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Volume:1 Issue:1 Jun' 2024

Journal of Creative Media (Complete Issue)

Abstract

The advent of digital technologies has revolutionised the marketing communication landscape, presenting both challenges and opportunities for businesses (Nesterenko, et al., 2023). The disruption has also altered the understanding of the concept of marketing communications with several significant changes in how businesses interact and communicate with consumers (Sandi, 2023). This has consequently necessitated a change in approach to the study and practice of marketing communication globally.

Redefining Internal Communication for Sustainable Organisational Management: A Critical Review of Studies

Abstract

Communication is currently undergoing an unprecedented transformation with adverse effects on organisational sustainability. It is therefore important that organisations pay attention to their internal communication to ensure that management, employees, and other stakeholders are kept informed throughout the change. Internal communication refers to the communication that takes place within an organisation and is an essential way of communicating policies and projects to employees. This paper examined the concept of internal communication for sustainable organisational management, focusing on the communication channels currently in use by organisations in Nigeria. The paper used the media richness theory (MRT) to understand the different perspectives of internal communication in Nigerian organisations. Particularly, it reviewed the appropriate channels for employee communication and concluded that internal communication is vital to the sustenance of any organisation and should be managed effectively.

Strategic Communication and Socio-Ecological Imperatives for Re-Marketing the Nigerian Brand

Abstract

The thrust of this paper is to examine select factors within the social and ecological realms that are attributed to the image crises of Nigeria and to proffer sustainable strategic communication solutions to re-marketing the nation as a brand. The de-marketing process of the brand Nigeria is a function of some obvious factors like corruption, bribery, ethnicity, communal and ethno-religious clashes. Consequently, almost everything ‘Nigerian’, whether human beings or products, is questioned or received with greater comparative scepticism, especially within the international community. Nigeria is no doubt in dire need of a corporate reformation and a review of the nation’s socio-ecological posture and experience will offer a headway for the re-marketing of the brand. This paper adopts the analytical methods for the review of strategic communication and the Socio-Ecological Model, using selected scenarios in Nigeria as units of analysis. Findings reveal that Nigeria’s albatross as an unattractive brand is the moral decadence of her citizens occasioned by a lack of adequate information of citizens, absence of motivation and ability to act, and the inherent norms that the people live with. This has thwarted the nation’s (re)branding management efforts. This paper recommends that the Federal government of Nigeria should re-orient her citizens from the now youngest generation and re-order her communication architecture to communicate a renewed Nigerian brand that will help the nation’s image to be attractive for a convincing patronage within the international market.

Towards the Effective Utilisation of Influencer Marketing in Nigeria

Abstract

Advances in technology and the increased use of social media have made brands' usage of influencer marketing more widespread. Social media users no longer want to hear only from brands; they also want to listen to what others say about the brands and what their favourite influencers say. However, if brands do not understand how to utilise influencer marketing effectively, they cannot harness its benefits and minimise its drawbacks. Therefore, this position paper explored how organisations can gain desired results from well-planned influencer marketing efforts. It used the desk research methodology to gather secondary data on this subject matter. It discovered that organisations stand to benefit significantly from intentional and strategic influencer marketing campaigns if they consider several crucial factors such as the loyalty the influencer garners, how the influencer can persuade their audience, source credibility, content congruence, trustworthiness, values alignment, content informative value, content entertainment value, and the like. It was recommended that before working with influencers, organisations should be clear on their brand values and objectives to derive desired results. They should also develop influencer marketing guides, be more strategic and intentional when selecting influencers, and develop systems to monitor influencer marketing efforts effectively.

Leveraging Marketing Techniques for Disseminating Malaria Messages in Northern Nigeria: A Case Study

Abstract

Malaria intervention in Northern Nigeria had several gaps because transmission of the disease was aggravated by the warm weather which promoted mosquito breeding, and social determinants like malnutrition, which weakened immune systems, making people more vulnerable to illness. This study examined the application of marketing principles within the Community-led Monitoring (CLM) project, a Global Fund initiative to improve malaria interventions. CLM, among other things, was a development, health communication project that employed principles of marketing to communicate malaria prevention and treatment in some communities across Nigeria. The study used Social Cognitive Theory to analyse how health communication and community engagement influenced behaviour change. The CLM project used the four Ps of marketing – product, price, place, and promotion - to address gaps in existing interventions that focused on preventing and treating malaria. The results showed that the project empowered communities, leading to improved health systems driven by community members. This integration of marketing and health communication effectively mobilised community action and achieved positive health outcomes. Thus, the research demonstrated the potential of combining marketing strategies with health communication to combat important public health issues such as malaria. Considering the CLM model's success, incorporating marketing principles in health communication was recommended.

