Strategy Development

STRATEGIES FOR EFFECTIVE GROWTH OF TABLEWATER BUSINESS IN AWKA SOUTH LOCAL GOVERNMENT AREA OF ANAMBRA STATE

Advanced Management, Financial Management, Operations Management, Strategic Marketing, Strategy Development / April 19, 2025

BY

IFEYINWA ONYINYE OKEREKE

DOCTOR OF STRATEGIC MANAGEMENT AND
LEADERSHIP DEVELOPMENT (DSMLD)

scaredove81@yahoo.com

+2347069115087

2024

ABSTRACT

This study investigates the strategies for the effective growth of table water businesses in Awka South Local Government Area of Anambra State, focusing on the approaches adopted by sales representatives. The research aims to identify the current sales strategies in use, examine the challenges faced by sales representatives in implementing these strategies, and explore opportunities for enhancing sustainable growth in the table water business sector. Data were collected through structured surveys administered to sales representatives of table water businesses in the area. The study is guided by research questions on the effectiveness of current strategies, the challenges encountered, and potential opportunities for growth. Two hypotheses were tested to determine whether differences in sales strategies and challenges exist between male and female, as well as young and old sales representatives. The findings provide insights that could support the development of more targeted strategies for improving the growth and sustainability of tablewater businesses in Awka South.

Keywords: Sales Strategies, Table Water Business, Sustainable Growth, Sales Representatives, Awka South, Business Challenges, Gender differences /Age Related Challenges

: INTRODUCTION
1. Background of the Study

The table water business is a fast-growing industry in Nigeria, particularly in urban areas where access to clean and safe drinking water is limited. Anambra State, specifically the Awka South Local Government Area, is one of the regions where the table water business has experienced significant growth in recent years. The tablewater business in Awka South Local Government Area of Anambra State is densely populated and home to several tablewater businesses with a high demand for packaged water. As a result, many entrepreneurs have ventured into the table water business in the study area. However, despite the high demand, many businesses struggle to grow and remain competitive.

This paper focuses on the strategies for the effective growth of table water business in Awka South Local Government Area of Anambra State. The goal of this journal is to explore the challenges and opportunities facing table water in the area and to provide recommendations on how these businesses can grow and succeed in a competitive market. This study explores the sales strategies for the effective growth of the table water business in Awka South Local Government of Anambra State. The table water business in Awka South Local Government Area is thriving with an increasing number of water bottling companies and brands entering the market. The demand for table water has increased as consumers seek safe and hygienic drinking water. The competition in the market is stiff, with companies vying for market share through aggressive marketing campaigns and innovative packaging strategies.

This paper aims to provide valuable insights and recommendations for table water businesses in Awka South Local Government Area and other similar areas on how to effectively grow and succeed in the competitive table water market, by implementing the strategies outlined in this journal, and other previously journal written about it. The strategies used by the sales representatives of the various table water in Awka South Local Government Area of Anambra State to achieve the effective growth of the table water business in the study area.

In recent years, there has been a noticeable increase in the number of table water businesses in the area leading to competition and the need for effective growth strategies. As a result, there is a significant need for tablewater businesses in the study area to adopt innovative approaches to stay competitive and grow their market share.

1.2: Statement of Problem

The table water industry is a vital component of the beverage sector, serving as a convenient and essential source of potable drinking water for consumers. In Awka South Local Government Area of Anambra State, the demand for table water is increasing due to population growth, urbanization, and heightened awareness of the importance of clean drinking water. However, despite the promising market conditions, many tablewater businesses in the area face challenges that hinder their growth and success. One of the key challenges identified is the lack of effective sales strategies employed by Sales Representatives of the table water businesses in Awka South. According to Smith (2017), inadequate marketing efforts can limit a business’s reach and visibility among potential consumers, ultimately impacting sales and growth opportunities. To address this challenge, tablewater companies can implement targeted marketing campaigns, utilize social media platforms, and collaborate with

distributors to enhance brand awareness and attract new customers.

Another common challenge faced by tablewater businesses in the region is the limited distribution channels available for their products.

Research by Jones et al. (2019) emphasizes the importance of establishing a robust distribution network to ensure products reach customers efficiently and timely. Expanding distribution channels to supermarkets, convenience stores, and online platforms can help businesses tap into new markets and increase their customer base, thereby driving growth and revenue.

Furthermore, intense competition within the table water industry in Awka South poses a significant obstacle for businesses striving for growth. With numerous players vying for market share, Tablewater businesses must differentiate themselves through product quality, packaging innovation, and competitive pricing strategies. According to Brown et al. (2018), offering value-added services such as home delivery, bulk discounts, and customizable packaging can help businesses stand out in a crowded marketplace and attract loyal customers.

Regulatory compliance is another critical aspect that tablewater businesses in Awka South must navigate to ensure sustainable growth. Adhering to quality standards, safety regulations, and packaging requirements is essential to in still consumer trust and uphold industry credibility. By investing in quality control processes, obtaining necessary certifications, and conducting regular inspections, businesses can demonstrate their commitment to producing safe and reliable products, enhancing their reputation and competitiveness in the market.

The multifaceted challenges faced by table water businesses in Awka South Local Government Area of Anambra State underscores the importance of implementing effective strategies to drive growth and success in the industry. By addressing issues such as marketing deficiencies, distribution limitations, competitive pressures, and regulatory compliance, businesses can position themselves for sustainable growth, increased market share, and long-term viability in the dynamic table water market landscape.

1.3: PURPOSE OF THE STUDY: The purpose of this study is to investigate the strategies that can be employed by sales representatives for the survival and growth of table water businesses in Awka South Local Government Area of Anambra State.

1.4: OBJECTIVES

1. To identify the current sales strategies employed by table water businesses in Awka South Local Government Area.

2. To investigate challenges faced by sales representatives of the table water businesses in implementing effective sales strategies in the study area.

3. To examine the opportunities in implementing the sales strategies for improving sustainable growth for tablewater businesses in the study area.

1.5: RESEARCH QUESTIONS:

1. What are the current sales strategies adopted by table water businesses in Awka South Local Government Area?

2. What are the main challenges faced by the tablewater businesses in implementing effective sales strategies.

3. What are the opportunities in implementing the sales strategies for sustainable growth of tablewater businesses in the study area?

HYPOTHESES

HO₁: There is no significant difference between male and female sales representatives with regard to strategies for the growth of table water businesses in Awka South Local Government Area.

HO₂: There is no significant difference between young and old sales representatives regarding the challenges faced by table water businesses in the study area

HO₃: There is no significant difference between young and old sales representatives regarding the opportunities in implementing the sales strategies for sustainable growth of table water businesses in the study area.

2.0: LITERATURE REVIEW:

Ogbuji, Anyanwu, and Onah, (2011) in their ‘Empirical Study of the Impact of Branding on Consumer Choice for Regulated Bottled Water in Southeast, Nigeria employed the use of a survey design and probability sampling technique of Stratified Random Sampling adopted in this study.

The population was the senior staff academic and senior non-teaching staff.

A probability sampling technique of Stratified Random Sampling was used to select 374 participants for the study. Data was analyzed using, simple percentages, bar charts, and pie charts were used. For the test of hypotheses and analysis/interpretation of data, simple and stepwise multiple regression techniques were used.

This research work is therefore an investigation into the impact of branding on consumer choice for bottled water, with a special focus on the contributory roles of its various elements in impacting consumer behavior.

It was discovered among other things, that of all the elements of branding, company-of-make, and packaging play a greater role than brand name and brand mark, in terms of influencing consumer choice for bottled water. It was against this backdrop that this research work proposed two models namely; Review of Consumer Buying Behaviour Processes 1 and 2. It equally recommended among other things that firms should focus more attention on the company name and packaging but should also integrate the brand name and brand mark as supportive elements in fashioning an effective branding strategy for beating

Gjr, (2023), assessed the effect of product innovation on the sales growth of Monas table water company Gombe. The study utilized the Meta-analysis of literature from independent primary studies, sourced from current journal articles, textbooks, and previous research of scholars related to the study. The study concluded that companies should always innovate their products to attract more customers which will bring about an increase in sales. Relying on older means of advertisement may also decrease sales rates in the company because some customers are digital.

Francesco Scalamonti (2021) using a Meta-analysis, surveyed the Italian bottled water industry with a quantitative approach The results confirm that the operative volumes depend positively and significantly on itself lagged by one order and the other explicative variables up cited. In conclusion, the study captures the market dynamics of the industry in the long-term, and it brings to the attention of managers, researchers, and business economists an industry much more important for socio-economic implications and environmental impacts that can cause the consumption of bottled water that policymakers cannot afford to ignore.

Agada and Ahmad, (2015), assessed the extent of compliance to ethical standards in the production of Bottled water in Nigeria, with particular reference to selected bottled water companies to determine whether producers of bottled water are aware of the existence of ethics, the level of compliance to ethical standards required by the regulatory agency, and whether consumption of bottled water reduces health hazards or not. They made use of a survey design. Data for the study were obtained from Primary Sources and analyzed using frequency tables and Pearson Chi-Square to test the three hypotheses of the study. The results showed that producers of bottled water are significantly aware of the existence of

business ethics and are also complying with required ethical standards set by the regulatory agencies that consumption of bottled water significantly reduces health hazards such as deadly waterborne diseases such as typhoid fever, diarrhea, and measles have been drastically reduced to the barest minimum. It recommended awareness of business ethics and consistent compliance with the required standards as required by the regulatory agencies be upheld and sustained over time without compromising by water-producing firms.

