Department of Mass Communication

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Assessing the uniqueness of indigenous language in Adevertising: Analysis of Figurative Language Used in Selected Telecommunication Yoruba Advertisement in Nigeria
(African Languages and Society Commons, 2019) Oyesomi, Kehinde Opeyemi; Salawu, Abiodun
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.
Credibility of Social Media News in Broadcasting: A study of three Radio Stations in Port Harcourt.
(Department of Linguistics & Communication Studies, University of Port Harcourt, Port Harcourt, 2020) Aniefiok, Udoudo; Osere, Janefrances Nkem
Social media news cannot be denied the speed with which it spreads once the news breaks and the reliance by the traditional mass media as sources of the news they publish. However, the credibility of social media news has been questioned by many. This paper seeks to examine the extent of credibility attached to breaking news on social media by Treasure FM, Nigeria Info and Family Love FM, all in Port Harcourt. The main objective of the study is to critically examine the use of social media news by the three radio stations in Port Harcourt and how they verify the reliability of the sources of such news. The research design used in the study is survey, with in-depth interview as the tool for data collection. Findings show that among the three radio stations, Treasure 98.5 FM put the credibility of social media news at 30%, the Nigeria Info 92.3 FM put the credibility of social media news at less than 50% while the Family Love 97.7 FM hardly sees any credibility in social media news. The three radio stations, however, agree that social media news is the most timely and cost effective when the source is verifiable. Among others, it is recommended that while the use of breaking news on social media can help in timely news broadcast and reduction in cost, it is necessary that radio stations carry out in-depth verification of social media news sources before such news stories are broadcast to avoid embarrassment to professionalism
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
PoliticalEconomyofCOVID-19andtheImplicationonMediaManagementandSustainabilityinNigeria
(Health Crises and Media Discourses in Sub-Saharan Africa,, 2022) Owolabi, ToyosiOlugbengaSamson; Nwantah, Nkiruka Favour
Thisstudyinvestigatesthepoliticaleconomyofgovernment’sresponsetotheCOVID-19pandemicinNigeriaanditsimplicationsformediamanagementandsurvival.Itisaqualitativeresearchthatreliesonprimaryandsecondarysourcesfordatagathering.ThestudydiscoversthattheungainlyanddiscriminatorypoliticaleconomyoftheNigeriangovernment’sresponsetotheCOVID-19pandemicisunfriendlytothemediaasitisisolatedandmadethemediaoperatingenvironmentunfavorableforgrowthandsustainability.ThestudyalsorevealsthatthepastbusinessmodelwherethemediarenderservicebeforebeingpaidanddisseminatenewscontentinhardcopywhilerelingonoldnewsconsumerscannolongersufficeduringtheCOVID-19era.Conclusively,thestudyhighlightssomecopingstrategiesformediamanagerswhichincludepullingresourcestogetherasthroughaconsortium,merger,andacquisitionofoutfitswithsimilareditorialfocus,raisingfundsfromthestockmarket,changingthebusinessmodelofservicebeforepayanddigitizationofcontents.ThestudyrecommendsthattheNigeriangovernmentinconjunctionwiththeinternationaldevelopmentagenciesshouldlaunchamediarecoveryplan(MRP)aswasdoneinIreland,theUnitedKingdom,andFrancetostabilizetheindustryandrepositionittofulfillitsstatutoryrolesinnationaldevelopment.
