Mdooter Journal of Communication and Digital Technologies
Impact of Artificial Intelligence (AI) on the Management of Public Health: Evidence from Federal Medical Centre (FMC), Makurdi, Nigeria
Background: Artificial Intelligence (AI) is transforming healthcare delivery globally by improving diagnostic accuracy and patient treatment. As digital health innovations become more prevalent, understanding their specific impact within Nigerian medical institutions is essential for enhancing public health management. Objectives: This study examined the impact of AI on public health management with the Federal Medical Centre (FMC), Makurdi, as a case study. Specifically, it investigated how AI influences patient diagnosis processes and treatment outcomes. Methodology: The study was anchored on the Diffusion of Innovations (DOI) theory. A cross-sectional survey research design was adopted, focusing on a sample of 384 staff members at FMC, Makurdi, determined using the Cochran formula. Data were collected through a structured questionnaire and analysed using descriptive statistics and Pearson’s Correlation Coefficient. Results: The findings revealed that AI significantly improves diagnostic processes by reducing clinical errors and supporting early disease detection. Furthermore, AI adoption was found to enhance patient treatment through real-time decision-making support and more efficient chronic disease management. Statistical analysis indicated a strong positive correlation between AI integration and improved healthcare delivery. Conclusion: The study concluded that AI adoption positively impacts public healthcare delivery at FMC, Makurdi. It is recommended that the hospital management provide targeted staff training and secure adequate funding for AI infrastructure to optimise the utility of these technologies.
Artificial Intelligence, Healthcare Delivery, Patient Diagnosis, Treatment Outcomes
Copyright (c) 2026 Aondofa Peter Kwaghtser, Emeka Christian Onovo https://creativecommons.org/licenses/by-nc-sa/4.0
Preference Between Social Media and Traditional Media for Advert Placement among Businesses in Nigeria
Background: The landscape of advertising in Nigeria has undergone a significant transformation following the rise of digital media. While businesses are increasingly leveraging the advantages of social media platforms, traditional media remains a prominent fixture in the marketing mix. Objectives: This study investigated the preferred advertising channels used by businesses in Nigeria. Specifically, it identified the most common media used for advertising, examined the challenges encountered by businesses when using specific platforms, and determined the underlying reasons for the preference of one medium over another. Methodology: The study adopted a survey research design, focusing on a sample of 384 businesses in Nsukka, determined via the Cochran formula. The study area was stratified into three communities: Nru Nsukka, Nkpunano, and Ihe Nsukka, with 128 respondents selected from each. Purposive sampling was used to target business owners or marketing personnel responsible for advertising decisions. Results: Findings revealed that social media dominates advertising due to its extensive reach, cost-effectiveness, and high engagement levels. However, its effectiveness is often hindered by intense competition, frequent algorithm changes, and consumer scepticism. Consequently, businesses often adopt a hybrid approach, using social media for interactive engagement and traditional media to bolster brand credibility. Conclusion: Nigerian businesses strategically integrate both social and traditional media for advertising, recognising that each possesses distinct and complementary advantages. Recommendations: Businesses should leverage data analytics and AI-driven personalisation to optimise social media campaigns. To counter audience scepticism, they should adopt credibility-building measures such as influencer marketing and ethical advertising practices. Furthermore, businesses must invest in professional digital marketing expertise to navigate algorithm shifts while continuing to use traditional media to reach diverse age demographics and maintain trust.
Copyright (c) 2026 Onyinyechi Queen Usulor https://creativecommons.org/licenses/by-nc-sa/4.0
Influence of Social Media on Marital Satisfaction: A Study of Couples in Enugu State
Background: In the current postmodern era, marriages are increasingly confronted by challenges stemming from digital integration. While social media serves as a modern technological tool for information and connectivity, its role as a determinant of marital stability remains a subject of critical inquiry. Objective: This research sought to investigate the influence of social media engagements on marital satisfaction among couples in Enugu state, Nigeria. The study specifically examined the impact of usage duration, content types, and message formats, while also considering the moderating role of spousal communication. Methodology: A survey-based descriptive design was adopted for the study. Using a multistage sampling technique, a sample size of 385 married couples was selected from the three senatorial districts of Enugu state. Data were collected through a structured four-point Likert scale questionnaire and analysed using simple percentages, mean deviation, and Chi-square statistical tools. Results: Findings revealed that respondents spend a moderate duration of one to two hours daily on social media, which positively influences marital satisfaction to a high extent. Prank and comedy were identified as the most consumed content types, contributing to emotional relief and marital enlightenment. Furthermore, text-based posts were found to be the most preferred message format. Hypothesis testing indicated that family income significantly predicts the impact of social media on marital satisfaction, whereas marriage duration does not. Conclusion: The study concludes that social media is an advantageous tool for marital satisfaction when used judiciously. Effective spousal communication and moderate online engagement help couples avert the negative consequences associated with social media addiction. It is recommended that couples maintain a balance between digital interactions and heart-to-heart discussions to foster long-term conjugal growth.
Couples, Enugu State, Marital Satisfaction, Social Media, Spousal Communication
Copyright (c) 2026 Daniel Agbor https://creativecommons.org/licenses/by-nc-sa/4.0
Influence of Radio Messages on Security Alertness among Residents of Bayelsa East Senatorial District
Purpose: The study assesses the influence of radio messages on security alertness among residents of Bayelsa East Senatorial District, investigating whether these messages effectively foster security consciousness in a region prone to kidnapping, sea piracy, and election-related violence. Methodology: A survey research design was adopted, utilizing a sample size of 384 residents selected through a multi-stage sampling technique. Data were collected using a quantitative questionnaire and analyzed with simple frequencies and percentages to determine exposure levels and behavioral influence. Results: Findings reveal that exposure to security alertness messages is low, with 51.5% of respondents reporting no exposure and 36.6% hearing messages only once a week. Furthermore, 65% of residents were not influenced by these radio messages, as they prioritised political and community development programmes over security-related broadcasts. Conclusion: The study concludes that the influence of radio on security alertness in the district is weak. It recommends that the state government partner with media outfits to increase the frequency of qualitative, persuasive, and simple security messages to enhance public vigilance.
