College of Management and Social Sciences

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A Cointegration Analysis of the Impact of Selected Macroeconomic Fundamentals on Stock Market Performance in Nigeria
(Academy of Strategic Management Journal Vol: 20, 2021) Ehikioya, Benjamin Ighodalo; Omankhanlen, Alexander Ehimare; Omodero, Cordelia Onyinyechi; Isibor, Areghan Akhanolu; Akinjare, Victoria Abosede; Okoye, Lawrence Uchenna
The stock market and macroeconomic fundamental variables are important elements with a significant impact on economic growth and development. Thus, using the Johansen cointegration technique and the Vector Error Correction Model, this paper examines the connection between stock market performance and macroeconomic fundamentals in Nigeria. The study employs data from the Nigerian Stock Exchange and the Central Bank of Nigeria from 2010 to 2019. The findings from the empirical analysis reveal evidence that a long-run equilibrium connection exists between stock market prices and several macroeconomic factors in Nigeria. The result of the study indicates that the exchange rate and inflation exerts a negative influence on stock prices. A positive connection exists between money supply, crude oil prices, financial openness and stock prices in Nigeria. However, the result from the post-2016 economic recession reveals a negative and significant influence of crude oil prices on stock prices while all other variables maintain their direction of relationship with stock prices. This result implies that there is a need for the government to embark on aggressive economic diversification to other sectors of the economy. Also, the government must reduce the interest rate to encourage investment in the stock market, in addition to creating an enabling environment through policies and programs that would stimulate the economy and boost investors’ confidence.
A COMPARATIVE ANALYSIS OF EXPERIENTIAL AND CELEBRITY MARKETING IN NIGERIA
(Covenant University Ota, 2025-04) GBEREVBIE REJOICE EGEHELE; Covenant University Dissertation
Experiential and Celebrity Marketing are one of the major marketing strategies adopted by advertisers such as Coca-Cola and Pepsi to attract consumers to their products. While Celebrity Marketing looks promising and a quicker way to get consumers, it might not prove to be a long-term solution for an audience seeking the physical experience of a product. The study aimed to develop a nuanced understanding of the differences between experiential and celebrity marketing focusing on their distinct impacts on consumer perception, purchase behaviour and brand positioning across different personality types. The study made use of two distinct methods which are Myer-Briggs (MBTI) personality test and Solomon four quasi-experimental design. 256 respondents who fit all 16 MBTI personality types were purposely selected through the use of questionnaires, this informed the focus group process for Solomon four quasi-experimental design. After which a comparison was carried out with the result from the different personality types who responded to both Experiential and Celebrity Marketing treatments across the same three metrics. The result revealed various personality types that function well with a marketing strategy e.g ENFJ, ENFP and ENTJ etc. The results also revealed that personality traits significantly influence how individuals respond to different advertising strategies even in controlled settings.
A comparative analysis of Punch and Guardian newspapers coverage of food insecurity in Nigeria
(ScienceDirect Social Sciences & Humanities Open, Elsevier Ltd, 2025) Nwantah, Nkiruka Favour; Okpongkpong, Grace Imaikop; Osamor, Joy Anwulichukwu
The mass media play indisputable role in shaping public discourse and policy formation around national issues. Among these national issues is food insecurity. This study investigates mass media’s coverage of food insecurity in Nigeria, examining its portrayal and implications for public debate and policy agendas. Guided by Agenda setting and Framing theories, the research employs quantitative content analysis to analyze coverage in Punch and Guardian Newspapers throughout 2023. The population comprises all issues published by both newspapers, totaling 730 editions. Purposive sampling based on national coverage was employed, with data collected using coding sheets to analyze variables such as story type, prominence, slant, and sources. Reliability was ensured through inter-coder reliability tests. Key findings indicate Guardian Newspaper’s higher volume of articles on food insecurity, leveraging its agricultural section extensively. Both newspapers predominantly feature news stories. Guardian focused heavily on feature news stories (82.05 %), while Punch includes investigative/special reports alongside news (19.23 %). Both newspapers consistently place food insecurity stories on inside pages (Punch: 84.62 %, Guardian: 100 %), with occasional front-page placements by Punch (9.62 %). The study highlights a reliance on textual content and foregrounds the importance of enhancing visual storytelling stra tegies. Punch tends to report more unfavourable stories (59.62 %) compared to Guardian’s balanced mix of unfavourable (33.33 %), neutral (38.46 %), and favourable (28.21 %) perspectives. The researchers recommend diversifying sources, improving visual representation, and strategically placing stories to enhance public awareness and policy impact. Future research could explore reader responses and extend the study to include broader media analysis and cross-cultural comparisons.
