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Volume:2 Issue:1 Jan' 2025

Electronic Word of Mouth (Ewom) and Brand Equity in the Digital Era

Abstract

Electronic word of mouth is the process of sharing suggestions, complaints, comments and reviews about a company on the internet. Today, eWOM is so trusted that majority of online buyers consider previous reviews and comments before making purchases on the internet. Although positive eWOM influences brand choice and encourages brand trial, fabricated comments, exaggerated claims, and fake reviews erode brand equity. Using secondary data, the paper examined deceptive eWOM and its effect on brand equity – brand awareness, brand association, perceived product quality and brand loyalty in the digital era. First, electronic word of mouth and falsehood on online media spaces were explored. In addition, the adverse impact of deceptive eWOM on brand equity was investigated. The example of some popular cases of deceptive eWOM were identified and discussed. The paper concludes that deceptive eWOM is not sustainable for brand management, hence marketers should develop a clear policy on online reputation management which emphasises the importance of authenticity and transparency. Organisations can further establish a social media monitoring plan to track online conversations in order to identify fake reviews and respond promptly.

Harnessing Social Media Tools for the Promotion of Health Care Marketing in Post-COVID-19 Nigeria

Abstract

In Nigeria, healthcare marketing challenges are increasing due to legislative acts that have made it extremely difficult to promote healthcare marketing. However, with the advent of social media, people can get health care services online. Notably, social media platforms are increasingly becoming vital for promoting health care in Nigeria. They serve as a link to hotlines, online forums, and other resources that individuals can use in healthcare marketing in an emergency. This study investigated the impact of using social media tools for the promotion of healthcare marketing in post-COVID-19 Nigeria. While Diffusion of Innovations Theory and Technology Acceptance Model (TAM) served as the theoretical framework, the descriptive qualitative research design was used as the research method. Document analysis was employed to examine and interpret data relating to social media and healthcare marketing. Findings reveal that social media plays a significant role in promoting healthcare marketing in Nigeria. The study recommends that, through social media, information and resources can be shared with people and used as support to promote healthcare marketing.

Critical Analysis of Communication Barriers in Selected Billboards in Ibadan Metropolis, Nigeria

Abstract

This study presents a critical analysis of communication barriers in selected billboards within Ibadan Metropolis, Nigeria. The study focuses on identifying and understanding communication challenges and barriers prevalent in the messages of billboards promoting various products and services. The theoretical framework for the study draws upon the Semiotics Theory and the Information Discrepancy Theory, as they offer valuable insights into the interpretation of signs and symbols in communication and the impact of incongruent information on message reception. The research methodology utilises a mixed-method approach, incorporating both qualitative and quantitative methods. Through content analysis, the study identifies the prevalent communication barriers, including language, cultural, environmental and visual barriers in the billboard messages, while also examining the use of symbolism and messaging styles. In addition, the study conducts interviews with members of the public to gain insights into how these communication barriers are perceived and interpreted. The research found some incongruent messages, environmental barriers as well as language and semiotic barriers in the selected billboards examined in the study. It was, therefore, concluded that advertisers, communication practitioners, and policymakers should always ensure effective design and dissemination of billboard messages to overcome communication barriers and enhance target audience engagement.

Influence of Sustainable Social Media Marketing in Enhancing SME Performance: A Study of Oke-Ilewo, Abeokuta, Ogun State

Abstract

In an era of increasing internet connectivity, social media has emerged as a transformative force, facilitating global connectivity and communication. Small and Medium-scale Enterprises (SMEs) often grapple with challenges in managing resources and networks, hindering their growth potential. This study examined the influence of sustainable social media marketing on SME performance in Oke-Ilewo, Abeokuta, Ogun State. Hinged on Technological Determinism and Media Richness theories, the study employed a descriptive survey design with 384 SMEs sampled using a simple random sampling technique. Findings revealed that sustainable social media marketing significantly enhances SME sales performance and fosters customer engagement. The study highlights the importance of SMEs investing in sustainable social media marketing to drive business growth. Additionally, it recommends that policymakers offer workshops to facilitate SMEs’ adoption of sustainable social media marketing practices. By integrating sustainability principles into social media marketing strategies, SMEs would enhance their performance and contribute to broader sustainable development goals.

Sustainable Marketing Communication Practices in Nigeria’s Digital Landscape: Emerging Trends and Current Issues

Abstract

The 21st-century digital era has introduced innovative AI-driven technologies that have revolutionised the marketing communication practice, making communication with the consumer faster, easier and more personalised. Hence, it has become increasingly important to explore how Nigerian businesses can engage in sustainable marketing communication practices to stimulate consumers’ interest and purchase of goods and services, in this era of rapidly evolving technologies. Using the Social Construction of Technology (SCOT) and Medium theories, this paper adopts a qualitative case study method with four Nigerian organisations, to explore their strategies for implementing ethical and sustainable marketing communication practices in their marketing operations. Secondary data was collected and analysed thematically to provide a deeper understanding of the emerging trends and current issues that are shaping marketing communication practices in Nigeria. The findings provide valuable insights for marketers, policymakers, and other stakeholders to develop effective strategies which could promote ethical and sustainable marketing practices.

Pedagogy of African Journalism Education in Post-COVID-19 Digital Era: Contradictions and Realities

Abstract

Post-COVID-19 has birthed a profound digital era that is transforming journalism education across the continent of Africa, presenting both new realities and contradictions. Digital tools and online learning platforms have expanded access to journalism professional training, as major challenges persist, which include infrastructural deficits, gaps in digital literacy and socio-economic inequalities. This paper critically examines the evolving pedagogy of African journalism education by exploring the contentions between traditional and digital teaching techniques, effective industry-based curricula and the role of the media industry in bridging the skill gaps. Adopting the contextual research method, which is based on the author’s observation and experience of the media institutions (both in higher and industry workings), the study highlights how journalism educators navigate these contradictions while balancing innovation with practical challenges. The findings underscore the need for a contextualised, inclusive, and practice-oriented approach to journalism education that aligns with the realities of Africa’s media landscape. This research contributes to ongoing discussions on decolonising African journalism curricula and fostering resilience in media training against the Global South.

