Department of Mass Communication

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    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.
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    AUDIENCE KNOWLEDGE, ATTITUDES AND PRACTICES OF THE 2023 NIGERIAN DATA PROTECTION ACT
    (Covenant University Ota, 2025-04) OKOH PRECIOUS OKEOGHENE; Covenant University, Thesis
    This study explores public awareness, attitudes and practices of the 2023 Nigerian Data Protection Act (NDPA). With the increasing importance of data privacy in the digital age, the NDPA was introduced to safeguard the personal data of Nigerian citizens. However, the effectiveness of the law depends largely on public understanding and compliance. This paper grounded on Agenda setting and Knowledge gap theory, aims to assess the level of awareness and perceptions surrounding the NDPA among students. A survey was conducted amongst undergraduates and postgraduates from Covenant University, Ogun state. Based on the 400 surveyed respondents, 27.5% have witnessed NDPA-related content through this information platform, with the remaining primarily found on social media (75.7%). Prior to the survey, only about a third (33.2%) were aware of the Act. Respondents generally lacked confidence in the effectiveness of the Act, with 41.6% not sure that it could adequately protect personal data. The results underscore the need for targeted awareness campaigns and clearer communication strategies to enhance public engagement with the NDPA. This paper provides critical insights for policymakers, civil society organizations, and businesses aiming to improve compliance and protect personal data in Nigeria.
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    SOCIAL MEDIA INFLUENCING AND DECEPTIVE PRACTICES: A STUDY OF INSTAGRAM’S SKIN CARE INFLUENCERS
    (Covenant University Ota, 2025-04) OKECHUKWU, IFUNANYA GRACE; Covenant University, Dissertation
    The porosity of the digital media has contributed to the adoption of manipulation and deceit by influencers and brands alike in product-promotion. The study investigates and identifies various deceptive practices used by social media skin care influencers, through focus group discussion and survey of university students in Lagos state using the cluster sampling and the purposive sampling techniques. Results show that 80% of the respondents agree that skin care influencers use deceptive practices in the promotion of skin care products, however, 60% of these respondents are of the view that although skin care influencers adopt deceptive practices, they are equally very useful in not just brand promotion but also for helping skin care consumers in their skin care purchase decision making. The engagement of influencers in the promotion of skin care products on social media is viable but can gain more acceptability based on the attractiveness, trustworthiness and expertise of the influencers, as well as the maintenance and the projection of a circular and consistent collaboration with the brands inorder to build credibility in the minds of skin care consumers. Regulatory bodies in Nigeria like (ARCON) should set up control measures to regulate product influencing in Nigeria, as well as carry out marketing research on brand and influencer activities (a performance survey) addressing different areas of consumers’ experience online with different brands and products. Furthermore, a symbiotic relationship between brands and their influencers is highly encouraged.
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    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.
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    Programme: Mass Communication