Browsing by Author "Odunlami Olusegun Abimbola"

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    Clicktivism and the #EndBadGovernance Campaign in Nigeria: Analyzing the Impact of Digital Activism on Political Mobilization
    (Faculty of Social Sciences, Enugu State University of Science And Technology, 2024) Oluyemi Abimbola Adekemi; Odunlami Olusegun Abimbola; Gbadebo Saeed Adetola
    This study aimed to assess the effectiveness of clicktivism as a tool for political engagement in the #EndBadGovernance movement in Nigeria, addressing the challenges of sustaining civic participation and achieving tangible political outcomes through digital activism. Anchored on Habermas’ public sphere theory and Castells' network society theory, the study employed a survey design by focusing on social media users in Ado-Odo/Ota Local Government Area of Ogun State - a region characterised by its high population density and active online political discourse. A sample size of 384 respondents, determined through the use of Cochran’s formula, was selected through purposive sampling to capture those actively engaged in online activism. Data collection was conducted via structured questionnaire administered through google forms, and the analysis utilised descriptive statistics. The findings revealed that while clicktivism significantly enhances political engagement and awareness, its impact on long-term civic participation and political change is mixed, with notable concerns about inclusivity. The study concludes that clicktivism is most effective when combined with traditional activism. The study recommended, among others that, activists and organisers should develop strategies that move beyond online engagement, integrating digital actions with on-the-ground efforts to ensure that clicktivism leads to tangible political changes; and that, efforts should be made to reach and involve a more diverse demographic, particularly those in rural areas and older generations, by providing digital literacy training and expanding access to technology.
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    Deceptive Advertisement and Consumer Patronage of Household Products (A Study of Selected Nigerian Detergents)
    (RUJMASS, 2024-12) Odigie Joseph Dayo; Odunlami Olusegun Abimbola; Oluyemi Abimbola Adekemi
    Deceptive advertising has become a critical concern in Nigeria's detergent market, as it erodes consumer trust and influences purchasing behaviour. This study, grounded in the elaboration likelihood model (ELM), investigated consumer perceptions of deceptive advertising and its impact on patronage within the Nigerian detergent market with special focus on Ifo Local Government Area, Ogun State. The study adopted descriptive survey research design, with a sample of 384 detergent consumers selected through convenience sampling from a population of 539,170. A structured questionnaire was used to gather data on consumers' experiences with deceptive advertisements, and the results were analysed using SPSS and Chi-Square analysis was also done to show the relationship between the consumer trust, consumer loyalty and deceptive advertisement. The findings revealed a significant number of consumers perceived detergent advertisements as misleading, particularly regarding product effectiveness and celebrity endorsements. The study concluded that deceptive advertising negatively affects consumer trust and loyalty, and calls for greater transparency in marketing practices. The study recommended, among others, that regulatory bodies enforce stricter advertising guidelines and that advertisers and manufacturers should prioritise honest and transparent promotional practices.
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    Social Media and the Rebranding of Nigeria Police: Taming ‘the Guns’ and ‘the Gunners’
    (GVU journal of management and social sciences., 2024) Odigie Joseph Dayo; Odunlami Olusegun Abimbola
    The Nigeria Police Force (NPF) has historically struggled with public mistrust, thus, creating the needfor rebranding efforts to improve transparency, trust and community relations. This study aimed toexamine the role of social media in reshaping the NPF’s public image from a traditionalenforcement/policing model to a community-friendly institution. Anchored on agenda-setting and socialidentity theories, survey research design was used, with a sample of 384 residents determined viaCochran’s formula from a population of 526,565 in Ado-Odo/Ota Local Government Area, Ogun State,while participants were selected through simple random sampling technique. Data were collectedthrough structured questionnaire, with descriptive analysis revealing that social media significantlyimproves public trust and accountability, despite challenges related to resources and legal restrictions.The study concluded that social media is a valuable tool in transforming police-public relations inNigeria. The study recommended enhanced digital training for officers, sustained transparency-drivensocial media updates and the mitigation of operational constraints