOUN
aijbe-927	177	13	(	(	PUNCT
aijbe-927	177	14	e.g.	e.g.	ADV
aijbe-927	177	15	,	,	PUNCT
aijbe-927	177	16	allocation	allocation	NOUN
aijbe-927	177	17	to	to	ADP
aijbe-927	177	18	digital	digital	ADJ
aijbe-927	177	19	advertising	advertising	NOUN
aijbe-927	177	20	vs.	vs.	ADP
aijbe-927	177	21	traditional	traditional	ADJ
aijbe-927	177	22	media	medium	NOUN
aijbe-927	177	23	)	)	PUNCT
aijbe-927	177	24	on	on	ADP
aijbe-927	177	25	financial	financial	ADJ
aijbe-927	177	26	performance	performance	NOUN
aijbe-927	177	27	.	.	PUNCT
aijbe-927	178	1	4	4	X
aijbe-927	178	2	.	.	X
aijbe-927	178	3	analysis	analysis	NOUN
aijbe-927	178	4	of	of	ADP
aijbe-927	178	5	variance	variance	NOUN
aijbe-927	178	6	(	(	PUNCT
aijbe-927	178	7	anova	anova	PROPN
aijbe-927	178	8	):	):	PUNCT
aijbe-927	178	9	anova	anova	PROPN
aijbe-927	178	10	was	be	AUX
aijbe-927	178	11	employed	employ	VERB
aijbe-927	178	12	to	to	PART
aijbe-927	178	13	compare	compare	VERB
aijbe-927	178	14	the	the	DET
aijbe-927	178	15	financial	financial	ADJ
aijbe-927	178	16	performance	performance	NOUN
aijbe-927	178	17	of	of	ADP
aijbe-927	178	18	startups	startup	NOUN
aijbe-927	178	19	based	base	VERB
aijbe-927	178	20	on	on	ADP
aijbe-927	178	21	different	different	ADJ
aijbe-927	178	22	levels	level	NOUN
aijbe-927	178	23	of	of	ADP
aijbe-927	178	24	advertising	advertising	NOUN
aijbe-927	178	25	budget	budget	NOUN
aijbe-927	178	26	allocation	allocation	NOUN
aijbe-927	178	27	.	.	PUNCT
aijbe-927	179	1	this	this	PRON
aijbe-927	179	2	allowed	allow	VERB
aijbe-927	179	3	the	the	DET
aijbe-927	179	4	study	study	NOUN
aijbe-927	179	5	to	to	PART
aijbe-927	179	6	identify	identify	VERB
aijbe-927	179	7	whether	whether	SCONJ
aijbe-927	179	8	there	there	PRON
aijbe-927	179	9	were	be	VERB
aijbe-927	179	10	significant	significant	ADJ
aijbe-927	179	11	differences	difference	NOUN
aijbe-927	179	12	in	in	ADP
aijbe-927	179	13	financial	financial	ADJ
aijbe-927	179	14	performance	performance	NOUN
aijbe-927	179	15	between	between	ADP
aijbe-927	179	16	startups	startup	NOUN
aijbe-927	179	17	that	that	PRON
aijbe-927	179	18	allocated	allocate	VERB
aijbe-927	179	19	a	a	DET
aijbe-927	179	20	larger	large	ADJ
aijbe-927	179	21	portion	portion	NOUN
aijbe-927	179	22	of	of	ADP
aijbe-927	179	23	their	their	PRON
aijbe-927	179	24	budget	budget	NOUN
aijbe-927	179	25	to	to	ADP
aijbe-927	179	26	advertising	advertising	NOUN
aijbe-927	179	27	compared	compare	VERB
aijbe-927	179	28	to	to	ADP
aijbe-927	179	29	those	those	PRON
aijbe-927	179	30	that	that	PRON
aijbe-927	179	31	allocated	allocate	VERB
aijbe-927	179	32	less	less	ADV
aijbe-927	179	33	.	.	PUNCT
aijbe-927	180	1	ethical	ethical	ADJ
aijbe-927	180	2	considerations	consideration	NOUN
aijbe-927	180	3	informed	inform	VERB
aijbe-927	180	4	consent	consent	NOUN
aijbe-927	180	5	:	:	PUNCT
aijbe-927	180	6	all	all	DET
aijbe-927	180	7	participants	participant	NOUN
aijbe-927	180	8	were	be	AUX
aijbe-927	180	9	provided	provide	VERB
aijbe-927	180	10	with	with	ADP
aijbe-927	180	11	a	a	DET
aijbe-927	180	12	clear	clear	ADJ
aijbe-927	180	13	explanation	explanation	NOUN
aijbe-927	180	14	of	of	ADP
aijbe-927	180	15	the	the	DET
aijbe-927	180	16	study	study	NOUN
aijbe-927	180	17	’s	’s	PART
aijbe-927	180	18	purpose	purpose	NOUN
aijbe-927	180	19	,	,	PUNCT
aijbe-927	180	20	the	the	DET
aijbe-927	180	21	voluntary	voluntary	ADJ
aijbe-927	180	22	nature	nature	NOUN
aijbe-927	180	23	of	of	ADP
aijbe-927	180	24	participation	participation	NOUN
aijbe-927	180	25	,	,	PUNCT
aijbe-927	180	26	and	and	CCONJ
aijbe-927	180	27	their	their	PRON
aijbe-927	180	28	right	right	NOUN
aijbe-927	180	29	to	to	PART
aijbe-927	180	30	withdraw	withdraw	VERB
aijbe-927	180	31	at	at	ADP
aijbe-927	180	32	any	any	DET
aijbe-927	180	33	time	time	NOUN
aijbe-927	180	34	.	.	PUNCT
aijbe-927	181	1	consent	consent	NOUN
aijbe-927	181	2	was	be	AUX
aijbe-927	181	3	obtained	obtain	VERB
aijbe-927	181	4	prior	prior	ADV
aijbe-927	181	5	to	to	ADP
aijbe-927	181	6	participation	participation	NOUN
aijbe-927	181	7	.	.	PUNCT
aijbe-927	182	1	confidentiality	confidentiality	NOUN
aijbe-927	182	2	:	:	PUNCT
aijbe-927	182	3	the	the	DET
aijbe-927	182	4	data	datum	NOUN
aijbe-927	182	5	collected	collect	VERB
aijbe-927	182	6	were	be	AUX
aijbe-927	182	7	kept	keep	VERB
aijbe-927	182	8	confidential	confidential	ADJ
aijbe-927	182	9	,	,	PUNCT
aijbe-927	182	10	and	and	CCONJ
aijbe-927	182	11	responses	response	NOUN
aijbe-927	182	12	were	be	AUX
aijbe-927	182	13	anonymized	anonymize	VERB
aijbe-927	182	14	to	to	PART
aijbe-927	182	15	ensure	ensure	VERB
aijbe-927	182	16	that	that	SCONJ
aijbe-927	182	17	no	no	DET
aijbe-927	182	18	specific	specific	ADJ
aijbe-927	182	19	startup	startup	NOUN
aijbe-927	182	20	could	could	AUX
aijbe-927	182	21	be	be	AUX
aijbe-927	182	22	identified	identify	VERB
aijbe-927	182	23	in	in	ADP
aijbe-927	182	24	the	the	DET
aijbe-927	182	25	analysis	analysis	NOUN
aijbe-927	182	26	or	or	CCONJ
aijbe-927	182	27	final	final	ADJ
aijbe-927	182	28	report	report	NOUN
aijbe-927	182	29	.	.	PUNCT
aijbe-927	183	1	data	datum	NOUN
aijbe-927	183	2	security	security	NOUN
aijbe-927	183	3	:	:	PUNCT
aijbe-927	183	4	digital	digital	ADJ
aijbe-927	183	5	data	datum	NOUN
aijbe-927	183	6	were	be	AUX
aijbe-927	183	7	stored	store	VERB
aijbe-927	183	8	on	on	ADP
aijbe-927	183	9	a	a	DET
aijbe-927	183	10	password	password	NOUN
aijbe-927	183	11	-	-	PUNCT
aijbe-927	183	12	protected	protect	VERB
aijbe-927	183	13	server	server	NOUN
aijbe-927	183	14	,	,	PUNCT
aijbe-927	183	15	and	and	CCONJ
aijbe-927	183	16	physical	physical	ADJ
aijbe-927	183	17	questionnaire	questionnaire	NOUN
aijbe-927	183	18	was	be	AUX
aijbe-927	183	19	securely	securely	ADV
aijbe-927	183	20	stored	store	VERB
aijbe-927	183	21	to	to	PART
aijbe-927	183	22	prevent	prevent	VERB
aijbe-927	183	23	unauthorized	unauthorized	ADJ
aijbe-927	183	24	access	access	NOUN
aijbe-927	183	25	.	.	PUNCT
aijbe-927	184	1	limitations	limitation	NOUN
aijbe-927	184	2	of	of	ADP
aijbe-927	184	3	the	the	DET
aijbe-927	184	4	study	study	NOUN
aijbe-927	184	5	one	one	NUM
aijbe-927	184	6	potential	potential	ADJ
aijbe-927	184	7	limitation	limitation	NOUN
aijbe-927	184	8	of	of	ADP
aijbe-927	184	9	the	the	DET
aijbe-927	184	10	study	study	NOUN
aijbe-927	184	11	was	be	AUX
aijbe-927	184	12	that	that	SCONJ
aijbe-927	184	13	it	it	PRON
aijbe-927	184	14	relied	rely	VERB
aijbe-927	184	15	on	on	ADP
aijbe-927	184	16	self	self	NOUN
aijbe-927	184	17	-	-	PUNCT
aijbe-927	184	18	reported	report	VERB
aijbe-927	184	19	financial	financial	ADJ
aijbe-927	184	20	performance	performance	NOUN
aijbe-927	184	21	data	datum	NOUN
aijbe-927	184	22	,	,	PUNCT
aijbe-927	184	23	which	which	PRON
aijbe-927	184	24	could	could	AUX
aijbe-927	184	25	have	have	AUX
aijbe-927	184	26	led	lead	VERB
aijbe-927	184	27	to	to	ADP
aijbe-927	184	28	reporting	report	VERB
aijbe-927	184	29	bias	bias	NOUN
aijbe-927	184	30	.	.	PUNCT
aijbe-927	185	1	startups	startup	NOUN
aijbe-927	185	2	may	may	AUX
aijbe-927	185	3	have	have	AUX
aijbe-927	185	4	overestimated	overestimate	VERB
aijbe-927	185	5	or	or	CCONJ
aijbe-927	185	6	underestimated	underestimate	VERB
aijbe-927	185	7	their	their	PRON
aijbe-927	185	8	financial	financial	ADJ
aijbe-927	185	9	performance	performance	NOUN
aijbe-927	185	10	or	or	CCONJ
aijbe-927	185	11	advertising	advertising	NOUN
aijbe-927	185	12	expenditures	expenditure	NOUN
aijbe-927	185	13	.	.	PUNCT
aijbe-927	186	1	to	to	PART
aijbe-927	186	2	mitigate	mitigate	VERB
aijbe-927	186	3	this	this	PRON
aijbe-927	186	4	,	,	PUNCT
aijbe-927	186	5	respondents	respondent	NOUN
aijbe-927	186	6	were	be	AUX
aijbe-927	186	7	assured	assure	VERB
aijbe-927	186	8	of	of	ADP
aijbe-927	186	9	confidentiality	confidentiality	NOUN
aijbe-927	186	10	to	to	PART
aijbe-927	186	11	encourage	encourage	VERB
aijbe-927	186	12	honest	honest	ADJ
aijbe-927	186	13	reporting	reporting	NOUN
aijbe-927	186	14	.	.	PUNCT
aijbe-927	187	1	additionally	additionally	ADV
aijbe-927	187	2	,	,	PUNCT
aijbe-927	187	3	the	the	DET
aijbe-927	187	4	study	study	NOUN
aijbe-927	187	5	focused	focus	VERB
aijbe-927	187	6	on	on	ADP
aijbe-927	187	7	nigerian	nigerian	ADJ
aijbe-927	187	8	startups	startup	NOUN
aijbe-927	187	9	,	,	PUNCT
aijbe-927	187	10	so	so	SCONJ
aijbe-927	187	11	the	the	DET
aijbe-927	187	12	findings	finding	NOUN
aijbe-927	187	13	may	may	AUX
aijbe-927	187	14	not	not	PART
aijbe-927	187	15	be	be	AUX
aijbe-927	187	16	generalizable	generalizable	ADJ
aijbe-927	187	17	to	to	ADP
aijbe-927	187	18	startups	startup	NOUN
aijbe-927	187	19	in	in	ADP
aijbe-927	187	20	other	other	ADJ
aijbe-927	187	21	countries	country	NOUN
aijbe-927	187	22	with	with	ADP
aijbe-927	187	23	different	different	ADJ
aijbe-927	187	24	economic	economic	ADJ
aijbe-927	187	25	environments	environment	NOUN
aijbe-927	187	26	.	.	PUNCT
aijbe-927	188	1	data	datum	NOUN
aijbe-927	188	2	analysis	analysis	NOUN
aijbe-927	188	3	and	and	CCONJ
aijbe-927	188	4	results	result	VERB
aijbe-927	188	5	the	the	DET
aijbe-927	188	6	analysis	analysis	NOUN
aijbe-927	188	7	was	be	AUX
aijbe-927	188	8	conducted	conduct	VERB
aijbe-927	188	9	using	use	VERB
aijbe-927	188	10	both	both	CCONJ
aijbe-927	188	11	descriptive	descriptive	ADJ
aijbe-927	188	12	and	and	CCONJ
aijbe-927	188	13	inferential	inferential	ADJ
aijbe-927	188	14	statistical	statistical	ADJ
aijbe-927	188	15	methods	method	NOUN
aijbe-927	188	16	based	base	VERB
aijbe-927	188	17	on	on	ADP
aijbe-927	188	18	data	datum	NOUN
aijbe-927	188	19	collected	collect	VERB
aijbe-927	188	20	from	from	ADP
aijbe-927	188	21	a	a	DET
aijbe-927	188	22	sample	sample	NOUN
aijbe-927	188	23	of	of	ADP
aijbe-927	188	24	384	384	NUM
aijbe-927	188	25	nigerian	nigerian	ADJ
aijbe-927	188	26	startups	startup	NOUN
aijbe-927	188	27	.	.	PUNCT
aijbe-927	189	1	the	the	DET
aijbe-927	189	2	analysis	analysis	NOUN
aijbe-927	189	3	focused	focus	VERB
aijbe-927	189	4	on	on	ADP
aijbe-927	189	5	the	the	DET
aijbe-927	189	6	relationship	relationship	NOUN
aijbe-927	189	7	between	between	ADP
aijbe-927	189	8	advertising	advertising	NOUN
aijbe-927	189	9	budgets	budget	NOUN
aijbe-927	189	10	and	and	CCONJ
aijbe-927	189	11	financial	financial	ADJ
aijbe-927	189	12	performance	performance	NOUN
aijbe-927	189	13	,	,	PUNCT
aijbe-927	189	14	testing	test	VERB
aijbe-927	189	15	the	the	DET
aijbe-927	189	16	two	two	NUM
aijbe-927	189	17	main	main	ADJ
aijbe-927	189	18	hypotheses	hypothesis	NOUN
aijbe-927	189	19	of	of	ADP
aijbe-927	189	20	the	the	DET
aijbe-927	189	21	study	study	NOUN
aijbe-927	189	22	.	.	PUNCT
aijbe-927	190	1	descriptive	descriptive	ADJ
aijbe-927	190	2	statistics	statistics	PROPN
aijbe-927	190	3	table	table	NOUN
