Wukari International Studies Journal
Not a member yet
690 research outputs found
Sort by
SOCIAL MEDIA ADVERTISING AND BRAND LOYALTY IN SOUTH AFRICA’S RETAIL SECTOR: THE MODERATING ROLE OF CUSTOMER ENGAGEMENT
Get PDFResearch Problem: Brand loyalty in South Africa’s retail sector is increasingly threatened by the fragmented attention and fluid preferences of digital consumers. Although social media advertising has become a dominant marketing tool, limited research has examined how advertising spend influences brand loyalty within this sector, particularly when moderated by customer engagement. Understanding these dynamics is crucial for retailers seeking to retain customers in a competitive digital landscape.
Methods/Theory: Guided by Engagement Theory, this study adopts a quantitative research design to analyse the relationship between social media advertising spend, customer engagement, and brand loyalty. Data were obtained from 120 retail firms actively advertising on platforms such as Facebook, Instagram, and TikTok. Secondary data on advertising expenditure, platform engagement metrics, and customer loyalty indicators were analysed using hierarchical regression models, supported by diagnostic validity tests.
Results: Findings show that social media advertising spend exerts a significant positive effect on brand loyalty. Customer engagement also demonstrates a strong positive influence on loyalty outcomes. Moreover, the moderating analysis reveals that customer engagement significantly strengthens the relationship between advertising spend and brand loyalty, indicating that advertising is more effective when audiences interact actively with brand content.
Conclusion: Social media advertising contributes to enhanced brand loyalty in South Africa’s retail sector; however, its effectiveness is dependent on the level of customer engagement. Paid advertising alone cannot secure loyalty without meaningful user interaction.
Key Contribution to Knowledge: This study enriches digital marketing scholarship by empirically demonstrating the moderating role of customer engagement in the advertising–loyalty relationship, offering evidence from a sub-Saharan African retail context where such insights remain limited.
Recommendation: Retail firms should prioritise budget allocation for engagement-driven content, foster real-time brand–user interactions, and optimise advertising formats for interactivity. Further research should explore platform-specific engagement dynamics and cross-industry comparisons to deepen understanding of digital loyalty formation
THE PARADOX OF GIANTISM: NIGERIA’S FOREIGN POLICY AND THE NEGLECT OF CORE NATIONAL INTERESTS
Get PDFResearch Problem: This study examines the "paradox of giantism" in Nigeria's foreign policy, a condition where the pursuit of external prestige as the "Giant of Africa" overshadows pressing domestic development imperatives such as economic diversification, security, infrastructure, and human capital growth.
Methods/Theory: The research employs a qualitative design, relying on a systematic review of secondary sources from 1960 to 2025. The analysis is guided by the theoretical framework of postcolonial realism, which combines classical realism's focus on power with post-colonial theory's emphasis on identity and symbolic recognition.
Results: The findings reveal that the paradox is driven by three interrelated factors: identity politics that prioritize costly Afrocentric dogma, critical institutional capacity deficits within diplomatic institutions, and a fundamental misalignment between prestige-driven diplomacy and developmental priorities.
Conclusion: The study concludes that Nigeria's foreign policy has been largely performative, securing diplomatic recognition but yielding minimal tangible benefits for citizens, thereby imposing high opportunity costs on internal progress.
Key Contribution to Knowledge: The key contribution is the conceptualization of "paradox of giantism" as a critical lens for understanding the recurring neglect of core national interests in Nigeria's external relations.
Recommendation: It is recommended that foreign policy be strategically recalibrated towards a citizen-centric, value-driven approach. This necessitates redefining national interest beyond elite ambitions, strengthening diplomatic institutions, prioritizing economic diplomacy, and rationalizing costly external engagements to ensure they deliver measurable domestic benefits
PRECISION JOURNALISM AS A CATALYST FOR IMPROVED HEALTH REPORTING IN PRINT MEDIA
Get PDFResearch Problem: Health journalism shapes public comprehension of medical realities, yet its reliability too frequently erodes due to imprecision, ambiguity, and subpar reliance on solid scientific data. This project examines how precision journalism leverages data-oriented technologies to improve clarity, verify accuracy, and reinforce the overall soundness of health stories.