Bayelsa East, Radio Messages, Residents, Security Alertness, Security Consciousness
Copyright (c) 2026 Adiamaru Celestine Ibobiri https://creativecommons.org/licenses/by-nc-sa/4.0
From Screens to Skills: Evaluating Social Media as a Tool for Social Development among Nigerian Undergraduates
Background: The integration of social media into the daily lives of university students has significantly altered traditional modes of interaction. While these platforms revolutionise communication and relationship maintenance, there is an ongoing debate regarding their influence on the development of essential social skills such as empathy, conflict resolution, and verbal communication in the Nigerian context. Objective: This study sought to ascertain the extent of social media exposure among students at Dennis Osadebay University and Admiralty University of Nigeria, determine their specific usage patterns, and evaluate the effectiveness of these platforms in the development of their social skills. Methodology: A survey research design was adopted, utilising a structured questionnaire to collect data from a sample of university students. A sample size of 385 was determined using the Yaro Yamane formula, with 375 usable copies retrieved for analysis. Data were analysed using descriptive statistics, including frequencies and percentages. Results: The findings revealed that 96.8% of respondents are exposed to social media to a large extent. Students spend considerable time on these platforms, with 41.9% spending 1-3 hours and 30.4% spending 3-5 hours daily. TikTok, Snapchat, and WhatsApp emerged as the most frequently used platforms. While 61.1% of respondents attested to the effectiveness of social media in cultivating social skills, 34.1% disagreed, citing issues such as reduced physical interaction and distractions during study. Conclusion: The study concludes that social media is an effective instrument for social skills cultivation among university students despite negative impacts such as social withdrawal and academic distraction. It is recommended that students exercise self-discipline to avoid over-exposure and that university authorities organise orientation workshops to highlight the hazards of over-indulgence.
Social media, Social skills, Impact, Development, University students
Copyright (c) 2026 Omavuaire Lucky Edewor https://creativecommons.org/licenses/by-nc-sa/4.0
The Digital Battlefield: Youth Cyberbullying and its Implications for Socio-Political Stability in Makurdi, Nigeria
Background: The rapid proliferation of digital technology and social media has fundamentally transformed global communication, but it has also introduced significant challenges, such as cyberbullying. In Nigeria, which has over 150 million internet users, cyberbullying has increasingly intersected with political debates and ethnic divisions, yet its specific impact on regional socio-political development remains under-researched. Objective: This study aimed to assess the impact of cyberbullying by youths on the socio-political development of the Makurdi Metropolis in Benue State, Nigeria. Specifically, it sought to identify the primary causes of cyberbullying among local youth and evaluate its broader effects on civic participation, governance, and democratic values. Methodology: A descriptive research design was employed, using a cross-sectional approach to collect data from 382 respondents via structured questionnaires and five key informant interviews. Participants were selected from five metropolitan council wards using a simple random sampling technique. Data analysis was conducted using descriptive statistics (mean and standard deviation) to address the research questions and chi-square tests to evaluate the relationship between cyberbullying and socio-political development in SPSS. Results: The findings indicate that cyberbullying is prevalent among youth in Makurdi, driven primarily by unemployment (x̄ = 4.61), ICT proficiency (x̄ = 4.48), and political loyalty (x̄ = 4.25). The study revealed that victims often feel embarrassed and hurt, leading to a significant withdrawal from civic participation (x̄ = 4.45). Furthermore, cyberbullying was found to polarise communities, erode democratic norms (x̄ = 4.34), and distract leaders from providing effective governance (x̄ = 4.40). A chi-square test (x2= 227.66) confirmed a significant relationship between youth cyberbullying and diminished socio-political development. Conclusion: The study concludes that cyberbullying poses a serious threat to the socio-political stability and democratic progress of the Makurdi Metropolis. The resulting social withdrawal and political apathy among youth undermine inclusive governance. There is an urgent need for the strict enforcement of cyber laws, the creation of job opportunities to reduce youth idleness, and the implementation of educational programs focused on ethical online behaviour to mitigate these negative effects.
Cyber-bullying, Development, Internet, Socio-Political, Youth
Copyright (c) 2026 Tersoo Solomon Shaminja, Jude Terhile Ahoo, Deborah Ngodoo Iorkaa, Dekera T. Fanen https://creativecommons.org/licenses/by-nc-sa/4.0
Beyond the Ballot: The Role of Digital Media in Advancing Women’s Civil Participation in Southwestern Nigeria
Background: The advent of digital media and Information and Communication Technologies (ICT) has revolutionised social and political engagement globally, yet disparities in access and digital literacy persist. While southwestern Nigeria is a highly educated region, there remains a significant need to understand how women in this area leverage digital platforms for civil participation to overcome socio-cultural norms and institutional barriers. Objective: This research aimed to investigate the extent to which women use digital media for civil participation in southwest Nigeria and to examine how these platforms have been utilised to enhance and advance women’s grassroots activism within the region. Methodology: The study adopted a mixed-methods approach using a descriptive survey research design. Quantitative data were collected via a structured questionnaire from a sample of 400 women across two randomly selected states: Ekiti and Lagos. Qualitative data were gathered through random interviews with six women leaders from both states. Reliability was confirmed with a Cronbach’s alpha coefficient of 0.98, and data were analysed using descriptive statistics and thematic analysis. Results: The findings reveal a high level of awareness regarding digital media for civic use, with 93.8% of respondents acknowledging its role. Actual engagement is similarly high, as 93.1% of participants confirmed that women in their areas utilise digital media for civil participation. Interview results indicate that digital platforms—particularly Facebook, WhatsApp, X (formerly Twitter), and Instagram—have successfully advanced grassroots activism by enabling women to connect, mobilise support for movements like #EndSARS, and directly access political leaders. Conclusion: The study concludes that digital media serves as a transformative tool that educates and empowers women in southwestern Nigeria to overcome conservative constraints and increase their political visibility. While engagement is high, the research suggests that the potential of these platforms must be further leveraged to promote inclusive governance. The study recommends that gender activists and policymakers develop targeted social media campaigns to further educate and mobilise women toward their political goals.