A Comparative Analysis of the Occupancy Rate of the Various Classes of Hotels in Ikeja, Lagos
(IOP Conf. Series: Earth and Environmental Science, 2024) Iroham, C. O.; Nwanosike, U. A.; Adedotun, A. F.; Munyemana, S.; Osere, Janefrances Nkem
The essence of hotels, no matter the class, is to have lodgers occupying them for various reasons amongst others. However, it has turned out that cutting across the various classes of hotels they have not been maximally occupied. Previous researches have studied various classes of hotels with respect to various issues while some others have focused on the occupancy rate of hotels notwithstanding the class. This present study assesses the occupancy rates of all the classes of hotels in the study area in a bid to determining any significant difference to enable investors to be well guided for sustainable returns. The study being a survey sampled the entire registered twenty-nine hotels in the study area cutting across the various classes as provided by the Nigerian Tourism Development Corporation (NTDC). Data collected was analysed using descriptive statistics such as percentage and harmonic mean where it was discovered that a minimum of 70% occupancy rates was evident for all classes of hotels. The use of the Chi-Square Test at 5% level of significance revealed that with a minimum p value of 0.583 the occupancy rates of the various classes of hotel have no significant difference and as such hotels regardless of their classes are faced with the same saturated market situation or standardized service delivery depending on the choice of lodgers. This in essence has consequences for strategic decision making in the hotel industry enabling stakeholders to improve their operational plans amongst others for sustainable hotel establishment.
A Longitudinal Study of Microfinance and Poverty Reduction in Nigeria
(2025) Adesina, Tolulope Femi; Makinde, Damilola Ayomiposi
This study investigated the impact of microfinance banks on poverty reduction in Nigeria, with a specific focus on their contributions to financial inclusion and economic empowerment. Despite numerous government-led poverty alleviation initiatives, poverty remains widespread, highlighting the need to explore alternative and sustainable approaches. Drawing on secondary data from the Central Bank of Nigeria and the National Bureau of Statistics, the research applies econometric methods to evaluate the relationship between microfinance operations and key poverty indicators. The findings reveal that microfinance banks play a significant role in reducing poverty by improving access to credit and supporting small-scale enterprises.The study recommends strengthening microfinance institutions through targeted policy interventions to enhance their long-term impact on poverty alleviation.
A REVIEW OF FAMILY DYNAMICS AND COPING STRATEGIES IN THE CONTEXT OF COVID-19 LOCKDOWN IN NIGERIA
(Faculty of Communication and Media Studies Delta State University, Abraka, Delta State, 2026) Amaike, Bola; Jawando, Jubril; Olabisi, Yusuf; George, Tayo O.
Since the emergence of the Novel coronavirus disease (COVID-19) in December, 2019 in Wuhan, China and its importation into Nigeria on February 27, 2020, Nigerians faced diverse challenges. The COVID-19 pandemic was more than a health challenge; it had, social and economic implications, attacking the core of human society and increasing social inequality, vulnerabilities and gender-based violence. Consequently, the Nigerian government introduced measures to contain the virus' spread, including a total or partiallockdown. Many families faced a massive crisis during the lockdown, raising many issues and imposing wrenching trade-offs . This paper focuses on family dynamics and coping strategies during the COVID-19 pandemic lockdown by examining how families managed financial difficulties and : conflicts, maintained social ties, and addressed changes during the lockdown. The impacts of COVID-19 lockdowns were deeply felt within the family structures, especially among the most vulnerable groups such as people with low incomes, women, older persons and persons with disabilities. Since family members were at home during the lockdown, family dynamics would be threatened, magnified positively or negatively, depending on the coping strategies adopted. Functionalism was adopted as the explanatory tool. This paper reviewed. various publications on family dynamics and coping strategies during the COVID-19 lockdown in Nigeria. Insights were drawn from family types, socio-economic status and their coping strategies. The article concludes with recommendations for effective management of pandemics and the impacts of their lockdown in Nigeria without compromising the social well-being of vulnerable families.
