TALENT MONITIZATION: IMPLEMENTING BRAND COMMUNICATIONS STRATEGIES ON IN-HOUSE TALENT FOR BRAND GROWTH OF TRADITIONAL MEDIA ORGANIZATIONS
BY SOLOMON UNYA ABSTRACT The rapid digital transformation of the global media industry has disrupted traditional business models, compelling legacy broadcasters to reconfigure their strategies for relevance and sustainability. In Nigeria,…
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UNDERSTANDING TARGET MARKET NEEDS: A STRATEGIC APPROACH TO BUSINESS STARTUPS
BY POLYCARD OKECHUKWU UGWU ABSTRACT In today’s competitive business environment, startups face significant challenges in achieving sustainable growth and profitability. Innovation alone no longer guarantees success; rather, the ability to understand and…
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Digital Noise or Democratic Voice? “Assessing the Role of Social Media in Sustaining or Destabilizing Public Communication in Nigeria”
By Peter Nweke School of Communication and Media Studies LLBSUK PGD Cohort 2 Abstract: This study interrogates the dual role of social media in Nigeria’s public sphere, asking whether it functions as a “Democratic Voice” that sustains civic…
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STRATEGIC MARKET PENETRATION OF PIPED LIQUEFIED PROPANE GAS (PLPG) IN NIGERIA: BUSINESS PROSPECTS AND POLICY CONSIDERATIONS.
By OWOEYE OPEYEMI ABIDEMI Abstract Small businesses play a critical role in driving employment, innovation, and inclusive economic growth across Sub-Saharan Africa. However, their operations are often constrained by volatile economic conditions,…
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MANAGING ONLINE REPUTATION: STRATEGIES FOR NIGERIAN COMPANIES IN THE DIGITAL ERA
By Okpara Jude Chizaram +234 811 365 2291 okparajude9@gmail.com ABSTRACT The rapid digital transformation of Nigeria’s business environment has redefined how companies manage public image, stakeholder relationships, and competitive positioning. This…
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THE ROLE OF ADVERTISING IN MARKETING CONSUMER GOODS: A STUDY OF NATURAL HEALTHY FRUIT DRINK MARKETING WITHIN ABUJA, NIGERIA
NKECHINYERE STEPHANIE CHINEDU-OKORO kekestephanie@yahoo.co.uk +2348034510095 ABSTRACT Every business is designed to identify, anticipate and satisfy a customer’s need or to render services for profitability. Marketing activities are directed to…
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ADVERTISINGETHICSANDAUDIENCEMANIPULATION:ASTUDY OF COGNITIVE DISSONANCE IN LAGOS MEDIA AD CAMPAIGNS
BY IBUKUNOLUWA ADESOYE ABSTRACT Advertisement is a tool to help the public get to know more product, service and information that can make life easier…
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THE EVOLUTION AND IMPACT OF SOCIAL MEDIA ADVERTISING ON MODERN CONSUMER BEHAVIOR
BYHOPE UZOAMAKA ATOBATELEMBA CANDIDATE ABSTRACT The rapid evolution of social media has transformed it from a grassroots communication platform into one of the most powerful advertising tools of the digital age. This study investigates the impact of…
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CORPORATE SOCIAL INVESTMENT AND LOCAL DEVELOPMENT OUTCOMES: A CASE STUDY OF COCA-COLA’S COMMUNITY ENGAGEMENT IN NIGERIA’S FEDERAL CAPITAL TERRITORY
BY GLORIA IKIBAH AND DR. SAMMY ADRIAN AJUFO ABSTRACT This study explores the potential of Corporate Social Investment as a strategic approach that not only addresses community development outcomes but also enhances competitive advantage. By examining…
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STRATEGIC NARRATIVES AND NATION BRANDING; THE ROLE OF MEDIA IN SHAPING NATIONAL IDENTITY
BY EKOH FAVOUR OZIOMA AND DIVINE CHIDIMMA EZE Abstract This study investigates the influence of strategic nation-branding narratives, media trust, and social media engagement on public perception of Nigeria’s nation brand, using a convergent parallel…
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