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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    Africans Caught in the Web of Migration, the Fears, the Tears, and the Triumphs
    (Palgrave Macmillan, 2024) Daudu Basil Osayin; Osimen Goddy U.
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    EFFECT OF WORKING CAPITAL MANAGEMENT ON THE PROFITABILITY OF QUOTED FOOD MANUFACTURING COMPANIES IN NIGERIA
    (Covenant University Ota, 2025-03) AGBONKHEHI OLIVE OSEIWE; Covenant University Disssertation
    This study explored the Effect of Working Capital Management on the profitability of quoted food manufacturing corporations in Nigeria. Specifically, it examined the effects of the Current Ratio, Inventory Turnover Ratio, Cash Conversion Cycle, and Average Payment Period on the profitability of food manufacturing companies in Nigeria. The study employed an ex post facto research design. It utilized various econometric techniques, including panel unit root and cointegration tests, pooled OLS, fixed and random effects models, and the Hausman test. The findings revealed a significant relationship between the Cash Conversion Cycle and Return on Assets, suggesting that a longer Cash Conversion Cycle may improve asset returns. However, CCC had an insignificant relationship with the Net Profit Margin (NPM). Conversely, the Average Payment Period (APP) negatively affected NPM, indicating that delayed payments can harm profit margins, although it did not significantly influence Return on Assets. The rate of inventory turnover and the short-term liquidity metric showed no significant relationship with the Return on Assets. Inventory Turnover Ratio (ITR) also negatively affected Net Profit Margin, suggesting that higher turnover may reduce margins due to potential inefficiencies. The Hausman test favoured the Random Effects Model as the most efficient estimation method. The study concluded that optimizing the Cash Conversion Cycle and Average Payment Period is crucial for enhancing profitability. In contrast, the impact of the current ratio and inventory turnover ratio on profitability is insignificant. Based on these findings, the study recommends that policymakers incentivize efficient liquidity practices, promote timely payments, support advanced inventory management, and encourage strategic partnerships. Companies are also advised to optimize their Cash Conversion Cycle by closely monitoring inventory, receivables, and payables, reconsider payment arrangements, improve inventory management, and optimize asset utilization to enhance profitability.
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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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    TECHNOLOGICAL INNOVATION, INDUSTRIAL ADAPTABILITY AND SUSTAINABLE PERFORMANCE OF SMEs IN SOUTHWEST NIGERIA
    (Covenant University Ota, 2025-04) KEHINDE SEGUN ISAAC; Covenant University Thesis
    Small and medium-sized enterprises (SMEs) tackle various obstacles when they attempt to achieve sustainable performance objectives. An exploration took place to study the sustainable behavior of South-west Nigerian SMEs together with their technological innovation capacity and industrial adaptability practices. The research utilized SPSS quantitative analysis together with SMART-PLS SEM to perform Structural Equation Modeling along with thematic analysis as part of a mixed-methods design to study SME sustainability factors. The research seeks to analyze how incremental innovation together with technology adoption and innovative culture and product innovation and process innovation impact the sustainable performance of Southwest Nigerian SMEs. SME owners and managers received 384 questionnaires which resulted in 351 valid responses. Different forms of innovation together with industrial adaptability demonstrate a vital function in determining sustainable performance of SMEs throughout the targeted region. Results demonstrate that incremental innovation plays a major role in strengthening sustainable performance levels of SMEs operating in Southwest Nigeria. SMEs achieve superior efficiency while becoming more competitive through their continuous practice of making small incremental improvements and adopting adaptations. Technology adoption plays a vital role in sustainable performance since it demonstrates that businesses need to embrace technological developments for sustainable growth and development. The promotion of innovative environments within SMEs produces major enhancement effects on sustainable performance measurements. A welcoming and experimental company atmosphere boosts both gradual and revolutionary innovation practices that lead to enduring achievements. The research findings show that product and process innovation deliver positive outcomes for sustainable performance because organizations should invest in new product creation and operational advancement. Industrial adaptability functions as a moderator that affects how technological innovation leads to sustainable performance outcomes. Flexible and responsive behavior of SMEs toward industrial changes plays a critical role in enhancing technological innovation effectiveness toward sustainable business growth. The relationships between innovation and SME performance and adaptability are explained by three theoretical constructs: Dynamic Capabilities Theory, Resource-Based View Theory and Absorptive Capacities Theory. Each framework shows SMEs how they should use their internal resources and external knowledge elements to maintain a path of sustainable growth. The study offers important findings which benefit Southwest Nigeria policymakers and both business leaders and stakeholders working in the region. Knowledge of technological innovation combined with industrial adaptability and small business performance will enable stakeholders to create powerful strategies that fuel SME development within the region to build economic sustainability. This research adds new empirical and theoretical information about factors impacting sustainable small and medium enterprise performance within Southwest Nigerian markets. The combination of innovation and technological adoption with adaptability capabilities enables SMEs to reach enduring success which benefiting the regional economic growth.
