http://hdl.handle.net/123456789/46 Mon, 06 Apr 2026 13:38:43 GMT 2026-04-06T13:38:43Z http://hdl.handle.net/123456789/2368 INTEGRATED MARKETING COMMUNICATION AND CONSUMER PATRONAGE OF SELECTED TELECOMMUNICATION SERVICE PROVIDERS IN THE SOUTH WEST, NIGERIA ADEBIYI, RASHEED ADEMOLA The telecommunication industry is characterised by intense competition, which requires the deployment of creative and innovative Integrated Marketing Communication (IMC) tools by service providers to attract new and retain existing subscribers. Previous studies have examined how telecommunication service providers in Nigeria, particularly the Global System for Mobile Communication carriers, have employed individual marketing communication tools for consumer patronage and loyalty, with little attention paid to the integration of the tools they adopt to facilitate continuous consumer subscription. This study was, therefore, designed to examine the use of IMC tools by MTN and GLO, with a view to determining how its adoption influenced consumer patronage of the service providers in the South West, Nigeria, a zone with the largest subscribers. George Homans’ Social Exchange and William McGuire’s Information Processing theories were adopted as the framework, while the mixed methods of QUAN+qual triangulation design was employed. The purposive sampling technique was used to select MTN and GLO, based on their leading capacities in terms of market share, and five state capitals in the South West, Nigeria. Using the convenience sampling technique, a Consumer Patronage Questionnaire was administered to 631 subscribers of MTN and GLO in Abeokuta (127), Ado-Ekiti (126), Akure (126), Ibadan (126) and Osogbo (126). Ten focus group discussion sessions were held with subscribers across the five metropolis. Key informant Interviews were conducted with each of the marketing communication managers of the two service providers. Quantitative data were subjected to descriptive statistics, while qualitative data were analysed using theme building and explanation. Five major integrated tools of marketing communication for inducing consumer patronage were identified: advertising, direct marketing, public relations, personal selling and sales promotion. The marketing communication campaigns of the service providers had peculiar anchors in their messaging. While MTN leverage product availability, GLO built its brand around pricing (tariff plans and billing systems). Subscribers of both service providers were aware of the deployed marketing communication tools. However, subscribers of GLO were more aware of the service providers’ IMC tools (M=4.18, SD=.752) than the subscribers of MTN (M=3.96, SD=1.021). The service providers extensively communicated with the consumers through radio jingles, television commercials and short message service. Respondents rated MTN (84.0%) higher than GLO (60.0%) based on their innovative marketing communication strategies in reaching consumers. Subscribers opined that the marketing communication tools employed by the service providers offered relevant information that resonated with their brand offerings. However, direct marketing, advertising and sales promotion were considered more influential than public relations and personal selling in driving continuous patronage of the two service providers. Besides the use of IMC tools, subscribers identified better quality of service by service providers for the attraction of new and retention of existing customers. The integrated marketing communication tools employed by MTN and GLO, as well as the quality of service, positively influenced consumer patronage of the brands in the South West, Nigeria. Mon, 01 Nov 2021 00:00:00 GMT http://hdl.handle.net/123456789/2368 2021-11-01T00:00:00Z http://hdl.handle.net/123456789/2248 INFLUENCE OF INFORMATION SOURCES ON KNOWLEDGE, ATTITUDE AND PRACTICE OF EXCLUSIVE BREASTFEEDING AMONG NURSING MOTHERS IN OGUN STATE, NIGERIA THANNY, Noeem Taiwo Exclusive Breastfeeding (EB), the feeding of infants with breastmilk only in the first six months of life, is a determinant of nutritional status of children and an enhancement of nursing mothers’ health. Previous studies in communication of breastfeeding messages have focused on their optimisation with interest in nursing mothers’ practice. However, there is a dearth of literature on the connection between sources of nursing mothers’ information on EB and practice. This study was, therefore, designed to examine the sources of EB information available to Nursing Mothers (NMs) in Ogun State, with a view to establishing the influence of these sources on NMs’ knowledge of, attitude to and practice of EB. Theory of Planned Behaviour and the Elaboration Likelihood Model were used as