Methods/Theory: Informed by Technological Determinism Theory, the investigation assumes that technological innovations directly mold individual and institutional conduct. Operating within the interpretivist approach, the investigation deployed a secondary data design. A total of forty-five scholarly articles were surveyed, of which ten peer-reviewed pieces published between 2010 and 2025 were analyzed inductively, identifying recurrent themes in newsroom conduct, audience involvement, and institutional limitations.
Results: The analysis reveals that precision journalism is incrementally embedding itself in health newsrooms, manifested chiefly in data visualization, interactive infographics, and algorithms that guide report assembly. Yet that embedding is stymied by inadequate digital infrastructure, parsimonious editorial doctrines, and modest funding, challenges that loom largest in Nigeria's print sector. Case studies of the COVID-19 pandemic yield persuasive corroboration, suggesting that data-infused narratives elevated correctness, broadened audiences’ comprehension, and fortified public trust.
Conclusion: Precision journalism harbors a pronounced capacity to fortify health coverage, but expansion encounters enduring systemic and institutional obstacles.
Key Contribution to Knowledge: The research shows that when organizations embed technology into everyday reporting workflows, health journalism evolves into a steadier, fact-based, and influence-oriented communication discipline, capable of delivering verifiable statements and more useful stories for the public.
Recommendation: Programmes should build capacity and on-the-job ‘data-visualization, storytelling, and computer-assisted reporting journalism training to journalists to better describe, explain, and provide easy access to health information
THE PLIGHTS AND DILEMMAS FACED BY RETIREES: A STUDY OF YAURI LOCAL GOVERNMENT AREA IN KEBBI STATE
Get PDFResearch Problem: Retirement, ideally, is supposed to mark a period of leisure and reward for years after civil service. However, for many retirees, especially in developing nations like Nigeria, it often becomes a phase marked by uncertainty, financial instability, chronic diseases, loss of identity, absence of relatives around them, and emotional stress.
Method/theory: The paper is qualitative phenomenological research with a sample size of five (5) participants selected from two areas of the study: Yelwa Central and Illela East. Key Informant Interview (KII) as adopted to collect data for the study. Nyanguru's theory was the study’s main theoretical guide.
Results: The findings of the study revealed that retirees face numerous challenges, both health-related and financial issues, and in Nigeria, this dilemma is widespread, as retirement is often a struggle, not a period of leisure for retirees especially for the lower cadre. This situation contributes to serious health-related problems such as depression, hypertension, anxiety, loss of memory, and constant worry.
Conclusion: The study concluded that retired individuals find it difficult to feed their families due to challenges related to their pension and gratuity, among others.
Key Contribution to Knowledge: This study has contributed to the existing knowledge in the fields of medical sociology, geriatrics, gerontology, and social policy, as it has obtained the lived experiences of retired civil servants and their predicaments.
Recommendations: The study recommends that the governments at the Local, State, and Federal sector levels should establish a ministry owned by retirees, where they can be retained to train newly recruited staff on how to handle their workplace responsibilities
EXAM INTEGRITY AND MORAL RESPONSIBILITY: A PHILOSOPHICAL APPROACH TO ADDRESSING EXAMINATION MALPRACTICE IN NIGERIAN SECONDARY SCHOOLS
Get PDFResearch Problem: Exam integrity has become a pressing issue in Nigerian secondary schools, where persistent examination malpractice undermines the credibility of assessments and weakens confidence in academic qualifications. The central concern is the erosion of moral responsibility among students, teachers, parents, and examination bodies, which sustains unethical practices in the system.
Methods/Theory: The paper adopts a philosophical approach situated within the framework of philosophical ethics and its relevance to educational reform. Using conceptual and normative analysis, it draws on Kantian ethics and virtue ethics to examine the moral duties of stakeholders and the cultivation of virtues such as honesty, accountability, and integrity as essential to upholding exam integrity.
Results: Findings show that malpractice stems not only from individual moral failings but also from systemic weaknesses, including ineffective institutional structures, societal pressures, and weak enforcement of policies. The analysis highlights that promoting moral responsibility and strengthening institutional practices are vital to reducing malpractice and restoring public trust.