Exploring the Power of Images and Videos in Visual Storytelling and Content Marketing: Airtel Ovajara as a Paradigm

Abstract

This study examined the significant power of images and videos in visual storytelling and content marketing using Airtel Ovajara as a paradigm. In today’s digitally saturated landscape, the inability of content marketers to capture attention, convey complex ideas, and build brand authenticity using good images and videos has left some businesses in constant battle for audience/customer acceptability. Employing the Consumer behaviour theory which provided insights into the psychological processes that influence consumer responses to images and videos in visual storytelling, the paper explored the strategic ways in which Airtel Ovajara used images and videos to craft compelling narratives that not only showcased the brand but also fostered genuine connections with customers. The study adopted the mixed research methodology of content analysis and Key Persons Interviews (KPI) to understand the common themes, strategies and elements that position Airtel Ovajara’s visual storytelling as a successful marketing strategy. The use of images and videos as part of this strategy has revolutionised how brands engage with consumers, offering a dynamic way to communicate messages and evoke emotions. The study recommended a valuable insight into the strategic use of visual content to build stronger connections with audiences, demonstrating that effective visual communication was key to contemporary marketing.

The Evolution of Advertising in Nigeria: Promoting Local Content for Sustainable Development

Abstract

The complex relationship between advertising and local content promotion in Nigeria is one of the huge challenges to sustainable development. Cultural oversimplification, misrepresentation, and dominance of the West do significant damage to the representation of Nigerian culture authentically in the practice of advertising. This paper, therefore, reviews this relationship by incorporating historical evolution, and technological, cultural, and regulatory dynamics. The qualitative research design followed in this study generated primary data through the use of in-depth interviews conducted on key players in the Nigerian advertising industry. The primary data collected underwent a thematic analysis, while the historical analysis was supported by multiple sources, including historical records, publications from the industry itself, and scholarly literature. This research shall, therefore, be located within the understanding of the Cultural Imperialism Theory and the Development Media Theory as a lens to critically analyse the complexity of representations of local content in advertising. The results showed that there were positive and negative perceptions toward the integration of local content in Nigerian advertisements, as most consumers appreciate culturally authentic content. It identifies challenges and also shows how to use opportunities: bridging Nigeria's multicultural identity and digital platforms for sustainable development. This research underlines the need for a balance between global advertising practices and the local cultural nuances of impactful, sensitive campaigns that shall help lead the course of sustainable development and preserve the rich cultural heritage of this great nation

The Role of Instagram Videos on the Growth of Female-Owned Businesses in Lagos

Abstract

Although videos are a compelling form of content on Instagram, women entrepreneurs on Instagram exist within a highly competitive space, and they need to seek out approaches that will give them a competitive edge while creating content for promoting their businesses. The study aimed to explore how Instagram videos can engage potential consumers, promote products, and increase brand awareness. Twenty-three women entrepreneurs were chosen using a snowball sampling technique and were then interviewed in detail, using a qualitative approach. The study showed that Instagram videos and other marketing campaigns influence the growth of women-owned businesses. The key metrics that indicated growth were engagement rates, direct communication channels, lead generation and conversion rates, website traffic, testimonials, and follower growth and retention. These metrics helped women entrepreneurs assess and improve their marketing strategies, identify areas that need improvement, and make decisions to maintain and improve company success. The study recommends that future research should combine both qualitative and quantitative research designs to provide statistical validation for the study's findings as well as content analysis of Instagram videos used by women-owned businesses on Instagram.