the framework, while the mixed methods design was adopted. Six Local Government Areas (LGA): Ado Odo/Ota, Yewa North, Abeokuta South, Odeda, Sagamu and Odogbolu (two LGAs per Senatorial District SD), were purposively selected for having the highest and lowest numbers of health facilities in each SD. Six hundred NMs, 100 per LGA were selected from five health facilities in each local government. Two focus group discussions were conducted with 10 NMs each in two Primary Health Centres. Key informant interview was also conducted with the Chief Nutrition Officer of the State Primary Health Care Board (SPHCB). Quantitative data were analysed using descriptive statistics, while qualitative data were subjected to constant comparative analysis. Information sources available to NMs include health workers (doctors, nurses, and community health extension workers CHEW), mass media (radio and television), advocacy groups, interactions with friends, parents/parents-in-law and community leaders. Most NMs derived their EB information from health workers (85.5%). Other NMs derived EB information from parents/parents-in-law (78.5%), radio (64.8%), television (56.7%), interactions with friends (50.7%) and advocacy groups (30.8%). Knowledge of EB was above average among NMs as 53.8% of NMs believed all they needed to give their infants in the first six months were breastmilk and prescribed drugs. Attitude towards EB was positive as 86.4% of NMs believed that in spite of their ability to afford baby formula, they still preferred EB because it was good for their babies’ health. Practice of EB among NMs was, however, low as NMs’ continuation of EB dropped from 50.9% after two months to 45.3% after three months. The Nutrition Officer of the SPHCB confirmed that EB practice in the State was at 30.6% which was above the national average of 17% due to the quality of information being provided. Sources of information had limited influence on the practice of EB among NMs because they admitted that their work schedule determined the extent of EB practice. Sources of information on exclusive breastfeeding among nursing mothers in Ogun State have strong influence on knowledge and attitude but limited influence on actual practice. Sat, 01 Jan 2022 00:00:00 GMT http://hdl.handle.net/123456789/2248 2022-01-01T00:00:00Z http://hdl.handle.net/123456789/1818 RELATIONAL COMMUNICATION BEHAVIOUR IN GROUP PRENATAL CARE CLINICS IN IBADAN, NIGERIA AJALA, Bukola Christiana Relational communication behaviour in group prenatal care explores the relational interaction between caregivers and pregnant women. Existing studies on group prenatal care in Nigeria have focused on evolving antenatal practices, with little attention paid to the implication of systemic issues for relational communication in the Nigeria group care programme. Therefore, this study was designed to investigate the dynamics of systemic issues in the prenatal care clinics in Ibadan, Nigeria. This was with a view to determining the influence of systemic issues on how pregnant women, nursing mothers and care providers perceived the care quality. Attribution, Systems and Communication Accommodation theories were used as the framework, while the mixed methods design was employed. Eight group prenatal clinics were purposively selected (Jericho Nursing Home, Jericho Specialist, Ring Road Specialist, Maternal and Child Health Apata, Our Lady of Apostles Oluyoro, St. Peters Aremo, Moniya General and Adeoyo Teaching Hospitals). Group prenatal care questionnaire was administered to 355 available pregnant women from June to October, 2018 across the selected hospitals. In-depth interviews were conducted with eight group care nurses, while four sessions of focus group discussion with eight respondents per group, were held across four randomly selected hospitals. Through a 20-item observational checklist, pregnant women and nurses’ verbal and non-verbal behaviours were observed for five months across the sampled hospitals. Quantitative data were analysed using ANOVA at 0.05 level of significance, while qualitative data were content-analysed. Pregnant women at Adeoyo Hospital reported a statistically significant difference [F(3;256) =7.48] in nurses’ rapport, listening [F(3;256)=8.84], informing [F(3;256)=10.38] and feedback skills F(3;254)=2.87]. Conversely, there was no significant difference in nurses’ confirming/disconfirming behaviours at Adeoyo. The Chief Medical Director (CMD) of St. Peters Hospital Aremo noted the hospital’ s location within a cemetery made pregnant women avoid it. Nursing mothers at St. Peters Aremo disagreed with the CMD’ s claims, stressing that their manageable group size contributed to the good relational care. The absence of a feedback checking