Background: The landscape of advertising in Nigeria has undergone a significant transformation following the rise of digital media. While businesses are increasingly leveraging the advantages of social media platforms, traditional media remains a prominent fixture in the marketing mix. Objectives: This study investigated the preferred advertising channels used by businesses in Nigeria. Specifically, it identified the most common media used for advertising, examined the challenges encountered by businesses when using specific platforms, and determined the underlying reasons for the preference of one medium over another. Methodology: The study adopted a survey research design, focusing on a sample of 384 businesses in Nsukka, determined via the Cochran formula. The study area was stratified into three communities: Nru Nsukka, Nkpunano, and Ihe Nsukka, with 128 respondents selected from each. Purposive sampling was used to target business owners or marketing personnel responsible for advertising decisions. Results: Findings revealed that social media dominates advertising due to its extensive reach, cost-effectiveness, and high engagement levels. However, its effectiveness is often hindered by intense competition, frequent algorithm changes, and consumer scepticism. Consequently, businesses often adopt a hybrid approach, using social media for interactive engagement and traditional media to bolster brand credibility. Conclusion: Nigerian businesses strategically integrate both social and traditional media for advertising, recognising that each possesses distinct and complementary advantages. Recommendations: Businesses should leverage data analytics and AI-driven personalisation to optimise social media campaigns. To counter audience scepticism, they should adopt credibility-building measures such as influencer marketing and ethical advertising practices. Furthermore, businesses must invest in professional digital marketing expertise to navigate algorithm shifts while continuing to use traditional media to reach diverse age demographics and maintain trust.
Background: The 2023 Nigerian presidential election marked a significant shift in the country's political landscape, heralding a period of electoral disaggregation where traditional party loyalty was superseded by policy-driven and candidate-centred decision-making. While socio-psychological factors are often cited as primary drivers of voter choice, these influences are fundamentally mediated through language and strategic framing on digital platforms. Objective: This study examines the persuasive frames and discursive strategies employed by Peter Obi during the 2023 presidential campaign to influence voters and construct a credible political identity. Methodology: Adopting a qualitative descriptive-interpretative design, the research applied qualitative content analysis and Critical Discourse Analysis (CDA), specifically utilising Fairclough’s three-dimensional model and Van Dijk’s ideological square. The data comprised 47 campaign speeches and interviews obtained from YouTube, selected for the platform's extensive reach and dominance in the Nigerian digital space. Results: The analysis revealed that Obi employed 13 distinct discursive strategies to present the ruling and previous governments negatively through corruption and responsibility frames. Conversely, he utilised the frames of stewardship, competence, nationalism, and the industrial revolution to present himself and his party in a positive light, successfully constructing an identity defined by honesty and credibility. The findings indicate that positive framing exerted a more significant persuasive influence on the electorate than negative framing. Conclusion: The study concludes that the persuasiveness of political campaign messages is predicated on the strategic framing of issues within the specific context of an election. By aligning political issues with the audience's socio-economic experiences and interests, candidates can effectively reshape voter attitudes toward governance.
Purpose: The study assesses the influence of radio messages on security alertness among residents of Bayelsa East Senatorial District, investigating whether these messages effectively foster security consciousness in a region prone to kidnapping, sea piracy, and election-related violence. Methodology: A survey research design was adopted, utilizing a sample size of 384 residents selected through a multi-stage sampling technique. Data were collected using a quantitative questionnaire and analyzed with simple frequencies and percentages to determine exposure levels and behavioral influence. Results: Findings reveal that exposure to security alertness messages is low, with 51.5% of respondents reporting no exposure and 36.6% hearing messages only once a week. Furthermore, 65% of residents were not influenced by these radio messages, as they prioritised political and community development programmes over security-related broadcasts. Conclusion: The study concludes that the influence of radio on security alertness in the district is weak. It recommends that the state government partner with media outfits to increase the frequency of qualitative, persuasive, and simple security messages to enhance public vigilance.
Background: In the current postmodern era, marriages are increasingly confronted by challenges stemming from digital integration. While social media serves as a modern technological tool for information and connectivity, its role as a determinant of marital stability remains a subject of critical inquiry. Objective: This research sought to investigate the influence of social media engagements on marital satisfaction among couples in Enugu state, Nigeria. The study specifically examined the impact of usage duration, content types, and message formats, while also considering the moderating role of spousal communication. Methodology: A survey-based descriptive design was adopted for the study. Using a multistage sampling technique, a sample size of 385 married couples was selected from the three senatorial districts of Enugu state. Data were collected through a structured four-point Likert scale questionnaire and analysed using simple percentages, mean deviation, and Chi-square statistical tools. Results: Findings revealed that respondents spend a moderate duration of one to two hours daily on social media, which positively influences marital satisfaction to a high extent. Prank and comedy were identified as the most consumed content types, contributing to emotional relief and marital enlightenment. Furthermore, text-based posts were found to be the most preferred message format. Hypothesis testing indicated that family income significantly predicts the impact of social media on marital satisfaction, whereas marriage duration does not. Conclusion: The study concludes that social media is an advantageous tool for marital satisfaction when used judiciously. Effective spousal communication and moderate online engagement help couples avert the negative consequences associated with social media addiction. It is recommended that couples maintain a balance between digital interactions and heart-to-heart discussions to foster long-term conjugal growth.
Background: The integration of social media into the daily lives of university students has significantly altered traditional modes of interaction. While these platforms revolutionise communication and relationship maintenance, there is an ongoing debate regarding their influence on the development of essential social skills such as empathy, conflict resolution, and verbal communication in the Nigerian context. Objective: This study sought to ascertain the extent of social media exposure among students at Dennis Osadebay University and Admiralty University of Nigeria, determine their specific usage patterns, and evaluate the effectiveness of these platforms in the development of their social skills. Methodology: A survey research design was adopted, utilising a structured questionnaire to collect data from a sample of university students. A sample size of 385 was determined using the Yaro Yamane formula, with 375 usable copies retrieved for analysis. Data were analysed using descriptive statistics, including frequencies and percentages. Results: The findings revealed that 96.8% of respondents are exposed to social media to a large extent. Students spend considerable time on these platforms, with 41.9% spending 1-3 hours and 30.4% spending 3-5 hours daily. TikTok, Snapchat, and WhatsApp emerged as the most frequently used platforms. While 61.1% of respondents attested to the effectiveness of social media in cultivating social skills, 34.1% disagreed, citing issues such as reduced physical interaction and distractions during study. Conclusion: The study concludes that social media is an effective instrument for social skills cultivation among university students despite negative impacts such as social withdrawal and academic distraction. It is recommended that students exercise self-discipline to avoid over-exposure and that university authorities organise orientation workshops to highlight the hazards of over-indulgence.
