College of Leadership and Development Studies

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Start date: 2022Subject: search.filters.subject.Nigeria.

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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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    RETHINKING PEACE, SECURITY AND SUSTAINABLE DEVELOPMENT IN NIGERIA
    (International Journal of Education Humanities and Social Science Vol. 5, No. 01, 2022) Osimen Goddy U.; RUFUS AISEDION
    There is growing recognition that peace and security are fundamental for socio-political and economic development of any country in the world. Yet Violent conflicts, whether social, political, or environmental, has significantly contributed to the crisis of sustainable development and security challenges in terms of loss of human and material resources. This paper has therefore, examined the nature of peace, security and sustainable development in Nigeria. The study adopts a combination of theories like; the clash of civilization theory, the frustration-aggression theory, state fragility and failed state theory. Qualitative method, such as textbooks, journal articles, internet, among others was used as sources of data collection. The work was descriptively analyzed through the content of the information gathered. The paper explores various dimensions of the social, political, economic and other conditions that have over the years affected the indices for measuring peace, security and sustainable development in Nigeria. Consequently, the paper revealed some of the symptoms that have truncated the “God given” peace, security and sustainable development in Nigeria, which includes; corruption, unemployment, Weak institutional system, structural imbalance, human trafficking, bad leadership, among others. The paper concluded with some useful policies recommendations regarding the way forward therein and most importantly, called for the need by the Nigeria government to learn from history, as attempts been made to tackle the challenges currently upsetting the attainment of sustainable peace, security and development in the country.
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    Human Trafficking and Modern-Day Slavery: An Appraisal of Causes and Effects in Nigeria
    (Migration Letters, 2023) Osimen Goddy U.; Olu-Owolabi Fadeke Esther; Apeloko O. D.; Awogu-Maduagwu Edith Abisola
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    Corporate Social Responsibility (CSR), Organisational Support and Employee Engagement: Case Study Approach
    (Jurnal Akuntansi dan Bisnis: Jurnal Program Studi Akuntansi 8 (1), 2022-05) Olabode Olawale O.; Chidozie Felix C.
    Corporate social responsibility is how committed an organisation is in order to contribute to sustainable economic development by working with all stakeholders to improve quality of life. Today, every society expects a lot from companies to be socially responsible of providing developmental services to the community it operates (i.e., in local palace, ‘giving back to the society’). Many organisations are not practicing it and unwittingly toying with their reputation and probably their bottom line (social, environmental and economic performance). In lieu of this, this study assesses Corporate Social Responsibility (CSR), organisational support and employee engagement: Adopting Department of Petroleum Resources (DPR), Akure as case study. This study uses primary sources of data through a questionnaire. Twenty-five (25) questionnaire is administered to employees of DPR Akure through a purposive sampling method. However, only 11 questionnaire is correctly filled and returned, which represents 44% response rate, while remaining 14 represents 56%. This low percentage recorded reveals that DPR Akure is an annex of the corporation with few number of employees. Both descriptive statistics (tables, frequencies, percentages) and one-sample ‘t’ test for means statistics are used to analyse the collected data. Recall, n<30. The result, t = 1.51 shows relationship between CSR, organisational support and employee engagement. The paper recommends that organisations should review their CSR policy bi-annually in accordance with best international standard practice on how to promote relationship between stakeholders and to adopt best strategy on how to reduce menace – environmental pollution caused by activities of corporation on immediate employees and society at large.