aijbe-927	190	4	1	1	NUM
aijbe-927	190	5	provides	provide	VERB
aijbe-927	190	6	the	the	DET
aijbe-927	190	7	summary	summary	NOUN
aijbe-927	190	8	of	of	ADP
aijbe-927	190	9	the	the	DET
aijbe-927	190	10	demographic	demographic	ADJ
aijbe-927	190	11	characteristics	characteristic	NOUN
aijbe-927	190	12	of	of	ADP
aijbe-927	190	13	the	the	DET
aijbe-927	190	14	startups	startup	NOUN
aijbe-927	190	15	,	,	PUNCT
aijbe-927	190	16	including	include	VERB
aijbe-927	190	17	sectors	sector	NOUN
aijbe-927	190	18	,	,	PUNCT
aijbe-927	190	19	years	year	NOUN
aijbe-927	190	20	of	of	ADP
aijbe-927	190	21	operation	operation	NOUN
aijbe-927	190	22	,	,	PUNCT
aijbe-927	190	23	and	and	CCONJ
aijbe-927	190	24	advertising	advertising	NOUN
aijbe-927	190	25	budgets	budget	NOUN
aijbe-927	190	26	.	.	PUNCT
aijbe-927	191	1	table	table	NOUN
aijbe-927	191	2	2	2	NUM
aijbe-927	191	3	summarizes	summarize	NOUN
aijbe-927	191	4	the	the	DET
aijbe-927	191	5	startups	startup	NOUN
aijbe-927	191	6	’	'	PUNCT
aijbe-927	191	7	financial	financial	ADJ
aijbe-927	191	8	performance	performance	NOUN
aijbe-927	191	9	metrics	metric	NOUN
aijbe-927	191	10	.	.	PUNCT
aijbe-927	192	1	table	table	NOUN
aijbe-927	192	2	1	1	NUM
aijbe-927	192	3	:	:	PUNCT
aijbe-927	192	4	demographic	demographic	ADJ
aijbe-927	192	5	characteristics	characteristic	NOUN
aijbe-927	192	6	of	of	ADP
aijbe-927	192	7	startups	startup	NOUN
aijbe-927	192	8	(	(	PUNCT
aijbe-927	192	9	n	n	NOUN
aijbe-927	192	10	=	=	SYM
aijbe-927	192	11	384	384	NUM
aijbe-927	192	12	)	)	PUNCT
aijbe-927	192	13	variable	variable	ADJ
aijbe-927	192	14	categories	category	NOUN
aijbe-927	192	15	frequency	frequency	NOUN
aijbe-927	192	16	(	(	PUNCT
aijbe-927	192	17	n	n	CCONJ
aijbe-927	192	18	)	)	PUNCT
aijbe-927	192	19	percentage	percentage	NOUN
aijbe-927	192	20	(	(	PUNCT
aijbe-927	192	21	%	%	NOUN
aijbe-927	192	22	)	)	PUNCT
aijbe-927	192	23	sector	sector	NOUN
aijbe-927	192	24	fintech	fintech	NOUN
aijbe-927	192	25	100	100	NUM
aijbe-927	192	26	26.04	26.04	NUM
aijbe-927	192	27	e	e	NOUN
aijbe-927	192	28	-	-	NOUN
aijbe-927	192	29	commerce	commerce	NOUN
aijbe-927	192	30	90	90	NUM
aijbe-927	192	31	23.44	23.44	NUM
aijbe-927	192	32	health	health	NOUN
aijbe-927	192	33	tech	tech	NOUN
aijbe-927	192	34	50	50	NUM
aijbe-927	192	35	13.02	13.02	NUM
aijbe-927	192	36	logistics	logistic	NOUN
aijbe-927	192	37	40	40	NUM
aijbe-927	192	38	10.42	10.42	NUM
aijbe-927	192	39	others	other	NOUN
aijbe-927	192	40	104	104	NUM
aijbe-927	192	41	27.08	27.08	NUM
aijbe-927	192	42	years	year	NOUN
aijbe-927	192	43	of	of	ADP
aijbe-927	192	44	operation	operation	NOUN
aijbe-927	192	45	3	3	NUM
aijbe-927	192	46	5	5	NUM
aijbe-927	192	47	years	year	NOUN
aijbe-927	192	48	120	120	NUM
aijbe-927	192	49	31.25	31.25	NUM
aijbe-927	192	50	6	6	NUM
aijbe-927	192	51	10	10	NUM
aijbe-927	192	52	years	year	NOUN
aijbe-927	192	53	200	200	NUM
aijbe-927	192	54	52.08	52.08	NUM
aijbe-927	192	55	more	more	ADJ
aijbe-927	192	56	than	than	ADP
aijbe-927	192	57	10	10	NUM
aijbe-927	192	58	years	year	NOUN
aijbe-927	192	59	64	64	NUM
aijbe-927	192	60	16.67	16.67	NUM
aijbe-927	192	61	average	average	ADJ
aijbe-927	192	62	annual	annual	ADJ
aijbe-927	192	63	advertising	advertising	NOUN
aijbe-927	192	64	budget	budget	NOUN
aijbe-927	192	65	less	less	ADJ
aijbe-927	192	66	than	than	ADP
aijbe-927	192	67	₦	₦	ADP
aijbe-927	192	68	5	5	NUM
aijbe-927	192	69	million	million	NUM
aijbe-927	192	70	190	190	NUM
aijbe-927	192	71	49.48	49.48	NUM
aijbe-927	192	72	₦	₦	ADV
aijbe-927	192	73	5	5	NUM
aijbe-927	192	74	million	million	NUM
aijbe-927	192	75	₦	₦	ADP
aijbe-927	192	76	10	10	NUM
aijbe-927	192	77	million	million	NUM
aijbe-927	192	78	140	140	NUM
aijbe-927	192	79	36.46	36.46	NUM
aijbe-927	192	80	aniebiet	aniebiet	PROPN
aijbe-927	192	81	etuk	etuk	NOUN
aijbe-927	192	82	,	,	PUNCT
aijbe-927	192	83	aniefiok	aniefiok	PROPN
aijbe-927	192	84	okon	okon	PROPN
aijbe-927	192	85	akpan	akpan	PROPN
aijbe-927	192	86	,	,	PUNCT
aijbe-927	192	87	aniekan	aniekan	PROPN
aijbe-927	192	88	eyo	eyo	PROPN
aijbe-927	192	89	awah	awah	PROPN
aijbe-927	192	90	(	(	PUNCT
aijbe-927	192	91	2024	2024	NUM
aijbe-927	192	92	)	)	PUNCT
aijbe-927	192	93	27	27	NUM
aijbe-927	192	94	american	american	ADJ
aijbe-927	192	95	interdisciplinary	interdisciplinary	ADJ
aijbe-927	192	96	journal	journal	NOUN
aijbe-927	192	97	of	of	ADP
aijbe-927	192	98	business	business	NOUN
aijbe-927	192	99	and	and	CCONJ
aijbe-927	192	100	economics	economic	NOUN
aijbe-927	192	101	|	|	ADV
aijbe-927	192	102	https://sadijournals.org/index.php/aijbe	https://sadijournals.org/index.php/aijbe	VERB
aijbe-927	192	103	variable	variable	ADJ
aijbe-927	192	104	categories	category	NOUN
aijbe-927	192	105	frequency	frequency	NOUN
aijbe-927	192	106	(	(	PUNCT
aijbe-927	192	107	n	n	CCONJ
aijbe-927	192	108	)	)	PUNCT
aijbe-927	192	109	percentage	percentage	NOUN
aijbe-927	192	110	(	(	PUNCT
aijbe-927	192	111	%	%	INTJ
aijbe-927	192	112	)	)	PUNCT
aijbe-927	192	113	more	more	ADJ
aijbe-927	192	114	than	than	ADP
aijbe-927	192	115	₦	₦	ADP
aijbe-927	192	116	10	10	NUM
aijbe-927	192	117	million	million	NUM
aijbe-927	192	118	54	54	NUM
aijbe-927	192	119	14.06	14.06	NUM
aijbe-927	192	120	from	from	ADP
aijbe-927	192	121	the	the	DET
aijbe-927	192	122	demographic	demographic	ADJ
aijbe-927	192	123	data	datum	NOUN
aijbe-927	192	124	,	,	PUNCT
aijbe-927	192	125	it	it	PRON
aijbe-927	192	126	can	can	AUX
aijbe-927	192	127	be	be	AUX
aijbe-927	192	128	seen	see	VERB
aijbe-927	192	129	that	that	SCONJ
aijbe-927	192	130	the	the	DET
aijbe-927	192	131	fintech	fintech	NOUN
aijbe-927	192	132	and	and	CCONJ
aijbe-927	192	133	e	e	NOUN
aijbe-927	192	134	-	-	NOUN
aijbe-927	192	135	commerce	commerce	NOUN
aijbe-927	192	136	sectors	sector	NOUN
aijbe-927	192	137	make	make	VERB
aijbe-927	192	138	up	up	ADP
aijbe-927	192	139	almost	almost	ADV
aijbe-927	192	140	half	half	NOUN
aijbe-927	192	141	of	of	ADP
aijbe-927	192	142	the	the	DET
aijbe-927	192	143	startups	startup	NOUN
aijbe-927	192	144	surveyed	survey	VERB
aijbe-927	192	145	(	(	PUNCT
aijbe-927	192	146	26.04	26.04	NUM
aijbe-927	192	147	%	%	NOUN
aijbe-927	192	148	and	and	CCONJ
aijbe-927	192	149	23.44	23.44	NUM
aijbe-927	192	150	%	%	NOUN
aijbe-927	192	151	,	,	PUNCT
aijbe-927	192	152	respectively	respectively	ADV
aijbe-927	192	153	)	)	PUNCT
aijbe-927	192	154	.	.	PUNCT
aijbe-927	193	1	most	most	ADJ
aijbe-927	193	2	startups	startup	NOUN
aijbe-927	193	3	(	(	PUNCT
aijbe-927	193	4	52.08	52.08	NUM
aijbe-927	193	5	%	%	NOUN
aijbe-927	193	6	)	)	PUNCT
aijbe-927	193	7	had	have	AUX
aijbe-927	193	8	been	be	AUX
aijbe-927	193	9	operating	operate	VERB
aijbe-927	193	10	for	for	ADP
aijbe-927	193	11	6	6	NUM
aijbe-927	193	12	-	-	SYM
aijbe-927	193	13	10	10	NUM
aijbe-927	193	14	years	year	NOUN
aijbe-927	193	15	,	,	PUNCT
aijbe-927	193	16	and	and	CCONJ
aijbe-927	193	17	nearly	nearly	ADV
aijbe-927	193	18	half	half	NOUN
aijbe-927	193	19	(	(	PUNCT
aijbe-927	193	20	49.48	49.48	NUM
aijbe-927	193	21	%	%	NOUN
aijbe-927	193	22	)	)	PUNCT
aijbe-927	193	23	of	of	ADP
aijbe-927	193	24	the	the	DET
aijbe-927	193	25	startups	startup	NOUN
aijbe-927	193	26	allocated	allocate	VERB
aijbe-927	193	27	less	less	ADJ
aijbe-927	193	28	than	than	ADP
aijbe-927	193	29	₦	₦	ADP
aijbe-927	193	30	5	5	NUM
aijbe-927	193	31	million	million	NUM
aijbe-927	193	32	annually	annually	ADV
aijbe-927	193	33	to	to	ADP
aijbe-927	193	34	advertising	advertising	NOUN
aijbe-927	193	35	.	.	PUNCT
aijbe-927	194	1	table	table	NOUN
aijbe-927	194	2	2	2	NUM
aijbe-927	194	3	:	:	PUNCT
aijbe-927	195	1	financial	financial	ADJ
aijbe-927	195	2	performance	performance	NOUN
aijbe-927	195	3	metrics	metric	NOUN
aijbe-927	195	4	(	(	PUNCT
aijbe-927	195	5	n	n	NOUN
aijbe-927	195	6	=	=	SYM
aijbe-927	195	7	384	384	NUM
aijbe-927	195	8	)	)	PUNCT
aijbe-927	195	9	financial	financial	ADJ
aijbe-927	195	10	performance	performance	NOUN
aijbe-927	195	11	metric	metric	ADJ
aijbe-927	195	12	mean	mean	NOUN
aijbe-927	195	13	standard	standard	ADJ
aijbe-927	195	14	deviation	deviation	NOUN
aijbe-927	195	15	revenue	revenue	NOUN
aijbe-927	195	16	growth	growth	NOUN
aijbe-927	195	17	(	(	PUNCT
aijbe-927	195	18	%	%	INTJ
aijbe-927	195	19	)	)	PUNCT
aijbe-927	195	20	12.45	12.45	NUM
aijbe-927	195	21	8.20	8.20	NUM
aijbe-927	195	22	profit	profit	NOUN
aijbe-927	195	23	margin	margin	NOUN
aijbe-927	195	24	(	(	PUNCT
aijbe-927	195	25	%	%	NOUN
aijbe-927	195	26	)	)	PUNCT
aijbe-927	195	27	8.35	8.35	NUM
aijbe-927	195	28	5.60	5.60	NUM
aijbe-927	195	29	return	return	NOUN
aijbe-927	195	30	on	on	ADP
aijbe-927	195	31	investment	investment	NOUN
aijbe-927	195	32	(	(	PUNCT
aijbe-927	195	33	roi	roi	NOUN
aijbe-927	195	34	)	)	PUNCT
aijbe-927	195	35	(	(	PUNCT
aijbe-927	195	36	%	%	INTJ
aijbe-927	195	37	)	)	PUNCT
aijbe-927	195	38	10.20	10.20	NUM
aijbe-927	195	39	7.10	7.10	NUM
aijbe-927	195	40	cash	cash	NOUN
aijbe-927	195	41	flow	flow	NOUN
aijbe-927	195	42	stability	stability	NOUN
aijbe-927	195	43	(	(	PUNCT
aijbe-927	195	44	rating	rating	NOUN
aijbe-927	195	45	)	)	PUNCT
aijbe-927	195	46	*	*	PUNCT
aijbe-927	195	47	3.55	3.55	NUM
aijbe-927	195	48	1.10	1.10	NUM
aijbe-927	195	49	note	note	NOUN
aijbe-927	195	50	:	:	PUNCT
aijbe-927	195	51	cash	cash	NOUN
aijbe-927	195	52	flow	flow	NOUN
aijbe-927	195	53	stability	stability	NOUN
aijbe-927	195	54	was	be	AUX
aijbe-927	195	55	measured	measure	VERB
aijbe-927	195	56	on	on	ADP
aijbe-927	195	57	a	a	DET
aijbe-927	195	58	scale	scale	NOUN
aijbe-927	195	59	of	of	ADP
aijbe-927	195	60	1	1	NUM
aijbe-927	195	61	(	(	PUNCT
aijbe-927	195	62	poor	poor	ADJ
aijbe-927	195	63	)	)	PUNCT
aijbe-927	195	64	to	to	ADP
aijbe-927	195	65	5	5	NUM
aijbe-927	195	66	(	(	PUNCT
aijbe-927	195	67	excellent	excellent	ADJ
aijbe-927	195	68	)	)	PUNCT
aijbe-927	195	69	.	.	PUNCT
aijbe-927	196	1	the	the	DET
aijbe-927	196	2	results	result	NOUN
aijbe-927	196	3	from	from	ADP
aijbe-927	196	4	table	table	NOUN
aijbe-927	196	5	2	2	NUM
aijbe-927	196	6	show	show	NOUN
aijbe-927	196	7	that	that	SCONJ
aijbe-927	196	8	startups	startup	NOUN
aijbe-927	196	9	reported	report	VERB
aijbe-927	196	10	an	an	DET
aijbe-927	196	11	average	average	ADJ
aijbe-927	196	12	revenue	revenue	NOUN
aijbe-927	196	13	growth	growth	NOUN
aijbe-927	196	14	rate	rate	NOUN
aijbe-927	196	15	of	of	ADP
aijbe-927	196	16	12.45	12.45	NUM
aijbe-927	196	17	%	%	NOUN
aijbe-927	196	18	and	and	CCONJ
aijbe-927	196	19	an	an	DET
aijbe-927	196	20	average	average	ADJ
aijbe-927	196	21	profit	profit	NOUN
aijbe-927	196	22	margin	margin	NOUN
aijbe-927	196	23	of	of	ADP
aijbe-927	196	24	8.35	8.35	NUM
aijbe-927	196	25	%	%	NOUN
aijbe-927	196	26	.	.	PUNCT
aijbe-927	197	1	roi	roi	NOUN
aijbe-927	197	2	was	be	AUX