Civil Participation, Digital Media, Women, Social Media, Campaigns
Copyright (c) 2026 Bolanle Morenike Adeoluwa, Omowumi Bukola Olaseinde, Adedeji Matthew Adedayo, Emmanuel Oluwatomisin Olafare https://creativecommons.org/licenses/by-nc-sa/4.0
Media Coverage of Farmers-Herdsmen Conflict in Nigeria: A Comparison of Mainstream and Digital Platforms
Background: The disturbing escalation of farmers-herdsmen conflicts in Nigeria necessitates an understanding of whether mainstream and new media are effectively setting the agenda to inform the public. While traditional media have historically dominated the news cycle, online newspapers and blogs have emerged as critical factors in the flow of information, often competing with broadcast journalism in providing timely updates. Objective: This study examined how online newspapers, television stations, and blogs report on the herdsmen-farmers conflict in Nigeria. The primary objective was to determine the frequency, prominence, duration, and tone of coverage devoted to the conflict across these selected media platforms. Methodology: The research was underpinned by Agenda Setting Theory and employed content analysis. The sample consisted of 401 stories published between 10 November 2017 and 10 November 2018 from Daily Trust and The Punch online newspapers, NTA and Channels TV, and the blogs Naij.com and Nairaland. Data were analysed using descriptive statistics and ANOVA at a 0.05 level of statistical significance . Results: The findings established that online newspapers recorded the highest coverage frequency (50.5%) and featured longer stories than both television and blogs. While most media outlets treated the conflict as very important, the government-owned NTA rated it as less important. Additionally, results showed that television stations predominantly used a positive tone, whereas online newspapers and blogs used a largely negative tone in reporting the conflict. Conclusion: The study concludes that coverage of the farmers-herdsmen conflict differs significantly across media genres, with online newspapers generally performing better in frequency and depth of coverage. The findings underscore that ownership plays a significant role in determining conflict reporting, suggesting that government-owned media may use a positive tone to suppress the actual severity of occurrences.
conflict, coverage, herdsmen, farmers, media, Nigeria
Copyright (c) 2026 Oberiri Destiny Apuke, Naziru Alhaji Tukur https://creativecommons.org/licenses/by-nc-sa/4.0
The Digital Frontline: A Qualitative Analysis of Social Media Utilisation during Nigeria’s #EndSARS Protest
Background: In recent times, social media platforms have transitioned from simple communication tools to the driving force for global protest mobilisation. These platforms serve as vital channels for collaboration and information dissemination, effectively archiving collective memory for future generations. While scholarship has acknowledged the general role of digital media in protests, there remains a notable gap in understanding the specific qualitative nuances of how these platforms are used to promote movements in developing democracies such as Nigeria. Objective: The primary objective of this study was to determine the specific ways in which social media platforms were utilised during the 2020 #EndSARS protest in Nigeria to foster mobilisation and awareness. Methodology: This study employed a qualitative content analysis design anchored in the uses and gratification theory (UGT). Data were collected through structured interview sessions with 32 social media users who were active participants in the #EndSARS protest. The interviews, conducted via Google Meet, were recorded, transcribed, and analysed using a grounded theory approach to generate initial categories and dimensions. Results: The findings identified six key themes explaining the instrumental use of social media during the protest: coordinating activities, sustaining the movement over time, promoting the goal of the protest to the international community, providing real-time updates, justifying the protest through shared experiences of brutality, and leveraging social media attributes like accessibility and multimedia capabilities. The results demonstrate that protesters combined online and offline forms of participation to increase movement effectiveness. Conclusion: The study concludes that social media serves as a powerful vehicle for solidarity in Nigeria, enabling citizens to challenge dominant power groups and maintain collective action despite threats of state repression. The findings suggest that properly managed social media serves as a digital opposition, holding the government accountable by highlighting social recriminations and economic downturns.
Protest; #EndSARS; social media; motivation; police
Copyright (c) 2026 Chinenye Anikwenze, Ngozika Anthonia Obi-Ani, Felix Olajide Talabi https://creativecommons.org/licenses/by-nc-sa/4.0
Framing Political Persuasion: Discourse Analysis of Peter Obi’s 2023 Presidential Campaign Messages on YouTube
Background: The 2023 Nigerian presidential election marked a significant shift in the country's political landscape, heralding a period of electoral disaggregation where traditional party loyalty was superseded by policy-driven and candidate-centred decision-making. While socio-psychological factors are often cited as primary drivers of voter choice, these influences are fundamentally mediated through language and strategic framing on digital platforms. Objective: This study examines the persuasive frames and discursive strategies employed by Peter Obi during the 2023 presidential campaign to influence voters and construct a credible political identity. Methodology: Adopting a qualitative descriptive-interpretative design, the research applied qualitative content analysis and Critical Discourse Analysis (CDA), specifically utilising Fairclough’s three-dimensional model and Van Dijk’s ideological square. The data comprised 47 campaign speeches and interviews obtained from YouTube, selected for the platform's extensive reach and dominance in the Nigerian digital space. Results: The analysis revealed that Obi employed 13 distinct discursive strategies to present the ruling and previous governments negatively through corruption and responsibility frames. Conversely, he utilised the frames of stewardship, competence, nationalism, and the industrial revolution to present himself and his party in a positive light, successfully constructing an identity defined by honesty and credibility. The findings indicate that positive framing exerted a more significant persuasive influence on the electorate than negative framing. Conclusion: The study concludes that the persuasiveness of political campaign messages is predicated on the strategic framing of issues within the specific context of an election. By aligning political issues with the audience's socio-economic experiences and interests, candidates can effectively reshape voter attitudes toward governance.
