CELEBRITY ENDORSEMENT AND CONSUMER BUYING BEHAVIOUR TOWARDS TELECOMMUNICATION SERVICES

This study examined the influence of celebrity endorsement on consumer buying behaviour towards telecommunication services. It sought to determine the influences of celebrity credibility, celebrity attractiveness and celebrity popularity on consumer buying behaviour towards telecommunication services. Exploratory research design was adopted. Primary data were obtained from 133 telecommunication service subscribers using a structured questionnaire. Data analysis was done using descriptive statistics and multiple linear regression was adopted for hypotheses testing. The study found that celebrity popularity (? = .430; p-value = 0.000 < 0.05) had the highest significant positive influence on consumer buying behaviour towards telecommunication services, followed by celebrity credibility (? = .357; p-value = 0.000 < 0.05) and celebrity attractiveness (? = .215; p-value = 0.002 < 0.05). Therefore, it was concluded that celebrity endorsement has a significant positive influence on consumer buying behaviour in the context of telecommunication services. Consequently, pertinent recommendations were made for possible implementation by industry practitioners. Keywords: Celebrity Endorsement, Consumer Buying Behaviour, Telecommunications, Consumer Persuasion Mode

SOCIOLOGICAL FACTORS AND CONSUMER BUYING BEHAVIOUR TOWARDS FASHION CLOTHING

This study focused on sociological factors and consumer buying behaviour towards fashion clothing. It was carried out to determine the effects of family, peer group, reference group and culture on consumer buying behaviour towards fashion clothing. The study adopted cross-sectional survey research design. A structured questionnaire was used to obtain primary data from 185 consumers of fashion clothing. Data analysis was done using descriptive statistics, while hypotheses testing was done using multiple linear regression. Consequently, the findings of the study revealed that culture (? = .507; p-value = 0.000 < 0.05) had the highest significant positive effect on consumer buying behaviour towards fashion clothing, followed by family (? = .244; p-value = 0.000 < 0.05), reference group (? = .238; p-value = 0.000 < 0.05) and peer group (? = .085; p-value = 0.005 < 0.05). The study concluded that sociological factors are key determinants of consumer buying behaviour towards fashion clothing and made practical implications to that effect. Keywords: Sociological factors, Consumer Buying Behaviour, Fashion Clothing, Social Influence Theory

Shadow banking and micro-, small and medium scale enterprises: A municipal assessment in Nigeria

Shadow banking is usually considered as offering financial and financial-related support outside of the mainstream conventional financial system. The biggest issue facing micro-, small, and medium-sized businesses (MSMEs) in Nigeria is the inconveniences and challenges associated with obtaining funds or credit from conventional banks, which encourages remote business operations and small-scale expansion. Thus, shadow banking activity is still widespread among MSMEs in Nigeria. This study used MSMEs operating in the Marian and Watt markets to analyze the impact of shadow bank interest income, savings products, and loans on the performance of MSMEs. A systematic Likert scale questionnaire was given to a group of 160 people, with 157 questionnaires duly returned. The survey research design was adopted, while the SPSS software was used to analyze the data acquired. As such, shadow banking interest income has a non-significant positive impact (0.022%) on the performance of MSMEs in Calabar metropolis; shadow banking savings products have a negative but significant impact (–0.160%) on MSME performance in Calabar metropolis, while shadow banking loans have a positive and significant effect (0.194%) on micro-, small, and medium-scale firm performance in Calabar metropolis. The study concluded that shadow bank operators should ensure that their service costs are standardized and supplied at affordable rates to attract MSMEs to patronize them for more successful business operations

Factors Influencing the Adoption of Mobile Apps Among Young People in Nigeria. A Study of University of Uyo Students

This study focused on the factors influencing the adoption of mobile apps among young people in Nigeria. The survey research design was adopted and a structural questionnaire was used to collect primary data from 208 undergraduate students of University of Uyo, Akwa Ibom State. The demographic data of the respondents were analyzed using descriptive statistics, while simple regression was used in testing the hypotheses. The results showed that each of the four factors examined – performance expectancy, ease-of-use, social influence, and facilitating conditions – has significant influence on the adoption of mobile apps. Based on the findings, it was recommended that developers and marketers of mobile apps should consider and prioritize these four factors when targeting young consumers in Nigeria.  Keywords: Mobile apps, social influence, ease-of-use, performance expectancy and mobile market DOI: 10.7176/EJBM/14-3-07 Publication date: February 28th 202

Effect of Promotional Mix on the Marketing of Insurance Services

This study was on the effect of promotional mix on the marketing of insurance services. It aimed to examine the effects of advertising, personal selling, public relations, and direct marketing on the marketing of insurance services. A cross-sectional survey research design was adopted. Primary data were obtained from 182 employees of four (4) insurance companies using a structured questionnaire. The hypotheses developed for the study were statistically tested using inferential statistics (multiple linear regression) in the Statistical Package for the Social Sciences (SPSS 23). Consequently, it was found that advertising, personal selling, and direct marketing had significant positive effects on the marketing of insurance services, while public relations had a negative and non-significant effect on the marketing of insurance services. Therefore, the study concluded that the marketing of insurance services could greatly be improved through the implementation of promotional mix strategies such as advertising, personal selling, and direct marketing

Service quality delivery and consumers’ choice of fast-food outlets

This study examined the effect of service quality delivery on consumer’s choice of fast foods outlets. Cross-sectional survey research design was adopted. Primary data was collected from respondents using structured questionnaire. Simple regression in the Statistical Package for Social Science (SPSS) was adopted to analyze the data collected. Consequently, it was found that service tangibility, reliability, responsiveness, assurance and empathy had significant effects on consumer’s choice of fast foods. Thus, it was recommended amongst others, that fast food outlets should be more responsive to consumers’ service requirements by rapidly eliciting and resolving consumers’ enquiries and complaints; consistently deliver fast, strong and reliable service; ensure their personnel treat consumers with politeness and consideration at every point of service encounter and constantly seek ways to offer freshness in order to remain relevant in the market place

Trade sales promotion and distributors’ performance of fast-moving consumer goods (FMCGS)

This study examined trade sales promotion and distributors’ performance of fast-moving consumer goods (FMCGs). It was carried out to establish the effects of trade allowance, dealers’ contest and rebate on distributors’ performance with special reference to fast-moving consumer goods. The study adopted survey research design. The sampling technique adopted was judgmental sampling. Primary data were obtained from 218 retailers and wholesalers of fast-moving consumer goods using a 5-point Likert scale questionnaire. The hypotheses developed for the study were tested using simple linear regression. Consequently, it was found that rebate had the highest significant positive effect on distributors’ performance, while trade allowance and dealers’ contest had the second and third-highest significant positive effects on distributors’ performance of FMCGs respectively. Therefore, the study concluded that trade sales promotion strategy has a significant positive influence on distributors’ performance in the context of fast-moving consumer goods (FMCGs). The study also made practical and theoretical implications for further research