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 mixed-methods design. Quantitative data were collected from 196 respondents across Nigeria’s six geopolitical zones through a structured questionnaire measuring exposure to branding campaigns, trust in media, social media engagement, and perception of nation branding. Qualitative data were obtained from a content analysis of 120 media items from government sources, independent press, and major social media platforms. Reliability and validity were confirmed via Cronbach’s alpha (0.79–0.87) and exploratory factor analysis (KMO = 0.82; Bartlett’s p < .001). Multiple regression analysis revealed that exposure (β = 0.26, p < .001), media trust (β = 0.28, p < .001), and social media engagement (β = 0.13, p = .012) significantly predicted perception, controlling for demographics. Mediation testing indicated that media trust partially mediated the relationship between exposure and perception (indirect effect = 0.10, 95% CI [0.04, 0.18]). Moderation analysis showed that education moderated the effect of exposure, with weaker effects among tertiary-educated respondents (B = -0.14, p = .044). Content analysis identified three dominant themes: positive success stories (28%), counter-narratives of corruption and governance failures (42%), and neutral informative content (30%). Integrated analysis showed that positive narratives were associated with higher perception scores (Cohen’s d = 0.42). The study concludes that credible, consistent, and participatory communication strategies are critical for effective nation branding. It recommends prioritizing trusted media channels, tailoring messages for educated audiences, leveraging citizen co-creation via social media, and aligning brand messages with lived realities to strengthen Nigeria’s national image.

Keywords: Nation branding, Media Trust, Social media engagement, Framing theory, Public perception, Nigeria, Mixed-methods research, Strategic communication.

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