2 research outputs found
A SWOT Analysis of Indigenous Language Use in Agricultural Radio Programming in Nigeria
This chapter investigates the strengths, weaknesses, opportunities, and threats of indigenous
language use in agricultural radio programming in Nigeria within the theoretical frame of
diffusion of innovations as well as the theory of planned behaviour. This discourse affirms
existing assertions that using indigenous languages in agricultural radio programming can
guarantee farmers' access to information on issues of agro materials, utility applications, support
accessories, funding, technology, conservation, marketing, and pedagogy. The study concludes
that indigenous language use in agricultural radio programming engages agricultural programme
producers and farmers through their opinion leaders. It recommends that the use of indigenous
languages in agricultural radio programming in Nigeria should continue. However, the country's
agro policy should protect all farmers irrespective of cultural or ethnic divides; and specifically
cater to the needs of minority ethnic groups of farmer
The effect of celebrity endorsements on consumers' buying behavior in South West Nigeria
Advertisers engage celebrities to endorse their products. This chapter hinges on the meaning transfer theory of McCracken that says that celebrity image can be transferred to items that users buy. Using the survey method, this work examined if celebrity endorsements affect buying. Copies of the questionnaire were administered on 1,516 residents drawn from urban, suburban, and rural areas of Lagos and Ogun States, Nigeria. The Pearson correlation found positive relationships between celebrity endorsements and buyers' decisions. The tests show that celebrity endorsements influence the purchase decisions of the residents, and these buyers' avoidance of a product is more clearly influenced by celebrity endorsements. People buy products because of the celebrities that endorsed them. However, some respondents, especially those in the rural areas, were not as influenced into buying these products as are those from the urban and sub-urban areas. It is advised that advertisers pursue other avenues to draw patronage from this area