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    AUDIENCE KNOWLEDGE, ATTITUDES AND PRACTICES OF THE 2023 NIGERIAN DATA PROTECTION ACT
    (Covenant University Ota, 2025-04) OKOH PRECIOUS OKEOGHENE; Covenant University, Thesis
    This study explores public awareness, attitudes and practices of the 2023 Nigerian Data Protection Act (NDPA). With the increasing importance of data privacy in the digital age, the NDPA was introduced to safeguard the personal data of Nigerian citizens. However, the effectiveness of the law depends largely on public understanding and compliance. This paper grounded on Agenda setting and Knowledge gap theory, aims to assess the level of awareness and perceptions surrounding the NDPA among students. A survey was conducted amongst undergraduates and postgraduates from Covenant University, Ogun state. Based on the 400 surveyed respondents, 27.5% have witnessed NDPA-related content through this information platform, with the remaining primarily found on social media (75.7%). Prior to the survey, only about a third (33.2%) were aware of the Act. Respondents generally lacked confidence in the effectiveness of the Act, with 41.6% not sure that it could adequately protect personal data. The results underscore the need for targeted awareness campaigns and clearer communication strategies to enhance public engagement with the NDPA. This paper provides critical insights for policymakers, civil society organizations, and businesses aiming to improve compliance and protect personal data in Nigeria.
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    PUBLIC SECTOR EXPENDITURE AND AGRICULTURAL PRODUCTIVITY IN NIGERIA
    (Covenant University Ota, 2025-03) DUL, SOLOMON FANKUN; Covenant University, Thesis
    The agricultural sector has been known to be the backbone of the Nigerian economy ever since the discovery of crude oil in commercial quantity. The sector’s contribution to Gross Domestic Product is 24 percent, 70 percent to total employment and 12 percent from foreign exchange earnings. The Federal Government of Nigeria changes the direction of its expenditure from agriculture to crude oil over time, relegating agriculture to the background. As a result of the challenge of the neglect of agriculture, the researcher must investigate public sector expenditure on agriculture and its effect on agricultural productivity in Nigeria. The study adopts Augmented Dickey-Fuller (ADF) and autoregressive distributed lag (ARDL) for the test estimation for short-run and long-run relationships between the dependent and independent variables, using time series data obtained from the Central Bank of Nigeria (CBN), National Bureau of Statistics (NBS), Federal Ministry of Agriculture and Rural Development (FMARD) and United Nations Conference on Trade and Development (UNCTAD). The findings of the study reveal that ACEXD has a positive and significant co-efficient impact of 0.003966 on AGPO in Nigeria for the long-run relationship. AREXD has a negative and significant co-efficient impact of 0.003805 on AGPO in Nigeria for the long-run relationship. The result of ATEXD shows a positive and significant co-efficient impact of 0.948588 on AGPO. AVAPW has a negative but insignificant co-efficient impact of 0.002075 on AGPO. INTR has a positive but insignificant co-efficient impact of 0.002546 on AGPO. EXVAL has a negative and significant co-efficient impact of 0.008628 on AGPO. CRAGR to DMBs has a positive but insignificant co-efficient impact of 0.001758 on AGPO. EFFRA of public sector expenditure has a positive and significant co-efficient impact of 0.959348 on AGPO in Nigeria. The study, therefore, recommends that the government and other stakeholders in agriculture invest more in technology and innovation in agriculture and increase budget allocation to agriculture in line with the stipulation of the Comprehensive African Agricultural Development Programme (CAADP) and Food and Agricultural Organization (FAO), Government to have engagement with agricultural stakeholders, government to review agricultural policies and programmes, and government to invest in human capital in agriculture.