Sustainable Marketing Communication in the Digital Age of Advert Blocking: Implications for Telecommunication Service Providers in Nigeria

Abstract

The advent of digital technologies has revolutionised marketing communication, offering unprecedented opportunities for brands to engage with their target audience. As consumers increasingly seek to control their online experiences and mitigate interruptions, the adoption of advert-blocking techniques has surged, posing significant challenges for organisations, thereby inhibiting their sustainable marketing communication plans. This paper explores the implications of advert blocking on sustainable marketing communication practices. It examines the factors driving the adoption of ad-blocking and the strategies organisations can employ to navigate this phenomenon for marketing communication sustainability. Anchored on the Selectivity Factor and the Uses and Gratification theories, the study deployed a mixed-method approach, incorporating qualitative analysis of service providers and consumer perceptions as well as quantitative data on advert-blocking trends from a sample size of 163 internet users in South-West, Nigeria. Findings reveal the pervasive nature of intrusive advertising practices and the growing apprehensions surrounding privacy and data security, driving the widespread adoption of advert blocking. Moreover, analysis indicates a correlation between ad-blocking behavior and heightened levels of brand scepticism and avoidance tendencies among consumers. Based on findings, organisations are advised to adopt sustainable brand communication strategies, Alternative approaches such as other below-the-line channels, native advertising, branded content, and influencer marketing emerge as promising avenues for engaging audiences while circumventing advert-blocking barriers. The research work accentuates the necessity of adjusting marketing communication strategies to align with evolving target audiences’ preferences, thereby promoting sustainability in the digital era's marketing landscape.

Online Marketing and Advertising in Nigeria: Prospects and Challenges

Abstract

The study was guided by three research objectives and underpinned by two theories: Technological Determinism and Social Presence Theories. The study was tilted toward qualitative methodology while library research design was adopted in studying secondary data obtained from books, journals, and newspapers which were analysed. Among other findings, the study ascertained that the Internet and other communication technology channels are generally changing many aspects of consumers’ buying behaviour all over the world, including Nigeria, to new goods and services and that the Internet and the World Wide Web have transformed how goods are bought and the way businesses are conducted. The study also found that despite the prospect of online marketing and advertising, unpredictable fixed line networks in Nigeria and unstable electricity supply, pose serious challenges to online marketing and advertising in Nigeria. The study concluded that these situations pose challenges to sustainable marketing communication in Nigeria. Given these findings, the study recommended among others that, the government and all the relevant stakeholders should improve internet infrastructure in Nigeria, constant electricity supply, and make data subscription affordable and that online advertising messages need to be compelling and engaging to be able to capture and retain audience attention, to achieve the desired result.

Sr No.	Article Information
1	Journal of Creative Media (Complete Issue) Author(s): Centre for Media and Communication Research. View Abstract Page No : Download pdf
2	Redefining Internal Communication for Sustainable Organisational Management: A Critical Review of Studies Author(s): Mike Okolo. View Abstract Page No : 1-11 Download pdf
3	Strategic Communication and Socio-Ecological Imperatives for Re-Marketing the Nigerian Brand Author(s): Stanislaus Iyorza . View Abstract Page No : 14-26 Download pdf
4	Towards the Effective Utilisation of Influencer Marketing in Nigeria Author(s): Ayishat Sandra Olanrewaju. View Abstract Page No : 27-39 Download pdf
5	Leveraging Marketing Techniques for Disseminating Malaria Messages in Northern Nigeria: A Case Study Author(s): Abah Ajuma Mary. View Abstract Page No : 40-49 Download pdf
6	Exploring the Power of Images and Videos in Visual Storytelling and Content Marketing: Airtel Ovajara as a Paradigm Author(s): Joyce Austen Onyekuru. View Abstract Page No : 50-64 Download pdf
7	The Evolution of Advertising in Nigeria: Promoting Local Content for Sustainable Development Author(s): Ogundele David Opeyemi, Adu Anthony Babatunde . View Abstract Page No : 65-81 Download pdf
8	The Role of Instagram Videos on the Growth of Female-Owned Businesses in Lagos Author(s): Temitope Falade. View Abstract Page No : 94-112 Download pdf
9	Sustainable Marketing Communication in the Digital Age of Advert Blocking: Implications for Telecommunication Service Providers in Nigeria Author(s): Omolola Oluwasola. View Abstract Page No : 94-112 Download pdf
10	Online Marketing and Advertising in Nigeria: Prospects and Challenges Author(s): Ata-Awaji Anthony Reuben, Emmanuel Omula , Godsgift Odiepiriye Harold. View Abstract Page No : 113-123 Download pdf

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