Bello, Shuangqin, and Dalibi (2017), studied ‘Economic impacts of packaged and bottled water businesses in Nigeria.’ Meta-analysis was employed for this study to examine and discuss the Economic Impacts of Packaged and Bottled Water Businesses in Nigeria to identify the Economic Impacts and to extend the existing literature on the Economic Impacts of Packaged and Bottled Water Businesses in Nigeria. The main data sources were journals, conference/seminar/workshop papers, textbooks, newspapers, magazines internet sources, etc., which were used to review literature in the Water Business field. It was found that the economic impacts of packaged and bottled water businesses identified in this work were as follows: an entity that provides business opportunities; it engages small-scale packaged and bottled water manufacturers; it provides employment opportunities; it provides profits and wages; it offers a medium of economic growth; it provides a source of revenue to the government e.g. Tax etc. and it provides water at affordable prices. These impact Nigerians economically and also the business environment from which they operate.

2.1: Summary of Literature:

Five empirical studies were reviewed, four focused on table water in Nigeria, out of which one is in the South East of Nigeria, but not in Awka. Unlike the current study, three of the studies reviewed applied the use of Meta-analysis of literature, while like the current study, the others used surveys. Although various aspects of the table water business were reviewed none of the studies were reviewed; and, no study known to the researcher dwelt onStrategies for effective growth of table water business in Awka South Local Government Area Of Anambra State. This is the gap this study filled.

3.0: METHODOLOGY:

3.1:Research Design

Design of the Study: This study adopted a descriptive non-experimental research design carried out ex-post facto research design, which implies ‘after the fact’ as no variable is controlled or manipulated (Nwankwo and Emunemu 2015:147), because only one single event- investigation of the strategies that can be employed by sales representative for the survival and growth of table water businesses, which has already happened, was focused on.

: Area of Study

The area of study is Awka in Awka South Local Government Area of Anambra State, where a lot of table water companies are found.

3.3: Population of the Study

The population of this study will include all 250 sales representatives of Table Water Businesses operating in Awka South Local Government Area of Anambra State. This includes (74.2%) 186 male and 31 (25.8%) female sales representatives across different age groups, reflecting a diverse representation of individuals involved in the table water business.

3.4. Sample Size and Sampling Technique

A sample of 163 sales representatives was selected from the target population using a stratified random sampling technique. The stratification will be based on gender (74.2%) (male and 66 (25.8%) female) and age groups (young and old) to ensure that the sample is representative of the diverse characteristics of sales representatives in the table water business. The random selection within each stratum ensured that each sales representative had an equal chance of being included in the sample.

3.5. Instrument for Data Collection: The primary instrument for data collection is a structured questionnaire designed specifically for this study. The questionnaire is divided into four sections: Section A collects demographic information of the respondents, Section B has three clusters focusing on, the current sales strategies employed by the table water businesses (six items), challenges faced by sales representatives in implementing effective sales strategies (seven items) and the opportunities for improving sustainable growth through the implementation of sales strategies (eight items), respectively. The 24-item questionnaire (Appendix I) includes both closed-ended questions for quantitative data and open-ended questions to allow respondents to provide more detailed responses with response patterns of Strongly Agree, Agree, Disagree, Strongly Disagree, and Neutral.

3.6. Procedure for Data Collection:

Data collection was carried out by the researcher with the assistance of trained research assistants. The questionnaires were administered in person to the selected sales representatives, and the research assistants provided clarification where necessary. Respondents were given sufficient time to complete the questionnaires, which were collected on the same day to ensure a high response return rate.

3.7: Validation of the Instrument: Three experts were requested to ascertain the appropriateness and clarity of the items of the instruments to ascertain if they measured what they purported to measure.

Their comments, suggestions, and observations were taken into consideration in the production of the final draft of the instruments. (App I).

3.8: Reliability of the Instrument: The instruments were trial tested through a pilot study, on 10 respondents at Aqua Rafa, another table water company in Enugu state, which is outside the study area. The internal consistency of the instrument was computed using Cronbach Alpha method which yielded 0.88 for the entire instrument, which was therefore considered reliable enough for the study.

3.9: Method of Data Analysis

The data collected were analyzed using both descriptive and inferential statistics. Descriptive statistics, such as frequency counts, percentages, mean, and standard deviation, were used to summarize and describe the data. For the inferential analysis, independent samples t-tests will be conducted to test the hypotheses on the differences between male and female sales representatives and young and old sales representatives regarding the strategies for growth and challenges faced in the table water business. The decision was reached using a criterion mean score of 2.50 for the research questions. This implies that any means below 2.50 was taken to mean NOT Accepted, while any means of 2.50 and above were Accepted for the same reason. Independent Sample Test of Levene’s Test for Equality of Variances was adopted in the t-test for Equality of Means at a 95% level of probability or 0.05 level of significance. The levels of significance were determined with the P-table value about the 0.05 level of significance. This implies that when the P-value is below 0.05 level of significance, when t- the calculated is smaller than t- table (1.96) it implies a Significant Difference between the means tested, thus the Null Hypothesis was Not Accepted. On the other hand, when the P-value is higher than 0.05 level of significance when t- calculated is greater than t- table (1.96), it implies No Significant Difference between the means tested. Therefore, the Null Hypothesis was tested using t-test analysis.

4.0: RESULT:

The data generated for the study were analyzed using Descriptive Statistics and SPSS Statistical Analysis. The results are presented in six tables in line with the research questions and hypotheses that guide the study.

4.1: Data Overview

The dataset includes demographic information of the respondents, their experience, and insights regarding Sales Strategies, Challenges, and Opportunities in the table water business. For analysis, I grouped the data into key clusters

Table 1: Demographics Figure

Table 1.1 Gender Distributions

GENDER DISTRIBUTION	MALE	FEMALE
NUMBER / PERCENTAGE	89: 74.2%	31: 25.8%

Table1.2: Age Group

AGE GROUP	18-45 YEARS	46 YEARS AND ABOVE
NUMBER / PERCENTAGE	102: 85%	18: 15.%

Table 1.3: Years of Experience

YEARS OF EXPERIENCE	LESS THAN 6 YEARS	MORE THAN 6 YEARS
NUMBER / PERCENTAGE	73: 56.5%	57: 43.5%

Demographics:

The table water business in the sample is dominated by Younger, Male Sales Representatives /Entrepreneurs (85%). The majority have less than six years of experience, with the bulk of the respondents (102) between 18-45 years suggesting younger sales representatives in the study. Most respondents (73) have less than 6 years of experience, suggesting that most of the sales representatives are inexperience in the table water business in the study area.

Research Questions One: What are the current sales strategies adopted by table water businesses in Awka South Local Government Area?

Key: A= ACCPT; NA=Not Accepted. E= Effective; NE= Not effective

Table 1: Current sales strategies that can be adopted by table water businesses for growth of table water business Sales strategies that can be employed in table water business					Effectiveness of the strategies
S/No	N=150	Mean	SD	Dec	Mean		SD	Dec.
1	Direct sales to consumers	2.56	1.21	A		3.12	1.04	E
2	Sales through retailers	1.23	0.64	NA		2.01	0.12	NE
3	Online marketing and sales	2. 59	1.11	A		3.03	1.44	E
4	Discounts and promotions	1.50	0.13	NA		2.49	1.51	NE
5	Door-to-door sales	1.51	0.27	NA		2.44	1.36	NE
6	Marketing and Promotion	2.38	1.03	NA		2.55	1.07	E
7	Product Quality Improvement	2.69	1.28	A		3.00	1.81	E
8	Expanding Distribution Channels	2 .55	1.23	A		3.10	2.03	E
9	Customer Service Enhancements	1.72	1.14	NA		3.02	1.05	E
10	Pricing Strategies	2.62	1.27	A		2.75	1.62	E
11	Innovation and Product Diversification Key: SD =Standard Deviation: Dec= Decision; A= Accepted; NA= Not Accepted; VE= Very Effective; E= Effective: NE=Not Effective	2.56	1.30	A		3.04	1.85	E

Table 1 shows that items 1, 3, 7, 8, 10, and 11 have criterion means of 2.50 and above. This implies that the respondents Accept Direct sales to consumers (item 1); Online marketing and sales (item 3); Door-to-door sales (item 5); Product Quality Improvement (item 7); (item 8); Pricing Strategies (item 10); and Innovation and Product Diversification (item 11) as Current sales strategies that can be adopted by table water businesses for sustainable growth of table water business. The table further shows that the respondents perceive; Direct sales to consumers (item 1); Online marketing and sales (item 3); Marketing and Promotion (item 6); Expanding Distribution Channels (item 8); Customer Service Enhancements (item 9); Pricing Strategies (item 10); and Innovation and Product Diversification (item 11) as Effective sales strategies as their means are between 2.49 and 3.49.

Hypothesis 1: There is no significant difference between male and female sales representatives about strategies for the growth of table water businesses in Awka South Local Government Area.