Infodemics Influence on Ikorodu Residents in the Era of Covid 19 Pandemic
(Journal of Mass Communication & Journalism Volume 13:03, 2023) Nwantah, Nkiruka Favour; Bolanle, O. Idowu
This study seeks to investigate infodemic in the era of Coranavirus among Ikorodu residents in Lagos Nigeria. Studies have been conducted to unravel the effect of Coronavirus, its causes, and media coverage but there appears to be a paucity of literature with regards to people’s perception of infodemic in in the wake of COVID 19 pandemic. It is on this background that this study seeks to know how Nigerians had been influenced by infodemic in Coronavirus era. The Agenda Setting theory and the uses and gratification theory provided theoretical springboard to the study. The Survey method was adopted for the study. Ikorodu North, Lagos Nigeria was purposively selected among the five Local Council at Ikorodu, 100 residents were selected using a simple random sampling. Results were analyzed in frequency table format and percentages, the discussion done qualitatively. Findings from the study indicate that there was panic as a result of infodemic due to diverse information during the disease outbreak but Nigerians are willing to be vaccinated irrespective of the mal-information mainly circulated on social media about the rumoured danger of the vaccines. The Government, the media and relevant stakeholders, the NCDC, the minister for health and commissioner for health were able to manage information in the era of Coronavirus mostly the right information regarding persuading Nigerians to be vaccinated. The study recommends the need for Government and relevant agencies to engage the necessary stakeholders in Nigeria in producing vaccines and liaise with World Health Organization, the foreign nations in making the vaccines available.
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
Bolstering Worship Behavior of Nigerians through the Engagement of Information Communication Technology (ICT) in Pre and Post Covid-19 Pandemic
(COVENANT JOURNAL OF COMMUNICATION VOL. 11, NO. 1, JUNE, 2024) Nwantah, Nkiruka Favour; KAYODE-ADEDEJI, Tolulope; OYEDEPO, Tunji; OSERE, Nkem Janefrances; OREOFE, Oluwadamiloju; NNAEMEKA, Afom; AKINWUMI, Eniola
This study investigates the role of Information Communication Technology in worship behaviour, spiritual connectivity and development pre and post Covid-19 Lockdown. The study examined the opinion of 568 Nigerian respondents, using a questionnaire. Whilst noting through results that most religious people had to depend on the use of several Information Communication Technology devices and available applications to engage in worship of their God, this new art of worship, during the Covid-19 lockdown, has made the art of worshipping their God not only more convenient but provides a new and interesting way of engaging in religious activities. Consequently, respondents strongly believe that Information Communication Technology has helped improve their spirituality and provided understanding that their God can be presented anywhere, as worshippers only need to be connected with their hearts. The result emphasized the irrelevance of hypocrisy and the need for creativity in the use of Information Communication Technology
Exploring the Influence of Work Environment on Job Satisfaction among Female Broadcast Journalists in Lagos State
(OGITECH Journal of Communication and Innovation (OJCI) Volume 1, Issue 1,, 2024) Nwantah, Nkiruka Favour; Okeibunor, Ngozi B.; Okpongkpong, Grace I.
The broadcast journalism industry is demanding, with high stress levels and long working hours. Female journalists, in particular, face unique challenges in the workplace. This study explores the relationship between work environment and job satisfaction among female broadcast journalists in Lagos State. Employing a mixed-method approach, the study investigates the organizational climate, workplace culture, and career advancement opportunities within broadcast media organizations. Through surveys, interviews, and observations, the research aims to identify the challenges faced by female journalists and assess their impact on job satisfaction. This study is both descriptive and explanatory in nature. The descriptive aspect of the study was carried out analyzing responses from the copies of questionnaire administered on female broadcast journalists while the explanatory part was done by analyzing the data of key informant interview conducted with senior female broadcast journalists and human resource personnel of some broadcast media organisation in Lagos The study reveals that the work environment significantly influences job satisfaction among female broadcast journalists. Specifically, factors such as organizational support, colleague relationships, and workload significantly predict job satisfaction. The study highlights the importance of creating a supportive work environment to enhance job satisfaction among female broadcast journalists. The findings have implications for broadcast organizations and human resources managers seeking to improve employee well-being and retention.
