Mdooter Journal of Communication and Digital Technologies
type: channel
publisher: Verlumun and Penda Publishers
language: en
publication name: Mdooter Journal of Communication and Digital Technologies
issn: 2006-0548
items: The Persuasion Paradox: Religious Advertising and the Primacy of Relational Evangelism in Abeokuta
items: The Social Cost of Stereotypes: Consumer Perception of Female Representation in Nigerian Television Commercials
items: The Perception and Reactions to Unsolicited Advertisements in Select Mobile Apps among Southeast, Nigeria Smart Phone Users
items: The Power of Persuasion: How Advertising and Brand Image Drive Consumer Purchases in Nigeria's Fuel Market
items: Facebook Advertising and Consumer Behaviour: A Study of Yuorit Yoghurt in Jos South, Nigeria
items: Content Marketing as an Advertising Strategy: An Analysis of Brand Awareness and Audience Relationships at Apple
items: Beyond the Product: How Storytelling Advertisements Shape Consumer Perception and Purchase Decisions
items: Beyond the Jingle: A Thematic Analysis of Creative Persuasion in Nigerian Telecommunications Advertising
items: Poisoning the Well: Negative Political Advertising and the Shaping of Voter Perception in Nigeria's 2023 Election
items: Does Sex Still Sell? A Nigerian Perspective on Advertising Appeals
items: Influence of Government Media Regulations on Audience Perception of News Credibility in Nigeria
items: Utilising Advocacy Advertising to Combat Child Labour in Nigeria
items: The Mental Health Benefits of Dramatised Advertisements
items: Knowledge and Use of Consumer Protection Act among Social Media Users in Ebonyi State, Nigeria
items: Using Small Group Communication to Combat Absenteeism in Public Primary Schools in Rural Areas of Nigeria
items: How to Reduce Vulnerability to Fake News Among Social Media Users in Nigeria
items: Using Community Radio to Create Awareness of Security Tips Related to Kidnapping in Nigeria
items: Public Perceptions of the Usefulness of Advocacy Advertising for Combating Fake News in Nigeria
items: Journalists' Knowledge, Perception and Use of Freedom of Information Law in Nigeria
items: Online Vs Face-to-Face Research Participation: Which Do Research Respondents Prefer?
items: Influence of Advertisement in Social Media Comedy Skits on Brand Awareness and Loyalty
items: Influence of Fake News on Voter Perception of Presidential Candidates during Nigeria’s 2023 General Elections
items: Why Mass Media Messages on Family Planning Fail (Or Succeed): Evidence From A Nigerian Sample
items: Applying Community Mass Media for the Promotion of Agribusiness in Nigeria
items: Using Advocacy Advertising for Promoting Exclusive Breastfeeding among Women in Nigeria

The Persuasion Paradox: Religious Advertising and the Primacy of Relational Evangelism in Abeokuta
type: item
description: 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 religiou…
subject: Articles
  topic: section
subject: Religious Advertising
  topic: keywords
subject: Church Membership
  topic: keywords
subject: Persuasion Theory
  topic: keywords
subject: Advertising Exposure Model
  topic: keywords
creator: Mary O. Akinwunmi
creator: Daniel .T Ezegwu
creator: Omolola Kafayat Hassan
creator: Chinonso Linda Ukadike
rights: Copyright (c) 2025 Mary O. Akinwunmi, Daniel .T Ezegwu, Omolola Kafayat Hassan, Chinonso Linda Ukadike https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-10-04
publication date: 2025-10-04
starting page: 106
ending page: 119

The Social Cost of Stereotypes: Consumer Perception of Female Representation in Nigerian Television Commercials
type: item
description: 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.
subject: Articles
  topic: section
subject: Gender
  topic: keywords
subject: Stereotypes
  topic: keywords
subject: Advertising
  topic: keywords
subject: Consumer Perception
  topic: keywords
subject: Nigeria
  topic: keywords
subject: Social Norms
  topic: keywords
creator: Rosemary Ebiere Governor
creator: Ebizimor Blessing Ebiere
rights: Copyright (c) 2025 Rosemary Ebiere Governor, Ebizimor Blessing Ebiere https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-10-04
publication date: 2025-10-04
starting page: 93
ending page: 105