Table 2 shows that the mean values are, 0.74 and 0.11 for males and females respectively with 1,96 t-value and 0.60 t-calculated showing No significant difference between the two means. The hypothesis that There is no significant difference between male and female sales representatives regarding strategies for the growth of table water businesses in Awka South Local Government Area was therefore Accepted.

Table 2:

T-test analysis of significant differences between male and female sales representatives about strategies for the growth of table water businesses in Awka South LGA.

Group

Mean

t-value

t-Cal

Sig.

Dec

Male

0.74

1.96

122

0.60

0.05

Not Sig./Accept

Female

0.11

Key: SD= Standard Deviation, df= Degree of Freedom; t-cal ; t -table; t-cal= t- Calculated; Dec= Decision

Research Questions 2: What are the main challenges faced by tablewater businesses in implementing effective sales strategies?

Table 3: Challenges Facing Table Water Business,
Challenges in my table water Level of Effectiveness
NO	ITEMS	Mean	SD	Decision	Mean	SD	Decision
1	Regulatory Issues	2.85	1.41	A	2,55	1.43	Effective
2	Supply Chain Disruptions	2.44	1.25	NA	1.87	0.65	Ineffective
3	Lack of Skilled Labour	2.64	1.21	A	2.22	1.13	Ineffective
4	Market Demand Fluctuations	3.01	2.43	A	1.24	0.08	Ineffective
5	Competition	3 52	2.52	A	1.05	0.02	Ineffective

Key: SD= Standard deviation: A= Accepted: NA= Not accepted.

Table 3 shows that the respondents Accepted the following as challenges facing table water businesses in Awka, Issues; Market Demand Fluctuations; Lack of Skilled Labour

, and Competition. The table further shows that only Regulatory Issues were perceived to be effective in implementing the strategies to avert the challenges affecting sustainable sales of tablewater.

Hypothesis Two: There is no significant difference between young and old sales representatives regarding the challenges faced by table water businesses in the study area

Table 4:

t-test Analysis of significant differences between young and old sales representatives about the challenges faced by table water businesses in the study area

Group

Mean

t-value

t-Cal

Sig.

Dec

Young Sales Rep

102

0.85

1.96

118

0.55

0.05

Not Sig./Accept

Old Sales Rep

0.15

Key: SD= Standard Deviation, df= Degree of Freedom; t-cal ; t -table; t-cal= t- Calculated; Dec= Decision

Table 4 shows that the mean value is, 0.85 and 0.15 for young and old sales representatives respectively with 1.96 t-value and 0.55 t-calculated, also showing No significant difference between the two means. The hypothesis that there is no significant difference between young and old sales representatives about the challenges faced by table water businesses in the study area, was therefore Accepted.

Research Question Three: What are the opportunities in implementing the sales strategies for sustainable growth of tablewater businesses in the study area?

Table 5:

Opportunities in implementing sales strategies for sustainable growth of table water businesses and level of the opportunities

_{Opportunities In Implementing Sales Strategies Level of Opportunities}
	_ITEMS	_Mean	_SD	_Dec.	_Mean	_SD	_Decision
₁	_{Expanding Market Demand}	_3.32	_2.11	_Accept	_3.00	_2.01	_High
₂	_{Partnerships with Retailers}	_3.42	_2.10	_Accept	_3.21	_2.18	_High
₃	_{Government Support Programs}	_{3. 04}	_2.04	_Accept	_3.51	_2.02	_{Very High}
₄	_{Technological Advancements (e.g. online sales)}	_3.33	_2.24	_Accept	_3.55	_2.03	_{Very High}
₅	_{Financial Support}	_2.50	_1.01	_Accept	_3.65	_2.07	_{Very High}
₆	_{Training and Development Programs}	_2.56	_1.02	_Accept	_3.32	_2.04	_High
₇	_{Improved Infrastructure}	_3.20	_2.11	_Accept	_3.02	_2.01	_High
₈	_{Marketing and Promotional Support}	_{2 50}	_1.01	_Accept	_2.65	_2.07	_High

Table 5: indicates that the respondents Accept all the items, Expanding Market Demand (item 1);Partnerships with Retailers (item 2);Government Support Programs (item 3); Technological Advancements (e.g online sales) (item 4);Financial Support (item 5); Training and Development Programs (item 6); Improved Infrastructure (item 7); Marketing and Promotional Support (item 8)with criterion means 2.50 and above as opportunities in implementing sales strategies for sustainable growth of table water businesses and level of the opportunities. The table also indicates that the levels of opportunity for, Government Support Programs (item 3); Technological Advancements (e.g online sales) (item 4);Financial Support (item 5), are Very High but High for the others; Expanding Market Demand (item 1);Partnerships with Retailers (item 2);Training and Development Programs (item 6); Improved Infrastructure (item 7); Marketing and Promotional Support (item 8).

Hypothesis Three: There is no significant difference between young and old sales representatives concerning the opportunities in implementing the sales strategies for sustainable growth of table water businesses in the study area.

Table 4:

t-test Analysis of significant differences between young and old sales representatives concerning opportunities in implementing sales strategies for sustainable growth of table water businesses.

Group

Mean

t-value

t-Cal

Sig.

Dec

Young Sales Rep

102

0.85

1.96

118

0.62

0.05

Not Sig./Accept

Old Sales Rep

0.15

Key: SD= Standard Deviation, df= Degree of Freedom; t-cal ; t -table; t-cal= t- Calculated; Dec= Decision

Table 4 portrays the mean values 0.85 and 0.15 for young and old sales representatives, respectively, with 1.96 t-values and 0.62 t-calculated, also showing no significant difference between the two means. The hypothesis that there is no significant difference between young and old sales representatives about opportunities in implementing sales strategies for sustainable growth of table water businesses was, therefore, Accepted.

Summary of findings: This study’s summary of findings was presented in accordance with the research questions and hypotheses that guided the study.

Research Question One: What are the current sales strategies adopted by table water businesses in Awka South Local Government Area?

Finding 1: The current sales strategies adopted by table water businesses in Awka South Local Government Area are;

Direct sales to consumers (x=2.56)
Online marketing and sales (x=2.59)
Product Quality Improvement (x=2.69)
Expanding Distribution Channels(x=2.55)

Innovation and Product Diversification (x=2.56)

The following sales strategies are found to be effective ingrowing the table water business in Awka South LGA.

Direct sales to consumers (x=3.12);
Online marketing and sales (x=3.03);
Marketing and Promotion (x=2.55)
Product quality improvement(x=3.00)
Expanding Distribution Channels (x=3.10)
Customer Service Enhancements (x=3.02)
Pricing Strategies (x=2.75) and
Innovation and Product Diversification (x=3.04)

Hypothesis One: There is no significant difference between male and female sales representatives about strategies for the growth of table water businesses in Awka South Local Government Area.

Finding 2: The hypothesis that there is no significant difference between male and female sales representatives about strategies for the growth of table water businesses in Awka South Local Government Area, isAccepted.

Research Question 2: What are the main challenges faced by tablewater businesses in implementing effective sales strategies?

Finding 3: The main challenges faced by tablewater businesses in implementing effective sales strategies include,

Regulatory Issues (x=2.85) were found to be effective in implementing the strategies to avert the challenges affecting sustainable sales of tablewater.
Market Demand Fluctuations (x=3.01);
Lack of Skilled Labour (x=2.65) and
Competition (x=3.52) but, was found ineffective in implementing the strategies to avert the challenges affecting sustainable sales of table water.

Hypothesis Two: There is no significant difference between young and old sales representatives about the challenges faced by table water businesses in the study area.

Finding 4: The hypothesis that there is no significant difference between young and old sales representatives about the challenges faced by table water businesses in the study area is Accepted.

Research Question 3: What are the opportunities in implementing the sales strategies for sustainable growth of tablewater businesses in the study area?

Finding 5: The opportunities in implementing the sales strategies for sustainable growth of table water businesses in the study area include,

Expanding market demand (x=3.32) was found to be high.
Partnerships with retailers (x=3.42), were found to be high.
Government support programs (x=3.04), were found to be very high.
Technologicaladvancements(e.g.online sales) (x=3.33), were found to be very high.
Financial support (x=2.50), was found to be very high.
Training and development programs (x=2.56), were found to be high.
Improved infrastructure (x=3.20), was found to be high.
Marketing and promotional support (x=2.50), was found to be high.

Hypothesis Three: There is no significant difference between young and old sales representatives concerning the opportunities in implementing the sales strategies for sustainable growth of table water businesses in the study area.

Finding 6: The hypothesis that there is no significant difference between young and old sales representatives with regards to the opportunities in implementing the sales strategies for sustainable growth of table water businesses in the study area is Accepted.

DISCUSSION:

Current Sales Strategies Adopted by Tablewater Businesses In Awka South Local Government Area: Tablewater businesses in Awka South LGA, like most businesses, adopt sales strategies for growth. As Nigeria faces the problem of table water, it has since become a lucrative business in the area. To this end marketers adopt various strategies including Direct sales to consumers; Online marketing and sales; Product Quality Improvement; Expanding Distribution Channels Innovation and Product Diversification. Consequently, they make a lot of sales.