KNOWLEDGE, UTILIZATION OF ARTIFICIAL INTELLIGENCE (AI) TOOLS BY FEMALE JOURNALISTS IN LAGOS STATE, NIGERIA
(Ogbazuluobodo: University of Nigeria Journal of Multidisciplinary Studies. Vol.6, No.2, 2024) Nwantah, Nkiruka Favour; Ashinze, Ebube; Osere, Nkem Janefrances; Okponkpong, Grace
In an era of rapid technological advancement, the media landscape is undergoing a digital revolution fuelled by the growing adoption of Artificial Intelligence (AI) tools. These advancements have the potential to significantly alter how journalists conduct research, create content, and interact with audiences. Applying the diffusion of Innovation theory developed by Everett Rogers, this study examines the awareness and utilization of Artificial Intelligence (AI) tools among female broadcast journalists in Lagos State, Nigeria. Through a mixed-methods approach, combining surveys and interviews, we explored the levels of awareness, usage, and perceived benefits of AI tools among 217 female journalists in the region. Our findings indicate a moderate level of awareness and usage of AI tools, such as ChatGPT. among the participants. The study also identified significant barriers to adoption, including limited technical expertise and lack of access to training. Our study highlights the need for targeted training and capacity-building initiatives to empower female journalists in Lagos State to effectively harness the potential of AI tools in their professional practice. The findings have implications for promoting gender inclusivity in the development and use of AI in the media industry.
Online Citizen Engagement Platforms, Democratic Consolidation and Good Governance
(ASSOCIATION OF COMMUNICATION SCHOLARS & PROFESSIONALS OF NIGERIA BOOK SERIES, 2024) Nwantah, Nkiruka Favour; OLUGBENGA, Toyosi; OWOLABI, Samson
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.
Bolstering Worship Behavior of Nigerians through the Engagement of Information Communication Technology (ICT) in Pre and Post Covid-19 Pandemic
(COVENANT JOURNAL OF COMMUNICATION VOL. 11, NO. 1,, 2024) Kayode-Adedeji, Tolulope; Oyedepo, Tunji; Osere, Janefrances Nkem
This study investigates the role of Information Communication Technology in worship behaviour, spiritual connectivity and development pre and post Covid-19 Lockdown. The study examined the opinion of 568 Nigerian respondents, using a questionnaire. Whilst noting through results that most religious people had to depend on the use of several Information Communication Technology devices and available applications to engage in worship of their God, this new art of worship, during the Covid-19 lockdown, has made the art of worshipping their God not only more convenient but provides a new and interesting way of engaging in religious activities. Consequently, respondents strongly believe that Information Communication Technology has helped improve their spirituality and provided understanding that their God can be presented anywhere, as worshippers only need to be connected with their hearts. The result emphasized the irrelevance of hypocrisy and the need for creativity in the use of Information Communication Technology.
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.
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.
Exploring the Frequency and Contextualization of Yoruba Indigenous Communication Practices in the Daily Life of Generation Z
(JALINGO JOURNAL OF LINGUISTICS AND LITERARY STUDIES (JAJOLLS) Volume 8 No. 1, 2024) Nwantah, Nkiruka Favour; Okpongkpong, G; Odeniyi, O.; Osere, Janefrances Nkem
and the Yoruba culture is not left out of this new development. It is acknowledged that these indigenous communication practices are been eroded by westernization and with these developments came the emergence of a new generation of young people known as the Generation Z, the first generation to not experience life before the digital age. Hence it is important to find out frequency and contextualization of Yoruba indigenous communication practices in their daily life. This study anchores on social identity theory investigates the level of awareness and attitude of the GenZ towards the Yoruba indigenous communication practices and how frequently these young people engage in these communication practices. The population of the study was the Generation Z students of Covenant University. It employs the survey method using questionnaire as the instrument of data collection. 400 copies of questionnaire are administered to the students to ascertain their level of knowledge, frequency of engagement and overall attitude towards Yoruba indigenous communication practices. Findings reveal that majority of the respondents have little knowledge about the communication practices with a positive attitude but the level of engagement with these Yoruba indigenous communication practices were very low. It concludes that the Yoruba indigenous communication practices is not commonly used by the Generation Z even though they have a positive attitude towards these practices, hence revealing the fact that these indigenous communication practices are gradually going extinct. It therefore recommends that schools include more indigenous courses and subjects into their curriculum and also introduce more culture appreciative events in order for the young generation to be more involved in these indigenous communication practices.