A SOCIOLINGUISTIC ANALYSIS OF A COMIC NIGERIAN WHATSAPP ADAPTATION OF THE EASTER STORY
(Easter Story Journal Publication, 2024) Adeniyi, Kikelomo; Olajide, Favour; Osere, Janefrances Nkem
This study offers a sociolinguistic analysis of a Nigerian adaptation of the Easter narrative, specifically focusing on the Good Friday events as presented within a screen-recorded, fictional WhatsApp group chat created for comic purposes. Originating from Enbelo, a Facebook-based Nigerian media company, this digital retold story x-rays the biblical story within a contemporary Nigerian sociocultural landscape and strategically leverages the affordance of the WhatsApp instant messaging platform. Through a qualitative and quantitative analysis of the transcribed chat data, the study identifies prominent linguistic features such as code-mixing, Nigerianisms, play on words, and the use of Nigerian Pidgin, which collectively contribute to the contextualization and Nigerianization of the narrative. Cultural reinterpretations are evident in the adaptation of biblical characters and events to align with Nigerian social norms, values, and humor. The Communication Accommodation Theory (CAT) serves as the theoretical framework for the analysis, elucidating how the adaptation accommodates the communication style and cultural background of the Nigerian audience. By employing familiar linguistic and cultural elements, the retold story fosters a sense of relatability and resonance, making the traditional Christian story more accessible and meaningful to a contemporary Nigerian audience. The findings of this study demonstrate interplay between language, culture, and technology in the adaptation and dissemination of religious narratives. Particularly, this Nigerian WhatsApp adaptation of the Easter story exemplifies how digital platforms facilitate the reinterpretation and contextualisation of religious traditions, reflecting the evolving nature of religious communication in the digital age.
ADOPTION OF ARTIFICIAL INTELLIGENCE (AI): IMPLICATION FOR JOB PERFORMANCE IN THE ADVERTISING INDUSTRY IN NIGERIA
(Covenant University Ota, 2025-04) AMUSAN, BOLUWATIFE FOLASHADE; Covenant Uiversity, Dissertation
Integrating Artificial Intelligence (AI) into Nigeria’s advertising sector has significantly transformed operational practices, particularly in media buying, copywriting, market research, and content creation. This study examines the effects of artificial intelligence on job performance, highlighting both the advantages and challenges of incorporating technology within the Nigerian advertising landscape. Focusing on advertising agencies in Ikeja, Lagos State, the research aims to assess how adopting AI influences the efficiency and effectiveness of the industry. The study adopted a mixed-methods approach, featuring a quantitative survey of 305 participants and in-depth interviews with five media buyers. The study utilised the Technology Acceptance Model and the Diffusion of Innovation Theory to analyse how media buyers embrace and utilise AI technologies. Findings indicate that AI tools enhance job performance, productivity, and efficiency in advertising tasks. However, the absence of a human touch in AI-generated content, reliance on user input, and AI's limitations in recognising human errors highlight the necessity for human oversight and correction. Thus, while AI has the potential to boost job performance and significantly reshape the future of Nigeria’s advertising industry, addressing ethical concerns and finding appropriate solutions are essential for the sustainable development of this integration.
Adoption of Artificial Intelligence for Fraud Detection in Deposit Money Banks in Nigeria
(2024 International Conference on Science, Engineering and Business for Driving Sustainable Development Goals, 2024) Ayeni, Timi Joshua; Durotoye, Elizabeth Oyewunmi; Eriabie, Sylvester
This paper investigates the integration of artificial intelligence (AI) for fraud detection in internationally authorised banks, focusing on Nigerian banking institutions. The research was conducted exclusively within the Information and Communication Technology (ICT) departments of eight international authorised banks in Nigeria. The study administered questionnaires to bank staff in order to gather in-depth insights using a descriptive survey research design and quantitative methods. The questionnaire format was chosen for its ability to elicit detailed information relevant to the research inquiry. Data analysis was performed using Statistical Package for the Social Sciences (SPSS) and Structural Equation Modelling—Partial Least Squares (SEM-PLS), revealing a significant positive correlation between AI utilisation and enhanced fraud awareness. The findings suggest that AI implementation can significantly enhance the quality and security of banking transactions. In conclusion, the study advocates for deposit money banks to embrace AI technologies in their operations and collaborate with reputable cybersecurity firms for ongoing updates and support
Africans Caught in the Web of Migration, the Fears, the Tears, and the Triumphs
(Palgrave Macmillan, 2024) Daudu Basil Osayin; Osimen Goddy U.