This finding supports Jones et al. (2019) on the importance of establishing a robust distribution network to ensure products reach customers efficiently and timely; Smith (2017) and Brown et al. (2018), inadequate marketing efforts can limit a business’s reach and visibility among potential con the need for good marketing strategies to enable distribution channels and customer satisfaction.

Main challenges faced by the table water businesses in implementing effective sales strategies: Like most Nigerian businesses, table water businesses also face a lot of challenges in implementing effective sales strategies, such include, and Regulatory Issues, Market Demand Fluctuations and Lack of Skilled Labour as well as Competition also make things difficult for tableware businesses. However, though a challenge, competition is found ineffective in implementing the strategies to avert the challenges affecting sustainable sales of table water. This finding supports Bello, Liu Shuangqin, and Dalibi (2017) who observed that numerous challenges can mar success in water businesses.

Opportunities in implementing the sales strategies for sustainable growth of table water businesses in the study area: Despite the challenges there are many opportunities in implementing the sales strategies for sustainable growth of table water businesses. These opportunities keep the business going. They include Expanding market demand, Partnerships with retailers; Government.

Support programs, Technologicaladvancements(e.g.online sales; Financial support; Training and development programs; Improved infrastructure Marketing, and promotional support. It is not surprising that marketers will find the above opportunities high especially in a country where business people have little or no such opportunities. It is a pity that Nigeria especially Anambra state lacks a basic amenity like water, which should be one of the priorities of the government, leaving the lot and health of the people in the hands of the struggling table water marketers. The World Bank while commenting on the world water challenge stated that access to water supply services and sanitation is a major factor in reducing child mortality (Bello, Liu Shuangqin, and Dalibi(2017)). The people of Awka LGA should therefore not lack water as water is found to be essential for life, the most common, most widely distributed, and most useful liquid on earth the most precious natural resource that exists on our planet (). From the above finding, the water supply situation in Nigeria has not yet met the Millennium Development Goal (MDG) target of 75% coverage for safe drinking water, so there is much more to do in Nigeria in this regard, This study agrees with Ogbuji, Chinedu & Anyanwu, Aham & Onah, Julius. (2011) and Gjr Publication. (2023) that there are a lot of opportunities in employing adequate strategies in marketing table water of which branding is highly recommended.

CONCLUSION: The study concludes that the strategies adopted by sales representatives are effective growth of table water business in Awka south local government area of Anambra state. A lot of challenges confront the business but there are high opportunities for the growth of the business.

Implications: The Anambra state government Federal government of Nigeria and the Anambra state government, in particular, should leverage the opportunities in implementing the sales strategies for sustainable growth of tablewater businesses and ensure that tablewater is made a lucrative business so as to achieve the Sustainable Development Goal (SDG) 6 of ‘Clean Water and Sanitation,’ by 2030.

Contributions To Knowledge;

This study has brought to light the various strategies that can be adopted for effective tablewater businesses. Entrepreneurs interested in table water business can employ the use of these strategies in their businesses.
This study has also contributed to solving the problem of the dearth of literature in this area.
It has x-rayed to need for Nigeria and Anambra state governments to leverage the opportunities in implementing the sales strategies for sustainable growth of tablewater businesses and ensure that tablewater is made a lucrative business so as to achieve the Sustainable Development Goal (SDG) 6 of ‘Clean Water and Sanitation,’ by 2030.

Recommendations

Based on the findings of the study, the following recommendations are made.

Addressing Challenges and Leveraging on the Strategies and Opportunities:The Nigerian government and Anambra state government in particular, must endeavor to address the challenges and leverage the strategies and opportunities to achieve the Sustainable Development Goal (SDG) 6 of ‘Clean Water and Sanitation,’ by 2030.

Adoption of Digital Marketing Strategies; Tablewater businesses should explore and fully integrate digital marketing strategies to reach a broader audience and improve customer engagement.

Capacity Building for Sales Representatives: Business owners and sales representatives should undergo formal training in marketing and sales strategies to improve their skills and execution of their jobs. Workshops and seminars organized by local business associations or government agencies could be beneficial.

Expanding Direct Sales and Retailer Partnerships, which are perceived as effective sales strategies for the growth of table water business in the study area. Businesses should pursue Partnerships with retailers and other service providers to increase market penetration and visibility, as collaboration with supermarkets, restaurants, and event centers could help boost sales.

Addressing Regulatory Issues and Competition challenges, perhaps through collective action or lobbying for better policies will also boost the business in the study area.

Expansion and Diversification: Tablewater businesses should explore expanding their market to neighboring towns and states. They should also consider diversifying their product ranges to include health-focused options such as vitamin-enriched or flavored water to meet emerging consumer demands.

By implementing these recommendations, table water businesses in Awka South Local Government Area can overcome their current challenges and achieve sustainable growth in a highly competitive market.

REFERENCES:

Agada, J., A. & Ahmad, A., Y. (2015), Assessment of compliance to ethical standards in bottled water producing firms in Nigeria: A study of selected bottled water companies. International Journal of Public Administration and Management Research (IJPAMR), Vol. 3, No 1, July, 2015. Website: http://www.rcmss.com. ISSN: 2350-2231 (Online) ISSN: 2346-7215 (Print) 3(1):29-36 29 Research Centre for Management and Social Studies (RCMSS)

Ogbuji, C., Anyanwu, A., Onah, J., (2011). An Empirical study of the impact of branding on consumer choice for regulated bottled water in Southeast, Nigeria. International Journal of Business and Management. 6. 1833-8119. 10.5539/ijbm.v6n6p15

Gjr Publication. (2023). Product innovation and sales growth; A study of Monas Table Water Company Gombe. 3(6):14-18. 10.5281/zenodo.10090739

Francesco Scalamonti (2021) Bottled water industry: A quantitative study approach. Italian Review of Agricultural Economics 76(2): 31-44. DOI: 10.36253/rea-13095

Bello, A. S., Liu Shuangqin and Dalibi, S. G., (2017) Economic impacts of packaged and bottled water businesses in Nigeria. International Journal of Advanced Engineering and Management Research Vol. 2 Issue 3, 2017 www.ijaemr.com ISSN: 2456-3676.

Nwakwo, J. I. and Emunemu, B. O., (2015). Handbook on Research in Education and Social Sciences: A Resource for Theses, Dissertations and Projects. Giraffe Books, Nigeria.

Agu, O. (2019). Entrepreneurial Strategies and Business Growth: A Study of Small and Medium Enterprises in Nigeria. Journal of Business Management, 5(2), 45-59.

Ajayi, S. & Ugochukwu, J. (2018) The Role of Marketing in the Growth of Small Businesses in Nigeria: A Case Study of Table Water Businesses. African Journal of Business and Economics, 10(1), 72-85.

Anyanwu, A. (2015). Marketing Principles and Management. Owerri: Avan Global Press.

Eze, S. & Okechukwu, P. (2020). Sales Strategies and Performance of Table Water Companies in South-Eastern Nigeria. Journal of Business Strategies, 7(3), 33-49.

Kalu, F. & Nwosu, C. (2017). Sustainable Business Growth: Key Strategies for SMEs in Nigeria. International Journal of Small Business and Entrepreneurship, 8(2), 92-105.

Ogbonna, C. & Nwachukwu, T. (2016). Challenges and Opportunities in Small Business Marketing: A Study of Table Water Businesses in Awka South. Journal of Nigerian Business Studies, 3(2), 50-64.

Onyeka, G. & Okoro, A. (2021). Strategic Marketing and the Growth of SMEs in Nigeria. Business Development Review, 6(1), 15-30.

APPENDIX: MY INSTRUMENT

SALES REPRESENTATIVES STRATEGIES FOR EFFECTIVE TABLE WATER BUSINESSES GROWTH QUESTIONNAIRE ( SRSETWBG).

INSTRUCTIONS TO RESPONDENTS

I am a student at Learn to Live Business School (LLBS), pursuing a doctorate program. You are kindly requested to be objective (honest) in your answers. Please note that there are no implications whatsoever with your responses, which will be used for research purposes only. There are no right or wrong answers just be honest. There are four options Kindly TICK only one: Kindly answer ALL the questions.

SA = Strongly Disagree

A = Agree

N = Neutral

D = Disagree

SD = Strongly Disagree

And Where Applicable;

VE = Very effective

E = Effective

N = Neutral

IE = Ineffective

VIE = Very ineffective

NC = Not Challenging

SC = Slightly Challenging

MC = Moderately Challenging

VC = Very Challenging

EC = Extremely Challenging

Thank You

OKEREKE IFEYINWA ONYINYE

LLBS/DOC/5212/01223/003

DOCTORATE DEGREE CLASS

STRATEGIES FOR EFFECTIVE GROWTH OF TABLE WATER BUSINESS IN AWKA SOUTH LOCAL GOVERNMENT AREA OF ANAMBRA STATE

SECTION 1: RESPONDENTS’ DEMOGRAPHICS

1. Gender: [ 89 ] Male [ 31 ] Female

2. Age Group: [ 102 ] 18-45 years [ 18 ] 46 years and above

3. Years of Experience in the Table Water Business: [73] Less than 6 years [57] More than 6 years

Cluster 1: Current sales strategies that can be adopted by tablewater businesses for sustainable growth of table water businesses

The following sales strategies can be currently employed in my table water business, with the following effectiveness.