News Culture and Routinisation of Production Processes in Vanguard Newspapers
(COVENANT JOURNAL OF COMMUNICATION VOL. 11, NO. 1, 2024-06) Ibuot, Udo; Nwantah, Nkiruka Favour; Okeibunor, Ngozi B.
News production goes beyond the routine of accessing, selecting, processing and interpreting events considered as newsworthy. It involves consequences of journalistic practices that are capable of influencing the professional culture, knowledge and expectations of the given medium. Though news production processes may be influenced by the editorial policy of a newspaper organisation, they should be managed away from slanting which involves omission, differential placement or even burying of anti-policy stories in inside pages. The study is an exploratory attempt that is designed on the methodology of participant observation or ethnography, and constitutes part of the first author’s work experience in the editorial and news production desks of Vanguard newspapers spanning 26 years. Its theoretical underpinnings are the gatekeeping and the agenda setting theory of communication. The paper examines the routine news culture and production processes in Vanguard Media Limited, publishers of one of Nigeria’s leading national daily and weekly newspapers in Lagos. Results of these routine processes include balanced and in-depth reporting of events by the newspaper establishment
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.
Leveraging Digital Transformation for Responsible Food Production and Distribution in an Emerging Economy’s Manufacturing Sector
(Journal of Distribution Science, 2025) John, Nsikan; Johnson, Abimbola David; Eneojo, Benjamin Ameh; Ingomowei, Preye Samson; Osere, Janefrances Nkem
Purpose: This study explores the role of digital transformation in enhancing responsible food production and distribution within Nigerian manufacturing firms, focusing on supply chain digitization and predictive maintenance. While digital technologies hold significant potential to reduce waste, improve energy efficiency, and optimize distribution, adoption barriers in Nigeria have contributed to persistent food waste, high energy consumption, and inefficiencies in logistics and distribution systems. Research design, data, and methodology: Based on the resource-based view theoretical foundation, the study adopts a survey research design. Primary data were collected through a closed-ended structured questionnaire. This was administered to 274 production engineers and warehouse managers and food items distributors, IT professionals and supply chain managers in the Nigerian food manufacturing sector. The Partial Least Squares – Structural Equation Modelling (PLS-SEM) was employed to analyse the data using SmartPLS software. Results: The results demonstrate that supply chain digitization and predictive maintenance significantly enhance responsible food production and distribution by reducing waste and improving logistics resource efficiency. Conclusions: The study underscores the critical role of digital transformation tools in achieving sustainability in food production and distribution. The implication is by integrating digitalisation into food supply chain processes and functions, manufacturing industry can realize their responsible production goals.
Effects of machine learning biases in digital tools–A case of the Nigerian construction industry
(Technological Sustainability, 2025) Tunji-Olayeni, Patience; Adejola, Folasade Olabisi
Purpose – This paper aims to explore the effects of machine learning biases in the digital tools used within the Nigerian construction industry. Design/methodology/approach – The study adopts a qualitative research design to identify machine learning biases in digital tools and to evaluate their effects on construction project performance. Construction professionals with practical experience in the use of digital technologies and good knowledge of machine learning biases were interviewed online. The data obtained from the interviews were analyzed using ATLAS.ti software. Findings – The study analysis shows data bias, model bias, human bias and sensor bias as the most prevalent biases affecting digital tools in construction. These biases contribute to various challenges in construction project performance, including increased project costs, safety risks, extended timelines, resource waste, project delays, flawed decision-making and reduced work quality. Practical implications – Though digital tools enhance processesin the construction industry, findingsfrom the study imply that machine learning biases in digital tools and technologies cause inaccuracies that adversely affect construction project performance. This situation inhibits the competitiveness and sustainability of a people-centered, highly litigious and complex construction industry. Originality/value – This study provides empirical evidence of the effect of machine learning biases on digital tools used in the construction industry. Expanding existing knowledge on machine learning biases can build greater trust in digital tools and maximize their benefits while minimizing unintended consequences. To achieve this, it is essential for stakeholders in the construction industry, including manufacturers and users of digital technologies, to become well-informed about these biases. By working together, they can develop effective strategies to mitigate these issues and ensure the successful implementation of digital tools.