Research Africa

Search Journals By Categories

INDIVIDUAL

INSTITUTIONAL

SOCIETIES

Would you like to publish your journal with us? Enquire Here

Abstract

Celebrity endorsement is a practice in marketing communication whereby popular personalities are employed to promote sales of goods and services, increase brands’ visibility and contribute to the bottom-line. This study, premised on Source Credibility Model was carried out to ascertain whether celebrity endorsement of products/services influence consumer patronage, using Nigeria’s second largest telecom company – Globacom Limited’s services among the students of Ajayi Crowther University, Oyo, Nigeria, as a case study. The study adopted survey research method, using a structured questionnaire as the instrument of research. Of the total number of Two Thousand, Seven Hundred and Eighty-Eight (2788) undergraduates; and using Stratified and Purposive Sampling, One Hundred and Eight (108) respondents were sampled, with One Hundred and Two (102) copies of questionnaire completed and returned. Of the 102 returned, two respondents stated they were not Globacom subscribers, leaving 100 as the final subjects of study. Data generated were analysed with the aid of quantitative statistical tool – Statistical Package for Social Sciences (SPSS), to reveal that, celebrity endorsement does not necessarily translate to service patronage or increase in sales. Fifty-six (56) representing (56%) of the respondents did not believe that endorsement of Globacom products by the celebrities influence their patronage. Also, eighty-six (86) respondents representing (86%) disagreed that celebrity endorsement confers credibility on the endorsed product/service. However, 70 respondents (70%) did not see celebrity endorsement of products/services as a form of deceptive advertising. This study concludes that quality of a product rather than the celebrity endorsement of it, appears to matter to consumers. The study recommends that whilst the use of celebrity endorsement should not be discountenanced (finding did not suggest it is deceptive), Globacom in particular and other organisations with consumer products should focus more on product quality and branding as ways of attracting consumer patronage and boost sales.

Open Access | Communications > Media and Communication Review | Vol: 7 , No: 1

Published online:
Nov 16, 2023 First published (print):
March 2022

Issues and Challenges Around the Deregulation of Airwaves in Nigerian Broadcast Space

Ojenike Julius Abiodun and Oguntola Kafayat Abolanle

Corresponding Author: Data unavailable.

Get Article

Abstract

This study examines the removal of government-imposed constraints in the broadcasting industry in Nigeria through the promulgation of Decree number 38 of 1992 Military Constitution (now Act of Parliament) and the establishment of the National Broadcasting Commission (NBC) to regulate and control the broadcasting industry in the country. As a result, broadcasting has fared better since 1992 especially in the areas of healthy competitions, production of quality programs, use of new technologies, coverage and reach, as well as accessibility to wider segments of the society. This move, undoubtedly, further depicts the media as an agent of development that cannot be relegated but rather be seen as an impeccable tool of social order. Despite all its attendant benefits, there are challenges that came with deregulation. Survey was used for the study and one hundred and fifteen broadcasters were asked to complete questionnaire based on the subject of the study. Findings showed that majority of the respondents(55.6%) believe that the most significant benefit that the deregulation of the airways in Nigerian broadcast space has brought is promotion of efficiency and that the most disturbing challenge that came with the deregulation of the airways in Nigerian broadcast space is unethical practices of the broadcast media practitioners, the study recommends that government should remove all forms of media restrictions to further enhance the benefits of deregulation. The regulatory and professional bodies such as the Nigeria Union of Journalists, Nigerian Press Council and the National Broadcasting Commission must take up the gauntlet and begin to perform their statutory functions to curb the unethical practices of the media practitioners. Furthermore, it is recommended that the effectiveness and efficiency of the media practice should be fostered by the stakeholders in the industry through their individual and collective contributions to promote a formidable media practice in Nigeria.

Open Access | Communications > Media and Communication Review | Vol: 7 , No: 1

Published online:
Nov 16, 2023 First published (print):
March 2022

Utilisation of Newsgames in Nigerian Newsrooms: Barriers and Prospects

Nurudeen Hassan , Hassan, Nurudeen Olawale

Corresponding Author: Nurudeen Hassan

Get Article

Abstract

News games, though a relatively new and emerging journalistic genre, have shown capacity to add values and dexterity into how stories are told in the newsrooms. Despite the vast and diverse nature of the Nigerian media landscape, this innovation is yet to be adopted in Nigerian newsrooms. This research focuses on addressing barriers to creating news games contents in Nigerian media organisations and explores potentials the adoption of news games can bring to practice of journalism in Nigeria. Furthermore, this research captures how news games contents can be made accessible to both the producers (media organisations) and consumers (audience) alike. This research met these research aims via extensive study of related literature and practical survey methods. The latter was carried out through in-depth interviews of 25 selected online or digital journalists in Nigerian major traditional and online newspaper organisations. This research work produced a number of findings: recent survey has shown that capital intensity of producing news games contents and non-adoption of technological innovations are major barriers to producing news games in Nigerian news rooms; there are concerns that the media organisations in Nigeria do not have ability to deploy the innovation and the time-consuming nature of creating news games discourages the organisations; news games production have potentials such as driving user engagement if made inviting and can be used as leeways to expand stories and events of importance to the society; and lastly news games can be employed to help form a habit of news consumption among young audience as well as improve revenue generations of the media organisations. The major conclusion drawn from this research is that news games can give the Nigerian media landscape a new approach to telling stories which can be compelling for both existing audiences and the prospective ones. This research therefore argues for further research on creating a news games prototype and crowdsourcing of ideas to create a games platform for all media organisations in Nigeria.

Open Access | Communications > Media and Communication Review | Vol: 7 , No: 1

Published online:
Nov 16, 2023 First published (print):
March 2022

Sanitation Campaigns and Hand Hygiene among Secondary School Students in Lagos, Nigeria

Rotimi Olatunji , Thanny Noeem

Corresponding Author: Rotimi Olatunji

Get Article

Open Access | Communications > Media and Communication Review | Vol: 7 , No: 1

Published online:
Nov 16, 2023 First published (print):
March 2022

Television Programming for Children in Nigeria

Atofojomo, Omolade Atinuke

Corresponding Author: Data unavailable.

Get Article

Open Access | Communications > Media and Communication Review | Vol: 7 , No: 1

Published online:
Nov 16, 2023 First published (print):
March 2022

Impact of Participatory Development Communication Approaches in Host Communities of Lagos State Water Supply Systems

Ibuot, Udo, Alawode, Sunday Olayinka and Adeyemo, Saheed O. Adeyemi

Corresponding Author: Data unavailable.

Get Article

Search Journals By Categories

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

About

Information for

Social Media