Key Contribution to Knowledge: The study advances a philosophical ethics framework linking moral reasoning to educational policy and reform. It establishes a foundation for integrating ethical theory into institutional practices that safeguard the integrity of examinations.
Recommendation: The paper recommends embedding moral education into school curricula, enforcing examination regulations consistently, and promoting ethical role models. These steps are crucial for cultivating integrity and sustaining exam credibility in Nigerian schools
DIASPORA AND TRANSNATIONAL ACTIVISM: THE ROLE OF THE NIGERIAN DIASPORA IN AMPLIFYING THE #ENDSARS PROTESTS
Get PDFResearch Problem: The unprecedented nationwide protests that engulfed Nigerian in 2020 by the teeming youth against widespread police brutality, framed using the hashtag (#) EndSARS, continue to attract scholarship. One area that has received less attention is the role of Nigerians in the diaspora in amplifying the concerns of the protesters and giving impetus to their demands. While the involvement of activists in the diaspora help to attract global attention to the matter, it further reveals the dynamics of transnational activism, as driven by young people. This study addresses this important area.
Methods/theory: The paper adopts a qualitative approach that analyses secondary data sourced from peer reviewed journal articles, briefs, reports, newspaper articles and internet sources to underscore the pivotal role Nigerians in the diaspora, through transnational activism supported the EndSARS movement, especially using digital tools such as Twitter (now X), WhatsApp, Instagram, and Facebook.
Results: The paper found that Nigerian diaspora leveraged these platforms to solicit solidarity and driving online and offline participation. These platforms enabled protesters to bypass traditional media, organize demonstrations, and raise transnational awareness, particularly from international figures and celebrities.
Conclusion: Through online campaigns, activists demanded justice from victims of police brutality and reforms in governance.
Key Contribution to Knowledge: This digital activism connected participants across borders, providing a platform for political expression and support that contributed significantly to the movement’s visibility.
Recommendations: Nigerian state should institutionalize diaspora participation, strengthen secure digital platforms, and build global alliances ensuring accountability, civic expression protection, and sustainable transnational activism
INDUSTRIALIZATION, CULTURAL HERITAGE, AND DIASPORA ENGAGEMENT: INSIGHTS FROM ELEME UNION EUROPE INCORPORATED (EUEI) PEACEBUILDING INITIATIVES
Get PDFEleme Local Government Area (LGA) in Rivers State, Nigeria, is a region marked by rich cultural heritage, industrial significance, and recurring communal conflicts. These conflicts, often rooted in resource control, land disputes, and environmental degradation, have posed significant challenges to social cohesion and sustainable development. This study examines the role and effectiveness of Eleme Union Europe Incorporated (EUEI), a diaspora-led socio-cultural organization, in peacebuilding within Eleme LGA. Drawing on historical accounts, community case studies, and literature on civil society and conflict resolution, the research highlights EUEI’s multi-faceted strategies, including dialogue and mediation, youth empowerment, community sensitization, support for traditional conflict resolution mechanisms, and socio-economic development initiatives. The study demonstrates that EUEI has contributed significantly to reducing violence, restoring displaced communities such as the Ekporo, and fostering sustainable development through inclusive and culturally sensitive interventions. Despite its successes, the organization faces challenges including limited resources, political and economic instability, deep-rooted conflicts, and security concerns. Recommendations for enhancing the sustainability and impact of EUEI’s initiatives include diversified funding, strengthened stakeholder partnerships, and robust monitoring and evaluation systems. The findings underscore the critical role of diaspora organizations in promoting peace, social cohesion, and development in conflict-affected regions, offering a model for community-driven and culturally informed peacebuilding
FGN-ASUU INDUSTRIAL RELATIONS AND STATE OF NORTH-CENTRAL UNIVERSITIES IN NIGERIA: AN INTERROGATION OF RESEARCH DEVELOPMENT AND WELFARE OF THE TEACHING STAFF, 2009-2024
Get PDFResearch Problem:
Universities provide critical human capital through teaching, knowledge production and research. In achieving that, the workers, managements and the proprietors of these universities interrelated. Thus, this study explored the dynamics of industrial relations between the FGN and the ASUU, evaluating their implications on the research and academic staff welfare in Nigeria’s North-Centre from 2009 to 2024.
