Papers by Anthony Okoeguale
An Analysis of Nigerian Creative Industries: Spotlight on Advertising
Journal of African Films & Diaspora Studies, 2024
This article indicates that Nigeria's creative industries possess significant capacity and global... more This article indicates that Nigeria's creative industries possess significant capacity and global reckoning, considering their extant contributions. In light of the previous, the paper assesses Nigeria's creative industries by exploring the advertising subsector and argues that despite its global presence, the country is yet to attain the teeming capabilities of its creative sphere. Like other industries in
Nigeria, the advertising industry has opportunities and challenges, some of which have persisted for decades. Following its role as a significant contributor to Nigeria's creative space, there needs to be more studies that highlight the opportunities and challenges, as existing studies on the topic are scant. This study highlights advertising industry challenges and proposes solutions while identifying prospects. As a result, the study contributes to advertising discourse by filling the void mentioned above. This paper also provides much-needed discussion about the advertising industry in developing countries, which can improve knowledge development in advertising education.
Is the Press Being Suppressed? Reimagining the Status of Media Policy in Nigeria
Journal of African films and Diaspora Studies (JAFDIS), 2023
The United Nations Sustainable Development Goals (UNSDG) will serve as a yardstick
for evaluatin... more The United Nations Sustainable Development Goals (UNSDG) will serve as a yardstick
for evaluating countries and organisations in the coming years. Interestingly, the relevant
stakeholders worldwide know their responsibilities and are working to achieve the
objectives. Given the institutional nature of the media, the sixteenth UNSDG—peace,
justice, and strong institutions—is imperative in the media landscape. Media policies
significantly impact the development of a country's media landscape. In Nigeria, the
government's recent attempt to review the media policy appears to lack the support of the
press. This study revisited the status of media policy in Nigeria to outline its history and
inhibitors. Semi-structured interviews served as the study's research method. The paper
suggests that unstable polity, the absence of a specific national ideology, and
communication breakdowns impede media policy in Nigeria.
Nature of Nigerian Creative Economy: A Review of the Nigerian Film and Music Industry
Journal of African films and Diaspora Studies (JAFDIS), 2022
Among stakeholders, there is general acknowledgement of the creative industry's
potential as a s... more Among stakeholders, there is general acknowledgement of the creative industry's
potential as a significant contributor to the global economy. Although Nigeria has
made some strides in contributing its cultural products to the global creative
economy, Africa can be said to have contributed a negligible quota. This study
explored the existent conceptions of creative industries while examining the
nature of Nigeria's creative economy. To achieve contextual relevance, the study
conducted a conceptual and empirical review of creative industries, Nigeria's film
and music industries. The study concluded that Nigeria's creative economy has
immense potential that can be harnessed for national development. Furthermore,
stakeholders have to be involved in providing the needed support to facilitate the
vitality of the Nigerian creative industries.
HONG KONG JOURNAL OF SOCIAL SCIENCES, 2021
Although Nigeria has gained some marginal stride in its fight against corruption, there are still... more Although Nigeria has gained some marginal stride in its fight against corruption, there are still some significant
milestones yet to be attained. The role of the press as the watchdog of society in this fight is undeniable. In light of
the need for continuous assessment of the media‟s performance, this study investigated the newspaper coverage of
the Abdulrasheed Maina case. The Guardian Newspaper and The Daily Trust Newspaper were selected and contentanalyzed to assess how the news around the case was framed. Primary data were collected from all the editions of
these newspapers, accounting for seven weeks, and covered 98 newspapers. The unit of analysis included the story
categories of the Abdulrasheed Maina case were examined as News stories (Headlines). The framing theory and
watchdog model formed the theoretical framework. While the content analysis was employed to investigate the
tonality of the news content, critical discourse analysis assesses the linguistic style used by both newspapers, thus
determining their ideological position. The research findings showed disparities in the tonality of reportage for both
newspapers, although proprietary or regional influences did not affect their ideological position. This research
novelty is in using content analysis and critical discourse analysis to analyze the news contents of a national and
regional newspaper.
HONG KONG JOURNAL OF SOCIAL SCIENCES, 2021
In the business world, iconic brands are regarded as market leaders that define the growth and de... more In the business world, iconic brands are regarded as market leaders that define the growth and development of industries. This study explored the existent formulation of brand iconicity and examined its efficacy for promoting business sustainability. For contextual relevance, the study conducted a conceptual and empirical review on brand communication, brand management, brand iconicity, and business sustainability. The study concluded that companies should strive to build brands to the level of iconicity to remain relevant, successful, and sustainable in the world of competition. Furthermore, brands should strengthen their values, vision, and brand architecture to enhance brand iconicity in business. This research novelty is on the brand iconicity approach to the facilitation of business sustainability with a significant focus on the product categories and relationship with consumers.