The Perception and Reactions to Unsolicited Advertisements in Select Mobile Apps among Southeast, Nigeria Smart Phone Users
type: item
description: 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.
subject: Articles
  topic: section
subject: Perception and Reactions
  topic: keywords
subject: Unsolicited Advertisements
  topic: keywords
subject: Mobile Apps
  topic: keywords
subject: Smartphone Users
  topic: keywords
creator: Emeka Williams Etumnu
creator: Oluchi Williams-Etumnu
rights: Copyright (c) 2025 Emeka Williams Etumnu, Oluchi Williams-Etumnu https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-10-04
publication date: 2025-10-04
starting page: 83
ending page: 92

The Power of Persuasion: How Advertising and Brand Image Drive Consumer Purchases in Nigeria's Fuel Market
type: item
description: 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.
subject: Articles
  topic: section
subject: Corporate Brand Image
  topic: keywords
subject: Consumer Buying Decisions
  topic: keywords
subject: Energy Generation
  topic: keywords
subject: Petroleum Production
  topic: keywords
creator: Matthew U. Onuh
creator: Jude C. Nwaulune
creator: Rosemary U. Itaman
rights: Copyright (c) 2025 Matthew U. Onuh, Jude C. Nwaulune, Rosemary U. Itaman https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-10-04
publication date: 2025-10-04
starting page: 71
ending page: 82

Facebook Advertising and Consumer Behaviour: A Study of Yuorit Yoghurt in Jos South, Nigeria
type: item
description: 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 imp…
subject: Articles
  topic: section
subject: Facebook Advertising
  topic: keywords
subject: Consumer Behaviour
  topic: keywords
subject: Sales
  topic: keywords
subject: Patronage
  topic: keywords
subject: Consumer Perception
  topic: keywords
creator: Sunday Francis Leman
creator: Lucky Jerry Mapak
rights: Copyright (c) 2025 Sunday Francis Leman, Lucky Jerry Mapak https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-10-04
publication date: 2025-10-04
starting page: 56
ending page: 70

Content Marketing as an Advertising Strategy: An Analysis of Brand Awareness and Audience Relationships at Apple
type: item
description: 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.
subject: Articles
  topic: section
subject: Content Marketing
  topic: keywords
subject: Brand Awareness
  topic: keywords
subject: Apple
  topic: keywords
subject: Advertisements,
  topic: keywords
subject: Social Media
  topic: keywords
creator: Emmanuella Amarachi Ozioko
rights: Copyright (c) 2025 Emmanuella Amarachi Ozioko https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-10-04
publication date: 2025-10-04
starting page: 44
ending page: 55

Beyond the Product: How Storytelling Advertisements Shape Consumer Perception and Purchase Decisions
type: item
description: 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.
subject: Articles
  topic: section
subject: Consumer Perception
  topic: keywords
subject: Storytelling Advertisement
  topic: keywords
creator: Iroegbu Chinatu Amarachukwu
rights: Copyright (c) 2025 Iroegbu Chinatu Amarachukwu https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-10-04
publication date: 2025-10-04
starting page: 34
ending page: 43

Beyond the Jingle: A Thematic Analysis of Creative Persuasion in Nigerian Telecommunications Advertising
type: item
description: 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.
subject: Articles
  topic: section
subject: Advertising
  topic: keywords
subject: creativity
  topic: keywords
subject: Thematic Content Analysis
  topic: keywords
subject: Persuasion
  topic: keywords
subject: Elaboration Likelihood Model
  topic: keywords
creator: Augustine Anyasi C. Akaeze
rights: Copyright (c) 2025 Augustine Anyasi C. Akaeze https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-10-04
publication date: 2025-10-04
starting page: 23
ending page: 33

Poisoning the Well: Negative Political Advertising and the Shaping of Voter Perception in Nigeria's 2023 Election
type: item
description: 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.
subject: Articles
  topic: section
subject: Negative Political Advertisements
  topic: keywords
subject: Voter Perception, Candidate Competence
  topic: keywords
subject: Nigerian General Election
  topic: keywords
subject: Political Communication
  topic: keywords
subject: Social Media
  topic: keywords
subject: Voter Behaviour
  topic: keywords
creator: Chukwuebuka-Nwosu Justina Nwadiuto
rights: Copyright (c) 2025 Chukwuebuka-Nwosu Justina Nwadiuto https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-10-04
publication date: 2025-10-04
starting page: 14
ending page: 22

