Department of Mass Communication

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    LAWS OF WAR AND MILITARY ENGAGEMENTS: A STUDY OF INTERNAL SECURITY OPERATIONS IN NIGERIA
    (Covenant University Ota, 2025-08) SUNDAY, Victor Henry; Covenant University Dissertation
    This study investigates the impact of Lafarge Africa Plc’s corporate community relations on local development in Ewekoro, Ogun State, Nigeria. As corporate social responsibility (CSR) becomes increasingly important in industrial communities, the research evaluates how Lafarge’s initiatives align with stakeholder expectations across four key areas: education, health and safety, economic empowerment, and infrastructure. The study used a mixed-methods approach to gather data through structured questionnaires, interviews, and focus group discussions in four host communities—Itori, Papalanto, Oke-Oko-Egbado, and Olapeleke. Participants were selected to reflect diverse stakeholder groups across Lafarge’s CSR pillars. Quantitative data were analysed using SPSS, while qualitative responses were examined thematically. Findings reveal that while Lafarge’s efforts have improved infrastructure and contributed to community stability, significant gaps remain in education, healthcare, empowerment, and inclusive communication. Many residents feel excluded from decision-making, and projects are often perceived as short-term or misaligned with pressing community needs. Anchored in Stakeholder Theory and Social Responsibility Theory, the study underscores the need for transparent, participatory, and context-driven CSR. It contributes to CSR literature in Nigeria’s cement industry and offers practical recommendations for improving inclusion, trust, and development outcomes in corporate-community engagement.
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    ASSESSMENT OF CRISIS COMMUNICATION AND SOCIAL MEDIA USAGE FOR CRISIS MANAGEMENT: A STUDY OF FLUTTERWAVE AND PAYSTACK
    (Covenant University Ota, 2025-08) NWITE, Juliet Ngozi; Covenant University Dissertation
    This study assessed crisis communication and social media usage for crisis management in the Nigerian Fintech sector, focusing on Flutterwave and Paystack. Guided by the Situational Crisis Communication Theory and the Social-Mediated Crisis Communication Model, the research adopted a mixed-methods approach, combining a cross-sectional survey of 400 respondents with descriptive content analysis of official crisis-related communications from the two companies. The objectives were to examine the extent of social media utilization for crisis management, identify the strategies employed, evaluate the influence of social media use on public reaction, and analyze public complaints regarding crisis communication on social media. The findings revealed that both Flutterwave and Paystack actively used social media platforms, particularly X (formerly Twitter), during crises. Flutterwave’s communication was characterized by frequent, real-time updates and direct engagement, while Paystack adopted a more measured approach with fewer but more detailed updates. Timeliness, transparency, and interactive engagement emerged as significant factors influencing public trust and perception. However, common complaints included delayed responses, insufficient detail in updates, and perceived lack of empathy in crisis communication. The study concludes that effective use of social media is essential for Fintech crisis management, as it directly impacts stakeholder trust and brand reputation. The study recommends enhancing real-time communication capacity, ensuring consistency of messages across platforms, integrating empathy and transparency into crisis communication, and using public sentiment analysis to refine crisis strategies. The research contributes to existing knowledge by providing empirical evidence on Fintech crisis communication in Nigeria, extending theoretical applications of SCCT and SMCC to an African context, and offering practical strategies for improving corporate crisis responses in the digital era.
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    DEEPFAKES IN NEWS SOURCING: A STUDY OF LAGOS JOURNALISTS’ KNOWLEDGE, ATTITUDES AND PRACTICES
    (Covenant University Ota, 2025-08) OLUWAGBILE, Dabira Precious; Covenant University Dissertation
    The increasing prevalence of deepfakes; artificially generated videos, images, and audio, poses a substantial threat to news sourcing and the credibility of journalistic practice. This study critically examines the knowledge, attitudes, and practices of journalists in Lagos, Nigeria, concerning deepfakes, with the objective of assessing their levels of awareness, perceived ability to identify deepfakes, and experiences confronting such content in professional contexts. Utilizing a quantitative approach, data were collected from 400 journalists drawn from print, radio, television, and online platforms in Lagos, Nigeria. For the quantitative approach, four news gatekeepers were also interviewed. Analysis reveals high levels of awareness (93.5%) and self-reported confidence in identifying deepfakes (93%), yet exposes notable gaps in technical knowledge and a lack of clear distinction between deepfakes and other misinformation forms. The study recommends sustained training, the integration of deepfake detection skills into professional development and newsroom policy, and investment in technological tools to enhance detection and verification practices. These measures are vital to safeguarding journalistic integrity in an evolving digital information landscape.
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    ASSESSING CONSUMER SHOPPING AND CYBER PROTECTION ON E-COMMERCE BRANDS
    (Covenant University Ota, 2025-07) AKINOLA, Mobolaji Nifemi; Covenant University Dissertation
    This paper examines the consumer shopping behavior and cyber protection in the evolving ecommerce industry in Nigeria, especially in Lagos State. With online retail growing at an increasing pace, issues regarding data security, trust and digital fraud have been raised, particularly within the context of informal and social commerce. The research investigates how consumers navigate these concerns, the cybersecurity measures adopted by e-commerce brands, and how these factors influence trust and purchase decisions. Using a mixed-method approach, the study employs both survey results and qualitative inquiry to evaluate security measures among consumers, safety functions offered by the brands, and the reaction of consumers to the internet threats. Results indicate that, though most consumers understand some fundamental security measures, there are some holes in cybersecurity literacy, particularly among non-techsavvy users. Brands, though increasingly proactive, often fail to effectively communicate their safety protocols. Based on the research findings, the report concludes that digital trust is not based on technology only but on transparency, user education, and a consistent security message. Recommendations include enhancing digital literacy, implementing more user-friendly safety signals, and enforcing clearer data protection policies to strengthen consumer confidence
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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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