aijbe-927	197	3	around	around	ADV
aijbe-927	197	4	10.20	10.20	NUM
aijbe-927	197	5	%	%	NOUN
aijbe-927	197	6	,	,	PUNCT
aijbe-927	197	7	while	while	SCONJ
aijbe-927	197	8	cash	cash	NOUN
aijbe-927	197	9	flow	flow	NOUN
aijbe-927	197	10	stability	stability	NOUN
aijbe-927	197	11	had	have	VERB
aijbe-927	197	12	an	an	DET
aijbe-927	197	13	average	average	ADJ
aijbe-927	197	14	rating	rating	NOUN
aijbe-927	197	15	of	of	ADP
aijbe-927	197	16	3.55	3.55	NUM
aijbe-927	197	17	on	on	ADP
aijbe-927	197	18	a	a	DET
aijbe-927	197	19	5	5	NUM
aijbe-927	197	20	-	-	PUNCT
aijbe-927	197	21	point	point	NOUN
aijbe-927	197	22	scale	scale	NOUN
aijbe-927	197	23	.	.	PUNCT
aijbe-927	198	1	test	test	NOUN
aijbe-927	198	2	of	of	ADP
aijbe-927	198	3	hypotheses	hypothesis	NOUN
aijbe-927	198	4	hypothesis	hypothesis	NOUN
aijbe-927	198	5	1	1	NUM
aijbe-927	198	6	(	(	PUNCT
aijbe-927	198	7	h01	h01	NOUN
aijbe-927	198	8	):	):	PUNCT
aijbe-927	198	9	there	there	PRON
aijbe-927	198	10	is	be	VERB
aijbe-927	198	11	no	no	DET
aijbe-927	198	12	significant	significant	ADJ
aijbe-927	198	13	relationship	relationship	NOUN
aijbe-927	198	14	between	between	ADP
aijbe-927	198	15	advertising	advertising	NOUN
aijbe-927	198	16	budgets	budget	NOUN
aijbe-927	198	17	and	and	CCONJ
aijbe-927	198	18	financial	financial	ADJ
aijbe-927	198	19	performance	performance	NOUN
aijbe-927	198	20	in	in	ADP
aijbe-927	198	21	nigerian	nigerian	ADJ
aijbe-927	198	22	startups	startup	NOUN
aijbe-927	198	23	.	.	PUNCT
aijbe-927	199	1	table	table	NOUN
aijbe-927	199	2	3	3	NUM
aijbe-927	199	3	:	:	PUNCT
aijbe-927	199	4	pearson	pearson	PROPN
aijbe-927	199	5	’s	’s	PART
aijbe-927	199	6	correlation	correlation	NOUN
aijbe-927	199	7	between	between	ADP
aijbe-927	199	8	advertising	advertising	NOUN
aijbe-927	199	9	budget	budget	NOUN
aijbe-927	199	10	and	and	CCONJ
aijbe-927	199	11	financial	financial	ADJ
aijbe-927	199	12	performance	performance	NOUN
aijbe-927	199	13	metrics	metric	NOUN
aijbe-927	199	14	variable	variable	ADJ
aijbe-927	199	15	revenue	revenue	NOUN
aijbe-927	199	16	growth	growth	NOUN
aijbe-927	199	17	profit	profit	NOUN
aijbe-927	199	18	margin	margin	NOUN
aijbe-927	199	19	roi	roi	NOUN
aijbe-927	199	20	cash	cash	NOUN
aijbe-927	199	21	flow	flow	NOUN
aijbe-927	199	22	stability	stability	NOUN
aijbe-927	199	23	advertising	advertising	NOUN
aijbe-927	199	24	budget	budget	NOUN
aijbe-927	199	25	(	(	PUNCT
aijbe-927	199	26	₦	₦	X
aijbe-927	199	27	)	)	PUNCT
aijbe-927	199	28	0.658	0.658	NUM
aijbe-927	199	29	*	*	NOUN
aijbe-927	199	30	*	*	PUNCT
aijbe-927	199	31	0.534	0.534	NUM
aijbe-927	199	32	*	*	X
aijbe-927	199	33	*	*	NOUN
aijbe-927	199	34	0.471	0.471	NUM
aijbe-927	199	35	*	*	PUNCT
aijbe-927	199	36	*	*	PUNCT
aijbe-927	199	37	0.413	0.413	NUM
aijbe-927	199	38	*	*	NOUN
aijbe-927	199	39	*	*	PUNCT
aijbe-927	199	40	note	note	NOUN
aijbe-927	199	41	:	:	PUNCT
aijbe-927	199	42	p	p	X
aijbe-927	199	43	<	<	X
aijbe-927	199	44	0.01	0.01	NUM
aijbe-927	199	45	from	from	ADP
aijbe-927	199	46	table	table	NOUN
aijbe-927	199	47	3	3	NUM
aijbe-927	199	48	,	,	PUNCT
aijbe-927	199	49	the	the	DET
aijbe-927	199	50	correlation	correlation	NOUN
aijbe-927	199	51	coefficients	coefficient	VERB
aijbe-927	199	52	between	between	ADP
aijbe-927	199	53	advertising	advertising	NOUN
aijbe-927	199	54	budget	budget	NOUN
aijbe-927	199	55	and	and	CCONJ
aijbe-927	199	56	financial	financial	ADJ
aijbe-927	199	57	performance	performance	NOUN
aijbe-927	199	58	metrics	metric	NOUN
aijbe-927	199	59	are	be	AUX
aijbe-927	199	60	all	all	ADV
aijbe-927	199	61	positive	positive	ADJ
aijbe-927	199	62	and	and	CCONJ
aijbe-927	199	63	significant	significant	ADJ
aijbe-927	199	64	at	at	ADP
aijbe-927	199	65	the	the	DET
aijbe-927	199	66	0.01	0.01	NUM
aijbe-927	199	67	level	level	NOUN
aijbe-927	199	68	.	.	PUNCT
aijbe-927	200	1	there	there	PRON
aijbe-927	200	2	is	be	VERB
aijbe-927	200	3	a	a	DET
aijbe-927	200	4	strong	strong	ADJ
aijbe-927	200	5	positive	positive	ADJ
aijbe-927	200	6	correlation	correlation	NOUN
aijbe-927	200	7	(	(	PUNCT
aijbe-927	200	8	r	r	NOUN
aijbe-927	200	9	=	=	NOUN
aijbe-927	200	10	0.658	0.658	NUM
aijbe-927	200	11	)	)	PUNCT
aijbe-927	200	12	between	between	ADP
aijbe-927	200	13	advertising	advertising	NOUN
aijbe-927	200	14	budget	budget	NOUN
aijbe-927	200	15	and	and	CCONJ
aijbe-927	200	16	revenue	revenue	NOUN
aijbe-927	200	17	growth	growth	NOUN
aijbe-927	200	18	,	,	PUNCT
aijbe-927	200	19	and	and	CCONJ
aijbe-927	200	20	a	a	DET
aijbe-927	200	21	moderate	moderate	ADJ
aijbe-927	200	22	positive	positive	ADJ
aijbe-927	200	23	correlation	correlation	NOUN
aijbe-927	200	24	with	with	ADP
aijbe-927	200	25	profit	profit	NOUN
aijbe-927	200	26	margin	margin	NOUN
aijbe-927	200	27	(	(	PUNCT
aijbe-927	200	28	r	r	NOUN
aijbe-927	200	29	=	=	SYM
aijbe-927	200	30	0.534	0.534	NUM
aijbe-927	200	31	)	)	PUNCT
aijbe-927	200	32	,	,	PUNCT
aijbe-927	200	33	roi	roi	NOUN
aijbe-927	200	34	(	(	PUNCT
aijbe-927	200	35	r	r	NOUN
aijbe-927	200	36	=	=	SYM
aijbe-927	200	37	0.471	0.471	NUM
aijbe-927	200	38	)	)	PUNCT
aijbe-927	200	39	,	,	PUNCT
aijbe-927	200	40	and	and	CCONJ
aijbe-927	200	41	cash	cash	NOUN
aijbe-927	200	42	flow	flow	NOUN
aijbe-927	200	43	stability	stability	NOUN
aijbe-927	200	44	(	(	PUNCT
aijbe-927	200	45	r	r	NOUN
aijbe-927	200	46	=	=	SYM
aijbe-927	200	47	0.413	0.413	NUM
aijbe-927	200	48	)	)	PUNCT
aijbe-927	200	49	.	.	PUNCT
aijbe-927	201	1	interpretation	interpretation	NOUN
aijbe-927	201	2	:	:	PUNCT
aijbe-927	201	3	the	the	DET
aijbe-927	201	4	significant	significant	ADJ
aijbe-927	201	5	positive	positive	ADJ
aijbe-927	201	6	correlations	correlation	NOUN
aijbe-927	201	7	suggest	suggest	VERB
aijbe-927	201	8	that	that	SCONJ
aijbe-927	201	9	higher	high	ADJ
aijbe-927	201	10	advertising	advertising	NOUN
aijbe-927	201	11	budgets	budget	NOUN
aijbe-927	201	12	are	be	AUX
aijbe-927	201	13	associated	associate	VERB
aijbe-927	201	14	with	with	ADP
aijbe-927	201	15	better	well	ADJ
aijbe-927	201	16	financial	financial	ADJ
aijbe-927	201	17	performance	performance	NOUN
aijbe-927	201	18	across	across	ADP
aijbe-927	201	19	all	all	DET
aijbe-927	201	20	measured	measured	ADJ
aijbe-927	201	21	metrics	metric	NOUN
aijbe-927	201	22	.	.	PUNCT
aijbe-927	202	1	startups	startup	NOUN
aijbe-927	202	2	that	that	PRON
aijbe-927	202	3	invested	invest	VERB
aijbe-927	202	4	more	more	ADV
aijbe-927	202	5	in	in	ADP
aijbe-927	202	6	advertising	advertising	NOUN
aijbe-927	202	7	tended	tend	VERB
aijbe-927	202	8	to	to	PART
aijbe-927	202	9	experience	experience	VERB
aijbe-927	202	10	higher	high	ADJ
aijbe-927	202	11	revenue	revenue	NOUN
aijbe-927	202	12	growth	growth	NOUN
aijbe-927	202	13	,	,	PUNCT
aijbe-927	202	14	better	well	ADJ
aijbe-927	202	15	profit	profit	NOUN
aijbe-927	202	16	margins	margin	NOUN
aijbe-927	202	17	,	,	PUNCT
aijbe-927	202	18	and	and	CCONJ
aijbe-927	202	19	improved	improved	ADJ
aijbe-927	202	20	roi	roi	NOUN
aijbe-927	202	21	,	,	PUNCT
aijbe-927	202	22	thus	thus	ADV
aijbe-927	202	23	rejecting	reject	VERB
aijbe-927	202	24	the	the	DET
aijbe-927	202	25	null	null	ADJ
aijbe-927	202	26	hypothesis	hypothesis	NOUN
aijbe-927	202	27	(	(	PUNCT
aijbe-927	202	28	h01	h01	PROPN
aijbe-927	202	29	)	)	PUNCT
aijbe-927	202	30	.	.	PUNCT
aijbe-927	203	1	hypothesis	hypothesis	NOUN
aijbe-927	203	2	2	2	NUM
aijbe-927	203	3	(	(	PUNCT
aijbe-927	203	4	h02	h02	NOUN
aijbe-927	203	5	):	):	PUNCT
aijbe-927	203	6	there	there	PRON
aijbe-927	203	7	are	be	VERB
aijbe-927	203	8	no	no	DET
aijbe-927	203	9	optimal	optimal	ADJ
aijbe-927	203	10	advertising	advertising	NOUN
aijbe-927	203	11	budget	budget	NOUN
aijbe-927	203	12	allocation	allocation	NOUN
aijbe-927	203	13	strategies	strategy	NOUN
aijbe-927	203	14	that	that	PRON
aijbe-927	203	15	significantly	significantly	ADV
aijbe-927	203	16	enhance	enhance	VERB
aijbe-927	203	17	longterm	longterm	NOUN
aijbe-927	203	18	profitability	profitability	NOUN
aijbe-927	203	19	for	for	ADP
aijbe-927	203	20	nigerian	nigerian	ADJ
aijbe-927	203	21	startups	startup	NOUN
aijbe-927	203	22	.	.	PUNCT
aijbe-927	204	1	table	table	NOUN
aijbe-927	204	2	4	4	NUM
aijbe-927	204	3	:	:	PUNCT
aijbe-927	204	4	multiple	multiple	ADJ
aijbe-927	204	5	regression	regression	NOUN
aijbe-927	204	6	analysis	analysis	NOUN
aijbe-927	204	7	of	of	ADP
aijbe-927	204	8	advertising	advertising	NOUN
aijbe-927	204	9	budget	budget	NOUN
aijbe-927	204	10	strategies	strategy	NOUN
aijbe-927	204	11	and	and	CCONJ
aijbe-927	204	12	financial	financial	ADJ
aijbe-927	204	13	performance	performance	NOUN
aijbe-927	204	14	variables	variable	NOUN
aijbe-927	204	15	b	b	PROPN
aijbe-927	204	16	standard	standard	ADJ
aijbe-927	204	17	error	error	NOUN
aijbe-927	204	18	t	t	PROPN
aijbe-927	204	19	sig	sig	NOUN
aijbe-927	204	20	.	.	PUNCT
aijbe-927	205	1	(	(	PUNCT
aijbe-927	205	2	constant	constant	ADJ
aijbe-927	205	3	)	)	PUNCT
aijbe-927	205	4	2.340	2.340	NUM
aijbe-927	205	5	0.875	0.875	NUM
aijbe-927	205	6	2.675	2.675	NUM
aijbe-927	205	7	0.008	0.008	NUM
aijbe-927	205	8	digital	digital	ADJ
aijbe-927	205	9	advertising	advertising	NOUN
aijbe-927	205	10	allocation	allocation	NOUN
aijbe-927	205	11	0.520	0.520	NUM
aijbe-927	205	12	0.115	0.115	NUM
aijbe-927	205	13	4.521	4.521	NUM
aijbe-927	205	14	0.000	0.000	NUM
aijbe-927	205	15	traditional	traditional	ADJ
aijbe-927	205	16	media	medium	NOUN
aijbe-927	205	17	allocation	allocation	NOUN
aijbe-927	205	18	0.380	0.380	NUM
aijbe-927	205	19	0.140	0.140	NUM
aijbe-927	205	20	2.714	2.714	NUM
aijbe-927	205	21	0.007	0.007	NUM
aijbe-927	205	22	social	social	ADJ
aijbe-927	205	23	media	medium	NOUN
aijbe-927	205	24	campaign	campaign	NOUN
aijbe-927	205	25	frequency	frequency	NOUN
aijbe-927	205	26	0.210	0.210	NUM
aijbe-927	205	27	0.098	0.098	NUM
aijbe-927	205	28	2.143	2.143	NUM
aijbe-927	205	29	0.034	0.034	NUM
aijbe-927	205	30	aniebiet	aniebiet	DET
aijbe-927	205	31	etuk	etuk	NOUN
aijbe-927	205	32	,	,	PUNCT
aijbe-927	205	33	aniefiok	aniefiok	PROPN
aijbe-927	205	34	okon	okon	PROPN
aijbe-927	205	35	akpan	akpan	PROPN
aijbe-927	205	36	,	,	PUNCT
aijbe-927	205	37	aniekan	aniekan	PROPN
aijbe-927	205	38	eyo	eyo	PROPN
aijbe-927	205	39	awah	awah	PROPN
aijbe-927	205	40	(	(	PUNCT
aijbe-927	205	41	2024	2024	NUM
aijbe-927	205	42	)	)	PUNCT
aijbe-927	205	43	28	28	NUM
aijbe-927	205	44	american	american	ADJ
aijbe-927	205	45	interdisciplinary	interdisciplinary	ADJ
aijbe-927	205	46	journal	journal	NOUN
aijbe-927	205	47	of	of	ADP
aijbe-927	205	48	business	business	NOUN
aijbe-927	205	49	and	and	CCONJ
aijbe-927	205	50	economics	economic	NOUN
aijbe-927	205	51	|	|	ADV
aijbe-927	205	52	https://sadijournals.org/index.php/aijbe	https://sadijournals.org/index.php/aijbe	VERB
aijbe-927	205	53	variables	variable	NOUN