mechanism in seven of the eight hospitals explains why interviewed caregivers could not determine how feedback modified the conduct of prenatal care. Differences in the administration of prenatal care across the hospitals were based on group size, care provider and situational factors. Rapport building, listening, confirming (acknowledgement and supportive responses), disconfirming (side-talk, conversational dominance and one-sided laughter) and feedback skills were the index of relational communication behaviours. The unmanageable sizes of groups of pregnant women at three hospitals accounted for their inattentiveness and side talk. Providers’ conversational dominance was, however, common across the hospitals. Nursing mothers at two of the hospitals attested to the disconfirming behaviours of nurses. Prevalent systemic issues weakened existing relational communication between care receivers and the nurses in prenatal care clinics in Ibadan, Nigeria. Tue, 01 Feb 2022 00:00:00 GMT http://hdl.handle.net/123456789/1818 2022-02-01T00:00:00Z http://hdl.handle.net/123456789/1816 INFLUENCE OF CRISIS COMMUNICATION STRATEGIES ON STAKEHOLDERS’ PERCEPTION OF DANA AIR REPUTATION AFTER THE 2012 PLANE CRASH NWOGWUGWU, DANIEL IKESINACHI The vulnerability to crisis of the aviation industry requires prompt preparedness to handle a crash at a moment’s notice, especially by providing appropriate and effective communication responses. Previous studies on aviation accidents have focused on strategies employed in the management of crises, with little attention paid to how these strategies have influenced stakeholders’ perception of the airlines’ reputation after the crises. This study was, therefore, designed to examine the Crisis Communication Strategies (CCS) employed by Dana Air to manage the 3 June 2012 plane crash in Lagos, Nigeria, with a view to determining their influence on stakeholders’ perception of the airline’s reputation afterward. The Situational Crisis Communication and Stakeholder theories served as the framework, while the exploratory sequential mixed-methods design was adopted. Stakeholders of Dana Air were stratified into primary and secondary. Key informant interviews were conducted with the following primary stakeholders, who were purposively selected based on their knowledge and expertise on aviation matters: two spokespersons of the Federal Airports Authority of Nigeria, the spokesperson of the Accident Investigation Bureau, two former members of the external public relations agency, a former staff of Dana Air and the aviation editors of four newspapers who covered the incident of the crash. A 12- item questionnaire was administered to 42 available passengers – secondary stakeholders – of Dana Air who had flown with the airline after the crash. In addition, 36 news reports from The Guardian (22) and Punch (14) from 4 to 30 June 2012, the newspapers' coverage period, were analysed. Qualitative data were thematically analysed, while quantitative data were analysed using descriptive statistics. Dana Air employed 10 CCS, which are instructing and adjusting information, confirmation, empathy, commitment/assurance, compensation, victimage, apology, justification, reminder and ingratiation to influence stakeholders’ perception of its reputation after the 3 June 2012 plane crash. Provision of instructing and adjusting information, compensation, commitment/assurance, and communicating with empathy were the frequently employed CCS that portrayed Dana Air as fully responsive and committed to fulfilling the promises made during the crisis. Also, the airline reacted swiftly during the crisis by providing constant information to the public and managed the media fairly by streamlining the release of information through the Corporate Communication Department to avoid ambiguity. Consequently, Dana Air’s license was restored after preliminary investigations revealed nothing wrong with the crashed aircraft. The passengers had a positive perception of the Airline’s reputation based on quality and satisfactory services (91.0%), safety (67.0%) and concern for the risks and safety of flying their aircraft (91.0%). The passengers would patronise Dana Air if they admitted their errors (81.0%) and believed the airline displayed a fairly positive communication competence (52.3%). However, there were low perceptions of Dana Air’s innovation level (38.1%) and awareness of corporate social responsibilities (33.3%). The crisis communication strategies employed by Dana Air in the aftermath of the 3 June 2012 plane crash played a crucial role in the renewed and sustained confidence of the stakeholders in the airline. Tue, 01 Feb 2022 00:00:00 GMT http://hdl.handle.net/123456789/1816 2022-02-01T00:00:00Z