Does Sex Still Sell? A Nigerian Perspective on Advertising Appeals
type: item
description: 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 objectificat…
subject: Articles
  topic: section
subject: Advertising
  topic: keywords
subject: Sex Appeal
  topic: keywords
subject: Sexual Objectification
  topic: keywords
subject: Consumer Perception
  topic: keywords
subject: Nigeria
  topic: keywords
subject: Northern Nigeria Social Marketing
  topic: keywords
subject: Gender Roles
  topic: keywords
subject: Marketing Communications
  topic: keywords
creator: Galadima A. Bala
creator: Ruth Efahemiode Jatto
rights: Copyright (c) 2025 Galadima A. Bala, Ruth Efahemiode Jatto https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-10-04
publication date: 2025-10-04
starting page: 1
ending page: 13

Influence of Government Media Regulations on Audience Perception of News Credibility in Nigeria
type: item
description: 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.
subject: Articles
  topic: section
subject: Government Media Regulations
  topic: keywords
subject: News Credibility
  topic: keywords
subject: Audience Perception
  topic: keywords
subject: Media Oversight, Media Literacy
  topic: keywords
subject: Independent Media
  topic: keywords
creator: Abdulrahman Ali Kolawole
rights: Copyright (c) 2025 Abdulrahman Ali Kolawole https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-02-27
publication date: 2025-02-27
starting page: 77
ending page: 87

Utilising Advocacy Advertising to Combat Child Labour in Nigeria
type: item
description: 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.
subject: Articles
  topic: section
subject: advertising
  topic: keywords
subject: advocacy
  topic: keywords
subject: Child Labour
  topic: keywords
creator: Chinenye Rita Ike
rights: Copyright (c) 2025 Chinenye Rita Ike https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-02-27
publication date: 2025-02-27
starting page: 69
ending page: 76

The Mental Health Benefits of Dramatised Advertisements
type: item
description: 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.
subject: Articles
  topic: section
subject: consumers
  topic: keywords
subject: mental health
  topic: keywords
subject: drama
  topic: keywords
subject: advetising
  topic: keywords
creator: Chioma Blessing Ajibo
rights: Copyright (c) 2025 Chioma Blessing Ajibo https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-02-27
publication date: 2025-02-27
starting page: 61
ending page: 68

Knowledge and Use of Consumer Protection Act among Social Media Users in Ebonyi State, Nigeria
type: item
description: 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.
subject: Articles
  topic: section
subject: consumer
  topic: keywords
subject: Consumer Protectioin Act
  topic: keywords
subject: social media users
  topic: keywords
subject: Nigeria
  topic: keywords
creator: Chukwuebuka Stephen Nworie
rights: Copyright (c) 2025 Chukwuebuka Stephen Nworie https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-02-27
publication date: 2025-02-27
starting page: 52
ending page: 60

Using Small Group Communication to Combat Absenteeism in Public Primary Schools in Rural Areas of Nigeria
type: item
description: 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 sup…
subject: Articles
  topic: section
subject: absenteeism
  topic: keywords
subject: communication
  topic: keywords
subject: small group
  topic: keywords
subject: school
  topic: keywords
subject: children
  topic: keywords
creator: Kelly Egohoko Ajonina Mbon
rights: Copyright (c) 2025 Kelly Egohoko Ajonina Mbon https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-02-27
publication date: 2025-02-27
starting page: 44
ending page: 51

How to Reduce Vulnerability to Fake News Among Social Media Users in Nigeria
type: item
description: 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.
subject: Articles
  topic: section
subject: fake news
  topic: keywords
subject: digital media
  topic: keywords
subject: social media
  topic: keywords
subject: vulnerability
  topic: keywords
subject: Nigeria
  topic: keywords
creator: Chinedum Ugochukwu Igbo
rights: Copyright (c) 2025 Chinedum Ugochukwu Igbo https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-02-27
publication date: 2025-02-27
starting page: 36
ending page: 43

Using Community Radio to Create Awareness of Security Tips Related to Kidnapping in Nigeria
type: item
description: 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.
subject: Articles
  topic: section
subject: kidnapping
  topic: keywords
subject: , Community Radio
  topic: keywords
subject: awareness
  topic: keywords
subject: , Security Tips
  topic: keywords
creator: Sunday Samuel Ameh
rights: Copyright (c) 2025 Sunday Samuel Ameh https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-02-27
publication date: 2025-02-27
starting page: 27
ending page: 35