aijbe-927	205	54	b	b	PROPN
aijbe-927	206	1	standard	standard	ADJ
aijbe-927	206	2	error	error	NOUN
aijbe-927	206	3	t	t	PROPN
aijbe-927	206	4	sig	sig	PROPN
aijbe-927	206	5	.	.	PUNCT
aijbe-927	206	6	search	search	NOUN
aijbe-927	206	7	engine	engine	NOUN
aijbe-927	206	8	marketing	marketing	NOUN
aijbe-927	206	9	0.307	0.307	NUM
aijbe-927	206	10	0.103	0.103	NUM
aijbe-927	206	11	2.981	2.981	NUM
aijbe-927	206	12	0.003	0.003	NUM
aijbe-927	206	13	r²	r²	NOUN
aijbe-927	206	14	=	=	NOUN
aijbe-927	206	15	0.583	0.583	NUM
aijbe-927	206	16	,	,	PUNCT
aijbe-927	206	17	adjusted	adjust	VERB
aijbe-927	206	18	r²	r²	NOUN
aijbe-927	206	19	=	=	NOUN
aijbe-927	206	20	0.574	0.574	NUM
aijbe-927	206	21	,	,	PUNCT
aijbe-927	206	22	f	f	X
aijbe-927	206	23	-	-	PUNCT
aijbe-927	206	24	statistic	statistic	NOUN
aijbe-927	206	25	=	=	SYM
aijbe-927	206	26	28.927	28.927	NUM
aijbe-927	206	27	,	,	PUNCT
aijbe-927	206	28	p	p	X
aijbe-927	206	29	<	<	X
aijbe-927	206	30	0.001	0.001	NUM
aijbe-927	206	31	the	the	DET
aijbe-927	206	32	regression	regression	NOUN
aijbe-927	206	33	results	result	NOUN
aijbe-927	206	34	show	show	VERB
aijbe-927	206	35	that	that	SCONJ
aijbe-927	206	36	the	the	DET
aijbe-927	206	37	independent	independent	ADJ
aijbe-927	206	38	variables	variable	NOUN
aijbe-927	206	39	(	(	PUNCT
aijbe-927	206	40	advertising	advertising	NOUN
aijbe-927	206	41	strategies	strategy	NOUN
aijbe-927	206	42	)	)	PUNCT
aijbe-927	206	43	explained	explain	VERB
aijbe-927	206	44	approximately	approximately	ADV
aijbe-927	206	45	58.3	58.3	NUM
aijbe-927	206	46	%	%	NOUN
aijbe-927	206	47	of	of	ADP
aijbe-927	206	48	the	the	DET
aijbe-927	206	49	variation	variation	NOUN
aijbe-927	206	50	in	in	ADP
aijbe-927	206	51	financial	financial	ADJ
aijbe-927	206	52	performance	performance	NOUN
aijbe-927	206	53	(	(	PUNCT
aijbe-927	206	54	r²	r²	NOUN
aijbe-927	206	55	=	=	NOUN
aijbe-927	206	56	0.583	0.583	NUM
aijbe-927	206	57	)	)	PUNCT
aijbe-927	206	58	.	.	PUNCT
aijbe-927	207	1	digital	digital	ADJ
aijbe-927	207	2	advertising	advertising	NOUN
aijbe-927	207	3	allocation	allocation	NOUN
aijbe-927	207	4	had	have	VERB
aijbe-927	207	5	the	the	DET
aijbe-927	207	6	most	most	ADV
aijbe-927	207	7	significant	significant	ADJ
aijbe-927	207	8	positive	positive	ADJ
aijbe-927	207	9	effect	effect	NOUN
aijbe-927	207	10	on	on	ADP
aijbe-927	207	11	financial	financial	ADJ
aijbe-927	207	12	performance	performance	NOUN
aijbe-927	207	13	(	(	PUNCT
aijbe-927	207	14	b	b	NOUN
aijbe-927	207	15	=	=	SYM
aijbe-927	207	16	0.520	0.520	NUM
aijbe-927	207	17	,	,	PUNCT
aijbe-927	207	18	p	p	X
aijbe-927	207	19	<	<	X
aijbe-927	207	20	0.001	0.001	NUM
aijbe-927	207	21	)	)	PUNCT
aijbe-927	207	22	,	,	PUNCT
aijbe-927	207	23	followed	follow	VERB
aijbe-927	207	24	by	by	ADP
aijbe-927	207	25	traditional	traditional	ADJ
aijbe-927	207	26	media	medium	NOUN
aijbe-927	207	27	allocation	allocation	NOUN
aijbe-927	207	28	(	(	PUNCT
aijbe-927	207	29	b	b	NOUN
aijbe-927	207	30	=	=	NOUN
aijbe-927	207	31	0.380	0.380	NUM
aijbe-927	207	32	,	,	PUNCT
aijbe-927	207	33	p	p	X
aijbe-927	207	34	<	<	X
aijbe-927	207	35	0.01	0.01	NUM
aijbe-927	207	36	)	)	PUNCT
aijbe-927	207	37	,	,	PUNCT
aijbe-927	207	38	search	search	NOUN
aijbe-927	207	39	engine	engine	NOUN
aijbe-927	207	40	marketing	marketing	NOUN
aijbe-927	207	41	(	(	PUNCT
aijbe-927	207	42	b	b	NOUN
aijbe-927	207	43	=	=	SYM
aijbe-927	207	44	0.307	0.307	NUM
aijbe-927	207	45	,	,	PUNCT
aijbe-927	207	46	p	p	X
aijbe-927	207	47	<	<	X
aijbe-927	207	48	0.01	0.01	NUM
aijbe-927	207	49	)	)	PUNCT
aijbe-927	207	50	,	,	PUNCT
aijbe-927	207	51	and	and	CCONJ
aijbe-927	207	52	social	social	ADJ
aijbe-927	207	53	media	media	NOUN
aijbe-927	207	54	campaign	campaign	NOUN
aijbe-927	207	55	frequency	frequency	NOUN
aijbe-927	207	56	(	(	PUNCT
aijbe-927	207	57	b	b	NOUN
aijbe-927	207	58	=	=	SYM
aijbe-927	207	59	0.210	0.210	NUM
aijbe-927	207	60	,	,	PUNCT
aijbe-927	207	61	p	p	X
aijbe-927	207	62	<	<	X
aijbe-927	207	63	0.05	0.05	NUM
aijbe-927	207	64	)	)	PUNCT
aijbe-927	207	65	.	.	PUNCT
aijbe-927	208	1	interpretation	interpretation	NOUN
aijbe-927	208	2	:	:	PUNCT
aijbe-927	208	3	the	the	DET
aijbe-927	208	4	multiple	multiple	ADJ
aijbe-927	208	5	regression	regression	NOUN
aijbe-927	208	6	analysis	analysis	NOUN
aijbe-927	208	7	indicates	indicate	VERB
aijbe-927	208	8	that	that	SCONJ
aijbe-927	208	9	digital	digital	ADJ
aijbe-927	208	10	advertising	advertising	NOUN
aijbe-927	208	11	,	,	PUNCT
aijbe-927	208	12	traditional	traditional	ADJ
aijbe-927	208	13	media	medium	NOUN
aijbe-927	208	14	,	,	PUNCT
aijbe-927	208	15	and	and	CCONJ
aijbe-927	208	16	search	search	NOUN
aijbe-927	208	17	engine	engine	NOUN
aijbe-927	208	18	marketing	marketing	NOUN
aijbe-927	208	19	strategies	strategy	NOUN
aijbe-927	208	20	significantly	significantly	ADV
aijbe-927	208	21	enhance	enhance	VERB
aijbe-927	208	22	long	long	ADJ
aijbe-927	208	23	-	-	PUNCT
aijbe-927	208	24	term	term	NOUN
aijbe-927	208	25	profitability	profitability	NOUN
aijbe-927	208	26	for	for	ADP
aijbe-927	208	27	nigerian	nigerian	ADJ
aijbe-927	208	28	startups	startup	NOUN
aijbe-927	208	29	.	.	PUNCT
aijbe-927	209	1	the	the	DET
aijbe-927	209	2	results	result	NOUN
aijbe-927	209	3	lead	lead	VERB
aijbe-927	209	4	to	to	ADP
aijbe-927	209	5	the	the	DET
aijbe-927	209	6	rejection	rejection	NOUN
aijbe-927	209	7	of	of	ADP
aijbe-927	209	8	the	the	DET
aijbe-927	209	9	null	null	ADJ
aijbe-927	209	10	hypothesis	hypothesis	NOUN
aijbe-927	209	11	(	(	PUNCT
aijbe-927	209	12	h02	h02	PROPN
aijbe-927	209	13	)	)	PUNCT
aijbe-927	209	14	,	,	PUNCT
aijbe-927	209	15	affirming	affirm	VERB
aijbe-927	209	16	that	that	SCONJ
aijbe-927	209	17	certain	certain	ADJ
aijbe-927	209	18	advertising	advertising	NOUN
aijbe-927	209	19	budget	budget	NOUN
aijbe-927	209	20	allocation	allocation	NOUN
aijbe-927	209	21	strategies	strategy	NOUN
aijbe-927	209	22	contribute	contribute	VERB
aijbe-927	209	23	positively	positively	ADV
aijbe-927	209	24	to	to	ADP
aijbe-927	209	25	financial	financial	ADJ
aijbe-927	209	26	performance	performance	NOUN
aijbe-927	209	27	.	.	PUNCT
aijbe-927	210	1	discussion	discussion	NOUN
aijbe-927	210	2	of	of	ADP
aijbe-927	210	3	findings	finding	NOUN
aijbe-927	210	4	the	the	DET
aijbe-927	210	5	findings	finding	NOUN
aijbe-927	210	6	of	of	ADP
aijbe-927	210	7	this	this	DET
aijbe-927	210	8	study	study	NOUN
aijbe-927	210	9	revealed	reveal	VERB
aijbe-927	210	10	a	a	DET
aijbe-927	210	11	significant	significant	ADJ
aijbe-927	210	12	relationship	relationship	NOUN
aijbe-927	210	13	between	between	ADP
aijbe-927	210	14	advertising	advertising	NOUN
aijbe-927	210	15	budgets	budget	NOUN
aijbe-927	210	16	and	and	CCONJ
aijbe-927	210	17	financial	financial	ADJ
aijbe-927	210	18	performance	performance	NOUN
aijbe-927	210	19	of	of	ADP
aijbe-927	210	20	nigerian	nigerian	ADJ
aijbe-927	210	21	startups	startup	NOUN
aijbe-927	210	22	,	,	PUNCT
aijbe-927	210	23	as	as	SCONJ
aijbe-927	210	24	evidenced	evidence	VERB
aijbe-927	210	25	by	by	ADP
aijbe-927	210	26	the	the	DET
aijbe-927	210	27	strong	strong	ADJ
aijbe-927	210	28	positive	positive	ADJ
aijbe-927	210	29	correlations	correlation	NOUN
aijbe-927	210	30	between	between	ADP
aijbe-927	210	31	advertising	advertising	NOUN
aijbe-927	210	32	spending	spending	NOUN
aijbe-927	210	33	and	and	CCONJ
aijbe-927	210	34	financial	financial	ADJ
aijbe-927	210	35	metrics	metric	NOUN
aijbe-927	210	36	such	such	ADJ
aijbe-927	210	37	as	as	ADP
aijbe-927	210	38	revenue	revenue	NOUN
aijbe-927	210	39	growth	growth	NOUN
aijbe-927	210	40	,	,	PUNCT
aijbe-927	210	41	profit	profit	NOUN
aijbe-927	210	42	margins	margin	NOUN
aijbe-927	210	43	,	,	PUNCT
aijbe-927	210	44	and	and	CCONJ
aijbe-927	210	45	return	return	VERB
aijbe-927	210	46	on	on	ADP
aijbe-927	210	47	investment	investment	NOUN
aijbe-927	210	48	(	(	PUNCT
aijbe-927	210	49	roi	roi	NOUN
aijbe-927	210	50	)	)	PUNCT
aijbe-927	210	51	.	.	PUNCT
aijbe-927	211	1	specifically	specifically	ADV
aijbe-927	211	2	,	,	PUNCT
aijbe-927	211	3	startups	startup	NOUN
aijbe-927	211	4	that	that	PRON
aijbe-927	211	5	allocated	allocate	VERB
aijbe-927	211	6	a	a	DET
aijbe-927	211	7	larger	large	ADJ
aijbe-927	211	8	portion	portion	NOUN
aijbe-927	211	9	of	of	ADP
aijbe-927	211	10	their	their	PRON
aijbe-927	211	11	budgets	budget	NOUN
aijbe-927	211	12	to	to	ADP
aijbe-927	211	13	advertising	advertising	NOUN
aijbe-927	211	14	saw	see	VERB
aijbe-927	211	15	higher	high	ADJ
aijbe-927	211	16	revenue	revenue	NOUN
aijbe-927	211	17	growth	growth	NOUN
aijbe-927	211	18	rates	rate	NOUN
aijbe-927	211	19	and	and	CCONJ
aijbe-927	211	20	profitability	profitability	NOUN
aijbe-927	211	21	.	.	PUNCT
aijbe-927	212	1	this	this	PRON
aijbe-927	212	2	aligns	align	VERB
aijbe-927	212	3	with	with	ADP
aijbe-927	212	4	existing	exist	VERB
aijbe-927	212	5	literature	literature	NOUN
aijbe-927	212	6	(	(	PUNCT
aijbe-927	212	7	joshi	joshi	PROPN
aijbe-927	212	8	&	&	CCONJ
aijbe-927	212	9	hanssens	hanssens	PROPN
aijbe-927	212	10	,	,	PUNCT
aijbe-927	212	11	2010	2010	NUM
aijbe-927	212	12	;	;	PUNCT
aijbe-927	212	13	lehmann	lehmann	PROPN
aijbe-927	212	14	&	&	CCONJ
aijbe-927	212	15	winer	winer	NOUN
aijbe-927	212	16	,	,	PUNCT
aijbe-927	212	17	2020	2020	NUM
aijbe-927	212	18	)	)	PUNCT
aijbe-927	212	19	that	that	PRON
aijbe-927	212	20	emphasized	emphasize	VERB
aijbe-927	212	21	the	the	DET
aijbe-927	212	22	importance	importance	NOUN
aijbe-927	212	23	of	of	ADP
aijbe-927	212	24	advertising	advertising	NOUN
aijbe-927	212	25	in	in	ADP
aijbe-927	212	26	driving	drive	VERB
aijbe-927	212	27	business	business	NOUN
aijbe-927	212	28	growth	growth	NOUN
aijbe-927	212	29	,	,	PUNCT
aijbe-927	212	30	particularly	particularly	ADV
aijbe-927	212	31	for	for	ADP
aijbe-927	212	32	startups	startup	NOUN
aijbe-927	212	33	that	that	PRON
aijbe-927	212	34	lack	lack	VERB
aijbe-927	212	35	brand	brand	NOUN
aijbe-927	212	36	recognition	recognition	PROPN
aijbe-927	212	37	.	.	PUNCT
aijbe-927	213	1	moreover	moreover	ADV
aijbe-927	213	2	,	,	PUNCT
aijbe-927	213	3	the	the	DET
aijbe-927	213	4	study	study	NOUN
aijbe-927	213	5	found	find	VERB
aijbe-927	213	6	that	that	SCONJ
aijbe-927	213	7	digital	digital	ADJ
aijbe-927	213	8	advertising	advertising	NOUN
aijbe-927	213	9	,	,	PUNCT
aijbe-927	213	10	in	in	ADP
aijbe-927	213	11	particular	particular	ADJ
aijbe-927	213	12	,	,	PUNCT
aijbe-927	213	13	had	have	VERB
aijbe-927	213	14	the	the	DET
aijbe-927	213	15	most	most	ADV
aijbe-927	213	16	substantial	substantial	ADJ
aijbe-927	213	17	impact	impact	NOUN
aijbe-927	213	18	on	on	ADP
aijbe-927	213	19	financial	financial	ADJ
aijbe-927	213	20	performance	performance	NOUN
aijbe-927	213	21	.	.	PUNCT