campaigns, framing, Peter Obi, political messages, persuasion
Copyright (c) 2026 Monday Dumbari Ndiinee https://creativecommons.org/licenses/by-nc-sa/4.0
The Persuasion Paradox: Religious Advertising and the Primacy of Relational Evangelism in Abeokuta
Background: This study examines the influence of religious advertising on church membership in Abeokuta, Nigeria, exploring a complex relationship that is often overlooked in scholarly discourse. Drawing on the Persuasion Theory and the Advertising Exposure Model, the research explores how a faith-based message, disseminated through mass media, influences an audience's spiritual behaviour. Objective: The primary objectives of this study were to: (1) ascertain the level of public awareness and perception of religious advertising; (2) determine the extent to which this advertising directly influences church membership; and (3) identify the most impactful advertising media and non-advertising factors that contribute to a person's decision to join a church. Methodology: A quantitative survey design was employed to collect data from a sample of 370 residents in Abeokuta. Questionnaires were used to gather information on demographics, awareness of religious advertisements, perceived effectiveness of various media, and the primary factors influencing decisions about church membership. Descriptive statistics, including percentages and frequencies, were used to present the data, and the sample size was calculated using the Taro Yamane formula. Results: The findings reveal a nuanced pattern: religious advertising is effective at building awareness but has limited success in directly converting individuals into church members. While a combined 46.3% of respondents reported high awareness, a significant majority (74.3%) stated they did not become members as a result of these advertisements. The data further indicates that the public holds a positive perception of religious advertising as a practice, with 63.5% of respondents rating it as "good" or "very good." However, the most influential factors for membership were identified as personal invitations and church-based programmes, which had a greater impact than mass media campaigns. Conclusion: The study concludes that religious advertising serves primarily as a brand-building and public relations tool rather than a direct recruitment strategy. It creates a supportive environment for relational outreach and community-focused initiatives, which were found to be the most effective drivers of membership. The findings have important implications for religious organisations, suggesting a strategic shift from mass media conversion to a more integrated approach that prioritises in-person experiences and personal connections.
Copyright (c) 2025 Mary O. Akinwunmi, Daniel .T Ezegwu, Omolola Kafayat Hassan, Chinonso Linda Ukadike https://creativecommons.org/licenses/by-nc-sa/4.0
The Social Cost of Stereotypes: Consumer Perception of Female Representation in Nigerian Television Commercials
Background: Television commercials are a powerful medium for shaping societal perceptions of gender, yet a research gap exists in understanding how local audiences in Nigeria perceive and are influenced by these portrayals. Objective: This study investigates consumer perception of female representation in Nigerian television commercials to determine its effects on both consumer behaviour and societal gender norms. Methodology: This study employed a survey research design, collecting data from a sample of 359 respondents in Yenagoa, Bayelsa State, Nigeria. The sample size was determined using the Taro Yamane formula, and respondents were selected through purposive sampling using a structured questionnaire. Data analysis was conducted using descriptive statistics, and results were presented in tables. Results: The findings indicate high audience exposure to the commercials. However, respondents widely perceive female characters as being in stereotypical, passive, and supportive roles, with an emphasis on physical appearance. A significant disconnect was found, as these negative perceptions did not translate into a notable impact on purchasing decisions or brand loyalty. Instead, the study reveals that these portrayals primarily serve to reinforce harmful traditional gender norms. Conclusion: The study provides empirical evidence that while stereotypical advertising may not directly affect sales, it carries a significant social cost by contributing to gender inequality. Advertisers have a social responsibility to create more equitable and empowering representations.
Copyright (c) 2025 Rosemary Ebiere Governor, Ebizimor Blessing Ebiere https://creativecommons.org/licenses/by-nc-sa/4.0
The Perception and Reactions to Unsolicited Advertisements in Select Mobile Apps among Southeast, Nigeria Smart Phone Users
Background: Advertisers engage in various strategies to promote the sale of products and services. However, the prevalence of unsolicited advertisements, particularly within mobile applications, has raised concerns regarding consumer perception and behaviour. Objective: This study investigated smartphone users' perceptions of and reactions to unsolicited in-app advertisements in Southeastern Nigeria. The Psychological Reactance Theory served as the theoretical framework for the study. Methodology: The study employed a survey-based approach to collect data from 385 respondents. The questionnaire served as the instrument for data collection, and a respondent-driven sampling (RDS) chain referral technique was used for respondent selection. Results: The findings revealed that smartphone users in Southeast Nigeria hold a negative perception of unsolicited in-app advertisements. The results also showed that such ads repulse these users, and their negative perceptions directly influence this adverse reaction. Conclusion: Excessive exposure to unsolicited advertisements has led to a negative perception among smartphone users, which in turn contributes to their negative reactions toward these ads in mobile applications. This highlights the need for advertisers to reconsider their strategies to avoid alienating consumers.
