Browsing by Author "Mustapha, M. L."

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    Application of public relations strategies by the federal government of Nigeria for the containment of corona virus
    (Galda Verlag, 2023) Udende, P.; Akpede, K. S.; Adisa, R. M; Mustapha, M. L.; Omoloso, A. I.
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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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    Social Media Exposure and Perception of Product Advertisements among University of Ilorin Students
    (Faculty of Communication and Information Sciences, University of Ilorin, 2020) Mustapha, M. L.; Arikewuyo, A. O.; Abubakar, I. Y.
    Social media have become important marketing tools in creating product awareness and promotion towards the success of contemporary businesses. The deployment of social media in advertising, has led to an alteration of the media landscape in communicating with the audience and contributing towards the economy worldwide. Given the popularity of social media use among digital natives, companies have sought to utilize its numerous benefits for corporate growth and survival in a continuously changing competitive advertising milieu. Premised on the uses and gratifications approach, this study seeks to investigate the perceived influence of social media adverts on product awareness among students (N= 370) via survey research method. Findings revealed that social media advertising provide information about product use, categories and efficacy, thus confirming an interactive relationship between the customers and the brands. It recommends that attention should not be solely concentrated on social media advertising in product awareness as other elements maybe contributory factors. Future studies should explore other causal effects and introduce more intervening variables. This study nevertheless, offer important contributions on the role of social media in advertising among the digital compliant generation.