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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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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FROM ROOTS TO REMEDIES: ASSESSING THE EFFICACY OF INDIGENOUS HERBAL PRACTICES IN ORGANIC POULTRY HEALTH AND CULTURAL CONTINUITY.
BY Evelyn Chinenye Eze 08039148534 Abstract Native herbal treatments have gained attention again as sustainable substitutes for synthetic veterinary medications due to the growing interest in organic chicken production around the world. Plant-based…
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SME DEVELOPMENT IN CALABAR: INVESTIGATING CHALLENGES, OPPORTUNITIES, AND STRATEGIC GROWTH PATHWAYS
By Esther Divine Agabaidu estherraymond78@gmail.com ABSTRACT Small and Medium Enterprises (SMEs) are globally recognized as engines of economic growth, employment generation, and innovation. In Nigeria, SMEs contribute nearly half of the national GDP and…
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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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CRISIS IN THE COMMENT SECTION: EXAMINING NIGERIAN BRANDS’ ACTIVE LISTENING AND RESPONSE STRATEGIES ON SOCIAL MEDIA
BY DORKONG RIMDAN, RICHARD ASIEGBU, AND DR JOHN NKAMIANG Abstract Social media comment sections have evolved into critical arenas where brand reputation can be rapidly shaped or undermined. In Nigeria, the widespread use of platforms such as Facebook,…
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BUILDING TRUST IN TURBULENT TIMES: ORGANIZATIONAL TACTICS AGAINST DIGITAL MISINFORMATION
BY CHINOMSO JOY OBIOHA ABSTRACT In today’s world, false information within the online space is a big problem for companies. It can hurt their reputation and the trust people have in them. This study examines the best ways for companies to address…
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FUTURE-PROOFING ENTERPRISES IN EMERGING ECONOMIES: STRATEGIC PATHWAY TO BUILDING SUSTAINABLE, SCALEABLE AND INNOVATION-DRIVEN BUSINESS GROWTH
BY ANGELA KELECHI IBEAKO angelakelechiibeako@gmail.com 07039338364 ABSTRACT Enterprises in emerging economies such as Nigeria face a dual reality: immense growth potential alongside systemic barriers including infrastructural deficits, policy…
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CUSTOMER COMPLAINT MANAGEMENT AS A STRATEGIC TOOL FOR CUSTOMER RETENTION IN SERVICE-ORIENTED BUSINESSES
By ADEAZE AKOBUEZE PATIENCE gracesparkle26@gmail.com ABSTRACT In today’s hyper competitive service environment, customer retention has become a critical driver of profitability and sustainable growth. This study positions Customer Complaint Management…
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STRATEGIES FOR EFFECTIVE GROWTH OF TABLEWATER BUSINESS IN AWKA SOUTH LOCAL GOVERNMENT AREA OF ANAMBRA STATE
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…
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