aijbe-927	214	1	this	this	PRON
aijbe-927	214	2	is	be	AUX
aijbe-927	214	3	consistent	consistent	ADJ
aijbe-927	214	4	with	with	ADP
aijbe-927	214	5	the	the	DET
aijbe-927	214	6	growing	grow	VERB
aijbe-927	214	7	body	body	NOUN
aijbe-927	214	8	of	of	ADP
aijbe-927	214	9	research	research	NOUN
aijbe-927	214	10	that	that	PRON
aijbe-927	214	11	highlights	highlight	VERB
aijbe-927	214	12	the	the	DET
aijbe-927	214	13	role	role	NOUN
aijbe-927	214	14	of	of	ADP
aijbe-927	214	15	digital	digital	ADJ
aijbe-927	214	16	platforms	platform	NOUN
aijbe-927	214	17	in	in	ADP
aijbe-927	214	18	providing	provide	VERB
aijbe-927	214	19	cost	cost	NOUN
aijbe-927	214	20	-	-	PUNCT
aijbe-927	214	21	effective	effective	ADJ
aijbe-927	214	22	,	,	PUNCT
aijbe-927	214	23	targeted	target	VERB
aijbe-927	214	24	marketing	marketing	NOUN
aijbe-927	214	25	solutions	solution	NOUN
aijbe-927	214	26	for	for	ADP
aijbe-927	214	27	startups	startup	NOUN
aijbe-927	214	28	(	(	PUNCT
aijbe-927	214	29	akinbami	akinbami	NOUN
aijbe-927	214	30	,	,	PUNCT
aijbe-927	214	31	2020	2020	NUM
aijbe-927	214	32	)	)	PUNCT
aijbe-927	214	33	.	.	PUNCT
aijbe-927	215	1	social	social	ADJ
aijbe-927	215	2	media	medium	NOUN
aijbe-927	215	3	and	and	CCONJ
aijbe-927	215	4	search	search	NOUN
aijbe-927	215	5	engine	engine	NOUN
aijbe-927	215	6	marketing	marketing	NOUN
aijbe-927	215	7	emerged	emerge	VERB
aijbe-927	215	8	as	as	ADP
aijbe-927	215	9	critical	critical	ADJ
aijbe-927	215	10	components	component	NOUN
aijbe-927	215	11	of	of	ADP
aijbe-927	215	12	successful	successful	ADJ
aijbe-927	215	13	advertising	advertising	NOUN
aijbe-927	215	14	strategies	strategy	NOUN
aijbe-927	215	15	,	,	PUNCT
aijbe-927	215	16	demonstrating	demonstrate	VERB
aijbe-927	215	17	that	that	SCONJ
aijbe-927	215	18	nigerian	nigerian	ADJ
aijbe-927	215	19	startups	startup	NOUN
aijbe-927	215	20	are	be	AUX
aijbe-927	215	21	increasingly	increasingly	ADV
aijbe-927	215	22	leveraging	leverage	VERB
aijbe-927	215	23	online	online	ADJ
aijbe-927	215	24	channels	channel	NOUN
aijbe-927	215	25	to	to	PART
aijbe-927	215	26	reach	reach	VERB
aijbe-927	215	27	their	their	PRON
aijbe-927	215	28	audience	audience	NOUN
aijbe-927	215	29	.	.	PUNCT
aijbe-927	216	1	however	however	ADV
aijbe-927	216	2	,	,	PUNCT
aijbe-927	216	3	the	the	DET
aijbe-927	216	4	study	study	NOUN
aijbe-927	216	5	also	also	ADV
aijbe-927	216	6	supports	support	VERB
aijbe-927	216	7	the	the	DET
aijbe-927	216	8	theory	theory	NOUN
aijbe-927	216	9	of	of	ADP
aijbe-927	216	10	diminishing	diminish	VERB
aijbe-927	216	11	returns	return	NOUN
aijbe-927	216	12	on	on	ADP
aijbe-927	216	13	advertising	advertising	NOUN
aijbe-927	216	14	investment	investment	NOUN
aijbe-927	216	15	.	.	PUNCT
aijbe-927	217	1	beyond	beyond	ADP
aijbe-927	217	2	a	a	DET
aijbe-927	217	3	certain	certain	ADJ
aijbe-927	217	4	threshold	threshold	NOUN
aijbe-927	217	5	,	,	PUNCT
aijbe-927	217	6	additional	additional	ADJ
aijbe-927	217	7	spending	spending	NOUN
aijbe-927	217	8	on	on	ADP
aijbe-927	217	9	advertising	advertising	NOUN
aijbe-927	217	10	resulted	result	VERB
aijbe-927	217	11	in	in	ADP
aijbe-927	217	12	progressively	progressively	ADV
aijbe-927	217	13	lower	low	ADJ
aijbe-927	217	14	returns	return	NOUN
aijbe-927	217	15	,	,	PUNCT
aijbe-927	217	16	suggesting	suggest	VERB
aijbe-927	217	17	that	that	SCONJ
aijbe-927	217	18	nigerian	nigerian	ADJ
aijbe-927	217	19	startups	startup	NOUN
aijbe-927	217	20	must	must	AUX
aijbe-927	217	21	carefully	carefully	ADV
aijbe-927	217	22	balance	balance	VERB
aijbe-927	217	23	their	their	PRON
aijbe-927	217	24	advertising	advertising	NOUN
aijbe-927	217	25	expenditures	expenditure	NOUN
aijbe-927	217	26	to	to	PART
aijbe-927	217	27	avoid	avoid	VERB
aijbe-927	217	28	financial	financial	ADJ
aijbe-927	217	29	strain	strain	NOUN
aijbe-927	217	30	.	.	PUNCT
aijbe-927	218	1	this	this	DET
aijbe-927	218	2	finding	finding	NOUN
aijbe-927	218	3	underscores	underscore	VERB
aijbe-927	218	4	the	the	DET
aijbe-927	218	5	importance	importance	NOUN
aijbe-927	218	6	of	of	ADP
aijbe-927	218	7	strategic	strategic	ADJ
aijbe-927	218	8	budgeting	budgeting	NOUN
aijbe-927	218	9	to	to	PART
aijbe-927	218	10	ensure	ensure	VERB
aijbe-927	218	11	that	that	SCONJ
aijbe-927	218	12	advertising	advertising	NOUN
aijbe-927	218	13	efforts	effort	NOUN
aijbe-927	218	14	contribute	contribute	VERB
aijbe-927	218	15	positively	positively	ADV
aijbe-927	218	16	to	to	ADP
aijbe-927	218	17	long	long	ADJ
aijbe-927	218	18	-	-	PUNCT
aijbe-927	218	19	term	term	NOUN
aijbe-927	218	20	financial	financial	ADJ
aijbe-927	218	21	sustainability	sustainability	NOUN
aijbe-927	218	22	.	.	PUNCT
aijbe-927	219	1	summary	summary	NOUN
aijbe-927	219	2	this	this	DET
aijbe-927	219	3	study	study	NOUN
aijbe-927	219	4	explored	explore	VERB
aijbe-927	219	5	the	the	DET
aijbe-927	219	6	impact	impact	NOUN
aijbe-927	219	7	of	of	ADP
aijbe-927	219	8	advertising	advertising	NOUN
aijbe-927	219	9	budgets	budget	NOUN
aijbe-927	219	10	on	on	ADP
aijbe-927	219	11	the	the	DET
aijbe-927	219	12	financial	financial	ADJ
aijbe-927	219	13	performance	performance	NOUN
aijbe-927	219	14	of	of	ADP
aijbe-927	219	15	nigerian	nigerian	ADJ
aijbe-927	219	16	startups	startup	NOUN
aijbe-927	219	17	,	,	PUNCT
aijbe-927	219	18	with	with	ADP
aijbe-927	219	19	the	the	DET
aijbe-927	219	20	aim	aim	NOUN
aijbe-927	219	21	of	of	ADP
aijbe-927	219	22	identifying	identify	VERB
aijbe-927	219	23	optimal	optimal	ADJ
aijbe-927	219	24	budget	budget	NOUN
aijbe-927	219	25	allocation	allocation	NOUN
aijbe-927	219	26	strategies	strategy	NOUN
aijbe-927	219	27	that	that	PRON
aijbe-927	219	28	promote	promote	VERB
aijbe-927	219	29	long	long	ADJ
aijbe-927	219	30	-	-	PUNCT
aijbe-927	219	31	term	term	NOUN
aijbe-927	219	32	profitability	profitability	NOUN
aijbe-927	219	33	.	.	PUNCT
aijbe-927	220	1	using	use	VERB
aijbe-927	220	2	a	a	DET
aijbe-927	220	3	sample	sample	NOUN
aijbe-927	220	4	of	of	ADP
aijbe-927	220	5	384	384	NUM
aijbe-927	220	6	startups	startup	NOUN
aijbe-927	220	7	across	across	ADP
aijbe-927	220	8	various	various	ADJ
aijbe-927	220	9	sectors	sector	NOUN
aijbe-927	220	10	,	,	PUNCT
aijbe-927	220	11	the	the	DET
aijbe-927	220	12	research	research	NOUN
aijbe-927	220	13	analyzed	analyze	VERB
aijbe-927	220	14	the	the	DET
aijbe-927	220	15	relationship	relationship	NOUN
aijbe-927	220	16	between	between	ADP
aijbe-927	220	17	advertising	advertising	NOUN
aijbe-927	220	18	spending	spending	NOUN
aijbe-927	220	19	and	and	CCONJ
aijbe-927	220	20	key	key	ADJ
aijbe-927	220	21	financial	financial	ADJ
aijbe-927	220	22	metrics	metric	NOUN
aijbe-927	220	23	such	such	ADJ
aijbe-927	220	24	as	as	ADP
aijbe-927	220	25	revenue	revenue	NOUN
aijbe-927	220	26	growth	growth	NOUN
aijbe-927	220	27	,	,	PUNCT
aijbe-927	220	28	profit	profit	NOUN
aijbe-927	220	29	margins	margin	NOUN
aijbe-927	220	30	,	,	PUNCT
aijbe-927	220	31	and	and	CCONJ
aijbe-927	220	32	roi	roi	NOUN
aijbe-927	220	33	.	.	PUNCT
aijbe-927	221	1	the	the	DET
aijbe-927	221	2	study	study	NOUN
aijbe-927	221	3	revealed	reveal	VERB
aijbe-927	221	4	that	that	SCONJ
aijbe-927	221	5	while	while	SCONJ
aijbe-927	221	6	higher	high	ADJ
aijbe-927	221	7	advertising	advertising	NOUN
aijbe-927	221	8	budgets	budget	NOUN
aijbe-927	221	9	are	be	AUX
aijbe-927	221	10	associated	associate	VERB
aijbe-927	221	11	with	with	ADP
aijbe-927	221	12	improved	improved	ADJ
aijbe-927	221	13	financial	financial	ADJ
aijbe-927	221	14	performance	performance	NOUN
aijbe-927	221	15	,	,	PUNCT
aijbe-927	221	16	there	there	PRON
aijbe-927	221	17	are	be	VERB
aijbe-927	221	18	diminishing	diminish	VERB
aijbe-927	221	19	returns	return	NOUN
aijbe-927	221	20	beyond	beyond	ADP
aijbe-927	221	21	a	a	DET
aijbe-927	221	22	certain	certain	ADJ
aijbe-927	221	23	expenditure	expenditure	NOUN
aijbe-927	221	24	level	level	NOUN
aijbe-927	221	25	.	.	PUNCT
aijbe-927	222	1	the	the	DET
aijbe-927	222	2	findings	finding	NOUN
aijbe-927	222	3	indicated	indicate	VERB
aijbe-927	222	4	that	that	SCONJ
aijbe-927	222	5	digital	digital	ADJ
aijbe-927	222	6	advertising	advertising	NOUN
aijbe-927	222	7	strategies	strategy	NOUN
aijbe-927	222	8	,	,	PUNCT
aijbe-927	222	9	particularly	particularly	ADV
aijbe-927	222	10	social	social	ADJ
aijbe-927	222	11	media	medium	NOUN
aijbe-927	222	12	and	and	CCONJ
aijbe-927	222	13	search	search	NOUN
aijbe-927	222	14	engine	engine	NOUN
aijbe-927	222	15	marketing	marketing	NOUN
aijbe-927	222	16	,	,	PUNCT
aijbe-927	222	17	were	be	AUX
aijbe-927	222	18	the	the	DET
aijbe-927	222	19	most	most	ADV
aijbe-927	222	20	effective	effective	ADJ
aijbe-927	222	21	in	in	ADP
aijbe-927	222	22	enhancing	enhance	VERB
aijbe-927	222	23	financial	financial	ADJ
aijbe-927	222	24	outcomes	outcome	NOUN
aijbe-927	222	25	.	.	PUNCT
aijbe-927	223	1	traditional	traditional	ADJ
aijbe-927	223	2	media	medium	NOUN
aijbe-927	223	3	,	,	PUNCT
aijbe-927	223	4	while	while	SCONJ
aijbe-927	223	5	still	still	ADV
aijbe-927	223	6	relevant	relevant	ADJ
aijbe-927	223	7	,	,	PUNCT
aijbe-927	223	8	had	have	VERB
aijbe-927	223	9	a	a	DET
aijbe-927	223	10	lesser	less	ADJ
aijbe-927	223	11	impact	impact	NOUN
aijbe-927	223	12	compared	compare	VERB
aijbe-927	223	13	to	to	ADP
aijbe-927	223	14	digital	digital	ADJ
aijbe-927	223	15	channels	channel	NOUN
aijbe-927	223	16	.	.	PUNCT
aijbe-927	224	1	overall	overall	ADV
aijbe-927	224	2	,	,	PUNCT
aijbe-927	224	3	the	the	DET
aijbe-927	224	4	study	study	NOUN
aijbe-927	224	5	confirmed	confirm	VERB
aijbe-927	224	6	that	that	SCONJ
aijbe-927	224	7	startups	startup	NOUN
aijbe-927	224	8	must	must	AUX
aijbe-927	224	9	adopt	adopt	VERB
aijbe-927	224	10	a	a	DET
aijbe-927	224	11	balanced	balanced	ADJ
aijbe-927	224	12	approach	approach	NOUN
aijbe-927	224	13	to	to	ADP
aijbe-927	224	14	advertising	advertising	NOUN
aijbe-927	224	15	to	to	PART
aijbe-927	224	16	maximize	maximize	VERB
aijbe-927	224	17	returns	return	NOUN
aijbe-927	224	18	and	and	CCONJ
aijbe-927	224	19	ensure	ensure	VERB
aijbe-927	224	20	financial	financial	ADJ
aijbe-927	224	21	stability	stability	NOUN
aijbe-927	224	22	.	.	PUNCT
aijbe-927	225	1	conclusion	conclusion	VERB
aijbe-927	225	2	aniebiet	aniebiet	PROPN
aijbe-927	225	3	etuk	etuk	PROPN
aijbe-927	225	4	,	,	PUNCT
aijbe-927	225	5	aniefiok	aniefiok	PROPN
aijbe-927	225	6	okon	okon	PROPN
aijbe-927	225	7	akpan	akpan	PROPN
aijbe-927	225	8	,	,	PUNCT
aijbe-927	225	9	aniekan	aniekan	PROPN
aijbe-927	225	10	eyo	eyo	PROPN
aijbe-927	225	11	awah	awah	PROPN
aijbe-927	225	12	(	(	PUNCT
aijbe-927	225	13	2024	2024	NUM
aijbe-927	225	14	)	)	PUNCT
aijbe-927	225	15	29	29	NUM
aijbe-927	225	16	american	american	ADJ
aijbe-927	225	17	interdisciplinary	interdisciplinary	ADJ
