ARTS

This study investigates the perception of University of Benin undergraduate students ontheinfluence of user-generated content (UGC) in advertising. With the rapid growth of digital technologies and social media platforms, UGC has emerged as a powerful tool for shapingconsumer attitudes, building brand credibility, and influencing purchase decisions. Unliketraditional advertising, which is brand-controlled, UGC relies on peer-driven, authentic, andinteractive communication, making it more relatable to today’s digital-savvy audience. Theresearch adopted a survey design, using a structured questionnaire administered to a sampleof 402 undergraduate students across selected faculties. Data collected were analysedusingfrequency tables and percentages. The study was guided by the Source CredibilityTheoryand the Elaboration Likelihood Model, which explain how credibility and messageprocessing affect consumer persuasion. Findings revealed that a majority of students perceive UGC as more authentic, trustworthy, and influential compared to traditional advertising. Results also showed that UGCsignificantly impacts students’ purchase decisions, with peer reviews, social media posts, andinfluencer content being the most persuasive. Additionally, respondents indicated that brandsshould incorporate more UGC in their advertising strategies to enhance consumerengagement and trust. The study concludes that UGC plays a crucial role in shaping advertising effectivenessamong young consumers. It recommends that advertisers and marketers strategically leverageUGC to improve authenticity, foster stronger consumer-brand relationships, and increasepurchase intention

The study examines the performance of Davido’s “Timeless” album on different music streaming platforms such as Spotify, Apple Music, YouTube (Music), and Boomplay. Using quantitative reviews methodology, Davido’s musical streaming performance from the first month after its launch between 31st March to 30th April, 2023 was ascertained, taking into account, stream counts, chart positions, audience behavior, and engagement levels on these platforms. Relevant information were also gathered from the respective platforms’ official equipment and reports from other tracking sites to understand how each platform contributed to making the album successful. Findings of the study is that Spotify was the highest in terms of most streams, particularly in African nations such as Nigeria and South Africa, while Apple Music performed well in locations such as the UK. Although it had fewer streams, YouTube (Music) generated excellent fan interaction in the form of comments and shares and was successful in generating buzz for the album. Boomplay also had a significant contribution to the general performance of the album. The study concludes that the success of Davido’s “Timeless” album demonstrates the importance of utilizing multiple platforms to maximize reach and engagement. The study therefore recommends that artists and music marketers should adopt a multi-platform strategy and strive to understand the specific audience demographics of each platform.

Language contact as a socio-linguistic phenomenon has been discovered to have brought about several Implications ranging from language choice, language attitude, linguistics borrowing, Code-switching, bi/multilingualism, language endangerment to language loss and death. This study examines the language vitality of Ika dialect, and the endangered language condition of Ika dialect. It investigates the Several factors that have been responsible for this unfortunate language condition. Using the ethno-linguistic Vitality theory, the study delves into the field with the use of structured questionnaires as a tool for ascertaining the endangerment of the Ika dialect. The results of the data analysis suggest that the Ika dialect Is gravely endangered and requires urgent and drastic rescue action to save if from outright loss and eventual death in lgbanke community in Edo state.

One of the fundamental problems of contemporary human society is the issue of violent eruption or global violence caused by the emergence of terror and terrorism, Islamic fundamentalism, lawlessness, social disorderliness, man’s inhumanity to man and the problem of lack of religious tolerance in contemporary society. The philosophy of nonviolent resistance has been championed by Mahatma Gandhi and others such as Martin Luther King, Malcolm X, and David Henry Thoreau. This study delves into the intricate exploration of the philosophy of nonviolence, and presenting a critical analysis of Mahatma Gandhi’s philosophy of nonviolence. The philosophical investigation unfolds against the backdrop of nonviolent philosophy shedding light on how cultural intricacies influence temporal perceptions. By scrutinizing Gandhi’s theoretical framework through the lens of nonviolent philosophy in attaining social change; and this critique seeks to unearth alternative perspectives on the framework of nonviolent philosophy within the African and the Nigerian context. This scrutiny and critique is not merely a rejection of Gandhi’s ideas but rather a nuanced exploration seeking to highlight the need for the philosophy of nonviolence. By expatiating on Gandhi’s perspectives, the study aims to contribute to a more comprehensive and inclusive discourse on the intricate tapestry of temporal concepts within the Nigerian context. To ensure this, therefore, this work adopts the critical analysis and phenomenological methods to examine Gandhi’s philosophy of nonviolence. This research concludes therefore that there are vital points to note in Gandhi’s philosophy of nonviolence and there are also interesting facts in the philosophical investigation of Gandhi’s concept of nonviolence which when placed together will lead to a more holistic view of the Gandhian concept of nonviolence as against the one-sided, rather overgeneralized view of the metaphysical implications of violence in an emancipated global society.