Agricultural financing to guarantee food safety in an emerging nation: a case study of Nigeria
(Vilnius Gediminas Technical University, 2022) Omodero, Cordelia Onyinyechi; Ehikioya, Benjamin Ighodalo
Summary/Abstract: Investment in agriculture is very crucial in the present situation of Nigeria. The effort to overcome food insecurity can only be efficacious if steps in the right direction will be taken. At this juncture in the Nigerian economic history, the right step to take is to adequately finance agriculture in order to ensure sufficient food production and safety that will save the future of the country. This study emphasizes on investment in agriculture to guarantee food security in Nigeria. Several other studies focus on the numerous challenges food production in Nigeria suffer, however, it is important to come to a conclusion that agriculture requires huge financial investment to thrive. This study examines the impact of agricultural financing and output on food production using data from 2007−2019. The regression result reveals that agricultural output is significant and positive in affecting food production and safety but agricultural financing is immaterial in guaranteeing sufficient food production in the country. This result gives evidence that investment in the agricultural sector will be the solution to food insecurity in Nigeria. The government is by this study encouraged to increase the budget on agriculture in order to boost food supply and safety in the country
Agricultural Revamping via Major Capital Outlay the Antidote to Food Insecurity Challenges in Nigeria
(Academy of Entrepreneurship Journal, 2020) Omodero, Cordelia Onyinyechi; Adetula, Dorcas; Iyoha, Francis Odianonsen
Food insecurity in Nigeria has necessitated this study which emphasizes agricultural revamping as the antidote to the prevailing circumstance of food crisis in the country. This study draws the attention of the present administration to the urgent need for significant capital investment in agriculture as a means to proffer a permanent solution to food insecurity in Nigeria. This study employs literature review approach and discovers that the factors impeding food safety in Nigeria include farmers' lack of access to the credit facility, insufficient farmlands, security threat on farmers and farmers’ lack of education. However, relevant econometric techniques and statistical tools are specifically applied to examine the impact of government expenditure and agricultural output on food safety using a secondary source of data spanning from 2008 -2019. From the findings of this study, agricultural output has a considerable influence on food safety, but government expenditure on agriculture is yet to gain momentum in affecting adequate food production in the country. Thus, this study concludes that there is an urgent need for the government to invest significantly in agriculture which serves as an antidote to food security challenges in Nigeria.
AMismatch between External Debt Finances and Consumption Cost in Nigeria
(Journal of Open Innovation: Technology, Market, and Complexity, 2020) Omodero, Cordelia Onyinyechi; Egbide, Ben-Caleb; Madugba, Joseph Ugochukwu; Ehikioya, Benjamin Ighodalo
This study scrutinizes the influence of external obligation on the cost of living in Nigeria. In recent times, Nigeria has been tagged as the headquarters of world poverty due to the unaffordable cost of living that has resulted in all manner of crimes prevailing in the country. However, the role of foreign loans being contracted by the government in reducing consumption cost has become a concern, hence this investigation. This study made use of a secondary form of statistical records covering the period 2000–2018. The result of the data analysis has shown that external debt does not improve consumption cost, but rather aids the rising cost of living in Nigeria. In a nutshell, the study suggests that the government should invest a large chunk of the borrowed funds into agriculture and local manufacturing for sufficient food supply and provision of goods and services at reasonable costs. This study recommends support for infant industries and entrepreneurship to reduce the consumption cost in the country. The study also encourages the government to seek debt rearrangement or outright revocation by the lending institutions and countries
An Appraisal of Radio Campaign on the Rights of the Girl Child in Rivers State, Nigeria
(Journal of Communication Studies, 2020) Okedi, Jesse; Osere, Janefrances Nkem
This study was carried out to appraise the influence of radio campaign on the rights of the girl child in Rivers State. The objectives were to find out the extent to which residents of Rivers State exposed themselves to radio campaigns on the rights of the girl child and determine the effect of such campaign on them. To achieve this, descriptive survey design was adopted. The population of the study comprised residents of Rivers State and the sample size of 400 was gotten, using the Taro Yamane formula. The multistage sampling technique was used to fragment the population into the three senatorial zones in Rivers State; to six Local Government Areas and finally, to eighteen political wards cum units from where semi-structured questionnaire was used to gather data. The data were presented in frequency tables and analysed, using the simple percentages for easy interpretation. The findings showed that the level of exposure to radio campaigns on the rights of the girl child in Rivers State was low and that the radio campaigns had a positive influence on the respondents. It was, therefore, recommended that radio stations in Rivers State should partner non-governmental organisations in order to widen the scope of the girl child rights campaign and that the government should muster the political will to enforce the rights of the girl child across various strata of society.
