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All Journal EDUMALSYS Journal of Research in Education Management International Journal of Humanities, Education, and Social Sciences
Ugande, Anthony
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Religion Humanities Decision Sciences, Operations Research & Management Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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Influence of Big Brother Naija Reality Television Show on the Social Behaviour of Mass Communication Undergraduates of Selected Universities in the North Central, Nigeria Adepeju, Adenekan Sofiat; Rabiu, Muhammad S.; Ugande, Anthony
International Journal of Humanities, Education, and Social Sciences Vol 3 No 3 (2025): International Journal of Humanities, Education, and Social Sciences
Publisher : Darul Yasin Al Sys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/ijhess.v3i3.7386

Abstract

This study investigates the influence of the Big Brother Naija (BBN) reality television show on the social behaviour of mass communication undergraduates at Bingham University, Karu, and the University of Abuja in Nigeria’s North Central region. The objectives were to assess students’ level of exposure to BBN and to examine how the show shapes their social behaviour. The research was grounded in the Uses and Gratification Theory and Cultivation Theory, and employed a survey method using questionnaires administered to a convenience sample drawn from a combined student population of 5,123 (1,900 from Bingham University and 3,223 from the University of Abuja). Findings reveal a high level of exposure to BBN among the respondents, indicating active engagement and widespread viewership. However, students consistently reported that the show lacks cultural enrichment, viewing it as failing to contribute positively to cultural values and norms. The study concludes that although BBN commands strong viewership, its perceived cultural impact is limited, and it recommends that television program producers and regulatory bodies reconsider content strategies to enhance cultural relevance. By highlighting the tension between audience engagement and cultural value, this research provides a foundation for future studies on the relationship between reality television, cultural norms, and social behaviour.
Endorsement in Advertising Indigenous Products and Patronage of Innoson Motors and Dangote Cement Brands in FCT, Abuja Mgbede, Efu; Kente, J. S.; Ugande, Anthony
EDUMALSYS Journal of Research in Education Management Vol 3 No 3 (2025): EDUMALSYS Journal of Research in Education Management
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/edumalsys.v3i3.7403

Abstract

This study investigates the role of endorsement in advertising indigenous products, focusing on consumer patronage of Innoson Motors and Dangote Cement brands in Abuja, Federal Capital Territory (FCT). Anchored on the Hierarchy of Effects Model, the research employed a survey design with a population of 3,840,000 and a sample size of 400 respondents, using questionnaires as the primary instrument of data collection. The findings reveal that 59% of respondents consider celebrity endorsement effective in promoting indigenous products by enhancing brand popularity, increasing patronage, and fostering a sense of pride in supporting locally made goods. Additionally, the study highlights that multiple factors shape consumer perceptions of indigenous products endorsed by celebrities. The study concludes that public trust in celebrities significantly influences consumer choices, with endorsement often translating into increased patronage. It recommends that celebrities engaged as brand ambassadors should maintain credibility and avoid scandals to preserve positive brand perception and strengthen consumer confidence in indigenous products.
Co-Authors Adepeju, Adenekan Sofiat Kente, J. S. Mgbede, Efu Rabiu, Muhammad S.