College of Management and Social Sciences

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    A COMPARATIVE ANALYSIS OF EXPERIENTIAL AND CELEBRITY MARKETING IN NIGERIA
    (Covenant University Ota, 2025-04) GBEREVBIE REJOICE EGEHELE; Covenant University Dissertation
    Experiential and Celebrity Marketing are one of the major marketing strategies adopted by advertisers such as Coca-Cola and Pepsi to attract consumers to their products. While Celebrity Marketing looks promising and a quicker way to get consumers, it might not prove to be a long-term solution for an audience seeking the physical experience of a product. The study aimed to develop a nuanced understanding of the differences between experiential and celebrity marketing focusing on their distinct impacts on consumer perception, purchase behaviour and brand positioning across different personality types. The study made use of two distinct methods which are Myer-Briggs (MBTI) personality test and Solomon four quasi-experimental design. 256 respondents who fit all 16 MBTI personality types were purposely selected through the use of questionnaires, this informed the focus group process for Solomon four quasi-experimental design. After which a comparison was carried out with the result from the different personality types who responded to both Experiential and Celebrity Marketing treatments across the same three metrics. The result revealed various personality types that function well with a marketing strategy e.g ENFJ, ENFP and ENTJ etc. The results also revealed that personality traits significantly influence how individuals respond to different advertising strategies even in controlled settings.
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    EFFECTS OF FINANCIAL TECHNOLOGY, AGENT BANKING ON FINANCIAL INCLUSION IN NIGERIA
    (Covenant University Ota, 2025-03) OBABUEKI OSARUGUE PEACE; Covenant University Dissertation
    This study investigates the relationship between financial technology, agent banking, and financial inclusion. Employing secondary data from the Central Bank of Nigeria and Federal Reserve Economic Data, the research utilises the Granger causality test to analyse the period between 2012–2022. The findings reveal that POS transactions significantly affect mobile money account ownership, and mobile money operations exhibit the strongest positive relationship with financial inclusion. Although ATMs are widely used, their impact on financial inclusion is limited by high transaction costs and operational challenges. Mobile account ownership drives web banking usage significantly, but web banking transactions do not significantly impact mobile account ownership. The study recommends enhancing digital infrastructure, promoting financial literacy, and expanding agent networks to bridge regional disparities. By leveraging technological advancements, Nigeria can achieve broader financial inclusion and foster equitable economic growth
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    CIRCULAR ECONOMY STRATEGIES AND SUSTAINABLE RESOURCE MANAGEMENT: A STUDY OF SELECTED SYNTHETIC HAIR PRODUCTION COMPANIES IN LAGOS, NIGERIA
    (Covenant University Ota, 2025-04) LAWAL ODUNAYO RUTH; Covenant University Dissertation
    The synthetic hair production industry in Lagos, Nigeria, faces significant challenges in sustainable resource management due to its reliance on fossil-based polymers, leading to inefficiencies in operational processes, resource utilization, and waste management. This study employed a mixed-methods approach, utilizing both quantitative and qualitative data collection techniques. Surveys were conducted among employees, managers, and consumers of synthetic hair products, complemented by semi-structured interviews to gain deeper insights into their practices and perceptions. The research findings reveal that implementing Circular Economy (CE) strategies can significantly enhance operational efficiency, resource utilization, and waste reduction while promoting responsible consumption behaviors. Specifically, product circularity improves operational processes by reducing the need for new raw materials and minimizing waste. Process circularity optimizes resource use through the incorporation of recycled materials and adoption of eco-friendly manufacturing techniques, while supply chain circularity effectively reduces waste by implementing closed-loop systems and enhancing material recovery. These findings imply that adopting CE practices can lead to substantial improvements in sustainability and efficiency within the synthetic hair sector, contributing to environmental conservation and economic benefits. Therefore, the study recommends that synthetic hair production companies invest in advanced recycling infrastructure, prioritize designing products with durability and recyclability, engage consumers through education on sustainable practices, and foster stronger collaborations with suppliers to create sustainable supply chains. These steps will help achieve long-term sustainability goals and set a precedent for other industries to follow.