An Appraisal on Ethical conduct of Journalists in Reporting Political Defections in Rivers State
(Research Journal of Mass Communication and Information Technology Vol 9. No. 4, 2023) Osere, Janefrances Nkem; Ochonogor, Christopher Ifeakachukwu
This study appraised the ethical conduct of journalists in reporting political defections in Rivers State. The paper seeks to find out how the journalists in Rivers State have managed to stay afloat in the troubled political waters of political defections in Rivers State bearing in mind that most of the media houses are owned by the politicians who have defected to other political parties to continue their political sojourn. Also, the study considers the issue of their ethical conduct in the miasma of intervening variables on the line of duty. The main objective of the study is to critically examine whether the scripting of defection stories by journalists in Rivers State adhere to a high sense of moral responsibility and to investigate what factors influence the ethical conduct of journalists in Rivers State. To achieve this, a survey design was adopted and a total of 40 respondents were drawn from the pool of registered journalists in Rivers State which comprises of Business day, Sun, Guardian, Punch, Authority, Newspapers and Rythnm 93.7FM amongst others amongst others. Three questions which bordered on moral responsibility of journalists, adherence to ethical codes of the journalism profession and the factors contributory to the adherence to the ethical codes were posed. Data was gathered through the use of questionaires and analysed using the weighted mean scores on a five point Likert Scale. The findings proved that the journalists were adhering to the professional ethics in their reportage of political defections and this was largely because of the effective supervision by the NUJ among others. It was recommended that the NUJ goes a step further in improving the work environment of journalists as a way of encouraging sustainability of such ethical conduct among other things
An Empirical Investigation of the Impact of Ownership and Board Structure on Capital Structure of Listed Firms in Sub-Sahara African Countries
(Academy of Strategic Management Journal, 2021) Ehikioya, Benjamin Ighodalo; Omankhanlen, Alexander Ehimare; Inua, Ofe Iwiyisi; Okoye, Lawrence Uchenna; Okafor, T. C.
Analysis of the Integrated Marketing Communication Strategies of Seven-Up Bottling Company in Port Harcourt, Rivers State
(Research Journal of Mass Communication and Information Technology Vol 7. No. 1, 2021) Osere, Janefrances Nkem; Udoudo, Aniefiok Jackson; Ohiagu, Obiageli Pauline
Owing to the emergence of more beverages and their competitiveness in the market, this study analysed the integrated marketing communication strategies adopted by the Seven-Up Bottling Company in its quest to remain relevant in the Port Harcourt market. The objectives of the study were to: identify the integrated marketing communication strategies of Seven-Up Bottling Company in Port Harcourt, investigate how the integrated marketing communication strategies affect the company’s marketing goals and find out whether customers’ patronage of the products in Port Harcourt depends on the strategies of the company. The study was premised on Cognitive Response theory. The sample size for the study is 393 which was determined using the Krejcie and Morgan table and management staff of the company. From the findings, respondents agreed that the integrated marketing communication strategies of Seven-Up Bottling Company in Port Harcourt were utilised in terms of advertisement, sales promotion, personal selling, direct selling and corporate gifts. They also agreed that the integrated marketing communication strategies of Seven-Up Bottling Company in Port Harcourt have positive impact on the marketing goals of the company in areas of brand identification, brand loyalty of the consumers among other findings. It was therefore, recommended that the Seven-Up Bottling Company in Port Harcourt should review its integrated marketing communication strategies to include the utilisation of the social media and the quality of their products. It was also recommended that the Seven-Up Bottling Company in Port Harcourt should explore other means of differentiating their marketing strategies to avoid repetitive messages on the part of the consumers
Appraising the Knowledge of Nigerian Women on the Use of Mobile Health Applications
(Ethno Med, 18(3), 2024) Nwantah, Nkiruka Favour; Adeyeye, Babatunde; Okeke, Obianuju; Aririguzor, Stella; Kayode-Adedeji, Tolulope; Osere, Nkem
This study appraises the awareness and usage patterns of mobile health (mHealth) applications among Nigerian women. Six Nigerian women from different locations participated in the focus group discussion (FGD), in which purposive sampling was used to get informed consent and record the participants’ responses for analysis. The results showed different levels of awareness about mHealth, emphasising the need for more education to improve acceptance and understanding. Personalised medical counselling, better menstrual cycle management, and the promotion of general well-being were among the main benefits of mHealth. On the other hand, difficulties with device accessibility, connectivity, and possible over-dependency were mentioned. The study concluded that mHealth positively impacts women’s health decisions and practices, emphasising the need for inclusive design, equitable access, and integrated care approaches to optimise mHealth implementation. These results emphasise the importance of focused efforts to address gaps and improve healthcare outcomes for Nigerian women through Health technologies.