This study investigated the impact of mass media campaigns against human trafficking in Nigeria. Employing a quantitative survey research design, data were gathered from 400 respondents across diverse demographics within Oredo local government. The study's findings revealed significant contributions made by mass media campaigns in raising awareness about human trafficking, challenging pre-existing attitudes, and fostering positive perceptions. Additionally, the research confirmed the effectiveness of such campaigns in reducing the incidence of human trafficking, shedding light on their role in curbing this pervasive issue. The population-centric approach, focusing on Nigeria, served to unravel the complex dynamics of human trafficking awareness within this context, providing nuanced insights into its effectiveness. The convenient sampling technique facilitated data collection within a diverse population, ensuring both feasibility and robustness in the study. Data analysis was executed using the Statistical Package for Social Sciences (SPSS) version 27, with validity and reliability ensured through the Cronbach's alpha coefficient. This study underscored the pivotal role of mass media campaigns as influential tools in the fight against human trafficking. It offered a comprehensive understanding of their impact within the Nigerian landscape, offering valuable insights for policymakers, advocates, and organizations committed to addressing this grave issue. The research contributed to the existing body of knowledge by providing empirical evidence of the effectiveness of mass media campaigns in raising awareness, changing perceptions, and reducing the incidence of human trafficking in Nigeria. These findings carry significant implications for future campaign strategies and policies aimed at eradicating human trafficking in Nigeria and beyond

The purpose of this research project is to employ traditional dance as a vehicle for creating awareness, reviving of a dance going extinct and identity construction, using the Egwu Ohuhu dance of the Anioma people of Delta state as an example. This work researched into the cultural background of the Anioma people, the Egwu Ohuhu dance, and the problems associated with cultural extinction and provided solutions to help revive cultural dances. It also researched on the uniqueness of Egwu Ohuhu dance in retaining the cultural qualities of the Anioma people. The methodologies used in sourcing for information were; Primary research method which involved personal interviews with the indigenes of Ugbodu Village, Secondary method which involved library research and the consultation of books, journals, articles, commentaries and so on which were related to the topic of research. Also, Experimental method of research which involved, the creation of a dance script, auditioning rehearsing with the performers and staging a dance performance. The research concludes that dance can be utilized as a tool and weapon to create awareness, and create a notion that the act is more than the mere movement of the body which could serve as a form of entertainment. It can have a purpose to change ideals and provide solutions to problems

The study examines the performance of Davido’s “Timeless” album on different music streaming platforms such as Spotify, Apple Music, YouTube (Music), and Boomplay. Using quantitative reviews methodology, Davido’s musical streaming performance from the first month after its launch between 31st March to 30th April, 2023 was ascertained, taking into account, stream counts, chart positions, audience behavior, and engagement levels on these platforms. Relevant information were also gathered from the respective platforms’ official equipment and reports from other tracking sites to understand how each platform contributed to making the album successful. Findings of the study is that Spotify was the highest in terms of most streams, particularly in African nations such as Nigeria and South Africa, while Apple Music performed well in locations such as the UK. Although it had fewer streams, YouTube (Music) generated excellent fan interaction in the form of comments and shares and was successful in generating buzz for the album. Boomplay also had a significant contribution to the general performance of the album. The study concludes that the success of Davido’s “Timeless” album demonstrates the importance of utilizing multiple platforms to maximize reach and engagement. The study therefore recommends that artists and music marketers should adopt a multi-platform strategy and strive to understand the specific audience demographics of each platform.

In the reality of an economic recession and increasing competition in all sectors of the economy, companies strive to find more effective and efficient ways to increase brand awareness and market their services. This research looks at the role of social media in theatre productions marketing. Developing an effective viral marketing strategy within the social media landscape requires being aware of the current usage of social media by theatre arts in their attempt to market the services to their target audiences. There is a growing interest in social media marketing research with only modest research available in the arts field. The questions that form the basis for this research are: To what extent can Facebook be applied as a good social media for marketing theatre productions in our modern day society? How does marketing on Facebook influence audience patronage for theatre productions? What are the benefits when marketing theatre productions via Facebook. However, deduction from this study has shown that Social media was seen as most effective in increasing brand awareness and building strong fan community.

This study was carried out to determine the extent of exposure and responsiveness of the University of Benin undergraduates to Piggyvest targeted online advertising. The survey method was adopted to carefully collect data from 400 undergraduates in the University of Benin through three stages using the simple random, stratified and simple sampling procedure. The study anchored on the perception and attitude change theories. The study became necessary following the fact that technological advancements have revolutionized virtually all aspects of human activities, which have brought about the adoption of the
Internet to advertise goods and services, as well as build customer trust. Online platforms such as Piggyvest use targeted online advertising to reach and engage their target audience. Thus, it becomes imperative to empirically ascertain the exposure and responsiveness of customers to its online advertising. The study concludes that Piggyvest has a relatively high level of awareness and consideration among the University of Benin undergraduates and that these online advertisements are effective. Hence, the researcher recommended that Piggyvest should continue to invest in online advertising as well as prioritize the use of motion pictures alongside text.

Abortion has always remained a very controversial topic anywheretheissue of women rights has been raised. While some persons seeit asimmoral to even speak of, others view it as a remedy for unwantedpregnancies. The whole debate surrounding abortion stirs upalotofcontroversy and valid points as well, all this is as a result of theunraveling of facts and the circulation of myths all surrounding thetopic. The debates for and against all take a logical side, however we must notethat due to the sentimental nature of most of the points raised, manycontroversial points might complicate both sides.