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    CIRCULAR ECONOMY STRATEGIES AND SUSTAINABLE RESOURCE MANAGEMENT: A STUDY OF SELECTED SYNTHETIC HAIR PRODUCTION COMPANIES IN LAGOS, NIGERIA
    (Covenant University Ota, 2025-04) LAWAL ODUNAYO RUTH; Covenant University Dissertation
    The synthetic hair production industry in Lagos, Nigeria, faces significant challenges in sustainable resource management due to its reliance on fossil-based polymers, leading to inefficiencies in operational processes, resource utilization, and waste management. This study employed a mixed-methods approach, utilizing both quantitative and qualitative data collection techniques. Surveys were conducted among employees, managers, and consumers of synthetic hair products, complemented by semi-structured interviews to gain deeper insights into their practices and perceptions. The research findings reveal that implementing Circular Economy (CE) strategies can significantly enhance operational efficiency, resource utilization, and waste reduction while promoting responsible consumption behaviors. Specifically, product circularity improves operational processes by reducing the need for new raw materials and minimizing waste. Process circularity optimizes resource use through the incorporation of recycled materials and adoption of eco-friendly manufacturing techniques, while supply chain circularity effectively reduces waste by implementing closed-loop systems and enhancing material recovery. These findings imply that adopting CE practices can lead to substantial improvements in sustainability and efficiency within the synthetic hair sector, contributing to environmental conservation and economic benefits. Therefore, the study recommends that synthetic hair production companies invest in advanced recycling infrastructure, prioritize designing products with durability and recyclability, engage consumers through education on sustainable practices, and foster stronger collaborations with suppliers to create sustainable supply chains. These steps will help achieve long-term sustainability goals and set a precedent for other industries to follow.
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    ETHICAL LEADERSHIP AND EMPLOYEES’ ENGAGEMENT IN ADO/ODO OTA LOCAL GOVERNMENT COUNCIL, OGUN STATE, NIGERIA
    (Covenant University Ota, 2025-03) DAVID OLUWABIMPE OMOLAYO; Covenant University Dissertation
    Ethical leadership is considered one of the critical determinants of Employees’ engagement, especially within the public sector, where the manifestation of unethical practices erodes trust, reduces motivation, and, in essence, undermines the performance of such organisations. This study explored ethical leadership and Employees’ engagement within Ado/Odo Ota Local Government Council, Ogun State, Nigeria, as it relates to impediments to ethical leadership, strategies for strengthening Employees’ engagement, and environmental drivers that influence ethical leadership adoption. Quantitative data from 189 employees were collected through structured questionnaire, while qualitative insights were gathered from seven key informants who were department heads and senior administrators. Quantitative data analysis was done using SPSS 27, and thematic analysis of qualitative data was performed using ATLAS.ti 25. The results indicate that ethical leadership is significantly and positively related to Employees’ engagement, as evidenced by a correlation coefficient of 0.245, p = 0.001. The study considered political interference, resource constraints, and socio-cultural norms as critical impediments to ethical leadership in Nigerian local governance. In addition, this study identified the need for clearly defined ethics policies, ongoing leadership training, incentive structures, and enhanced transparency mechanisms necessary to establish an ethical organisational culture. This study adds much value to the theory by pushing forward the discussion of ethical leadership in public administration and governance. It thus gave empirical evidence that ethical leadership enhances Employees’ engagement by instilling employee trust, accountability, and professionalism. The findings have implications for policymakers and human resource managers in formulating targeted interventions to mitigate leadership challenges and promote a more engaged workforce in local government settings. This study has established ethical leadership as influencing Employees’ engagement in Ado/Odo Ota LGC. However, considering the geographical focus, the study concludes that future research should be expanded to broader contexts to enhance the generalisability of findings and further explore the nuanced relationship between ethical leadership and Employees’ engagement across diverse institutional settings.
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    BUSINESS PROCESS REENGINEERING AND SUSTAINABILITY OF OUTSOURCING ORGANISATION IN LAGOS STATE, NIGERIA. A STUDY OF HUGO INC
    (Covenant University Ota, 2025-03) OKWARAOGOMA REGAN OGADINMA; Covenant University Dissertation
    This research focused on the influence of business process reengineering on outsourcing organization: A study of Hugo Inc. Companies need to survive the test of time in business practices and having operational efficiency, so process reengineering can help them in achieving this. Business process reengineering is typically used to boost business agility, responsiveness, and customer satisfaction with improved goods and services. Sustainability is connected to the ability to run a production process over a period of time. Some of the problems BPR is trying to address are client satisfaction, process implementation, operational and resource management. The purpose of this study is to know how process reengineering can lead to sustainability for outsourcing organization. Organization understands the importance of profit and having customer base, and must understand that it is important to design operation to ensure both factors are not affected. The key variables in the study are value creation, process ownership and customer focus connected to business process reengineering, while economic, environmental and social variables are connected to sustainability, these are explored in relation to each other and their connection to the problem. The theory utilized in the study are the triple bottom line and stakeholders’ theory was used in this study to provide the theoretical foundation to this study. A quantitative survey method was adopted for this study. The population of the study comprised of 850 employees and questionnaires was administered to a sample size of 272 employees using purposive and simple random sampling technique. Results showed there is a positive relationship between process reengineering and sustainability. The study is to push outsourcing organizations to review their system of operation to constantly overcome challenges and be productive in their operation. Therefore, there is need to constantly review, update, recommend and adjust the process of operation.