Public Perceptions of the Usefulness of Advocacy Advertising for Combating Fake News in Nigeria
type: item
description: 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.
subject: Articles
  topic: section
subject: advertising
  topic: keywords
subject: advocacy
  topic: keywords
subject: fake news
  topic: keywords
subject: perception
  topic: keywords
subject: Nigeria
  topic: keywords
creator: Jude Onyebuchi Agama
rights: Copyright (c) 2025 Jude Onyebuchi Agama https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-02-27
publication date: 2025-02-27
starting page: 20
ending page: 26

Journalists' Knowledge, Perception and Use of Freedom of Information Law in Nigeria
type: item
description: 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.
subject: Articles
  topic: section
subject: Freedom of Information Act
  topic: keywords
subject: knowledge
  topic: keywords
subject: journalism
  topic: keywords
creator: Assumpta Munachimso Emelife
rights: Copyright (c) 2025 Assumpta Munachimso Emelife https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-02-27
publication date: 2025-02-27
starting page: 8
ending page: 19

Online Vs Face-to-Face Research Participation: Which Do Research Respondents Prefer?
type: item
description: 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.
subject: Articles
  topic: section
subject: digital media
  topic: keywords
subject: face-to-face
  topic: keywords
subject: participants
  topic: keywords
subject: research
  topic: keywords
subject: Nigeria
  topic: keywords
creator: Monday Dumbari Ndiinee
creator: Verlumun Celestine Gever
rights: Copyright (c) 2025 Monday Dumbari Ndiinee, Verlumun Celestine Gever https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-02-27
publication date: 2025-02-27
starting page: 1
ending page: 7

Influence of Advertisement in Social Media Comedy Skits on Brand Awareness and Loyalty
type: item
description: Objective: This study examined the influence of advertisements in social media comedy skits on brand awareness and loyalty. Method: A survey research method using a purposive sample of 338 social media users in Nigeria was selected for the research. The instrument for data collection was a structured questionnaire. Results: The findings reveal that all participants became aware of brands featured in social media comedy skits. However, less than half reported making a purchase based on these advertisements. Furthermore, the responses were split when assessing brand loyalty. This suggests that while social media comedy skits effectively enhance brand awareness, they do not necessarily guarantee brand loyalty. Conclusion: Social media skits may effectively create brand awareness, but they may not translate to actual purchases.
subject: Articles
  topic: section
subject: advertisement
  topic: keywords
subject: social media
  topic: keywords
subject: comedy skit
  topic: keywords
subject: Brand awareness
  topic: keywords
subject: loyalty
  topic: keywords
creator: Assumpta Munachimso Emelife
rights: Copyright (c) 2024 Assumpta Munachimso Emelife https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-03-20
publication date: 2024-03-20
starting page: 50
ending page: 63

Influence of Fake News on Voter Perception of Presidential Candidates during Nigeria’s 2023 General Elections
type: item
description: Objective: This study examined the influence of fake news on the way voters perceived the presidential candidates of Nigeria's 2023 presidential election. Methodology: The survey research design used in the study to conduct the study. The study population which was gotten from National Population Commission is the 361,657 residents of Awka metropolis. The sample size, which was 384 respondents, was determined through an online sample size calculator. Purposive and availability sampling techniques were used to get to the respondents. Simple frequency and percentage mean and standard deviation tables were used to analyse the collected data. Results: It was found that fake news significantly influences the way voters perceive the competence, political ideology and character of the presidential candidates of Nigeria's 2023 general elections. Conclusion: Social media platforms played a crucial role during Nigeria’s 2023 general election. Fake news through social media contributed to influencing the perception of candidates among the voters.
subject: Articles
  topic: section
subject: Election
  topic: keywords
subject: perception
  topic: keywords
subject: fake news
  topic: keywords
subject: Presidential Candidates
  topic: keywords
subject: media
  topic: keywords
creator: Chukwuebuka Nicholas Okpala
rights: Copyright (c) 2024 Chukwuebuka Nicholas Okpala https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-03-20
publication date: 2024-03-20
starting page: 38
ending page: 49