Analysis of Select Nigerian Traditional Print Media Posts and News Updates on X Between 2019 and 2024

Abstract

X is a microblogging social media site users use to communicate and inform themselves. Recently, it has become increasingly popular for traditional media to use X to inform and communicate with users. This study conducts an analysis of traditional print on X to decipher how they operate. It draws its strength from the Diffusion of Innovation, Media Diffusion and Niche theories of media. The traditional print media studied on X are Thisday, Punch and Vanguard newspapers. Using consecutive days approach of content analysis research method, for a seven-day period in year 2019 and 2024, the study finds out that traditional print media in Nigeria use X mostly to direct audiences to web content that the news organisation had produced and posted online. This research concludes that online media organisations on X need to improve how they use X to gather information, engage with users and followers to improve information reach and use of X as a source.

Integrated Marketing Communication and Consumer Behaviour in Owo Local Government Area, Ondo State, Nigeria: A Study of Select Sachet Water Companies

Abstract

The study investigated the impact of integrated marketing communication by various sachet water companies on customer behaviour in Owo Local Government Area of Ondo State, Nigeria. The study relied on a survey. The sample size was 154 respondents, comprising staff from thirteen (13) functioning sachet water companies registered with the National Agency for Food and Drug Administration and Control (NAFDAC) in Owo, LGA Ondo State, Nigeria. The study relied on connectionist theories. The questionnaire served as a data collection instrument. The study examined the collected data using descriptive statistics. The study found that respondents had a strong awareness of the effectiveness of integrated marketing communication. The findings revealed that applying IMC would increase consumer education and foster long-term client-customer relationships. The study concludes that marketing communications organisations may be able to address customers' marketing challenges more quickly by utilising integrated marketing communication, which will ultimately cut a product's overall promotional expense. The study recommends that organisational management should ensure that horizontal and top-down (vertical) communication techniques do not lead to misunderstandings about their company's aims. It is critical that all Integrated Marketing Communications (IMC) initiatives align with the overall business goal and vision of sachet water companies operating in Owo LGA, Ondo State, Nigeria.

WhatsApp and Facebook Marketing Communication: Sustainable Tools for the Performance of Small and Medium Enterprises in Cross River State, Nigeria

Abstract

he study focused on WhatsApp and Facebook marketing communication as sustainable instruments for the performance of SMEs in Cross River State, Nigeria. It was carried out to examine the impact of Facebook and WhatsApp as sustainable marketing communication tools on the performance of SMEs in Cross River State. The study used a cross-sectional survey research approach. A 5-point Likert scale questionnaire was used to collect data from 289 small and medium-sized firms in the Calabar Metropolis. The collected data was analysed using descriptive statistics, and hypotheses were evaluated using simple linear regression in the Statistical Package for the Social Sciences (SPSS) version 23. The study findings demonstrated that WhatsApp and Facebook usage had a considerable beneficial impact on the marketing performance of SMEs in Calabar. Therefore, the study proposed the following: SMEs should adopt Facebook as a marketing channel to reach a large population of customers, advertise available products/services, and direct customers to locate their shops for patronage. SMEs should consistently employ WhatsApp to interact more closely with customers, advertise available products and services, and deliver customers' orders for greater satisfaction and repeat patronage, ultimately enhancing sales performance.

Sr No.	Article Information
1	Electronic Word of Mouth (Ewom) and Brand Equity in the Digital Era Author(s): Grace Oluwatofunmi Adeyemo, Olugbenga Elegbe . View Abstract Page No : Download pdf
2	Harnessing Social Media Tools for the Promotion of Health Care Marketing in Post-COVID-19 Nigeria Author(s): Oke Segun. View Abstract Page No : Download pdf
3	Critical Analysis of Communication Barriers in Selected Billboards in Ibadan Metropolis, Nigeria Author(s): Kamoru Aremu Salaudeen , Rasheed Ademola Adebiyi . View Abstract Page No : Download pdf
4	Influence of Sustainable Social Media Marketing in Enhancing SME Performance: A Study of Oke-Ilewo, Abeokuta, Ogun State Author(s): Jegede Omolayo , Dauda Quadri Ademola , Johnson Babafemi Akintayo . View Abstract Page No : Download pdf
5	Sustainable Marketing Communication Practices in Nigeria’s Digital Landscape: Emerging Trends and Current Issues Author(s): Anne Ngozi Odoh. View Abstract Page No : Download pdf
6	Pedagogy of African Journalism Education in Post-COVID-19 Digital Era: Contradictions and Realities Author(s): Ajakaiye O. P. Olanrewaju. View Abstract Page No : Download pdf
7	Analysis of Select Nigerian Traditional Print Media Posts and News Updates on X Between 2019 and 2024 Author(s): Udeogu Kelechi Belinda. View Abstract Page No : Download pdf
8	Integrated Marketing Communication and Consumer Behaviour in Owo Local Government Area, Ondo State, Nigeria: A Study of Select Sachet Water Companies Author(s): Pius Owoichi Ogwuche, Fatima Abisola Afolabi. View Abstract Page No : Download pdf
9	WhatsApp and Facebook Marketing Communication: Sustainable Tools for the Performance of Small and Medium Enterprises in Cross River State, Nigeria Author(s): Bassey Agnes Edem, Ene Faith Agbo, Mary Ani. View Abstract Page No : Download pdf

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