Copyright (c) 2025 Emeka Williams Etumnu, Oluchi Williams-Etumnu https://creativecommons.org/licenses/by-nc-sa/4.0
The Power of Persuasion: How Advertising and Brand Image Drive Consumer Purchases in Nigeria's Fuel Market
Background: This study addresses the gap in existing literature by investigating the impact of corporate brand image on consumer purchasing intentions within the highly competitive Lekki petroleum market in Lagos, Nigeria. While brand image is a known determinant of consumer behaviour, its specific influence on purchasing decisions in the Nigerian petroleum sector has not been adequately explored. Objective: The primary objective of this research was to examine the relationship between corporate brand image and consumer buying intentions for petroleum products. Methodology: A descriptive survey design was employed, targeting customers of three major petrol stations in the Lekki area. A total of 520 questionnaires were distributed, yielding a robust response rate of 84.3%, with 437 valid responses. The data collected were analysed using the Statistical Package for the Social Sciences (SPSS), with linear regression analysis used to test the study’s hypothesis. Results: The findings revealed a statistically significant positive relationship between corporate brand image and consumer buying intention. The regression analysis revealed that corporate brand image is a significant predictor of consumer buying intention (β = 0.338, t = 11.614, p < 0.001), accounting for 9.1% of the variance in consumer buying intentions. This suggests that a favourable brand image considerably strengthens a consumer's willingness to make a purchase. Conclusion: The study concludes that corporate brand image is a vital determinant of consumer buying intentions in the Lekki petroleum market. The findings hold significant implications for petroleum firms, recommending that they prioritise strategic branding, invest in consistent advertising campaigns, enhance service standards, and leverage corporate social responsibility to cultivate a positive brand image and, ultimately, boost consumer loyalty and sales.
Copyright (c) 2025 Matthew U. Onuh, Jude C. Nwaulune, Rosemary U. Itaman https://creativecommons.org/licenses/by-nc-sa/4.0
Facebook Advertising and Consumer Behaviour: A Study of Yuorit Yoghurt in Jos South, Nigeria
Background: The increasing penetration of social media, particularly Facebook, presents both opportunities and challenges for businesses seeking to influence consumer behaviour. This study investigates the impact of Facebook advertising on consumer behaviour, specifically focusing on its role in driving sales, shaping consumer perception, and informing campaign optimisation strategies for Yuorit Yoghurt, a consumer brand operating in Jos South Local Government Area, Nigeria. Objective: The broad objective was to examine the impact of Facebook advertising on consumer behaviour towards Yuorit Yoghurt. Specifically, the study aimed to (1) ascertain how Facebook advertising has improved sales and patronage, (2) determine its influence on consumer perception (e.g., quality, reliability, trustworthiness), and (3) examine ROI measurement and identify strategies for campaign improvement. Methodology: A descriptive survey design was employed, with data collected from 362 Facebook users of Yuorit Yoghurt's official page across Abattoir, Yingi, and Gold and Base communities in Jos South Local Government Area. A structured questionnaire was administered, and the collected data were analysed using descriptive statistics, including frequencies and percentages, presented in tables. The study's interpretation was guided by the Theoretical Reasoned Action (TRA) and Technology Acceptance Model (TAM). Results: The findings indicate that Facebook advertising significantly drives sales and patronage, with 75.7% of respondents discovering the brand through ads and 84.3% making purchases thereafter. Consumer perceptions of the advertisements were overwhelmingly positive regarding quality (74.6% excellent), reliability (93.6%), and trustworthiness (89%), leading to high recommendation rates (95.3%). Furthermore, 87.3% of respondents perceived that Yuorit Yoghurt communicates campaign results, and they suggested enhanced audience targeting (38.7%) and exclusive promotions (27.9%) as key improvement strategies, affirming a strong likelihood of continued engagement with optimised campaigns (95.3%). Conclusion: Facebook advertising is a highly effective tool for Yuorit Yoghurt, profoundly influencing consumer awareness, positive perception, and purchase decisions. The study confirms its vital role in the brand's marketing strategy, underscoring the importance of maintaining high-quality, trustworthy content, transparent ROI communication, and continuous campaign optimisation to sustain consumer engagement and commercial success.
Copyright (c) 2025 Sunday Francis Leman, Lucky Jerry Mapak https://creativecommons.org/licenses/by-nc-sa/4.0
Content Marketing as an Advertising Strategy: An Analysis of Brand Awareness and Audience Relationships at Apple
Objectives: This study examines the impact of content marketing on brand awareness and audience relationships, utilising Apple as a case study. The research also aims to identify the specific content strategies that are most effective and to examine their impact on consumer perceptions and loyalty. Methodology: The study employed a quantitative survey design. Data were collected from 300 respondents using a structured questionnaire, with a Likert scale used to measure attitudes. The collected data were analysed and presented using Statistical Package for the Social Sciences (SPSS) version 22. Results: The findings show that social media campaigns and advertisements are the most influential content marketing strategies used by Apple, with 72.7% of respondents indicating they encountered Apple products through this medium. A majority of respondents (76.6%) found Apple's content marketing to be either highly or somewhat effective in promoting brand awareness. The results also indicated that influencer endorsements (37.3%) and user-generated content (37.3%) were key drivers of consumer engagement. However, a notable 30.3% of respondents felt the brand was "overhyped," suggesting a potential risk of audience fatigue. Conclusion: The study concludes that Apple's content marketing strategies are primarily effective in enhancing brand awareness and audience relationships. Social media campaigns, influencer endorsements, and customer reviews play the most significant roles in shaping consumer perception. The findings underscore the importance of striking a balance between traditional promotional efforts and authentic, interactive content to maintain long-term brand appeal and mitigate the risk of overexposure.