Why Mass Media Messages on Family Planning Fail (Or Succeed): Evidence From A Nigerian Sample
type: item
description: Objectives: This study investigates why mass media campaigns on family planning succeed or fail in Nigeria. Methodology: This work employed a survey to sample 385 respondents from a projected Nigeria population of 219 million using Australian online calculation. Considering the research objectives, a purposive sampling technique was employed to sample only married adults. An eleven-item structured questionnaire instrument was employed for data collection. Face-to-face data gathering was employed to ensure that non-verbal cues were observed. Results: from the survey findings, mass media have failed in their family planning campaigns in Nigeria despite the high rate of awareness of family planning media messages. This awareness does not trigger the adoption of the messages as there is no correlation between the rate of exposure of married couples to family planning media campaigns and the rate of adoption of such family health-cum-population health innovation. Again, the low adoption of family planning media messages is mainly caused by personal ideologies and convictions, group dynamics and regulations, and socio-cultural and religious group influences. Mass media in Nigeria have been unable to combat these factors efficiently and, therefore, only create awareness without corresponding positive responses and adoption of family planning messages among Nigerians. Conclusion: The success or failure of mass media in family planning campaigns goes beyond creating only awareness to combating the tripod factors: personal ideologies and convictions, group dynamics and regulations, and socio-cultural and religious influence. Mass media campaigns on family planning should be formulated with the impact of these factors in mind.
subject: Articles
  topic: section
subject: mass media messages
  topic: keywords
subject: family planning
  topic: keywords
subject: failure
  topic: keywords
subject: population communication
  topic: keywords
creator: Chukwuebuka Stephen Nworie
rights: Copyright (c) 2024 Chukwuebuka Stephen Nworie https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-03-20
publication date: 2024-03-20
starting page: 24
ending page: 37

Applying Community Mass Media for the Promotion of Agribusiness in Nigeria
type: item
description: Background: In recent times, agribusiness has continued to receive attention in the literature and public discourse because Nigeria urgently needs to run an agricultural economy. Objective: This study aimed to determine the role of community media in promoting agribusiness in Nigeria. Methodology: The researcher adopted the survey research design for the study, while a structured questionnaire (both online and hard copies) was the instrument for data collection. The sample size was 384 respondents, but 379 responses were valid, with 27 excluded for not running any agribusiness. The method of data analysis was descriptive statistics using frequencies and percentages. Results: Local or community mass media are more effective in disseminating agribusiness news and information than mainstream media channels. Also, more men than women engage in agribusiness in Nigeria. Finally, people changed their perceptions and adopted agribusiness and its practices after contacting community mass media. It was also found that offline questionnaire copies generated more responses than online the version. Conclusion: Community media, when properly applied could be effective in promoting agribusiness in developing countries like Nigeria.
subject: Articles
  topic: section
subject: agribusiness
  topic: keywords
subject: community media
  topic: keywords
subject: economy
  topic: keywords
subject: development
  topic: keywords
creator: Queen Ifeoma Nwabueze
rights: Copyright (c) 2024 Queen Ifeoma Nwabueze https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-03-20
publication date: 2024-03-20
starting page: 13
ending page: 23

Using Advocacy Advertising for Promoting Exclusive Breastfeeding among Women in Nigeria
type: item
description: Objective: This study aims to assess the efficiency of advocacy advertising in fostering exclusive breastfeeding among women in Nigeria. The specific objectives included evaluating the effectiveness of advocacy advertising, identifying the optimal media strategy for its application, and determining the appropriate message forms for promoting exclusive breastfeeding. Methodology: The study used a survey method with a sample size of 377 women. Data for the study were collected using a structured questionnaire. Statistical Package for Social Sciences (SPSS) was adopted as a tool for data analysis to achieve the study's data, and Chi-Square was used to test the hypotheses. The results were presented in tables. Result: The findings of the study indicate that respondents rarely come across advocacy advertising messages related to exclusive breastfeeding. This suggests a gap in the current exposure of women in Nigeria to advocacy messages promoting exclusive breastfeeding. Notably, 57.3% of respondents reported that advocacy advertising can positively influence their breastfeeding practices, suggesting its potential as a public health intervention. This positive perception highlights the potential impact of advocacy advertising in shaping attitudes and behaviour related to breastfeeding. By showcasing real-life experiences and the positive outcomes of exclusive breastfeeding, advocacy campaigns can evoke empathy, address perceived barriers, and ultimately motivate mothers to adopt this practice. Conclusion: The research provides valuable insights for policymakers, health practitioners, and communication professionals, emphasising the need for a multifaceted approach to advocacy advertising for improved maternal and child health outcomes.
subject: Articles
  topic: section
subject: Advocacy Advertising
  topic: keywords
subject: Exclusive Breastfeeding
  topic: keywords
subject: Women of Enugu State
  topic: keywords
creator: Abdulrahman Ali Kolawole
rights: Copyright (c) 2024 Abdulrahman Ali Kolawole https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-03-20
publication date: 2024-03-20
starting page: 1
ending page: 12