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MONETARY SALES PROMOTION ON INTERACTIVE MEDIA AND TELECOMMUNICATION OPERATORS’ BRAND EQUITY AMONG CIVIL SERVANTS IN WESTERN NIGERIA

BY

Ogunwemimo, Oluwafisayo O. (PhD)
(Corresponding Author)
Veronica Adeleke School of Social Sciences, Babcock University, Ilisan Remo, Ogun State
+2348124587825        |    ogunwemimof@babcock.edu.ng

Prof. Ajilore, Kolade (PhD)
Veronica Adeleke School of Social Sciences, Babcock University, Ilisan Remo, Ogun State

Atakiti Ifeoluwa O. (PhD)
Veronica Adeleke School of Social Sciences, Babcock University, Ilisan Remo, Ogun State

Abstract

Telecommunication operators utilize monetary sales promotion to create brand awareness, encourage brand trial and ultimately persuade subscribers to be brand loyals in order to increase brand equity. While these operators are increasing brand equity using interactive media, Scholars have debated the effectiveness of sales promotion usage in boosting brand equity among State civil servants in Lagos and Ogun states. Using survey research design, a structured questionnaire was administered to 880 respondents out of the 17,161 civil servants. Findings revealed that monetary sales promotion typology significantly influenced telecommunication operators’ brand awareness (R2=0.301, p<0.05), perceived brand quality (R2=0.155, p<0.05), brand association (R2=0.171, p<0.05) and brand loyalty (R2=0.058, p<0.05). The study concluded that monetary sales promotion has significantly contributed to the growth of telecommunication operators’ brand equity. Therefore, other brand may incorporate monetary sales promotion into their brand equity building.

Keywords: Monetary Sales Promotion, Brand Equity, Telecommunication Operators, Interactive Media

Word Count: 137

UNDERSTANDING THE MEDIA SYSTEMS OF NIGERIA AND SINGAPORE: A COMPARATIVE ANALYSIS OF OWNERSHIP, REGULATION, AND IMPLICATIONS ON NATIONAL DEVELOPMENT

By

ADEKOYA Helen Odunola  PhD, IKEM Victor Ugochukwu and TEJUOSO Wasiu Olawale PhD

Department of Mass Communication, Babcock University, Ilishan Remo, Ogun State, Nigeria

Abstract

The media of any society remains an important factor in the socio-cultural, political, and economic development of that society. In this regard, the responsibility of molding societal values and actualizing national development is impacted by issues of media ownership, press freedom, and regulation. This paper examines the media systems of Nigeria and Singapore intending to understand the attendant nature of ownership and regulation and the implications of these (ownership and regulations) on the overall national development of both countries. Secondary sources were used to gather data and a qualitative analysis was done. It is found that both Nigeria and Singapore operate different media systems.  That, while Singapore operates a progressively authoritarian media system with strict regulations and state control of the media, Singapore is a developed country in terms of per capita and GNP, while Nigeria has a quasi-liberal or libertarian media system, but Nigeria is largely underdeveloped economically.

KeywordsFreedom of information, National Development, Media Ownership, Regulation.
Word counts:     149

                                                                                   

LISTENERS’ ASSESSMENT OF HEALTH NUGGETS ON HOPE 89.1FM STATION, IKENNE, NIGERIA

By

Olumide Ikupolokun and Akintayo Babafemi Johnson

Department of Mass Communication,
Babcock University, Ilishan-Remo, Ogun state

Abstract

The study focused on evaluating listeners’ assessment of Health Nuggets, a public health awareness radio programme aired on Hope 89.1FM in Ikenne Local Government Area, Ogun State, Nigeria and aim at ascertaining residents awareness level of the program, extent to which Hope 89.1FM disseminate health messages, how well residents listen to Hope 89.1FM, discover the extent the program has improved residents the knowledge and how residents have adopted safe health practices they got from the program. The study adopted the survey research design, using a good structure questionnaire to elicited responses from a sample of 347 respondents drawn using multi-stage probability sampling from the study population of 119,117 made up of residents in Ikenne LGA, Ogun State and data was analysed using Statistical Package for Social Science (SPSS).

Findings revealed that Hope 89.1FM through Health Nuggets radio health programme has served as a veritable medium through which residents of the area were informed and educated about public health issues. Furthermore, the study found that residents of Ikenne LGA generally have high level awareness about the existence of the radio station (100%), very high level knowledge about the broadcast of Health Nuggets (x̅ = 4.14), and listens to Health Nuggets and other programmes of the station to a high extent (x̅ = 4.20), and that listeners have adopted many health tips recommended on the programme to promote safe health practices.

Keywords: Listeners’ assessment, adoption, health nuggets and awareness

Words count: 227

DEMOGRAPHIC DIMENSIONS OF ADOPTION OF TELEVISION STREAMING AMONG RESIDENTS IN SOUTH-WEST NIGERIA

By

Ifeoluwa Olabisi Atakiti,
Mass Communication Department, Babcock University
+234807038153339
atakitii@babcock.edu.ng

Taiwo Ogunwemimo
Department of Information Resource Management, Babcock University
orbitalquant@gmail.com

ABSTRACT

Television streaming has come to stay with increase in Internet and broadband penetration. However, for television streaming to be successful, it has to be adopted by the audience. An influencing factor towards adoption could be the demographic dimensions of television viewers. Hence this study examined characteristics dimension of adoption of television streaming among residents in southwest Nigeria. Survey research design was adopted; the population comprised 27,722,432 residents. Stratified sampling technique was used to stratify the local governments into metropolitan and non-metropolitan. Subsequently, four local governments were selected randomly from the metropolitan local governments. A sample size of 1,613 respondents was drawn from twelve wards using Saunders, Lewis and Thornhill’s formula. The study found that there was a significant difference in adoption of television streaming by demographic dimensions of respondents while only occupational status had significant influence on adoption of television streaming. The study recommended that television stations should research the demographics of their online viewers and design relevant streaming contents that will meet their needs.

Word count: 165

Keywords: Television streaming, television viewers, Demographic dimensions, occupational status, significant difference, adoption

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