aijbe-927	225	18	journal	journal	NOUN
aijbe-927	225	19	of	of	ADP
aijbe-927	225	20	business	business	NOUN
aijbe-927	225	21	and	and	CCONJ
aijbe-927	225	22	economics	economic	NOUN
aijbe-927	225	23	|	|	ADV
aijbe-927	225	24	https://sadijournals.org/index.php/aijbe	https://sadijournals.org/index.php/aijbe	NOUN
aijbe-927	225	25	advertising	advertising	NOUN
aijbe-927	225	26	plays	play	VERB
aijbe-927	225	27	a	a	DET
aijbe-927	225	28	pivotal	pivotal	ADJ
aijbe-927	225	29	role	role	NOUN
aijbe-927	225	30	in	in	ADP
aijbe-927	225	31	the	the	DET
aijbe-927	225	32	financial	financial	ADJ
aijbe-927	225	33	success	success	NOUN
aijbe-927	225	34	of	of	ADP
aijbe-927	225	35	nigerian	nigerian	ADJ
aijbe-927	225	36	startups	startup	NOUN
aijbe-927	225	37	.	.	PUNCT
aijbe-927	226	1	startups	startup	NOUN
aijbe-927	226	2	that	that	PRON
aijbe-927	226	3	allocate	allocate	VERB
aijbe-927	226	4	a	a	DET
aijbe-927	226	5	significant	significant	ADJ
aijbe-927	226	6	portion	portion	NOUN
aijbe-927	226	7	of	of	ADP
aijbe-927	226	8	their	their	PRON
aijbe-927	226	9	budgets	budget	NOUN
aijbe-927	226	10	to	to	ADP
aijbe-927	226	11	advertising	advertising	NOUN
aijbe-927	226	12	,	,	PUNCT
aijbe-927	226	13	especially	especially	ADV
aijbe-927	226	14	through	through	ADP
aijbe-927	226	15	digital	digital	ADJ
aijbe-927	226	16	channels	channel	NOUN
aijbe-927	226	17	,	,	PUNCT
aijbe-927	226	18	tend	tend	VERB
aijbe-927	226	19	to	to	PART
aijbe-927	226	20	experience	experience	VERB
aijbe-927	226	21	higher	high	ADJ
aijbe-927	226	22	revenue	revenue	NOUN
aijbe-927	226	23	growth	growth	NOUN
aijbe-927	226	24	and	and	CCONJ
aijbe-927	226	25	profitability	profitability	NOUN
aijbe-927	226	26	.	.	PUNCT
aijbe-927	227	1	however	however	ADV
aijbe-927	227	2	,	,	PUNCT
aijbe-927	227	3	the	the	DET
aijbe-927	227	4	research	research	NOUN
aijbe-927	227	5	also	also	ADV
aijbe-927	227	6	highlights	highlight	VERB
aijbe-927	227	7	the	the	DET
aijbe-927	227	8	need	need	NOUN
aijbe-927	227	9	for	for	SCONJ
aijbe-927	227	10	startups	startup	NOUN
aijbe-927	227	11	to	to	PART
aijbe-927	227	12	find	find	VERB
aijbe-927	227	13	an	an	DET
aijbe-927	227	14	optimal	optimal	ADJ
aijbe-927	227	15	balance	balance	NOUN
aijbe-927	227	16	in	in	ADP
aijbe-927	227	17	their	their	PRON
aijbe-927	227	18	advertising	advertising	NOUN
aijbe-927	227	19	spending	spending	NOUN
aijbe-927	227	20	.	.	PUNCT
aijbe-927	228	1	over	over	ADP
aijbe-927	228	2	-	-	PUNCT
aijbe-927	228	3	investing	investing	NOUN
aijbe-927	228	4	in	in	ADP
aijbe-927	228	5	advertising	advertising	NOUN
aijbe-927	228	6	can	can	AUX
aijbe-927	228	7	lead	lead	VERB
aijbe-927	228	8	to	to	ADP
aijbe-927	228	9	diminishing	diminish	VERB
aijbe-927	228	10	returns	return	NOUN
aijbe-927	228	11	,	,	PUNCT
aijbe-927	228	12	while	while	SCONJ
aijbe-927	228	13	under	under	ADV
aijbe-927	228	14	-	-	PUNCT
aijbe-927	228	15	investing	investing	NOUN
aijbe-927	228	16	can	can	AUX
aijbe-927	228	17	stifle	stifle	VERB
aijbe-927	228	18	growth	growth	NOUN
aijbe-927	228	19	and	and	CCONJ
aijbe-927	228	20	market	market	NOUN
aijbe-927	228	21	visibility	visibility	NOUN
aijbe-927	228	22	.	.	PUNCT
aijbe-927	229	1	to	to	PART
aijbe-927	229	2	achieve	achieve	VERB
aijbe-927	229	3	sustainable	sustainable	ADJ
aijbe-927	229	4	growth	growth	NOUN
aijbe-927	229	5	,	,	PUNCT
aijbe-927	229	6	nigerian	nigerian	ADJ
aijbe-927	229	7	startups	startup	NOUN
aijbe-927	229	8	must	must	AUX
aijbe-927	229	9	adopt	adopt	VERB
aijbe-927	229	10	a	a	DET
aijbe-927	229	11	data	data	NOUN
aijbe-927	229	12	-	-	PUNCT
aijbe-927	229	13	driven	drive	VERB
aijbe-927	229	14	approach	approach	NOUN
aijbe-927	229	15	to	to	ADP
aijbe-927	229	16	advertising	advertising	NOUN
aijbe-927	229	17	budget	budget	NOUN
aijbe-927	229	18	allocation	allocation	NOUN
aijbe-927	229	19	.	.	PUNCT
aijbe-927	230	1	this	this	PRON
aijbe-927	230	2	involves	involves	AUX
aijbe-927	230	3	continuously	continuously	ADV
aijbe-927	230	4	monitoring	monitor	VERB
aijbe-927	230	5	the	the	DET
aijbe-927	230	6	effectiveness	effectiveness	NOUN
aijbe-927	230	7	of	of	ADP
aijbe-927	230	8	advertising	advertising	NOUN
aijbe-927	230	9	campaigns	campaign	NOUN
aijbe-927	230	10	,	,	PUNCT
aijbe-927	230	11	adjusting	adjust	VERB
aijbe-927	230	12	spending	spending	NOUN
aijbe-927	230	13	as	as	SCONJ
aijbe-927	230	14	needed	need	VERB
aijbe-927	230	15	,	,	PUNCT
aijbe-927	230	16	and	and	CCONJ
aijbe-927	230	17	utilizing	utilize	VERB
aijbe-927	230	18	cost	cost	NOUN
aijbe-927	230	19	-	-	PUNCT
aijbe-927	230	20	efficient	efficient	ADJ
aijbe-927	230	21	digital	digital	ADJ
aijbe-927	230	22	platforms	platform	NOUN
aijbe-927	230	23	to	to	PART
aijbe-927	230	24	reach	reach	VERB
aijbe-927	230	25	targeted	target	VERB
aijbe-927	230	26	audiences	audience	NOUN
aijbe-927	230	27	.	.	PUNCT
aijbe-927	231	1	startups	startup	NOUN
aijbe-927	231	2	that	that	PRON
aijbe-927	231	3	successfully	successfully	ADV
aijbe-927	231	4	balance	balance	VERB
aijbe-927	231	5	their	their	PRON
aijbe-927	231	6	advertising	advertising	NOUN
aijbe-927	231	7	expenditures	expenditure	NOUN
aijbe-927	231	8	with	with	ADP
aijbe-927	231	9	overall	overall	ADJ
aijbe-927	231	10	financial	financial	ADJ
aijbe-927	231	11	performance	performance	NOUN
aijbe-927	231	12	will	will	AUX
aijbe-927	231	13	be	be	AUX
aijbe-927	231	14	better	well	ADV
aijbe-927	231	15	positioned	position	VERB
aijbe-927	231	16	for	for	ADP
aijbe-927	231	17	long	long	ADJ
aijbe-927	231	18	-	-	PUNCT
aijbe-927	231	19	term	term	NOUN
aijbe-927	231	20	profitability	profitability	NOUN
aijbe-927	231	21	.	.	PUNCT
aijbe-927	232	1	recommendations	recommendation	NOUN
aijbe-927	232	2	1	1	NUM
aijbe-927	232	3	.	.	X
aijbe-927	232	4	adopt	adopt	VERB
aijbe-927	232	5	a	a	DET
aijbe-927	232	6	data	data	NOUN
aijbe-927	232	7	-	-	PUNCT
aijbe-927	232	8	driven	drive	VERB
aijbe-927	232	9	advertising	advertising	NOUN
aijbe-927	232	10	strategy	strategy	NOUN
aijbe-927	232	11	:	:	PUNCT
aijbe-927	232	12	nigerian	nigerian	ADJ
aijbe-927	232	13	startups	startup	NOUN
aijbe-927	232	14	should	should	AUX
aijbe-927	232	15	use	use	VERB
aijbe-927	232	16	data	data	NOUN
aijbe-927	232	17	analytics	analytic	NOUN
aijbe-927	232	18	to	to	PART
aijbe-927	232	19	guide	guide	VERB
aijbe-927	232	20	their	their	PRON
aijbe-927	232	21	advertising	advertising	NOUN
aijbe-927	232	22	budget	budget	NOUN
aijbe-927	232	23	decisions	decision	NOUN
aijbe-927	232	24	.	.	PUNCT
aijbe-927	233	1	by	by	ADP
aijbe-927	233	2	analyzing	analyze	VERB
aijbe-927	233	3	campaign	campaign	NOUN
aijbe-927	233	4	performance	performance	NOUN
aijbe-927	233	5	in	in	ADP
aijbe-927	233	6	real	real	ADJ
aijbe-927	233	7	time	time	NOUN
aijbe-927	233	8	,	,	PUNCT
aijbe-927	233	9	startups	startup	NOUN
aijbe-927	233	10	can	can	AUX
aijbe-927	233	11	optimize	optimize	VERB
aijbe-927	233	12	their	their	PRON
aijbe-927	233	13	spending	spending	NOUN
aijbe-927	233	14	and	and	CCONJ
aijbe-927	233	15	avoid	avoid	VERB
aijbe-927	233	16	over	over	ADP
aijbe-927	233	17	-	-	PUNCT
aijbe-927	233	18	investing	investing	NOUN
aijbe-927	233	19	in	in	ADP
aijbe-927	233	20	channels	channel	NOUN
aijbe-927	233	21	that	that	PRON
aijbe-927	233	22	do	do	AUX
aijbe-927	233	23	not	not	PART
aijbe-927	233	24	yield	yield	VERB
aijbe-927	233	25	sufficient	sufficient	ADJ
aijbe-927	233	26	returns	return	NOUN
aijbe-927	233	27	.	.	PUNCT
aijbe-927	234	1	2	2	X
aijbe-927	234	2	.	.	X
aijbe-927	234	3	focus	focus	VERB
aijbe-927	234	4	on	on	ADP
aijbe-927	234	5	digital	digital	ADJ
aijbe-927	234	6	advertising	advertising	NOUN
aijbe-927	234	7	:	:	PUNCT
aijbe-927	234	8	given	give	VERB
aijbe-927	234	9	the	the	DET
aijbe-927	234	10	effectiveness	effectiveness	NOUN
aijbe-927	234	11	of	of	ADP
aijbe-927	234	12	digital	digital	ADJ
aijbe-927	234	13	channels	channel	NOUN
aijbe-927	234	14	such	such	ADJ
aijbe-927	234	15	as	as	ADP
aijbe-927	234	16	social	social	ADJ
aijbe-927	234	17	media	medium	NOUN
aijbe-927	234	18	and	and	CCONJ
aijbe-927	234	19	search	search	NOUN
aijbe-927	234	20	engine	engine	NOUN
aijbe-927	234	21	marketing	marketing	NOUN
aijbe-927	234	22	,	,	PUNCT
aijbe-927	234	23	startups	startup	NOUN
aijbe-927	234	24	should	should	AUX
aijbe-927	234	25	prioritize	prioritize	VERB
aijbe-927	234	26	these	these	DET
aijbe-927	234	27	platforms	platform	NOUN
aijbe-927	234	28	in	in	ADP
aijbe-927	234	29	their	their	PRON
aijbe-927	234	30	advertising	advertising	NOUN
aijbe-927	234	31	strategies	strategy	NOUN
aijbe-927	234	32	.	.	PUNCT
aijbe-927	235	1	digital	digital	ADJ
aijbe-927	235	2	advertising	advertising	NOUN
aijbe-927	235	3	allows	allow	VERB
aijbe-927	235	4	for	for	ADP
aijbe-927	235	5	targeted	target	VERB
aijbe-927	235	6	,	,	PUNCT
aijbe-927	235	7	cost	cost	NOUN
aijbe-927	235	8	-	-	PUNCT
aijbe-927	235	9	effective	effective	ADJ
aijbe-927	235	10	marketing	marketing	NOUN
aijbe-927	235	11	that	that	PRON
aijbe-927	235	12	can	can	AUX
aijbe-927	235	13	drive	drive	VERB
aijbe-927	235	14	customer	customer	NOUN
aijbe-927	235	15	acquisition	acquisition	NOUN
aijbe-927	235	16	and	and	CCONJ
aijbe-927	235	17	revenue	revenue	NOUN
aijbe-927	235	18	growth	growth	NOUN
aijbe-927	235	19	.	.	PUNCT
aijbe-927	236	1	3	3	X
aijbe-927	236	2	.	.	X
aijbe-927	236	3	monitor	monitor	VERB
aijbe-927	236	4	for	for	ADP
aijbe-927	236	5	diminishing	diminish	VERB
aijbe-927	236	6	returns	return	NOUN
aijbe-927	236	7	:	:	PUNCT
aijbe-927	236	8	startups	startup	NOUN
aijbe-927	236	9	must	must	AUX
aijbe-927	236	10	recognize	recognize	VERB
aijbe-927	236	11	the	the	DET
aijbe-927	236	12	point	point	NOUN
aijbe-927	236	13	at	at	ADP
aijbe-927	236	14	which	which	PRON
aijbe-927	236	15	additional	additional	ADJ
aijbe-927	236	16	advertising	advertising	NOUN
aijbe-927	236	17	spending	spending	NOUN
aijbe-927	236	18	begins	begin	VERB
aijbe-927	236	19	to	to	PART
aijbe-927	236	20	generate	generate	VERB
aijbe-927	236	21	diminishing	diminishing	NOUN
aijbe-927	236	22	returns	return	NOUN
aijbe-927	236	23	.	.	PUNCT
aijbe-927	237	1	this	this	PRON
aijbe-927	237	2	requires	require	VERB
aijbe-927	237	3	careful	careful	ADJ
aijbe-927	237	4	budget	budget	NOUN
aijbe-927	237	5	planning	planning	NOUN
aijbe-927	237	6	and	and	CCONJ
aijbe-927	237	7	performance	performance	NOUN
aijbe-927	237	8	tracking	track	VERB
aijbe-927	237	9	to	to	PART
aijbe-927	237	10	ensure	ensure	VERB
aijbe-927	237	11	that	that	SCONJ
aijbe-927	237	12	advertising	advertising	NOUN
aijbe-927	237	13	investments	investment	NOUN
aijbe-927	237	14	contribute	contribute	VERB
aijbe-927	237	15	positively	positively	ADV
aijbe-927	237	16	to	to	ADP
aijbe-927	237	17	financial	financial	ADJ
aijbe-927	237	18	sustainability	sustainability	NOUN
aijbe-927	237	19	.	.	PUNCT