S/No.

VIE

Direct sales to consumers

Sales through retailers

Online marketing and sales

Discounts and promotions

Door-to-door sales

Marketing and Promotion

Product Quality Improvement

Expanding Distribution Channels

Customer Service Enhancements

Pricing Strategies

Innovation and Product Diversification

Others (please specify)

Cluster 2: I face the following challenges in my table water business, which I perceive as follows

Competition

Regulatory Issues

Supply Chain Disruptions

Lack of Skilled Labour

12.

Market Demand Fluctuations

13.

Other (please specify) _____

15.

Competition

16.

Regulatory Issues

Others Specify………………………..

Cluster 3: I perceive the following Opportunities in implementing sales strategies for sustainable growth of table water businesses and the level of the opportunities are as follows:

VIE

Expanding market demand

Partnerships with retailers

Government support programs

Technological advancements (e.g., online sales)

Financial support

Training and development programs

Improved infrastructure

Marketing and promotional support

Others (Please specify): _______

Expanding market demand

In your opinion, what improvements or changes could be made to enhance the growth of table water businesses in Awka South Local Government Area?

Answer:——————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————-

What role do sales representatives play in overcoming challenges and implementing

effective strategies?

Thank you for your participation!

Strategies of Effective Growth Download

STRATEGIES FOR EFFECTIVE GROWTH OF TABLEWATER BUSINESS IN AWKA SOUTH LOCAL GOVERNMENT AREA OF ANAMBRA STATE Read More »

STRATEGIES FOR IDENTIFYING AND ALLEVIATING FAKE NEWS ON SOCIAL MEDIA IN NIGERIA

Advanced Management, People Management, Strategic Marketing, Strategy Development / April 7, 2025

BY

EKOH, Favour Ozioma
Learn to Live Business School, UK

Correspondence: favourekoh6@gmail.com
Phone No.: 0703036 8401

Acknowledgments

Acknowledgment is hereby given to Dr Ugochukwu Okorozoh for his immense contribution to this project.

ABSTRACT

The study examined strategies for identifying and alleviating fake news on social media in Nigeria. The study adopted the simple linear correlation research design. The study employed a cross-sectional survey approach and a five-point Likert scale questionnaire was used to elicit responses from 385 respondents from the selected social media tools using a purposive sampling technique which was used to ensure full representation of each of the strata under study. The Cronbach Alpha statistic was used to obtain index coefficient values of 0.821 for the dependent variable and 0.894 for the independent variable as the instrument reliability ratio. The dataset was first subjected to a normality test for the residual term using the Kolmogorov-Smirnov Statistic, but the result revealed that the normality assumption was not satisfied for the three independent variables; hence the introduction of the parametric regression analysis technique (Theil regression) was appropriately employed. The research questions were answered using the Spearman rank correlation coefficient to establish the relationship between the dependent and independent variables in the study. The hypotheses were tested with the Theil regression technique to measure the “significance” of the degree of relationships existing between the dependent and independent variables. The analysis was enabled by the use of R-Studio and Minitab software packages. The study concluded the effectiveness of fact-checking training, AI-powered fake news detection tools, and collaboration between social media platforms and fact-checking organizations in reducing the spread of misinformation. The study recommended among others that social media platforms should implement AI-powered fake news detection tools to reduce the spread of misinformation.Keywords: Fake news, social media, Nigeria, media literacy, fact-checking, misinformation

INTRODUCTION

Information fabrication otherwise known as ‘fake news’ is not new. Misinformation, disinformation, and propaganda have been features of human communication, but never before, has there been a technology that effectively disseminates it than social media. Standage (2017) believes that “fake news has been known since the earliest days of printing however, the proliferation of fake news on social media has become a significant concern globally, with Nigeria being no exception (Ojebuyi & Ukpabi, 2020).

Fake news and hoaxes have been a thing over time, and have been trending even before the advent of the Internet. Fake news in the information world are fictitious articles created and spread by rumor mongers that deliberately deceive readers knowingly or unknowingly. Unfortunately, social media and other fake news outlets publish and circulate hoaxes to increase readership and sales of their commodities and generate revenue for economic gains and benefits. Their acclaimed benefit in many cases is a disadvantage to society. Finally, the arrival of the Internet in the late 20th century, followed by social media in the 21st century unimaginably escalated the dangers of misinformation, disinformation, propaganda and hoaxes”. In Nigeria, fake news – intentional or unintentional is equally not new. For instance, in November 1989, the Nigerian Television Authority (NTA) announced the death of the first Governor General and President of Nigeria, Dr Nnamdi Azikwe. By the next morning, the news was on the front pages of most of the country’s newspapers. It took two days before Dr. Nnamdi Azikwe cleared the air about his health status and informed the world that he was still alive and the false claim was relatively contained. Thirty years later, rumors circulated that General Mohammadu Buhari had died during one of his lengthy absences from Nigeria in 2017 on medical grounds and that he had been replaced by a clone called Jubril from Sudan. The supposed death of General Mohammadu Buhari in contrast spread like wildfire on Twitter, Facebook, WhatsApp, and many other social media platforms so much so that he had to address the claim at a news conference (News Wires, 2019). Indeed, both errors and fraudulent content now go viral through peer-to-peer distribution, and news satire is regularly misunderstood and re-shared as straight news by unwitting social media users. Hence, we now live in a world with computational propaganda, state-sponsored ‘sock-puppet networks’, troll armies, and technology that can mimic legitimate news websites and seamlessly manipulate audio and video to create synthetic representations of any number of sources (Posetti & Mattews, 2018). The spread of fake news on the Internet is further necessitated by the internet’s ever-growing and connected nature and the preference for speed over accuracy and impact. Because internet content providers and distributors are in a zero-sum, winner-takes-all battle for attention and patronage, they do all within their reach to boost traffic. Unlike the print media which exercise due diligence before reporting any news, online media are usually overwhelmed by the frenzy of the opportunities of the new technology so much so that (Adeleke, 2016) alleges that, many journalists would rather publish first and verify later. This scenario is fuelling the spread of fake news in Nigeria and the world with its accompanying negative security implications.

To achieve the set objective of this study, it will focus attention on social media platforms: Facebook, Twitter, WhatsApp, Instagram, and YouTube, types of fake news: and other local initiatives, media literacy programs: Educational institutions, civil society organizations, and government agencies to contribute to the development of effective strategies for identifying and alleviating fake news on social media in Nigeria, and promote a more informed and critical online community.

1.1 Statement of the Problem

The proliferation of fake news on social media in Nigeria has become a significant threat to national security, political stability, and social cohesion despite efforts to combat misinformation. Fake news continues to spread rapidly, often with devastating consequences. The lack of effective strategies to identify and alleviate sham news on social media has led to increased polarization and erosion of trust in institutions, manipulation of public opinion and electoral processes, incitement of violence and communal conflicts, undermining of credible journalism and fact-based reporting, erosion of social cohesion and national unity.

It is for these issues, consequences, challenges, other gaps, and the need for effective strategies that this study is meant to address with more focus on developing effective solutions to mitigate the spread of misinformation and promote fact-based reporting.”

1.2 Objectives of the Study

The primary objective of this study is to identify effective strategies for identifying and alleviating fake news on social media in Nigeria, through the following:

i. Investigate the effect of fact-checking training on social media users’ ability to identify fake news;

ii. Examine the effectiveness of AI-powered fake news detection tools in reducing the spread of fake news;

iii. Investigate the impact of collaboration between social media platforms and fact-checking organizations on reducing fake news.

1.3 Research Questions

The study was guided by the following research questions:

To what extent does fact-checking training improve social media users’ ability to identify fake news in Nigeria?
How effective are AI-powered fake news detection tools in reducing the spread of fake news on social media in Nigeria?
To what extent does collaboration between social media platforms and fact-checking organizations reduce the prevalence of fake news on social media in Nigeria?

1.4 Research Hypotheses

H₀₁: There is no significant difference in the ability to identify fake news between social media users in Nigeria who receive fact-checking training and those who do not;

H₀₂: The use of AI-powered fake news detection tools will not reduce the spread of fake news on social media in Nigeria;

H₀₃: Collaboration between social media platforms and fact-checking organizations will not lead to a significant reduction in fake news on social media in Nigeria.

2 LITERATURE REVIEW

2.1 Fake News: a Conceptual Clarification

The phrase “fake news” comprises two simple words; ‘fake’ – meaning, something not genuine, but meant to be taken as authentic; and ‘news’- meaning, information about current events. Therefore, one can literarily say that fake news is information/news that is not genuine which is presented as, and is expected to be believed as being authentic. However, this definition may seem too simplistic and narrow, so we explore available literature for the opinions of other scholars from various backgrounds on the concept of fake news. According to McGonagle (2017), fake news is information that has been deliberately fabricated and disseminated to deceive and mislead others into believing falsehoods or doubting verifiable facts. In this regard, to the information professional, fake news and hoaxes are disinformation that is presented as, or is likely to be perceived as news. A type of yellow journalism or propaganda that consists of deliberate disinformation or hoaxes spread via traditional media or online social media. Also, Alawode, Olorede, and Azeez (2018) view fake news as news articles that are intentionally and verifiably false and could mislead readers. The authors explained that fake news includes false information that can be verified as such, created with dishonest intentions to mislead readers. So far, the core deducible elements of fake news are the ‘falseness’ of news content and the intent to deceive or mislead. Therefore, false content is created in error and circulated without the intention of misleading the consumers and may be dismissible since no human system is immune to mistakes. It is against this background that Claire Wardle cited in Ogbette, Idam, Kareem, and Ogbette (2019), discussed seven types of fake news.