Copyright (c) 2025 Emmanuella Amarachi Ozioko https://creativecommons.org/licenses/by-nc-sa/4.0
Beyond the Product: How Storytelling Advertisements Shape Consumer Perception and Purchase Decisions
Background: In a digitally saturated market where consumers are overwhelmed with advertising content, organisations are challenged to find effective ways to connect with their target audience. Storytelling has emerged as a powerful advertising technique to bridge this gap by creating meaningful and memorable connections. Objective: This study investigates consumer perceptions of storytelling as an advertising technique. Specifically, it examines the frequency of consumer exposure to storytelling advertisements, their influence on consumer purchase decisions, and the emotional and cognitive perceptions of consumers towards this form of advertising. Methodology: A descriptive survey research design was employed, with data collected from a sample of 384 Nigerian consumers. The sample size was determined using the Cochran formula for infinite populations. A combination of stratified random sampling and purposive sampling was used to ensure adequate demographic representation and select individuals who frequently interact with storytelling advertisements. Data was collected over a 14-21 day period via a structured questionnaire distributed through Google Forms. Results: Findings reveal that consumers are frequently exposed to storytelling advertisements, predominantly on social media and television. The majority of respondents (69.27%) reported being influenced by a captivating storytelling ad in their purchase decision. The most compelling aspects of these advertisements were identified as their unique and creative storylines and high- quality visuals. Furthermore, the study found that storytelling advertisements primarily evoke emotions of inspiration, excitement, and nostalgia, indicating a strong emotional connection.
Copyright (c) 2025 Iroegbu Chinatu Amarachukwu https://creativecommons.org/licenses/by-nc-sa/4.0
Beyond the Jingle: A Thematic Analysis of Creative Persuasion in Nigerian Telecommunications Advertising
Background: The study of creative approaches in functional advertising is a key focus for marketing communication scholars, as advertisers constantly work to capture the attention of television's vast audience. This study examined creative approaches in contemporary television advertising within Nigeria's highly competitive telecommunications industry. Objective: The primary objective was to analyse the creative strategies—specifically the use of dominant versus emerging approaches—deployed by MTN, Glo, and Airtel, and to assess their effectiveness in a rapidly evolving media landscape. Methodology: The research adopted a thematic content analysis design on a sample of 14 contemporary television commercials (four from MTN, five from Glo, and five from Airtel). Inter-rater reliability was ensured through a standardised coding process with research assistants. Results: The findings revealed a clear and consistent pattern across all three brands: a deliberate shift away from purely dominant creative styles towards a maximalist utilisation of emerging creative approaches. Advertisements heavily featured creative themes such as emotional storytelling, humour, and celebrity endorsements, suggesting a strategic focus on engaging the audience through the peripheral route of persuasion, as outlined by the Elaboration Likelihood Model. Conclusion: The study concludes that the target audience for these brands is primarily the younger generation, necessitating a shift towards dynamic, culturally relevant, and engaging advertising. The findings underscore that in a cluttered market, a compelling creative approach that resonates with the "spirit of the new age, powered by science and technology" is essential for effective audience engagement and brand success.
Copyright (c) 2025 Augustine Anyasi C. Akaeze https://creativecommons.org/licenses/by-nc-sa/4.0
Poisoning the Well: Negative Political Advertising and the Shaping of Voter Perception in Nigeria's 2023 Election
Objective: This study assessed the impact of negative political advertisements on voters' perceptions of candidates' competence during the 2023 Nigerian general election. Specifically, it identified the media platforms where voters were most exposed to negative ads, evaluated their influence on perceptions of competence, and determined the key aspects of competence that were affected. Methodology: A survey research method was employed, targeting a judgmental sample of 399 voters in Ekwulobia, Anambra State. Data was collected via structured questionnaires and analysed using percentages, frequency tables, and bar charts. Results: The study found that social media platforms were the most prevalent channels for negative political advertisements, with 68% of respondents exposed to such content. These advertisements had a notable impact on voter perceptions, as 66% of respondents indicated that the ads influenced their views on a candidate's competence. The key aspects of competence most affected were overall leadership, decision-making, and economic policies. Conclusion: The findings suggest that negative political advertising played a significant role in shaping voter perceptions during the 2023 election, particularly on digital platforms. It is recommended that regulatory bodies enforce responsible advertising practices and encourage issue-based campaigns to promote a healthier political environment in Nigeria.
Copyright (c) 2025 Chukwuebuka-Nwosu Justina Nwadiuto https://creativecommons.org/licenses/by-nc-sa/4.0
Does Sex Still Sell? A Nigerian Perspective on Advertising Appeals
Background: The pervasive use of sexual appeals in contemporary advertising has become a global phenomenon, yet its effectiveness and reception remain a subject of intense debate, particularly in culturally conservative regions. Objective: This research aimed to determine the extent of consumer exposure to sexually appealing advertisements across various media platforms, ascertain consumers' perceptions of these ads, and evaluate the influence of sex appeal on consumer purchasing habits. Methodology: A survey research design was employed, using a structured questionnaire to collect data from a sample of 400 literate residents in three states within Northern Nigeria: Abuja, Niger, and Kaduna. A multi-stage sampling technique was used to ensure balanced representation from each state. Data was analysed using descriptive statistics, including frequencies and percentages, via the Statistical Package for the Social Sciences (SPSS). Results: The findings revealed that the internet is the primary source of advertising exposure for a majority of respondents (52%). A significant majority of participants (96%) confirmed they have noticed sex appeal in advertisements, with female models being slightly more prevalent (54%). However, the study directly challenges the notion that "sex sells," as 59% of respondents stated that sex appeal does not attract them to a product. The most common response to these ads was feeling disturbed (73%), and a majority of respondents (57%) viewed the advertising messages as bad. Conclusion: The study concludes that while sex appeal is a common advertising strategy in Nigeria, it is ineffective and poorly perceived by consumers in the North Central region. The negative emotional and behavioural responses observed suggest that this approach may be detrimental to the brand's image. The findings highlight a critical need for advertisers to adopt more culturally sensitive and relevant communication strategies rather than relying on sexual objectification.