Method/Theory:
The research adopted a mono-method quantitative research design, administered structured questionnaires to academic staff; descriptive (SPSS version 22 for demographic features of the respondents) and inferential statistics (PLS-SEM 4) to compare the relationship between the variables for data analysis. The study was anchored on Social Conflict theory.
Results:
Findings reveal that FGN-ASUU industrial relationship significantly affects academic staff welfare and quality research in the North-central universities within the period under study.
Conclusion:
The study concluded that while collective bargaining has occasionally led to improvements—such as infrastructure upgrades via TETFund and NEEDS Assessment, practically, it has dual effects on research and welfare of academic staff in the selected universities.
Key Contribution to Knowledge:
This study emanated from the previous researches; however, it contributes to existing scholarship by offering a region-specific, empirically grounded analysis of the industrial relations between the FGN and ASUU, with focus on research development and welfare of the academic staff
Recommendations:
The study recommends a transparent and accountable industrial relations framework as well as international collaboration to reposition Nigerian universities for national transformation and academic staff wellbeing
IMPACT OF SECURITY PERSONNEL ON CRIME PREVENTION IN POLYTECHNIC CAMPUSES IN NIGERIA: KWARA STATE POLYTECHNIC ILORIN EXPERIENCE
Get PDFResearch Problem:
Despite the efforts by management of Kwara State Polytechnic, Ilorin to strengthen gate control systems and expand the security workforce, the institution still grapples with issues such as theft in student hostels and cult-related intimidation.
Methods/Theory:
The study was guided by Hirschi’s (1969) Social Control Theory. The study employed content analysis. The population for this study was 17,115 while was 391 derived by Taro Yamane (1967) formula to determine sample size. Out of the 391 copies of questionnaire administered, 349 were retrieved and analyzed using SPSS version 25.
Results:
Findings indicated that security officers play a vital role in deterring and detecting criminal activities through regular patrols, surveillance, and visible presence. Respondents acknowledged the officers’ efficiency in managing entry points, responding swiftly to incidents, and fostering cooperation with external agencies. Furthermore, security education programs were found to enhance awareness and community participation in safety initiatives.
Conclusion:
The study demonstrated that security officers are a vital component of crime prevention and safety management at Kwara State Polytechnic, Ilorin. The majority of students and staff expressed strong confidence in the officers’ ability to deter, detect, and respond to crime. Regular patrols, effective access control, and prompt emergency response were identified as key operational strengths contributing to a sense of safety and trust across the campus.
Key Contribution to Knowledge:
The study investigated the impact of security personnel on crime prevention and safety management at Kwara State Polytechnic, Ilorin. It examined the roles of security personnel in crime prevention within polytechnic campuses as well as the effectiveness of security personnel in curbing crime and maintaining safety in Kwara State Polytechnic.
Recommendation:
The study recommended that trained, visible, and well-equipped security personnel significantly improve campus safety and create a conducive learning environment. It recommends that the Polytechnic Management and Security Unit, in collaboration with the Nigerian Police Force, should intensify patrols, install more CCTV systems, enhance inter-agency collaboration, and organize regular capacity-building programs for security personnel to strengthen campus crime prevention and safety management
MACROECONOMIC VARIABLES AND FDI INFLOWS: AN EMPIRICAL ANALYSIS FROM SOUTH AFRICA
Get PDFThis study evaluates the macroeconomic variables and foreign direct investment inflows on the rising economy of South Africa. The study employed the Vector Error Correction Model (VECM) and the block exogeneity test to evaluate the variables from 1986 to 2023. Exports and economic growth exhibit a unidirectional causal relationship; specifically, an increase in exports (EXP) correlates with an enhancement in South Africa's economic growth. A causal association was identified between economic growth and REXR, indicating that elevated REXR values correlate with increased economic growth. Moreover, there exists no correlation between economic growth and foreign direct investment inflows. Nonetheless, the negligible levels of external debt (EXTD) in relation to CGDP indicate that South Africa's growth is unaffected by the volume of foreign debt. The report recommends the establishment of a standardised export agency to assess exportable units, their quality, and the standardisation of goods and services. This necessitates the formulation of a robust export strategy