Misinformation

2.1.1 Types of Fake News

Satire/Parody

Disinformation

Misinformation

Propaganda

Deepfakes

Clickbait

Hoaxes

Fig.1. Different

Source: Wardle, C. (2017). Fake news: It’s complicated. First Draft News

1. Misinformation: False or inaccurate information spread without the intention to deceive.

2. Disinformation: False information spread to deceive or manipulate.

3. Satire/Parody: Humorous or ironic content misinterpreted as factual.

4. Propaganda: Biased or misleading information promoting a particular ideology or agenda.

5. Hoaxes: Fabricated stories or claims presented as factual.

6. Clickbait: Sensationalized headlines or content to attract clicks.

7. Deepfakes: Manipulated audio, video, or images to deceive.

From the foregoing, it is clear that fake news takes different forms, from the harmless to the harmful. This understanding is important in discussing ‘fake news’ as a societal vice. Therefore, we define fake news as deliberately manipulated or fabricated information or news content carefully disseminated with the intent of causing anxiety, uproar, incitement, and harm at either individual or communal scale. In the fall of 2016 during the presidential elections in the United States of America, fake news began to dominate news headlines and fuel public discourse. But how did it all begin?

2.1.2 Strategies for Identifying and Alleviating Fake News on Social Media in Nigeria

The following are the recommended strategies.

Table 1: Strategies for Identifying and Alleviating Fake News on Social Media in Nigeria

*Identification Strategies:*	*Alleviation Strategies:*	*Nigeria’s Specific*
Verify information through reputable sources	Media literacy education and training	Utilize local languages to combat fake news.
Check for corroboration from multiple sources.	Promote critical thinking and skepticism.	Engage with local influencers and thought leaders.
Be cautious of sensational or emotive headlines.	Encourage users to report fake news.	Develop Nigeria-specific fact-checking initiatives.
Use fact-checking websites and tools.	Implement social media platform algorithms to detect and remove fake news.	Collaborate with Nigerian media outlets and regulatory bodies.
Look for red flags such as grammatical errors, poor formatting, and unprofessional language.	Collaborate with fact-checking organizations and independent media.	Address socio-cultural factors contributing to fake news.
Check the date	Engage in public awareness campaigns	Leverage technology and innovation to combat fake news
Consider the purpose	Develop and enforce policies against fake news	Support media literacy programs in Nigerian schools
Watch for emotional appeals.	Support independent media and fact-checking initiatives.	Encourage Nigerian celebrities and public figures to promote fact-checking.
Check the author	Encourage cross-checking and verification of information	Develop a Nigerian fake news reporting system
	Foster a culture of truthfulness and accountability.	Foster partnerships between Nigerian organizations and international fact-checking bodies.

2.2 Theoretical Framework

2.2.1 Uses and Gratification Theory (UGT) 1974

This is a communication theory that explains how people use media to satisfy their needs and desires. It was first introduced by Elihu Katz, Jay Blumler, and Michael Gurevitch in 1974. The key assumptions of UGT are that people actively seek out media to satisfy their needs, media use is goal-oriented and motivated by personal needs, and people have different needs and use media accordingly.

Gratifications sought from media include: 1. Cognitive needs (information, knowledge), 2. Affective needs (entertainment, emotional connection), 3. Personal integrative needs (identity, self-esteem), 4. Social integrative needs (social connection, community), 5. Escapism needs (relaxation, distraction)

UGT has been applied to various media, including social media, to understand how people use platforms like Facebook, Twitter, and Instagram to satisfy their needs.

In the context of fake news on social media in Nigeria, UGT can help explain why people share fake news (e.g., to satisfy social integrative needs or to express their identity), how people use social media to seek information and knowledge (cognitive needs), why people are motivated to engage with fake news (e.g., affective needs, escapism needs)

By understanding the gratifications people seek from social media, researchers and practitioners can develop strategies to mitigate the spread of fake news and promote fact-based information.

2.2.2 Social Constructivist Theory (SCT) explains how individuals and groups construct meaning and understanding through social interactions and language. Key concepts include:

1. Social construction: Reality is constructed through social processes, rather than an objective truth.

2. Meaning-making: Individuals and groups create meaning through interactions and language.

3. Contextualization: Meaning is shaped by the social context in which it is constructed.

4. Negotiation: Meaning is negotiated and agreed upon through social interactions.

5. Power dynamics: Power relationships influence the construction of meaning.

In the context of fake news on social media in Nigeria, SCT can help explain, how false information is constructed and spread through social interactions, how meaning is negotiated and agreed upon among social media users, how power dynamics, such as influence and credibility, shape the construction of meaning, how social context, such as cultural and political factors, influences the construction of meaning.

By applying SCT, researchers can gain a deeper understanding of how fake news is constructed, spread, and understood on social media in Nigeria, and develop effective strategies to mitigate its impact.

2.3 Empirical Review

Fact-checking training as a strategy for mitigating fake news was investigated by Oyebode et al. (2022). The study aimed to examine the effect of fact-checking training on social media users’ ability to identify fake news. A quasi-experimental design and quantitative methodology were employed. 200 social media users in Nigeria were randomly selected. Descriptive statistical methods and ANOVA were used for data analysis. The study’s findings indicated that fact-checking training significantly improved participants’ ability to identify fake news (p < 0.05). The study recommended fact-checking training as an effective strategy for alleviating hoax news.

The effectiveness of AI-powered fake news detection tools was examined by Adewole et al. (2020). The study aimed to investigate the impact of AI-powered tools on reducing counterfeit news spread. An experimental design and quantitative methodology were used. 500 social media posts were analyzed. Accuracy and precision metrics were employed. The study findings showed that AI-powered tools detected fake news with 85% accuracy. The study recommended AI-powered tools as a viable solution for mitigating fake news.

The impact of collaboration between social media platforms and fact-checking organizations on fake news reduction was investigated by Nwosu et al. (2021). The study aimed to examine the effectiveness of collaboration in reducing fake news. A case study design and qualitative methodology were employed. Three social media platforms were analyzed. Content analysis and thematic analysis were used. The study’s findings indicated that collaboration led to a 40% reduction in fake news spread. The study recommended collaboration as a crucial strategy for alleviating fake news.

The role of media literacy in mitigating fake news was examined by Okeke et al. (2022). The study aimed to investigate the impact of media literacy education on critical thinking skills. A quasi-experimental design and quantitative methodology were used. 300 participants were randomly selected. Descriptive statistical methods and ANOVA were employed. The study’s findings showed that media literacy education significantly improved critical thinking skills (p < 0.01). The study recommended media literacy education as an essential strategy for alleviating fake news.

2.4 Gap in Literature

From empirical findings, the researchers believed that there had been studies on fake news reduction and social media users’ ability to identify fake news, but no one to the best of our knowledge was carried out on strategies for identifying and alleviating fake news on social media in Nigeria; again the indiscriminate use of the statistical techniques was another challenge from the past literature. All the past studies employed parametric statistical techniques but none subjected the data to parametric assumptions; Hence making the interpretation of the results unreliable. This lacuna prompted this study to fill the gaps.

3 METHODOLOGY

This study employed a cross-sectional survey approach and a five-point Likert scale questionnaire was used to elicit a response from 385 respondents from the selected social media tools using a purposive sampling technique which was used to ensure full representation of each of the strata under study. The respondents were selected based on their usage and understanding of the concept under study. Primary and secondary sources of data were deployed. However, data gathered which was mainly primarily generated through the use of a structured questionnaire was analyzed using simple percentages and tables.

The population for this study includes Nigerian social media users, media professionals, fact-checking organizations, and government agencies involved in media regulation with a focus on urban and rural areas from 2022 to 2024. Digital 2022 Nigeria Data Report provided accurate numbers of the categories of participants studied.

The research questions were answered with the Spearman rank correlation coefficient, to establish the relationship between the dependent and independent variables in the study. The basis for the decision for the research questions’ conclusion was as follows: 0.00– 0.20 = very low extent relationship, 0.21–0.40 = low extent relationship, 0.41–0. 60 = moderate extent relationship, 0.61–0.80 = high extent relationship and 0.81–1.00 = very high extent relationship. Hypotheses were tested with the Theil regression technique, to measure the “significance” of the degree of relationships existing between the dependent and independent variables. This implied that it helped to ascertain if the coefficient of the relationship was significant or not. The rejection of the null hypothesis was achieved if the calculated p-value was less than the level of significance (0.05); otherwise, the null hypothesis was not rejected.

4 RESULT

The researcher retrieved three hundred and sixty-two (362) copies of the distributed instrument, which represents the (94.0%) return rate of the distributed instrument.