Italian Sociological Review, 2024
Over the past two decades, iconic brands have garnered considerable attention due to their status... more Over the past two decades, iconic brands have garnered considerable attention due to their status as ideal brands. Although several studies have addressed cultural branding as a management tool for iconic brands, relatively limited literature has empirically examined iconic brands in socioeconomic contexts. As far as Nigeria is concerned, little research is related to the previous discourse. Consequently, the study investigated the socioeconomic contexts influencing iconic brands in Nigeria. The methodology involved using inductive thematic analysis to investigate selected companies' annual reports and interview transcripts from top management officials. The sampling techniques were purposive with a theoretical undertone. The study identified the following socioeconomic contexts-insecurity, poor infrastructure, volatility of the economy, resilience, value co-creation, and communicative anchor of brand management. In addition, this study explored selected iconic corporate brands in the Nigerian environment, thereby enhancing the ongoing dialogue on product and service branding in other national contexts.
Academic Journal of Interdisciplinary Studies, 2023
In the social world, brand value co-creation is described as an essential activity of market lead... more In the social world, brand value co-creation is described as an essential activity of market leaders that defines
the growth and development of industries. This study explores the existing conceptualisation of brand value
co-creation, and suggests reasons for co-creating brand value. For the purpose of a germane background, the
study conducted a conceptual and empirical review of brand value co-creation. The study concludes that in
order to remain relevant, successful and sustainable in a highly competitive environment, companies should
strive to build brands by leveraging the potential of co-creating brand value. The novelty of this research lies
in its logical establishment of the reasons of brand value co-creation- innovation, resource integration,
relationship building, collaboration, customer satisfaction, and brand equity. Finally, the article proposes a
conceptual model that highlights the reasons and categories of brand value co-creation. This article also
contributes systematically to evolution of the field of brand value co-creation and identifies opportunities for
further research that indicates its pertinence to brand management.
Humanities and Social Sciences Letters
Customer perception has earned a lot of interest in recent times as a tool for assessing service ... more Customer perception has earned a lot of interest in recent times as a tool for assessing service quality in service-oriented organizations. Although numerous studies have addressed customers’ perceptions of service quality in traditional service settings, a relatively small volume of literature has empirically examined service quality issues in the online retailing environment. In the case of Nigeria, there is no known research relating to perceived service quality of online retailers. To address this knowledge gap, the consumer perception of the online retail sector in Nigeria was studied. The expectation theory, the electronic service quality model, and the electronic recovery service quality model served as the theoretical foundations on which this study is based. The methodology involved the use of a descriptive survey method to assess the perceived service quality of the online retail sector and the effect of selected demographic factors on customer perception. The study was co...
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Papers by Anthony Okoeguale
Nigeria, the advertising industry has opportunities and challenges, some of which have persisted for decades. Following its role as a significant contributor to Nigeria's creative space, there needs to be more studies that highlight the opportunities and challenges, as existing studies on the topic are scant. This study highlights advertising industry challenges and proposes solutions while identifying prospects. As a result, the study contributes to advertising discourse by filling the void mentioned above. This paper also provides much-needed discussion about the advertising industry in developing countries, which can improve knowledge development in advertising education.
for evaluating countries and organisations in the coming years. Interestingly, the relevant
stakeholders worldwide know their responsibilities and are working to achieve the
objectives. Given the institutional nature of the media, the sixteenth UNSDG—peace,
justice, and strong institutions—is imperative in the media landscape. Media policies
significantly impact the development of a country's media landscape. In Nigeria, the
government's recent attempt to review the media policy appears to lack the support of the
press. This study revisited the status of media policy in Nigeria to outline its history and
inhibitors. Semi-structured interviews served as the study's research method. The paper
suggests that unstable polity, the absence of a specific national ideology, and
communication breakdowns impede media policy in Nigeria.
potential as a significant contributor to the global economy. Although Nigeria has
made some strides in contributing its cultural products to the global creative
economy, Africa can be said to have contributed a negligible quota. This study
explored the existent conceptions of creative industries while examining the
nature of Nigeria's creative economy. To achieve contextual relevance, the study
conducted a conceptual and empirical review of creative industries, Nigeria's film
and music industries. The study concluded that Nigeria's creative economy has
immense potential that can be harnessed for national development. Furthermore,
stakeholders have to be involved in providing the needed support to facilitate the
vitality of the Nigerian creative industries.