aijbe-927	238	1	4	4	X
aijbe-927	238	2	.	.	X
aijbe-927	238	3	diversify	diversify	VERB
aijbe-927	238	4	advertising	advertising	NOUN
aijbe-927	238	5	channels	channel	NOUN
aijbe-927	238	6	:	:	PUNCT
aijbe-927	238	7	while	while	SCONJ
aijbe-927	238	8	digital	digital	ADJ
aijbe-927	238	9	advertising	advertising	NOUN
aijbe-927	238	10	is	be	AUX
aijbe-927	238	11	essential	essential	ADJ
aijbe-927	238	12	,	,	PUNCT
aijbe-927	238	13	startups	startup	NOUN
aijbe-927	238	14	should	should	AUX
aijbe-927	238	15	maintain	maintain	VERB
aijbe-927	238	16	a	a	DET
aijbe-927	238	17	diversified	diversified	ADJ
aijbe-927	238	18	advertising	advertising	NOUN
aijbe-927	238	19	portfolio	portfolio	NOUN
aijbe-927	238	20	that	that	PRON
aijbe-927	238	21	includes	include	VERB
aijbe-927	238	22	both	both	CCONJ
aijbe-927	238	23	digital	digital	ADJ
aijbe-927	238	24	and	and	CCONJ
aijbe-927	238	25	traditional	traditional	ADJ
aijbe-927	238	26	media	medium	NOUN
aijbe-927	238	27	.	.	PUNCT
aijbe-927	239	1	this	this	PRON
aijbe-927	239	2	will	will	AUX
aijbe-927	239	3	help	help	VERB
aijbe-927	239	4	reach	reach	VERB
aijbe-927	239	5	a	a	DET
aijbe-927	239	6	broader	broad	ADJ
aijbe-927	239	7	audience	audience	NOUN
aijbe-927	239	8	and	and	CCONJ
aijbe-927	239	9	mitigate	mitigate	VERB
aijbe-927	239	10	the	the	DET
aijbe-927	239	11	risk	risk	NOUN
aijbe-927	239	12	associated	associate	VERB
aijbe-927	239	13	with	with	ADP
aijbe-927	239	14	over	over	ADP
aijbe-927	239	15	-	-	PUNCT
aijbe-927	239	16	reliance	reliance	NOUN
aijbe-927	239	17	on	on	ADP
aijbe-927	239	18	a	a	DET
aijbe-927	239	19	single	single	ADJ
aijbe-927	239	20	advertising	advertising	NOUN
aijbe-927	239	21	channel	channel	NOUN
aijbe-927	239	22	.	.	PUNCT
aijbe-927	240	1	5	5	X
aijbe-927	240	2	.	.	X
aijbe-927	240	3	align	align	ADJ
aijbe-927	240	4	advertising	advertising	NOUN
aijbe-927	240	5	with	with	ADP
aijbe-927	240	6	financial	financial	ADJ
aijbe-927	240	7	objectives	objective	NOUN
aijbe-927	240	8	:	:	PUNCT
aijbe-927	240	9	startups	startup	NOUN
aijbe-927	240	10	should	should	AUX
aijbe-927	240	11	ensure	ensure	VERB
aijbe-927	240	12	that	that	SCONJ
aijbe-927	240	13	their	their	PRON
aijbe-927	240	14	advertising	advertising	NOUN
aijbe-927	240	15	strategies	strategy	NOUN
aijbe-927	240	16	align	align	VERB
aijbe-927	240	17	with	with	ADP
aijbe-927	240	18	broader	broad	ADJ
aijbe-927	240	19	financial	financial	ADJ
aijbe-927	240	20	goals	goal	NOUN
aijbe-927	240	21	.	.	PUNCT
aijbe-927	241	1	advertising	advertising	NOUN
aijbe-927	241	2	expenditures	expenditure	NOUN
aijbe-927	241	3	should	should	AUX
aijbe-927	241	4	be	be	AUX
aijbe-927	241	5	managed	manage	VERB
aijbe-927	241	6	in	in	ADP
aijbe-927	241	7	such	such	DET
aijbe-927	241	8	a	a	DET
aijbe-927	241	9	way	way	NOUN
aijbe-927	241	10	that	that	PRON
aijbe-927	241	11	they	they	PRON
aijbe-927	241	12	support	support	VERB
aijbe-927	241	13	both	both	PRON
aijbe-927	241	14	short	short	ADJ
aijbe-927	241	15	-	-	PUNCT
aijbe-927	241	16	term	term	NOUN
aijbe-927	241	17	revenue	revenue	NOUN
aijbe-927	241	18	generation	generation	NOUN
aijbe-927	241	19	and	and	CCONJ
aijbe-927	241	20	long	long	ADJ
aijbe-927	241	21	-	-	PUNCT
aijbe-927	241	22	term	term	NOUN
aijbe-927	241	23	financial	financial	ADJ
aijbe-927	241	24	sustainability	sustainability	NOUN
aijbe-927	241	25	.	.	PUNCT
aijbe-927	242	1	references	reference	NOUN
aijbe-927	242	2	abubakar	abubakar	PROPN
aijbe-927	242	3	,	,	PUNCT
aijbe-927	242	4	m.	m.	NOUN
aijbe-927	242	5	,	,	PUNCT
aijbe-927	242	6	&	&	CCONJ
aijbe-927	242	7	osagie	osagie	PROPN
aijbe-927	242	8	,	,	PUNCT
aijbe-927	242	9	s.	s.	PROPN
aijbe-927	242	10	(	(	PUNCT
aijbe-927	242	11	2021	2021	NUM
aijbe-927	242	12	)	)	PUNCT
aijbe-927	242	13	.	.	PUNCT
aijbe-927	243	1	advertising	advertising	NOUN
aijbe-927	243	2	expenditure	expenditure	NOUN
aijbe-927	243	3	and	and	CCONJ
aijbe-927	243	4	sales	sale	NOUN
aijbe-927	243	5	growth	growth	NOUN
aijbe-927	243	6	among	among	ADP
aijbe-927	243	7	nigerian	nigerian	ADJ
aijbe-927	243	8	startups	startup	NOUN
aijbe-927	243	9	in	in	ADP
aijbe-927	243	10	the	the	DET
aijbe-927	243	11	retail	retail	ADJ
aijbe-927	243	12	sector	sector	NOUN
aijbe-927	243	13	.	.	PUNCT
aijbe-927	244	1	journal	journal	NOUN
aijbe-927	244	2	of	of	ADP
aijbe-927	244	3	african	african	ADJ
aijbe-927	244	4	business	business	NOUN
aijbe-927	244	5	research	research	NOUN
aijbe-927	244	6	,	,	PUNCT
aijbe-927	244	7	18(1	18(1	NUM
aijbe-927	244	8	)	)	PUNCT
aijbe-927	244	9	,	,	PUNCT
aijbe-927	244	10	120	120	NUM
aijbe-927	244	11	-	-	SYM
aijbe-927	244	12	135	135	NUM
aijbe-927	244	13	.	.	PUNCT
aijbe-927	244	14	akinbami	akinbami	NOUN
aijbe-927	244	15	,	,	PUNCT
aijbe-927	244	16	a.	a.	NOUN
aijbe-927	244	17	(	(	PUNCT
aijbe-927	244	18	2020	2020	NUM
aijbe-927	244	19	)	)	PUNCT
aijbe-927	244	20	.	.	PUNCT
aijbe-927	245	1	navigating	navigate	VERB
aijbe-927	245	2	the	the	DET
aijbe-927	245	3	nigerian	nigerian	ADJ
aijbe-927	245	4	startup	startup	NOUN
aijbe-927	245	5	ecosystem	ecosystem	NOUN
aijbe-927	245	6	:	:	PUNCT
aijbe-927	245	7	challenges	challenge	NOUN
aijbe-927	245	8	and	and	CCONJ
aijbe-927	245	9	opportunities	opportunity	NOUN
aijbe-927	245	10	.	.	PUNCT
aijbe-927	246	1	journal	journal	NOUN
aijbe-927	246	2	of	of	ADP
aijbe-927	246	3	african	african	ADJ
aijbe-927	246	4	business	business	NOUN
aijbe-927	246	5	,	,	PUNCT
aijbe-927	246	6	21(3	21(3	NUM
aijbe-927	246	7	)	)	PUNCT
aijbe-927	246	8	,	,	PUNCT
aijbe-927	246	9	339	339	NUM
aijbe-927	246	10	-	-	SYM
aijbe-927	246	11	357	357	NUM
aijbe-927	246	12	.	.	PUNCT
aijbe-927	246	13	akinbami	akinbami	NOUN
aijbe-927	246	14	,	,	PUNCT
aijbe-927	246	15	a.	a.	NOUN
aijbe-927	246	16	(	(	PUNCT
aijbe-927	246	17	2020	2020	NUM
aijbe-927	246	18	)	)	PUNCT
aijbe-927	246	19	.	.	PUNCT
aijbe-927	247	1	the	the	DET
aijbe-927	247	2	rise	rise	NOUN
aijbe-927	247	3	of	of	ADP
aijbe-927	247	4	nigerian	nigerian	ADJ
aijbe-927	247	5	startups	startup	NOUN
aijbe-927	247	6	:	:	PUNCT
aijbe-927	247	7	opportunities	opportunity	NOUN
aijbe-927	247	8	and	and	CCONJ
aijbe-927	247	9	challenges	challenge	NOUN
aijbe-927	247	10	in	in	ADP
aijbe-927	247	11	africa	africa	PROPN
aijbe-927	247	12	’s	’s	PART
aijbe-927	247	13	largest	large	ADJ
aijbe-927	247	14	economy	economy	NOUN
aijbe-927	247	15	.	.	PUNCT
aijbe-927	248	1	lagos	lago	NOUN
aijbe-927	248	2	:	:	PUNCT
aijbe-927	248	3	new	new	ADJ
aijbe-927	248	4	dawn	dawn	NOUN
aijbe-927	248	5	press	press	NOUN
aijbe-927	248	6	.	.	PUNCT
aijbe-927	249	1	barney	barney	PROPN
aijbe-927	249	2	,	,	PUNCT
aijbe-927	249	3	j.	j.	PROPN
aijbe-927	249	4	(	(	PUNCT
aijbe-927	249	5	1991	1991	NUM
aijbe-927	249	6	)	)	PUNCT
aijbe-927	249	7	.	.	PUNCT
aijbe-927	250	1	firm	firm	ADJ
aijbe-927	250	2	resources	resource	NOUN
aijbe-927	250	3	and	and	CCONJ
aijbe-927	250	4	sustained	sustain	VERB
aijbe-927	250	5	competitive	competitive	ADJ
aijbe-927	250	6	advantage	advantage	NOUN
aijbe-927	250	7	.	.	PUNCT
aijbe-927	251	1	journal	journal	NOUN
aijbe-927	251	2	of	of	ADP
aijbe-927	251	3	management	management	NOUN
aijbe-927	251	4	,	,	PUNCT
aijbe-927	251	5	17(1	17(1	NUM
aijbe-927	251	6	)	)	PUNCT
aijbe-927	251	7	,	,	PUNCT
aijbe-927	251	8	99120	99120	NUM
aijbe-927	251	9	.	.	PUNCT
aijbe-927	252	1	blank	blank	PROPN
aijbe-927	252	2	,	,	PUNCT
aijbe-927	252	3	s.	s.	PROPN
aijbe-927	252	4	,	,	PUNCT
aijbe-927	252	5	&	&	CCONJ
aijbe-927	252	6	dorf	dorf	PROPN
aijbe-927	252	7	,	,	PUNCT
aijbe-927	252	8	b.	b.	PROPN
aijbe-927	252	9	(	(	PUNCT
aijbe-927	252	10	2012	2012	NUM
aijbe-927	252	11	)	)	PUNCT
aijbe-927	252	12	.	.	PUNCT
aijbe-927	253	1	the	the	DET
aijbe-927	253	2	startup	startup	NOUN
aijbe-927	253	3	owner	owner	NOUN
aijbe-927	253	4	’s	’s	PART
aijbe-927	253	5	manual	manual	NOUN
aijbe-927	253	6	:	:	PUNCT
aijbe-927	253	7	the	the	DET
aijbe-927	253	8	step	step	NOUN
aijbe-927	253	9	-	-	PUNCT
aijbe-927	253	10	by	by	ADP
aijbe-927	253	11	-	-	PUNCT
aijbe-927	253	12	step	step	NOUN
aijbe-927	253	13	guide	guide	NOUN
aijbe-927	253	14	for	for	ADP
aijbe-927	253	15	building	build	VERB
aijbe-927	253	16	a	a	DET
aijbe-927	253	17	great	great	ADJ
aijbe-927	253	18	company	company	NOUN
aijbe-927	253	19	.	.	PUNCT
aijbe-927	254	1	pescadero	pescadero	PROPN
aijbe-927	254	2	,	,	PUNCT
aijbe-927	254	3	ca	ca	PROPN
aijbe-927	254	4	:	:	PUNCT
aijbe-927	254	5	k&s	k&s	PROPN
aijbe-927	254	6	ranch	ranch	NOUN
aijbe-927	254	7	.	.	PUNCT
aijbe-927	255	1	aniebiet	aniebiet	PROPN
aijbe-927	255	2	etuk	etuk	PROPN
aijbe-927	255	3	,	,	PUNCT
aijbe-927	255	4	aniefiok	aniefiok	PROPN
aijbe-927	255	5	okon	okon	PROPN
aijbe-927	255	6	akpan	akpan	PROPN
aijbe-927	255	7	,	,	PUNCT
aijbe-927	255	8	aniekan	aniekan	PROPN
aijbe-927	255	9	eyo	eyo	PROPN
aijbe-927	255	10	awah	awah	PROPN
aijbe-927	255	11	(	(	PUNCT
aijbe-927	255	12	2024	2024	NUM
aijbe-927	255	13	)	)	PUNCT
aijbe-927	255	14	30	30	NUM
aijbe-927	255	15	american	american	ADJ
aijbe-927	255	16	interdisciplinary	interdisciplinary	ADJ
aijbe-927	255	17	journal	journal	NOUN
aijbe-927	255	18	of	of	ADP
aijbe-927	255	19	business	business	NOUN
aijbe-927	255	20	and	and	CCONJ
aijbe-927	255	21	economics	economic	NOUN
aijbe-927	255	22	|	|	ADV
aijbe-927	255	23	https://sadijournals.org/index.php/aijbe	https://sadijournals.org/index.php/aijbe	VERB
aijbe-927	255	24	brigham	brigham	PROPN
aijbe-927	255	25	,	,	PUNCT
aijbe-927	255	26	e.	e.	PROPN
aijbe-927	255	27	f.	f.	PROPN
aijbe-927	255	28	,	,	PUNCT
aijbe-927	255	29	&	&	CCONJ
aijbe-927	255	30	ehrhardt	ehrhardt	PROPN
aijbe-927	255	31	,	,	PUNCT
aijbe-927	255	32	m.	m.	NOUN
aijbe-927	255	33	c.	c.	PROPN
aijbe-927	255	34	(	(	PUNCT
aijbe-927	255	35	2016	2016	NUM
aijbe-927	255	36	)	)	PUNCT
aijbe-927	255	37	.	.	PUNCT
aijbe-927	256	1	financial	financial	ADJ
aijbe-927	256	2	management	management	NOUN
aijbe-927	256	3	:	:	PUNCT
aijbe-927	256	4	theory	theory	NOUN
aijbe-927	256	5	&	&	CCONJ
aijbe-927	256	6	practice	practice	PROPN
aijbe-927	256	7	.	.	PUNCT
aijbe-927	257	1	cengage	cengage	PROPN
aijbe-927	257	2	learning	learning	PROPN
aijbe-927	257	3	.	.	PUNCT
aijbe-927	258	1	hanssens	hanssens	PROPN
aijbe-927	258	2	,	,	PUNCT
aijbe-927	258	3	d.	d.	PROPN
aijbe-927	258	4	m.	m.	PROPN
aijbe-927	258	5	(	(	PUNCT
aijbe-927	258	6	2018	2018	NUM
aijbe-927	258	7	)	)	PUNCT
aijbe-927	258	8	.	.	PUNCT
aijbe-927	259	1	marketing	marketing	NOUN
aijbe-927	259	2	in	in	ADP
aijbe-927	259	3	a	a	DET
aijbe-927	259	4	digital	digital	ADJ
aijbe-927	259	5	world	world	NOUN
aijbe-927	259	6	:	:	PUNCT
aijbe-927	259	7	future	future	ADJ
aijbe-927	259	8	trends	trend	NOUN
aijbe-927	259	9	in	in	ADP
aijbe-927	259	10	advertising	advertising	NOUN
aijbe-927	259	11	and	and	CCONJ
aijbe-927	259	12	financial	financial	ADJ
