Browsing by Author "Mustapha, L.K."

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    Deceptive Advertising and Powerlessness of the Consumers: Analysis of Omo and Ariel Detergent Advertisements. The Nigerian Journal of Business and Social Sciences. 9(1); 96-115.
    (Published by Faculty of Social Sciences, University of Lagos., 2016) Mustapha, L.K.; Mustapha, M. L.; Owolabi, A.S.
    Advertising provides important marketing information that contributes to the survival of the economy globally. Since products and services’ prospects often have limited knowledge about market offerings, advertising provides ampoule information that guides consumers in making informed and rational decisions. Being a form of commercial speech, advertising enjoys some degrees of liberty granted other forms of expressions. The neck-breaking competition that characterized contemporary market milieus, however, creates survival instincts that oftentimes make advertisers to transcend ethical boundary. Hence, deception and misleading advertising, which is antithetical of socially responsible marketing communication, remains a polemical issues among scholars, advertisers, consumers and regulatory agencies. Giving the functional equivalence of many products and seemingly hyperbolic nature of selling messages, this study, using simulation theory, examines the implications of perceived deception in Omo and Ariel detergents advertisements on consumers’ purchase and use of the detergents. Findings reveal that consumers realise the existence of deceptive advertising, perceive it as a norm, but seemingly feel powerless about it.
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    Incidental news exposure and political behaviour among young social media users in Nigeria
    (Journal of Arab & Muslim Media Research, Online, Published by Intellect, Bristol, United Kingdom, 2025) Mande, M.A.; Mustapha, L.K.; Omar, B.; Ahmed, I.S.Y.; Udende, P.; Abdulbaqi, S.S.
    The explosion of social media is widely believed to have invigorated incidental exposure to news content, transforming how users in the present digital dispen sation encounter and consume news. Consequently, scholars have examined the determinants of incidental news exposure and its consequences on different political outcomes among social media users, with studies reaching divergent conclusions. However, intellectual diagnosis into the rebranded concept of inci dental news exposure has predominantly been concentrated in advanced, west ern democracies, hence having research conducted in settings other than advanced democracies is essential to cross-culturally generalize the resurged concept and consequences of incidental news exposure. Thus, this study investigates the factors that animate incidental news exposure and the corresponding effects on online and offline political participation among social media users between the ages of 18 and 35 in Nigeria. The network sampling method was used to sample a total of 387 respondents who chiefly use social media routinely. The study found that generic social media use, social media use for news and political interest are significantly correlated with incidental news exposure among respondents. While incidental news exposure was a positive and significant predictor of online political partici pation, it did not correlate with offline political participation among respondents. We conclude that incidental news exposure contributes to aspects of political outcomes among social media users and recommend the need for further studies on this phenomenon as well as the introduction of political education to assist politi cal enculturation of the youths within the Nigerian democratic space due to its strategic role on Africa’s political emancipation.
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    Perceived Influence of Credibility on Use of and Dependency on Social Networking Sites for News among UNILORIN Students
    (Department of Mass Communication, University of Ilorin., 2020) Mustapha, M.L.; Mustapha, L.K.
    News, as one of the most cardinal roles of journalism and media organisation, has faced increasing low patronage since the triumph of neoliberal capitalist system which led to commercialisation of media and commodification of news. The emergence of social and digital media platforms is, however, changing narratives about news consumption, particularly among the youths. While the digital media platforms rekindled the interest of the young audience, these alternative sources lack the gatekeeping qualities unique to the mainstream media and give room for doubts on the credibility of information sourced therein. This study, therefore, examined the influence of perceived credibility on the use of and dependency on social network sites for news among the young audience (N=381) from the Uses and Gratifications (U&G) and media system dependency theoretical lens. Findings revealed that, youth sampled use Social Networking Sites (SNSs) to source information and news on celebrity, educational, sport, political matters and investment issues. They also affirmed the centrality of the news on SNSs to their decision making about important issues Additionally, it was found that perceived credibility was a significant predictor of use and dependency on news on social networking sites. This study signals the need to leverage on youth’s consumption of news on the social media to enhance certain practical and policy improvements on news dissemination in today’s digitalised media environment.