Copyright (c) 2025 Galadima A. Bala, Ruth Efahemiode Jatto https://creativecommons.org/licenses/by-nc-sa/4.0
Influence of Government Media Regulations on Audience Perception of News Credibility in Nigeria
Objectives: This study investigates the influence of government media regulations on audience perception of news credibility in Nigeria. Specifically, it examines how these regulations impact the diversity of viewpoints in news coverage and the perceived credibility of news sources. Methodology: A quantitative approach was employed, utilising a structured survey administered to 386 residents in Nigeria. The sample was selected through multi-stage sampling. Data were collected on audience demographics, frequency of news consumption, perception of news credibility, exposure to government media regulations, and trust in media sources. Descriptive statistics and chi-square tests were used to analyse the data. Results: Findings indicate a significant correlation between government media regulations and audience perception of news credibility, with a chi-square value of 138.65 (p < 0.0001). The data suggest that increased government regulations correspond with decreased perceived news credibility. While some respondents view government-regulated sources as credible, there is a prevalent perception of bias and compromised editorial independence in these sources. Conclusion: The study concludes that stringent government media regulations in are associated with reduced perceived credibility of news sources. This highlights the need for balanced regulatory frameworks that promote journalistic freedom while ensuring accountability.
Copyright (c) 2025 Abdulrahman Ali Kolawole https://creativecommons.org/licenses/by-nc-sa/4.0
Utilising Advocacy Advertising to Combat Child Labour in Nigeria
Objective: This study aimed to determine the potential of advocacy advertising in combating child labour in Nigeria. Methodology: The researcher used a descriptive survey research design for this study. The sample size for this study was 385 participants. The purposive sampling technique was used for this study. A well-structured questionnaire was used to collect the data from the respondents, and data were analysed using descriptive statistics. Results: Participants reported that the extent to which advocacy advertising can be effective in combating child labour in Nigeria is high. Also, the result revealed that the most effective tone in advocacy advertising messages is persuasive. The media mix for advocacy advertising includes radio, television, newspaper, and radio. Conclusion: Advocacy advertising can be an effective instrument for combating child labour in Nigeria.
Copyright (c) 2025 Chinenye Rita Ike https://creativecommons.org/licenses/by-nc-sa/4.0
The Mental Health Benefits of Dramatised Advertisements
Background: This study investigates the mental health benefits of dramatised advertisements, pointing out the effectiveness of dramatized ads on individuals' mental health and how they benefit their emotional well-being. Objective: This study aims to understand and comprehend the potential mental health benefits of dramatised advertisements. Methodology: The research design adopted a survey method, where the questionnaire was distributed through a two-stage sampling approach. This included simple random sampling and accidental sampling techniques to collect data. The study's sample size was 384 participants while the data were analysed using the Statistical Package for Social Sciences (SPSS). Result: The finding indicates that emotionally, engaging advertisements can reduce stress and anxiety levels, boost overall mood, and connect to emotions and experiences portrayed. This result, to an extent, shows the positive impact of dramatised ads; hence, the use of dramatised ads in advertisements should be encouraged as it has a positive impact on the audience being targeted Conclusions: Dramatised advertisements can lead to more significant and sustained improvements in individuals' mental health Key Recommended: Ad content creators should explore drama as a viable means of communicating what they want to advertise.
Copyright (c) 2025 Chioma Blessing Ajibo https://creativecommons.org/licenses/by-nc-sa/4.0
Knowledge and Use of Consumer Protection Act among Social Media Users in Ebonyi State, Nigeria
Objective: This study examined knowledge and use of the Consumer Protection Act among social media users in Ebonyi State, Nigeria. Method: This survey research examined social media users in Nigeria. The sample size was 384 young social media users. The researchers collected data for the study using a structured questionnaire, and the results were presented in tables. Results: The survey shows very low (2,309) knowledge and low application (2.487) of the Consumer Protection Act among social media users examined. The respondents indicated that they have not been educated about the Act, do not have a full grasp of its provisions, and do not use it to litigate for their protection during business transactions. They indicate that some of their rights have been breached, most unmitigated. Issue of right to complete and true information about goods and services, mechanisms to seek redress during infringement of consumers’ rights. Conclusion: Low knowledge of the Consumer Protection Act is tantamount to low application of the Act for its primary purpose of protecting consumers in business operations. This negating issue with most Nigerian legislation has created a sellers’ market that has enthroned a buyer-beware principle, which greatly mars the actualisation of enthroning consumers to their rightful position.
Copyright (c) 2025 Chukwuebuka Stephen Nworie https://creativecommons.org/licenses/by-nc-sa/4.0
Using Small Group Communication to Combat Absenteeism in Public Primary Schools in Rural Areas of Nigeria
Background: Absenteeism refers to a person’s chronic or intentional absence from work, school, or other regular activities without justifiable reason(s). School absenteeism is a student’s repeated and intentional absence from school/class when attendance is scheduled. Despite the availability of research on absenteeism in Nigerian primary schools, there has been limited study on how small group communication can be used to tackle absenteeism, specifically in rural areas of Enugu state, Nigeria. Against this backdrop, this study is conducted to fill a research gap. Objective: The objective of this study was to examine how small-group communication can be used to address absenteeism in public primary schools in rural areas of Nigeria and to examine the extent to which small-group communication can be effective in tackling absenteeism in public primary schools in rural areas of Nigeria. Methodology: This study utilised qualitative research and structured interviews as the primary method of data collection. Twelve participants were purposively sampled as respondents. The results were presented in pros format. Results: This study found that small-group communication can play a key role in reducing absenteeism in public primary schools. It works by fostering a collaborative environment and creating a culture of peer support and belonging among students. Small-group communication intervention positively impacts school attendance and academic performance. It can be used as a strategy for enhancing school attendance and boosting the academic performance of pupils. However, while “some” primary school head teachers in rural areas of Enugu State are aware of the benefits of small group communication and the perceived need for it in their schools, the level of implementation remains low. It revealed that the primary challenges to successful school attendance interventions include resistance to change, inadequate resources to support change efforts, and a lack of training to support change management. Conclusion: Small group communication can be an effective strategy for discouraging child absenteeism and promoting school attendance.