ASSESSING CONSUMER SHOPPING AND CYBER PROTECTION ON E-COMMERCE BRANDS
(Covenant University Ota, 2025-07) AKINOLA, Mobolaji Nifemi; Covenant University Dissertation
This paper examines the consumer shopping behavior and cyber protection in the evolving ecommerce industry in Nigeria, especially in Lagos State. With online retail growing at an increasing pace, issues regarding data security, trust and digital fraud have been raised, particularly within the context of informal and social commerce. The research investigates how consumers navigate these concerns, the cybersecurity measures adopted by e-commerce brands, and how these factors influence trust and purchase decisions. Using a mixed-method approach, the study employs both survey results and qualitative inquiry to evaluate security measures among consumers, safety functions offered by the brands, and the reaction of consumers to the internet threats. Results indicate that, though most consumers understand some fundamental security measures, there are some holes in cybersecurity literacy, particularly among non-techsavvy users. Brands, though increasingly proactive, often fail to effectively communicate their safety protocols. Based on the research findings, the report concludes that digital trust is not based on technology only but on transparency, user education, and a consistent security message. Recommendations include enhancing digital literacy, implementing more user-friendly safety signals, and enforcing clearer data protection policies to strengthen consumer confidence
ASSESSMENT OF CRISIS COMMUNICATION AND SOCIAL MEDIA USAGE FOR CRISIS MANAGEMENT: A STUDY OF FLUTTERWAVE AND PAYSTACK
(Covenant University Ota, 2025-08) NWITE, Juliet Ngozi; Covenant University Dissertation
This study assessed crisis communication and social media usage for crisis management in the Nigerian Fintech sector, focusing on Flutterwave and Paystack. Guided by the Situational Crisis Communication Theory and the Social-Mediated Crisis Communication Model, the research adopted a mixed-methods approach, combining a cross-sectional survey of 400 respondents with descriptive content analysis of official crisis-related communications from the two companies. The objectives were to examine the extent of social media utilization for crisis management, identify the strategies employed, evaluate the influence of social media use on public reaction, and analyze public complaints regarding crisis communication on social media. The findings revealed that both Flutterwave and Paystack actively used social media platforms, particularly X (formerly Twitter), during crises. Flutterwave’s communication was characterized by frequent, real-time updates and direct engagement, while Paystack adopted a more measured approach with fewer but more detailed updates. Timeliness, transparency, and interactive engagement emerged as significant factors influencing public trust and perception. However, common complaints included delayed responses, insufficient detail in updates, and perceived lack of empathy in crisis communication. The study concludes that effective use of social media is essential for Fintech crisis management, as it directly impacts stakeholder trust and brand reputation. The study recommends enhancing real-time communication capacity, ensuring consistency of messages across platforms, integrating empathy and transparency into crisis communication, and using public sentiment analysis to refine crisis strategies. The research contributes to existing knowledge by providing empirical evidence on Fintech crisis communication in Nigeria, extending theoretical applications of SCCT and SMCC to an African context, and offering practical strategies for improving corporate crisis responses in the digital era.