Browsing by Author "Anthony Apeh Amedu"

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    INFLUENCE OF PRODUCT PLACEMENT IN NOLLYWOOD MOVIES ON LEAD CITY UNDERGRADUATES' CONSUMER BEHAVIOUR
    (Lead City University Ibadan, Oyo State, Nigeria, 2024-10) Ayinde Kuburat Adeola; Olamide Oluwayinka Adeyemo; Anthony Apeh Amedu
    The immersive nature of movies, coupled with the subtlety of product placements, creates a unique opportunity to impact the preferences and choices of these young consumers. Understanding how product placement resonates with undergraduates can enable marketers to tailour their strategies effectively, ensuring that brands are not just featured but integrated seamlessly into narratives. Therefore, this study examined the influence of product placement in Nollywood movies on the consumer behaviour of LCU undergraduate students. The study was supported with Hierarchy of Effect Model. The research adopted a correlation survey research design, self-designed questionnaire administered to LCU undergraduate respondents. The study finds out that with a mean score of 3.17 and a standard deviation of 0.43 indicate that on average, students sometimes watch Nollywood movies. Also with overall weighted mean of 2.91 and a standard deviation of 0.39 suggest that, on average, students sometimes experience product placement in Nollywood movies (Weighted Mean= 2.91; SD=0.39; Decision=Sometimes). Furthermore with 62%, the result indicates that product placement in Nollywood movies is a strong predictor of consumer behaviour among LCU undergraduates. The independent variable (product placement in Nollywood) statistically and significantly predicts the dependent variable (consumer behaviour) with F-test of 479.665 which is significant at p=0.000. Based on the findings the study recommends Filmmakers, Marketers should know that when products are creatively infused in Movies and other forms of storytelling it will influence undergraduate consumer behaviour towards products/Brands and Filmmakers and marketers looking to effectively introduce brands through product placement should seek more creative ways to infuse it into the storyline.
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    REVISITING THE ACCOUNTABILITY ROLE OF THE MEDIA IN CONTEMPORARY NIGERIA
    (International Journal of Research in Humanities, Arts and Literature (IMPACT: IJRHAL), 2022-02) Waheed Bayonle Busari; Anthony Apeh Amedu
    Section 22 of the 1999 Nigerian Constitution (Amended) states that “the press, radio, television and other agencies of mass media shall at all times be free to upload the foundational objectives contained in the Chapter 2 of the constitution and uphold the responsibility and accountability of the government to the people.” From the forgoing, this paper seeks to examine the role of the media in promoting accountability in governance looking at some factors such as environment, technological innovation, legal system and media regulation. Social Responsibility theory served as a building block for this study. The study adopted qualitative approach, adopting focus group discussion (FGD) using 12 journalists from 12 different media houses based in Ibadan, Oyo State. Results obtained were analyzed and presented in Percentage tables. Findings showed that the environment was not favourable in terms of societal and welfare of journalists, likewise the legal regulations being introduced every day have the tendency to affect the effectiveness of the media in holding the government accountable. The study recommends that journalists and media professionals should always have in mind the social responsibility function of the media and their place at the Fourth Estate of the realm as the citizens wait on them to provide check and balances on the government for the purpose of accountability.