Programme: Psychology

Permanent URI for this collectionhttp://itsupport.cu.edu.ng:4000/handle/123456789/28799

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    INFLUENCE OF CAUSE MARKETING CAMPAIGNS ON CONSUMER ENGAGEMENT: A STUDY OF UNILEVER’S PERSONAL CARE PRODUCTS AMONG POSTGRADUATE STUDENTS
    (Covenant University Ota, 2025-07) FATOYINBO, David Ayomikun; Covenant University Dissertation
    In Nigeria's competitive fast-moving consumer goods (FMCG) sector, brands increasingly leverage cause-related marketing to foster consumer engagement while addressing social issues. This study examines how distinct dimensions of cause marketing—campaign type, perceived authenticity, campaign reach and visibility, and consumer-brand alignment— influence consumer engagement outcomes (brand loyalty, purchase intention, social media interaction, and word-of-mouth recommendations) among postgraduate students at Covenant and Bells Universities. Grounded in Social Exchange Theory and the Theory of Planned Behavior, the research adopts a quantitative, cross-sectional survey design. A sample of 287 respondents was selected via stratified random sampling, and data were collected through structured questionnaires validated for reliability (Cronbach’s α ≥ 0.70). Findings reveal that campaign type significantly enhances brand loyalty (r = 0.320, p < 0.05), while perceived authenticity positively impacts purchase intention (r = 0.310, p < 0.05). Campaign reach and visibility drive social media interaction (r = 0.360, p < 0.05), and consumer-brand alignment strengthens word-of-mouth recommendations (r = 0.320, p < 0.05). The study highlights the critical role of authenticity and strategic alignment with consumer values in mitigating skepticism and fostering long-term engagement. These insights offer practical guidance for FMCG marketers in Nigeria to design transparent, culturally resonant campaigns that balance profit motives with genuine social impact. By bridging gaps between global cause-marketing strategies and Nigeria’s socio-cultural context, the study contributes to theory and practice, advocating for ethical, consumer-centric approaches in emerging markets.
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    IMPACT OF LONELINESS AND PERCEIVED SOCIAL SUPPORT ON PREMENSTRUAL DYSPHORIC DISORDER AMONG UNDERGRADUATES OF LAGOS STATE UNIVERSITY
    (Covenant University Ota, 2025-03) OLAJIDE, CHRISTIANA MODUPE; Covenat University Dissertation
    Premenstrual Dysphoric Disorder (PMDD) affects women of reproductive years by reducing functionality. Limited research exists on psychosocial factors like loneliness and Perceived Social Support (PSS), especially for undergraduates in developing countries like Nigeria. Therefore, this study’s main objective is to investigate the impact of loneliness and perceived social support on premenstrual dysphoric disorder among female undergraduates. The study utilized a cross-sectional survey design on the population of Lagos State University undergraduates. The sample size of 386 female participants was identified by convenience sampling with a 20.560 mean and 2.470 Standard Deviation. It used a questionnaire containing demographic information, the Premenstrual Symptoms Screening Tool, the Multidimensional Scale of PSS, and the 8-item Loneliness Scale by the University of California, Los Angeles. The data was subjected to SPSS for statistical analysis to test one research question using frequency analysis and 3 hypotheses using regression. The significance criterion for testing the hypotheses was set at p<0.05. The results reflected a PMDD prevalence of 17.1. It reflected PSS as a non-significant predictor [R2 = .007, F(1,385) = 2.847, p> .05)] with coefficient B = -.043, while loneliness a significant predictor of PMDD [R2 = .016, F(1, 385) = 6.337, p<0.05)] with coefficient B = .06. It indicated loneliness and PSS as significant joint predictors of PMDD [F(2, 383) = 3.69, p <0.05], )] with coefficient B = .055 for loneliness and coefficient B = -.027 for PSS. PMDD affects female undergraduates at Lagos State University, with loneliness identified as a predictor. Reducing loneliness may lower PMDD incidence, while higher PSS is linked to reduced risk. Both factors jointly influence PMDD, emphasizing the need for prevention strategies like support groups. Future studies should explore geographic and psychosocial variables like resilience.