milestones yet to be attained. The role of the press as the watchdog of society in this fight is undeniable. In light of
the need for continuous assessment of the media‟s performance, this study investigated the newspaper coverage of
the Abdulrasheed Maina case. The Guardian Newspaper and The Daily Trust Newspaper were selected and contentanalyzed to assess how the news around the case was framed. Primary data were collected from all the editions of
these newspapers, accounting for seven weeks, and covered 98 newspapers. The unit of analysis included the story
categories of the Abdulrasheed Maina case were examined as News stories (Headlines). The framing theory and
watchdog model formed the theoretical framework. While the content analysis was employed to investigate the
tonality of the news content, critical discourse analysis assesses the linguistic style used by both newspapers, thus
determining their ideological position. The research findings showed disparities in the tonality of reportage for both
newspapers, although proprietary or regional influences did not affect their ideological position. This research
novelty is in using content analysis and critical discourse analysis to analyze the news contents of a national and
regional newspaper.
the growth and development of industries. This study explores the existing conceptualisation of brand value
co-creation, and suggests reasons for co-creating brand value. For the purpose of a germane background, the
study conducted a conceptual and empirical review of brand value co-creation. The study concludes that in
order to remain relevant, successful and sustainable in a highly competitive environment, companies should
strive to build brands by leveraging the potential of co-creating brand value. The novelty of this research lies
in its logical establishment of the reasons of brand value co-creation- innovation, resource integration,
relationship building, collaboration, customer satisfaction, and brand equity. Finally, the article proposes a
conceptual model that highlights the reasons and categories of brand value co-creation. This article also
contributes systematically to evolution of the field of brand value co-creation and identifies opportunities for
further research that indicates its pertinence to brand management.
Nigeria, the advertising industry has opportunities and challenges, some of which have persisted for decades. Following its role as a significant contributor to Nigeria's creative space, there needs to be more studies that highlight the opportunities and challenges, as existing studies on the topic are scant. This study highlights advertising industry challenges and proposes solutions while identifying prospects. As a result, the study contributes to advertising discourse by filling the void mentioned above. This paper also provides much-needed discussion about the advertising industry in developing countries, which can improve knowledge development in advertising education.
for evaluating countries and organisations in the coming years. Interestingly, the relevant
stakeholders worldwide know their responsibilities and are working to achieve the
objectives. Given the institutional nature of the media, the sixteenth UNSDG—peace,
justice, and strong institutions—is imperative in the media landscape. Media policies
significantly impact the development of a country's media landscape. In Nigeria, the
government's recent attempt to review the media policy appears to lack the support of the
press. This study revisited the status of media policy in Nigeria to outline its history and
inhibitors. Semi-structured interviews served as the study's research method. The paper
suggests that unstable polity, the absence of a specific national ideology, and
communication breakdowns impede media policy in Nigeria.
potential as a significant contributor to the global economy. Although Nigeria has
made some strides in contributing its cultural products to the global creative
economy, Africa can be said to have contributed a negligible quota. This study
explored the existent conceptions of creative industries while examining the
nature of Nigeria's creative economy. To achieve contextual relevance, the study
conducted a conceptual and empirical review of creative industries, Nigeria's film
and music industries. The study concluded that Nigeria's creative economy has
immense potential that can be harnessed for national development. Furthermore,
stakeholders have to be involved in providing the needed support to facilitate the
vitality of the Nigerian creative industries.
milestones yet to be attained. The role of the press as the watchdog of society in this fight is undeniable. In light of
the need for continuous assessment of the media‟s performance, this study investigated the newspaper coverage of
the Abdulrasheed Maina case. The Guardian Newspaper and The Daily Trust Newspaper were selected and contentanalyzed to assess how the news around the case was framed. Primary data were collected from all the editions of
these newspapers, accounting for seven weeks, and covered 98 newspapers. The unit of analysis included the story
categories of the Abdulrasheed Maina case were examined as News stories (Headlines). The framing theory and
watchdog model formed the theoretical framework. While the content analysis was employed to investigate the
tonality of the news content, critical discourse analysis assesses the linguistic style used by both newspapers, thus
determining their ideological position. The research findings showed disparities in the tonality of reportage for both
newspapers, although proprietary or regional influences did not affect their ideological position. This research
novelty is in using content analysis and critical discourse analysis to analyze the news contents of a national and
regional newspaper.
the growth and development of industries. This study explores the existing conceptualisation of brand value
co-creation, and suggests reasons for co-creating brand value. For the purpose of a germane background, the
study conducted a conceptual and empirical review of brand value co-creation. The study concludes that in
order to remain relevant, successful and sustainable in a highly competitive environment, companies should
strive to build brands by leveraging the potential of co-creating brand value. The novelty of this research lies
in its logical establishment of the reasons of brand value co-creation- innovation, resource integration,
relationship building, collaboration, customer satisfaction, and brand equity. Finally, the article proposes a
conceptual model that highlights the reasons and categories of brand value co-creation. This article also
contributes systematically to evolution of the field of brand value co-creation and identifies opportunities for
further research that indicates its pertinence to brand management.