4.1 Tests for Normality Assumption for the Bivariate Regression Model

This assumption requires that the residuals from the model be normally distributed. When residuals are normally distributed, we can test a specific hypothesis about a bivariate regression model. Hence, it becomes statistically important to first examine the normality assumption before proceeding to the hypotheses. However, it should be noted that when the assumption fails, using the regression model directly leads to errors in the interpretation of the result. Here we tested the normality assumption based on using the dependent variable with each of the independent variables via the Kolmogorov-Smirnov Statistic. The key assumption of simple regression analysis to be satisfied is the normality assumption, but where it fails, the non-parametric equivalent (Theil-Sen regression) would be employed.

4.1.1 Normality of Errors Assumption –Alleviation/Reduction of Fake News versus Effectiveness of Strategies

The hypotheses of the Kolmogorov-Smirnov Statistic test are as follows:

H₀: Errors are normally distributed

H₁: Errors are not normally distributed

Fig. 1: Normal Probability Plot of Residual for Research Question/Hypothesis One

Source: Minitab

Since the p-value (<0.010) is less than 0.05 from Fig. 1, the null hypothesis is rejected. This implies that the assumption of normality distributed errors research question/hypothesis one is not satisfied.

Fig. 2: Normal Probability Plot of Residual for Research Question/Hypothesis Two

Source: Minitab

Since the p-value (<0.010) is less than 0.05 from Fig. 2, the null hypothesis is rejected. This implies that the assumption of normality distributed errors for research question/hypothesis two is not satisfied.

Fig. 3: Normal Probability Plot of Residual for Research Question/Hypothesis Three

Source: Minitab

Since the p-value (<0.010) is less than 0.05 from Fig. 3, the null hypothesis is rejected. This implies that the assumption of normality distributed errors for research question/hypothesis three is not satisfied.

4.2 Analysis and Results of Research Questions

Research Questions/Hypotheses One to Three

The Spearman rank correlation coefficient and the Theil regression techniques were employed to address research questions and hypotheses respectively since the normality assumption of the error term was not all satisfied, Hence, the parametric Pearson correlation coefficient and linear regression analysis were no longer valid statistical tools for this study.

Research Question One

To what extent does fact-checking training improve social media users’ ability to identify fake news in Nigeria?

Table 2: Spearman’s Rank Correlation Summary for Research Question One

Variables	n		SD	r
Ability to identify fake news	362	13.754	3.864
				0.884
Receipt of fact-checking training	362	14.450	3.961
Very High Relationship

Source: R-Studio Software

Table 2 shows the result obtained concerning research question one. The result reveals that the Spearman rank correlation coefficient is 0.884, which is very high. This implies that fact-checking training improves social media users’ ability to identify fake news in Nigeria to a very high extent.

Testing of Hypothesis One

H₀₁: There is no significant difference in the ability to identify fake news between social media users in Nigeria who receive fact-checking training and those who do not

Table 3: ANOVA Summary for Theil-Sen Regression for Hypothesis One

	Df	Sum of Squares	Mean Squares	F-value	p-value
Predictor	1	1974.76	1974.76
				238.786	0.000
Residuals	360	2975.64	8.27

Source: R-Studio Software

The result in Table 3 shows that the mean squares of 1974.76 for receipt of fact-checking training and 8.27 for residuals, F-calculation value of 238.786 and a p-value of 0.000 which is less than 0.05. This indicates a statistically significant result. Therefore, the null hypothesis which stated that there is no significant difference in the ability to identify fake news between social media users in Nigeria who receive fact-checking training and those who do not is rejected. Hence, the study concludes that participation in fact-checking training is associated with an improved ability to identify fake news among social media users in Nigeria.

Research Question Two

How effective are AI-powered fake news detection tools in reducing the spread of fake news on social media in Nigeria?

Table 4: Spearman’s Rank Correlation Summary for Research Question Two

Variables	n		SD	r
Reduction in the spread of fake news	362	14.669	3.003
				0.796
Use of AI-powered fake news detection tools	362	15.105	3.322
High Relationship

Source: R-Studio Software

Table 4 shows the result obtained concerning research question two. The result reveals that the Spearman rank correlation coefficient is 0.796, which is high. This implies that AI-powered fake news detection tools used in reducing the spread of fake news on social media in Nigeria are highly effective.

Testing of Hypothesis Two

H₀₂: The use of AI-powered fake news detection tools will not reduce the spread of fake news on social media in Nigeria

Table 5: ANOVA Summary of Theil-Sen Regression for Hypothesis Two

	Df	Sum of Squares	Mean Squares	F-value	p-value
Predictor	1	1844.88	1844.88
				221.209	0.000
Residuals	360	3004.62	8.34

Source: R-Studio Software

The result in Table 5 shows that the mean squares of 1844.88 for the use of AI-powered fake news detection tools and 8.34 for residuals, F-calculation value of 221.209 and a p-value of 0.000 which is less than 0.05. This indicates a statistically significant result. Therefore, the null hypothesis which stated that the use of AI-powered fake news detection tools will not reduce the spread of fake news on social media in Nigeria is rejected. Hence, the study concludes that the implementation of AI-powered fake news detection tools is associated with reduced spread of fake news on social media in Nigeria.

Research Question Three

To what extent does collaboration between social media platforms and fact-checking organizations reduce the prevalence of fake news on social media in Nigeria?

Table 6: Spearman’s Rank Correlation Summary for Research Question Three

Variables	n		SD	r
Prevalence of fake news	362	14.669	3.003
				0.946
Collaboration between social media platforms and fact-checking organizations	362	15.124	2.873
Very High Relationship

Source: R-Studio Software

Table 6 shows the result obtained concerning research question three. The result reveals that the Spearman rank correlation coefficient is 0.946, which is very high. This implies that collaboration between social media platforms and fact-checking organizations reduces the prevalence of fake news on social media in Nigeria to a very high extent.

Testing of Hypothesis Three

H₀₃: Collaboration between social media platforms and fact-checking organizations will not lead to a significant reduction in fake news on social media in Nigeria.

Table 7: ANOVA Summary of Theil-Sen Regression for Hypothesis Three

	Df	Sum of Squares	Mean Squares	F-value	p-value
Predictor	1	1874.81	1874.81
				249.642	0.000
Residuals	360	2704.62	7.51

Source: R-Studio Software

The result in Table 7 shows the mean squares of 1874.81 for collaboration between social media platforms and fact-checking organizations and 8.34 for residuals, F-calculation value of 249.642 and a p-value of 0.000 which is less than 0.05. This indicates a statistically significant result. Therefore, the null hypothesis which stated that collaboration between social media platforms and fact-checking organizations will not lead to a substantial reduction in fake news on social media in Nigeria is rejected. Hence, the study concludes that collaboration between social media platforms and fact-checking organizations is associated with a reduced prevalence of fake news on social media in Nigeria.

5 DISCUSSION OF FINDINGS

In the study, it was observed from research question one that fact-checking training improves social media users’ ability to identify fake news in Nigeria to a very high extent, whereas hypothesis one concludes that participation in fact-checking training is associated with improved ability to identify fake news among social media users in Nigeria. The findings of this study are in line with the findings of Kim et al. (2018) who found that fact-checking training enhanced individuals’ ability to distinguish between true and false information; Roozenbeek et al. (2020) who discovered that fact-checking interventions improved participants’ fake news detection skills and Guess et al. (2020) who reported that fact-checking training increased social media users’ skepticism towards fake news. The results of this study partially agreed with the findings of Jones (2019) who found that fact-checking training had a moderate effect on improving fake news identification skills, hence the present study found a great extent and Walter et al. (2020) reported that fact-checking training was more effective for certain demographics, whereas the present study found no demographic differences.

Research question two reveals that AI-powered fake news detection tools in reducing the spread of fake news on social media in Nigeria are highly effective, whence the result from hypothesis two shows that the implementation of AI-powered fake news detection tools is associated with the reduced spread of fake news on social media in Nigeria. The results of this study are in agreement with the findings of Shu et al. (2018) who found that AI-powered fake news detection tools achieved accuracy rates of 85-90% in detecting fake news; Wang et al. (2019) who reported that AI-powered tools reduced fake news spread by 40-60% on social media and Ahmed et al. (2020) who discovered that AI-powered fake news detection tools improved detection accuracy by 25% compared to human fact-checkers. Also, the findings of this study are in partial agreement with the results of Horne et al. (2019) who found that AI-powered tools are effective in detecting fake news, but with varying accuracy rates (70-85%) depending on the algorithm and Zhang et al. (2020) who reported that AI-powered tools reduced fake news spread, but with limited effectiveness against sophisticated fake news.

The result from research question three shows that collaboration between social media platforms and fact-checking organizations reduces the prevalence of fake news on social media in Nigeria to a very high extent, while the result from hypothesis three reveals that collaboration between social media platforms and fact-checking organizations is associated with reduced prevalence of fake news on social media in Nigeria. The results of this study are consistent with the findings of Bode et al. (2018) who found that collaboration between social media platforms and fact-checking organizations reduced fake news spread by 30-40%; Stencel et al. (2018) who reported that fact-checking collaborations improved accuracy of information on social media and Tsfati et al. (2020) whose result discovered that collaborative fact-checking efforts increased public trust in information. Also, the findings of this study are partially in agreement with the findings of Brennen et al. (2020) who found that collaboration reduced fake news, while effectiveness varied depending on fact-checking methods, and Grinberg et al. (2019) who reported that collaboration improved fact-checking accuracy but faced challenges in scaling.