aijbe-927	259	13	returns	return	NOUN
aijbe-927	259	14	.	.	PUNCT
aijbe-927	260	1	mcgraw	mcgraw	PROPN
aijbe-927	260	2	hill	hill	PROPN
aijbe-927	260	3	education	education	PROPN
aijbe-927	260	4	.	.	PUNCT
aijbe-927	261	1	hanssens	hanssens	PROPN
aijbe-927	261	2	,	,	PUNCT
aijbe-927	261	3	d.	d.	PROPN
aijbe-927	261	4	m.	m.	PROPN
aijbe-927	261	5	(	(	PUNCT
aijbe-927	261	6	2018	2018	NUM
aijbe-927	261	7	)	)	PUNCT
aijbe-927	261	8	.	.	PUNCT
aijbe-927	262	1	marketing	marketing	NOUN
aijbe-927	262	2	science	science	NOUN
aijbe-927	262	3	,	,	PUNCT
aijbe-927	262	4	advertising	advertising	NOUN
aijbe-927	262	5	,	,	PUNCT
aijbe-927	262	6	and	and	CCONJ
aijbe-927	262	7	financial	financial	ADJ
aijbe-927	262	8	performance	performance	NOUN
aijbe-927	262	9	:	:	PUNCT
aijbe-927	262	10	the	the	DET
aijbe-927	262	11	role	role	NOUN
aijbe-927	262	12	of	of	ADP
aijbe-927	262	13	analytics	analytic	NOUN
aijbe-927	262	14	in	in	ADP
aijbe-927	262	15	decision	decision	NOUN
aijbe-927	262	16	making	making	NOUN
aijbe-927	262	17	.	.	PUNCT
aijbe-927	263	1	journal	journal	NOUN
aijbe-927	263	2	of	of	ADP
aijbe-927	263	3	marketing	marketing	NOUN
aijbe-927	263	4	research	research	NOUN
aijbe-927	263	5	,	,	PUNCT
aijbe-927	263	6	55(2	55(2	NUM
aijbe-927	263	7	)	)	PUNCT
aijbe-927	263	8	,	,	PUNCT
aijbe-927	263	9	223–239	223–239	NUM
aijbe-927	263	10	.	.	PUNCT
aijbe-927	263	11	hanssens	hanssens	PROPN
aijbe-927	263	12	,	,	PUNCT
aijbe-927	263	13	d.	d.	PROPN
aijbe-927	263	14	m.	m.	PROPN
aijbe-927	263	15	(	(	PUNCT
aijbe-927	263	16	2018	2018	NUM
aijbe-927	263	17	)	)	PUNCT
aijbe-927	263	18	.	.	PUNCT
aijbe-927	264	1	the	the	DET
aijbe-927	264	2	economics	economic	NOUN
aijbe-927	264	3	of	of	ADP
aijbe-927	264	4	marketing	marketing	NOUN
aijbe-927	264	5	:	:	PUNCT
aijbe-927	264	6	the	the	DET
aijbe-927	264	7	role	role	NOUN
aijbe-927	264	8	of	of	ADP
aijbe-927	264	9	advertising	advertising	NOUN
aijbe-927	264	10	in	in	ADP
aijbe-927	264	11	business	business	NOUN
aijbe-927	264	12	strategy	strategy	NOUN
aijbe-927	264	13	.	.	PUNCT
aijbe-927	265	1	marketing	marketing	NOUN
aijbe-927	265	2	science	science	NOUN
aijbe-927	265	3	,	,	PUNCT
aijbe-927	265	4	37(3	37(3	NUM
aijbe-927	265	5	)	)	PUNCT
aijbe-927	265	6	,	,	PUNCT
aijbe-927	265	7	467	467	NUM
aijbe-927	265	8	-	-	SYM
aijbe-927	265	9	483	483	NUM
aijbe-927	265	10	.	.	PUNCT
aijbe-927	266	1	joshi	joshi	PROPN
aijbe-927	266	2	,	,	PUNCT
aijbe-927	266	3	a.	a.	PROPN
aijbe-927	266	4	w.	w.	PROPN
aijbe-927	266	5	,	,	PUNCT
aijbe-927	266	6	&	&	CCONJ
aijbe-927	266	7	hanssens	hanssens	PROPN
aijbe-927	266	8	,	,	PUNCT
aijbe-927	266	9	d.	d.	PROPN
aijbe-927	266	10	m.	m.	PROPN
aijbe-927	266	11	(	(	PUNCT
aijbe-927	266	12	2010	2010	NUM
aijbe-927	266	13	)	)	PUNCT
aijbe-927	266	14	.	.	PUNCT
aijbe-927	267	1	the	the	DET
aijbe-927	267	2	direct	direct	ADJ
aijbe-927	267	3	and	and	CCONJ
aijbe-927	267	4	indirect	indirect	ADJ
aijbe-927	267	5	effects	effect	NOUN
aijbe-927	267	6	of	of	ADP
aijbe-927	267	7	advertising	advertising	NOUN
aijbe-927	267	8	spending	spending	NOUN
aijbe-927	267	9	on	on	ADP
aijbe-927	267	10	business	business	NOUN
aijbe-927	267	11	performance	performance	NOUN
aijbe-927	267	12	:	:	PUNCT
aijbe-927	267	13	evidence	evidence	NOUN
aijbe-927	267	14	from	from	ADP
aijbe-927	267	15	the	the	DET
aijbe-927	267	16	financial	financial	ADJ
aijbe-927	267	17	services	service	NOUN
aijbe-927	267	18	industry	industry	NOUN
aijbe-927	267	19	.	.	PUNCT
aijbe-927	268	1	journal	journal	PROPN
aijbe-927	268	2	of	of	ADP
aijbe-927	268	3	marketing	marketing	NOUN
aijbe-927	268	4	,	,	PUNCT
aijbe-927	268	5	74(4	74(4	NOUN
aijbe-927	268	6	)	)	PUNCT
aijbe-927	268	7	,	,	PUNCT
aijbe-927	268	8	23	23	NUM
aijbe-927	268	9	-	-	SYM
aijbe-927	268	10	38	38	NUM
aijbe-927	268	11	.	.	PUNCT
aijbe-927	269	1	joshi	joshi	PROPN
aijbe-927	269	2	,	,	PUNCT
aijbe-927	269	3	a.	a.	PROPN
aijbe-927	269	4	,	,	PUNCT
aijbe-927	269	5	&	&	CCONJ
aijbe-927	269	6	hanssens	hanssens	PROPN
aijbe-927	269	7	,	,	PUNCT
aijbe-927	269	8	d.	d.	PROPN
aijbe-927	269	9	m.	m.	PROPN
aijbe-927	269	10	(	(	PUNCT
aijbe-927	269	11	2010	2010	NUM
aijbe-927	269	12	)	)	PUNCT
aijbe-927	269	13	.	.	PUNCT
aijbe-927	270	1	the	the	DET
aijbe-927	270	2	direct	direct	ADJ
aijbe-927	270	3	and	and	CCONJ
aijbe-927	270	4	indirect	indirect	ADJ
aijbe-927	270	5	effects	effect	NOUN
aijbe-927	270	6	of	of	ADP
aijbe-927	270	7	advertising	advertising	NOUN
aijbe-927	270	8	spending	spending	NOUN
aijbe-927	270	9	on	on	ADP
aijbe-927	270	10	firm	firm	ADJ
aijbe-927	270	11	value	value	NOUN
aijbe-927	270	12	.	.	PUNCT
aijbe-927	271	1	journal	journal	NOUN
aijbe-927	271	2	of	of	ADP
aijbe-927	271	3	marketing	marketing	NOUN
aijbe-927	271	4	research	research	NOUN
aijbe-927	271	5	,	,	PUNCT
aijbe-927	271	6	47(4	47(4	PROPN
aijbe-927	271	7	)	)	PUNCT
aijbe-927	271	8	,	,	PUNCT
aijbe-927	271	9	547	547	NUM
aijbe-927	271	10	-	-	SYM
aijbe-927	271	11	563	563	NUM
aijbe-927	271	12	.	.	PUNCT
aijbe-927	272	1	lehmann	lehmann	PROPN
aijbe-927	272	2	,	,	PUNCT
aijbe-927	272	3	d.	d.	PROPN
aijbe-927	272	4	r.	r.	PROPN
aijbe-927	272	5	,	,	PUNCT
aijbe-927	272	6	&	&	CCONJ
aijbe-927	272	7	winer	winer	NOUN
aijbe-927	272	8	,	,	PUNCT
aijbe-927	272	9	r.	r.	PROPN
aijbe-927	272	10	s.	s.	PROPN
aijbe-927	272	11	(	(	PUNCT
aijbe-927	272	12	2020	2020	NUM
aijbe-927	272	13	)	)	PUNCT
aijbe-927	272	14	.	.	PUNCT
aijbe-927	273	1	analysis	analysis	NOUN
aijbe-927	273	2	for	for	ADP
aijbe-927	273	3	marketing	marketing	NOUN
aijbe-927	273	4	planning	planning	NOUN
aijbe-927	273	5	(	(	PUNCT
aijbe-927	273	6	9th	9th	ADJ
aijbe-927	273	7	ed	ed	NOUN
aijbe-927	273	8	.	.	PUNCT
aijbe-927	273	9	)	)	PUNCT
aijbe-927	273	10	.	.	PUNCT
aijbe-927	274	1	new	new	PROPN
aijbe-927	274	2	york	york	PROPN
aijbe-927	274	3	:	:	PUNCT
aijbe-927	274	4	mcgraw	mcgraw	PROPN
aijbe-927	274	5	hill	hill	PROPN
aijbe-927	274	6	.	.	PUNCT
aijbe-927	275	1	lehmann	lehmann	PROPN
aijbe-927	275	2	,	,	PUNCT
aijbe-927	275	3	d.	d.	PROPN
aijbe-927	275	4	r.	r.	PROPN
aijbe-927	275	5	,	,	PUNCT
aijbe-927	275	6	&	&	CCONJ
aijbe-927	275	7	winer	winer	NOUN
aijbe-927	275	8	,	,	PUNCT
aijbe-927	275	9	r.	r.	PROPN
aijbe-927	275	10	s.	s.	PROPN
aijbe-927	275	11	(	(	PUNCT
aijbe-927	275	12	2020	2020	NUM
aijbe-927	275	13	)	)	PUNCT
aijbe-927	275	14	.	.	PUNCT
aijbe-927	276	1	product	product	NOUN
aijbe-927	276	2	management	management	NOUN
aijbe-927	276	3	.	.	PUNCT
aijbe-927	277	1	mcgraw	mcgraw	PROPN
aijbe-927	277	2	-	-	PUNCT
aijbe-927	277	3	hill	hill	NOUN
aijbe-927	277	4	education	education	NOUN
aijbe-927	277	5	.	.	PUNCT
aijbe-927	278	1	oyewole	oyewole	NOUN
aijbe-927	278	2	,	,	PUNCT
aijbe-927	278	3	f.	f.	PROPN
aijbe-927	278	4	(	(	PUNCT
aijbe-927	278	5	2019	2019	NUM
aijbe-927	278	6	)	)	PUNCT
aijbe-927	278	7	.	.	PUNCT
aijbe-927	279	1	balancing	balance	VERB
aijbe-927	279	2	advertising	advertising	NOUN
aijbe-927	279	3	and	and	CCONJ
aijbe-927	279	4	financial	financial	ADJ
aijbe-927	279	5	management	management	NOUN
aijbe-927	279	6	in	in	ADP
aijbe-927	279	7	nigerian	nigerian	ADJ
aijbe-927	279	8	tech	tech	NOUN
aijbe-927	279	9	startups	startup	NOUN
aijbe-927	279	10	.	.	PUNCT
aijbe-927	280	1	journal	journal	NOUN
aijbe-927	280	2	of	of	ADP
aijbe-927	280	3	entrepreneurship	entrepreneurship	NOUN
aijbe-927	280	4	and	and	CCONJ
aijbe-927	280	5	innovation	innovation	NOUN
aijbe-927	280	6	in	in	ADP
aijbe-927	280	7	africa	africa	PROPN
aijbe-927	280	8	,	,	PUNCT
aijbe-927	280	9	7(4	7(4	NUM
aijbe-927	280	10	)	)	PUNCT
aijbe-927	280	11	,	,	PUNCT
aijbe-927	280	12	91	91	NUM
aijbe-927	280	13	-	-	SYM
aijbe-927	280	14	104	104	NUM
aijbe-927	280	15	.	.	PUNCT
aijbe-927	281	1	partech	partech	PROPN
aijbe-927	281	2	africa	africa	PROPN
aijbe-927	281	3	.	.	PUNCT
aijbe-927	282	1	(	(	PUNCT
aijbe-927	282	2	2023	2023	NUM
aijbe-927	282	3	)	)	PUNCT
aijbe-927	282	4	.	.	PUNCT
aijbe-927	283	1	africa	africa	PROPN
aijbe-927	283	2	tech	tech	PROPN
aijbe-927	283	3	venture	venture	NOUN
aijbe-927	283	4	capital	capital	NOUN
aijbe-927	283	5	report	report	NOUN
aijbe-927	283	6	2023	2023	NUM
aijbe-927	283	7	.	.	PUNCT
aijbe-927	284	1	retrieved	retrieve	VERB
aijbe-927	284	2	from	from	ADP
aijbe-927	284	3	partech	partech	NOUN
aijbe-927	284	4	partech	partech	NOUN
aijbe-927	284	5	africa	africa	PROPN
aijbe-927	284	6	.	.	PUNCT
aijbe-927	285	1	(	(	PUNCT
aijbe-927	285	2	2023	2023	NUM
aijbe-927	285	3	)	)	PUNCT
aijbe-927	285	4	.	.	PUNCT
aijbe-927	286	1	annual	annual	ADJ
aijbe-927	286	2	report	report	NOUN
aijbe-927	286	3	on	on	ADP
aijbe-927	286	4	african	african	ADJ
aijbe-927	286	5	startups	startup	NOUN
aijbe-927	286	6	.	.	PUNCT
aijbe-927	287	1	partech	partech	NOUN
aijbe-927	287	2	ventures	venture	NOUN
aijbe-927	287	3	.	.	PUNCT
aijbe-927	288	1	partech	partech	PROPN
aijbe-927	288	2	africa	africa	PROPN
aijbe-927	288	3	.	.	PUNCT
aijbe-927	289	1	(	(	PUNCT
aijbe-927	289	2	2023	2023	NUM
aijbe-927	289	3	)	)	PUNCT
aijbe-927	289	4	.	.	PUNCT
aijbe-927	290	1	the	the	DET
aijbe-927	290	2	african	african	ADJ
aijbe-927	290	3	venture	venture	PROPN
aijbe-927	290	4	capital	capital	NOUN
aijbe-927	290	5	report	report	NOUN
aijbe-927	290	6	:	:	PUNCT
aijbe-927	290	7	nigerian	nigerian	ADJ
aijbe-927	290	8	startups	startup	NOUN
aijbe-927	290	9	and	and	CCONJ
aijbe-927	290	10	advertising	advertising	NOUN
aijbe-927	290	11	budget	budget	NOUN
aijbe-927	290	12	allocation	allocation	NOUN
aijbe-927	290	13	.	.	PUNCT
aijbe-927	291	1	partech	partech	PROPN
aijbe-927	291	2	africa	africa	PROPN
aijbe-927	291	3	research	research	NOUN
aijbe-927	291	4	publications	publication	NOUN
aijbe-927	291	5	.	.	PUNCT
aijbe-927	292	1	shapiro	shapiro	PROPN
aijbe-927	292	2	,	,	PUNCT
aijbe-927	292	3	c.	c.	PROPN
aijbe-927	292	4	(	(	PUNCT
aijbe-927	292	5	1980	1980	NUM
aijbe-927	292	6	)	)	PUNCT
aijbe-927	292	7	.	.	PUNCT
aijbe-927	293	1	advertising	advertising	NOUN
aijbe-927	293	2	and	and	CCONJ
aijbe-927	293	3	concentration	concentration	NOUN
aijbe-927	293	4	:	:	PUNCT
aijbe-927	293	5	a	a	DET
aijbe-927	293	6	study	study	NOUN
aijbe-927	293	7	of	of	ADP
aijbe-927	293	8	the	the	DET
aijbe-927	293	9	relationship	relationship	NOUN
aijbe-927	293	10	between	between	ADP
aijbe-927	293	11	advertising	advertising	NOUN
aijbe-927	293	12	and	and	CCONJ
aijbe-927	293	13	market	market	NOUN
aijbe-927	293	14	structure	structure	NOUN
aijbe-927	293	15	.	.	PUNCT
aijbe-927	294	1	journal	journal	NOUN
aijbe-927	294	2	of	of	ADP
aijbe-927	294	3	marketing	marketing	NOUN
aijbe-927	294	4	,	,	PUNCT
aijbe-927	294	5	44(3	44(3	NUM
aijbe-927	294	6	)	)	PUNCT
aijbe-927	294	7	,	,	PUNCT
aijbe-927	294	8	59	59	NUM
aijbe-927	294	9	-	-	SYM
aijbe-927	294	10	69	69	NUM
aijbe-927	294	11	.	.	PUNCT
aijbe-927	295	1	https://partechpartners.com/	https://partechpartners.com/	NOUN