Browsing by Author "Fadeyi, Isaac"

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    Celebrity Attractiveness and Brand Association in the Nigeria's Telecommunications Sector
    (Novena Journal of Communication, 2019) Fadeyi, Isaac
    This study focused on the effects of celebrity attractiveness on brand association in the Nigerian telecommunications sector. Cross-sectional survey research design was used. The population of the study consisted of 160,520,993 telecommunications subscribers as at August, 2018. A sample size of 1,200 was drawn, using Krejcie and Morgan formula. A validated questionnaire was used to collect data. Data were analysed using Pearson's Product Moment Correlation and Analysis of Variance (ANOVA).The findings showed that customers' perception of celebrity attractiveness had a positive moderate significant relationship with their brand association to a telecom service provider (r =0.637, p
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    Impact of Celebrity Expertise on Brand Loyalty among GSM Subscribers in Nigeria
    (Idia Journal of Mass Communication, 2020) Fadeyi, Isaac
    This study focused on examining the effects of celebrity expertise on brand loyalty in the Nigerian telecommunications sector, while multiple celebrity endorsement serves as moderating variable. Cross sectional survey research design was used. The population of the study consisted of 160,520,993 telecommunications subscribers as at August, 2018. Multi-stage sampling technique was used to select the sample size of 1,200 using Krejcie and Morgan formula. Validated questionnaire was used to collect data. Cronbach's Alpha reliability coefficients for all major constructs of the instrument ranged from 0.73 to 0.83. Data were analysed using Pearson's Product-Moment Correlation and Analysis of Variance (ANOVA). Customers' perception of celebrity expertise had a positive moderate significant relationship with their brand loyalty to a telecom service provider (r = 0.558, p
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    Influence of Internet Radio on the Listenership of Traditional Radio among Journalists in Lagos State
    (Jos Journal of Media & Communication Studies, 2021) Fadeyi, Isaac
    This study focused on Internet radio's influence on the listenership of traditional radio among journalists in Lagos State. Survey research design was used. The population of the study consisted of 2,252 journalists in Lagos State. A sample size of 340 was determined using Taro Yamane method for sample size calculation and validated questionnaire was used to collect data. Statistical Package for Social Sciences (SPSS) was used for data analysis. Key findings revealed that journalists saw Internet radio broadcasting to be more effective and preferable than the traditional radio. It was found out that radio listeners except for older people who have no access to Internet are drastically turning away from traditional radio broadcasting due to the Internet. There is a significant relationship between the increase in the Internet penetration and Internet radio listenership among Lagos State journalists. The study concluded that Internet radio exerts a great influence on traditional radio listenership among Lagos State journalists. The study recommended that conventional radio stations should enhance interactive and feedback elements, embrace media convergence, provide flexible, educating, and attractive content and deploy Internet interactive tools on its platform for sustainability.
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    Influence of Message Frequency and Acceptability on Attitude Towards GSM Operators’ Unsolicited Promotional SMS Among Undergraduates in Lagos, Nigeria
    (Journal of Communication and Media Research, 2021) Fadeyi, Isaac
    The Global System for Mobile Telecommunication (GSM) has improved telephony in Nigeria, following the successful deregulation of the country’s telecommunication. The popularity of GSM in Nigeria, coupled with its interactivity, high speed and frequency of delivery makes it an avenue for advertising through the Short Message Service (SMS) among network operators. SMS advertising generates subscriber annoyance, irritation and rejection due to their intrusiveness as they are mostly unsolicited. This study examined attitudes of tertiary institutions’ undergraduate subscribers in Lagos State, Nigeria to unsolicited promotional SMS of major GSM network operators.The study adopted the cross-sectional survey research design. The population of the study comprised 40,663 undergraduates of selected tertiary institutions in Lagos State. Multi-stage sampling technique was applied to select four universities, one polytechnic and one college of education through stratification and randomisation, while the Saunders, Krejcie and Morgan (1970) formula was applied to select a sample of 1,026 respondents from the institutions. Validated structured questionnaire was used to collect data.Findings revealed that Message acceptability and frequency significantly influenced the attitude towards GSM operators’ unsolicited promotional SMS among undergraduates.The study concluded that unsolicited promotional SMS of the GSM operators generated unfavourable attitudes among tertiary institutions’ undergraduate subscribers in Lagos State because they were received without permission and in high frequency. The study recommended subscriber permission, reduction in GSM operators’ unsolicited promotional SMS.
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    New Technology and Conflict Resolution: Digitally Recorded Music-Based Counselling as a Communication Intervention Strategy for Promoting Cattle Ranching in Nigeria
    (Journal of Asian and African Studies, 2021) Fadeyi, Isaac
    This study tests the effectiveness of a music-based counselling intervention that was digitally recorded on 470 herdsmen in Nigeria. The study was a quasi-experiment with the questionnaire as the instrument for data collection. The result of the study showed that the intervention was effective because respondents in the treatment group scored higher regarding the acceptance of ranching, had more positive intention towards cattle ranching, and more readiness to address challenges that come with cattle ranching than their counterparts in the control group. The researchers highlighted the theoretical and practical implications of the results