Copyright (c) 2025 Kelly Egohoko Ajonina Mbon https://creativecommons.org/licenses/by-nc-sa/4.0
How to Reduce Vulnerability to Fake News Among Social Media Users in Nigeria
Objective: This study sought to determine how Nigerian social media users can be less vulnerable to fake news. Methodology: The study is a qualitative research that used Focus Group Discussions (FGDs) for data collection. A total of 40 participants took part in the study, while the results were presented in pros format. Result: The study's results showed that social media users in Nigeria are highly vulnerable to fake news. Equally, the results showed that media literacy education is needed to make social media users less vulnerable to fake news. Also, there is a need to implement fact-checking tools and collaborate between the Nigerian government and technology companies to reduce the influx of fake news on social media platforms available in Nigeria. Conclusion: Many Nigerians are vulnerable to fake news, and they need training to reduce their vulnerability to it.
Copyright (c) 2025 Chinedum Ugochukwu Igbo https://creativecommons.org/licenses/by-nc-sa/4.0
Using Community Radio to Create Awareness of Security Tips Related to Kidnapping in Nigeria
Objective: This study sought to assess the use of community radio to raise awareness of security tips related to kidnapping in Nigeria. The study's objectives include identifying the degree to which community radio can be effective in raising awareness and ascertaining how community radio can be used to raise awareness in the state. Methodology: This study adopts a quantitative research method of survey design. The instrument for data collection was a structured questionnaire. The results were analysed using descriptive and inferential statistics while the results were presented in tables. Results: Findings from the study revealed that the degree to which community radio can be effective in creating awareness of security tips related to kidnapping is to a large extent. Also, community radio can be used to create awareness of security tips related to kidnapping in different ways, which include Through the dissemination of security-related programmes, community radio can be used to create awareness of security tips related to kidnapping, the adoption of public service announcements on kidnapping emergencies in the area, engaging the people through phone-in programmes on the state of security/insecurity and through the use of security jingles. Conclusion: Community radio can be an effective tool for creating awareness of kidnapping in Nigeria. Among others, the study recommends that community radio should focus only on the activities of kidnappers without reporting any financial succour to their escapades, as well as give a strong voice to the success of security operatives no matter how little it may be through different programmes.
Copyright (c) 2025 Sunday Samuel Ameh https://creativecommons.org/licenses/by-nc-sa/4.0
Public Perceptions of the Usefulness of Advocacy Advertising for Combating Fake News in Nigeria
Objective: This study was carried out to ascertain the public perception of the usefulness of advocacy advertising in combating fake news in Nigeria. Methodology: The researcher used a descriptive survey for the study and collected data using a structured questionnaire. The sample was 384 social media users with knowledge of advertising. The results were analysed using percentages and mean while results were presented in tables and one chart. Results: The result of the study revealed that the majority of the participants reported that advocacy advertising can be effective in combating fake news to a large extent. It was also found that fake news has a negative impact on both society and individuals. The result also revealed that the factors that promote fake news sharing in Nigeria include a desire to break news, poor media literacy, excessive social media use, sharing of unverified information and low critical thinking skills. Finally, it was found that in using advocacy advertising for combating fake news, the message should be persuasive, and awareness of fake news should be taken to in places of worship and schools, social media platforms and face-to-face communication interventions. Conclusion: Fake news negatively impacts Nigerian society and individuals. Advocacy advertising is an effective strategy for combating fake news in Nigeria.
Copyright (c) 2025 Jude Onyebuchi Agama https://creativecommons.org/licenses/by-nc-sa/4.0
Journalists' Knowledge, Perception and Use of Freedom of Information Law in Nigeria
Objective: This study sought to assess the Nigerian journalists' knowledge, perception and use of the Freedom of Information (FOI) Law in Nigeria. Three research objectives were formulated for the study, which includes determining the journalists’ knowledge of FOI law and its application in their duties. Examine their perception of the FOI law about their job deliverables and ascertain how it has helped facilitate the roles they perform in Society. Method: The study employed a quantitative survey method, drawing a sample size from members of the Nigeria Union of Journalists, Enugu Chapel. A total of 160 journalists were surveyed, and data were collected using a structured questionnaire. The data were analysed using descriptive statistics, while the results were presented in tables. Results: The study found that the journalists were well knowledgeable on the FOI law in Nigeria. Also, their perception of the FOI law is favourable and favourable. Lastly, the study found that the extent to which FOI has helped facilitate their jobs is to a medium extent. Conclusion: Although FOI Act is useful to journalism practice in Nigeria, the government should lessen the bureaucratic strain attached to getting information through the FOI law in order to propel the dividends of democracy in the country.
Copyright (c) 2025 Assumpta Munachimso Emelife https://creativecommons.org/licenses/by-nc-sa/4.0
Online Vs Face-to-Face Research Participation: Which Do Research Respondents Prefer?
Background: Although the role of digital media in research is now gaining attention, many of the studies focus on researchers with less attention to research participants. Objective: This study aimed to determine respondents' preference for online or face-to-face research participation. Methodology: The study used a descriptive survey and examined 362 research participants. Data were collected using a structured questionnaire, and results were analysed using percentages and multiple regression analysis. The results were presented in tables and one chart. Result: The study showed that the online survey yielded 16% higher responses than face-to-face. It was also found that the majority of the participants expressed a preference for digital media platforms as channels for participating in research. However, few participants still indicated face-to-face as their preferred platform for participation in research. The results also show that youth (18-35 years) and older adults (36-50 years) preferred participation through digital media, while the elderly (51 years and above) preferred face-to-face. In education, those with primary education preferred face-to-face participation, while those with primary and tertiary education preferred digital media platforms. Conclusion: Digital media platforms are now essential for conducting research, and research participants are now expressing a preference for digital media as a venue for their participation.
Copyright (c) 2025 Monday Dumbari Ndiinee, Verlumun Celestine Gever https://creativecommons.org/licenses/by-nc-sa/4.0