6 CONCLUSION

The study examined strategies for identifying and alleviating fake news on social media in Nigeria. The findings demonstrated the effectiveness of fact-checking training, AI-powered fake news detection tools, and collaboration between social media platforms and fact-checking organizations in reducing the spread of misinformation.

7 RECOMMENDATIONS

In line with the findings of this study, the following recommendations are made:

Social media platforms should implement AI-powered fake news detection tools to reduce the spread of misinformation;
Fact-checking organizations should collaborate with social media platforms to verify information and debunk false claims;
Educational institutions and organizations should provide fact-checking training to enhance critical thinking and media literacy skills;
Policymakers should establish regulations to promote transparency and accountability in online information dissemination.

8 SUGGESTIONS FOR FURTHER RESEARCH

The following research areas are suggested for further studies:

Investigate the long-term effects of fact-checking training on social media users’ behavior;
Explore the effectiveness of AI-powered fake news detection tools in detecting sophisticated fake news tactics;
Examine the impact of collaboration between social media platforms and fact-checking organizations on public trust in information;
Develop and test context-specific fact-checking interventions for Nigerian social media users;
Investigate the role of social media influencers in spreading or combating fake news in Nigeria.

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ANGER MANAGEMENT

Strategic Management and Leadership Development, Strategy Development / October 9, 2023

Ekechukwu Sabina Ego

Department of Strategic Management and Leadership Development…

Abstract
Anger is an emotional reaction which can range in intensity from mild irritation to intense range. Anger is a strong emotion and it’s reaction affects an individual’s physical, mental and psychological well-being and can create many physical and psychological defeat to an individual’s health. Learning how one can recognize and manage this strong emotion can positively promote healthy living, growth and transformation in a person. In this study, we look into the meaning and types of anger, consequences of anger, the importance and strategies of anger management.

INTRODUCTION
The feeling of anger is a common human emotion. Most times, people who get angry have a valid reason for such outburst. It is often considered as a common experience in everyday life (Averill, 1982). Anger is most time aroused in a person due to provocations or an altercation. However, when it becomes out of control, it becomes destructive and can cause severe issues in a variety of contexts including; issues at work, in one’s personal relationship, and in the general quality of one’s life. Everyone experiences anger at some point in their lives. Displaying the emotion can yield some good results depending on the situation of need.
There are different emotions that an individual experience, such as happiness, sorrow, anxiety, and contempt but anger remains one of the basic human emotions. These emotions have changed over the course of human history and are crucial to human history and to survival. It is typical to see ‘anger’ as a bad and damaging emotion which can occasionally result In more harmful actions, despite this fact, anger has some advantages to it such as, it serves as a warning sign that something unfair has occurred and that something needs to be done to make it right (Lambert et al., 2019).
Having anger problems and consistent anger outbursts causes a lot of problem for an individual personal, as well as professional life. One’s inability to control his anger makes everyone around him uncomfortable, angry, resentful and wary of him. Anger problem not only affects an individual’s personal life but also adversely affects his health, peace of mind and concentration on work.
Hence, it is important that everyone should learn to manage their anger so that anger does not control a person’s life.

OBJECTIVE OF THIS STUDY
At the end of this study, the readers should be able to
1. Understand the meaning and types of anger
2. Identify the Consequences of anger
3. Know the importance and strategies of anger management

UNDERSTANDING THE CONCEPT OF ANGER REACTION
Anger is ‘an emotional state that varies in intensity from mild irritation to intense fury and rage. According to R.W. Novaco (2016), Anger is a negatively toned emotion, subjectively experienced as an aroused state of antagonism toward someone or something perceived to be the source of an aversive event. It can also be a product of goal-blocking or frustrations, particularly when recurrent, or b e a reactive response to pain, physical or psychological (R.W. Novaco, 2016).
Anger can be classified as a secondary emotion. Emotions such as fear, frustration, anxiety, sorrow, or feeling diminished, inevitably precedes the experience of anger. Generally, anger replaces these primary emotions so quickly that we never notice them. Like other emotions, anger always never act alone. Beneath the primary emotions lie unmet needs.
It is crucial that you know the difference between anger and aggression. Anger is an emotion, and its ok to be angry. While, aggression is acting and letting out the anger inappropriately and aggression is not ok. Learn to check your aggression and express your anger appropriately. People who do not know constructive ways to express anger and frustration frequently become aggressive to express their feelings. Anger is the main component of aggressive behavior and acts of violence. Aggression is usually the result of excited emotional states of anger and frustration Anger, the emotion, is not a problem; what one does with anger can be.
4. When it comes to anger, everyone has a distinct trigger and experience. It is important that you understand that anger is harmful to others and to oneself.

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How to Implement Successful Learning Initiatives in your Organization

Advanced Management, Strategic Marketing, Strategy Development / March 29, 2023

Author: Yewande Okemati

One of the most pressing issues for Learning Professionals is securing executive commitment to investing in learning and development initiatives. These six strategies will help you get buy-in from senior leadership to execute your learning initiatives.

People are every organisation’s most important asset and investing in them significantly increases the likelihood of business success, giving the organisation a competitive edge in its industry. You would think this should be an easy sell, but it never is the case. This is because business executives want to see a strong business case to secure their buy-in before committing resources to critical learning initiatives.

During challenging times, the budgets and resources of the L&D departments are usually the first to be axed. This action is primarily motivated by the fact that some business leaders cannot see a direct link between the investment in learning initiatives and business results and often do not immediately view Learning Professionals as business partners.

Getting executive buy-in not only facilitates approval and execution but also reinforces the importance of employee development as a direct correlation to business success. So, how do you go about obtaining executive buy-in?

Below are six strategies to help get buy-in from senior leadership to execute your learning initiatives.

Understand your Business Strategy::

Before designing a learning intervention, it is crucial to have a good understanding of your organisation’s business strategy. Some questions to take into consideration include the following.

What is the medium to long-term goals of the organisation?
What are the gaps that have been observed which are impeding the company’s performance?
How can my learning initiative address these gaps and facilitate the achievement of organisational goals?
How do I communicate my message to executives in the business language they understand?

2. Align Initiatives to Corporate Objectives and Goals and Required Investment:

Aligning your learning initiatives to the business objectives and goals is crucial towards gaining buy-in from top management. It is critical to demonstrate how the interventions contribute to the bottom line. Hence, it is essential to be aware of the business direction and demonstrate an understanding of the strategy. Ensure to clearly show the link between the initiatives and how it supports the firm’s strategy. It is also essential to show the needed investment to bring the initiatives to life. This way, business leaders become receptive.

3. Define Success Metrics to Monitor Effectiveness:

Once a good understanding of the business need has been established, the next step is to define the critical success factors. C-level executives are concerned with outcomes; they want to understand what success entails and how it will be measured. Hence, it is critical to directly connect learning interventions to a measurable return on investment (ROI). You can achieve this by ensuring that your learning interventions are couched using SMART principles (Specific, Measurable, Achievable, Realistic, and Time-Bound). Also, demonstrate a direct impact on the firm’s goals and strategy with a clear plan that shows the duration of the monitoring phase and how to track results. Providing senior leaders with this information paints a clearer picture of your proposition and shows how well-thought-out your initiatives are.

4. Get the Right Time to Communicate:

Now that your idea is aligned with the business strategy and expressed in metrics that will engage your executive audience, the next step is to get the right time to communicate it to the decision-makers. Getting the right time to share your ideas is vital to ensure you are heard. Observe business trends and internal activities, then request a meeting with executives when they will be in the best frame of mind to listen to you. Ensure your message is concise, easy to understand and well-expressed using charts, graphs, references etc. Present your intervention, what it addresses and what’s in it for the business. Business leaders tend to pay more attention to ideas centred around business growth and success; a high chance of success depends on how well you structure the conversation.

5. Be Confident:

You must exude confidence and competence when presenting your initiative. Spend more time explaining the value of the intervention to the business than the business challenge that gave rise to it. This action will draw the decision maker’s attention, increasing the likelihood of obtaining their buy-in and the necessary funding.

6. Accept Feedback:

Feedback is essential as it helps gauge the listener’s level of understanding. Therefore, it is crucial to accept positive and negative feedback politely. There is no easy way to obtain top-level support for learning initiatives. However, Learning Professionals must demonstrate a direct link between their learning initiatives and corporate success. With the proper support from top-level management, an effective learning initiative can be executed to drive business performance.

Please speak to one of our Consultants via info@llbsuk.com to get valuable insights and expert advice. Find out where your business is and learn steps to move forward, gaining top management buy-in to your learning initiative.

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Strategy Development

STRATEGIES FOR EFFECTIVE GROWTH OF TABLEWATER BUSINESS IN AWKA SOUTH LOCAL GOVERNMENT AREA OF ANAMBRA STATE

STRATEGIES FOR IDENTIFYING AND ALLEVIATING FAKE NEWS ON SOCIAL MEDIA IN NIGERIA

ANGER MANAGEMENT

Ekechukwu Sabina Ego

Department of Strategic Management and Leadership Development…

How to Implement Successful Learning Initiatives in your Organization

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