DANIEL EKHAREAFO

This study seeks to determine the effect of social media, specifically Facebook, on youth involvement in politics during the 2024 Edo State Governorship election. With the recent increase in digital communication technologies, politics have been revolutionized especially among the youth who use social media for various political actions. The study evaluates the effects of exposure to political messages in Facebook on youths' engagement in political activities, their perception towards political figures, and their belief in political messages. Four main research objectives informed the study. These include determining the extent to which youth are exposed to political content in Facebook, assessing how this exposure affects their involvement in politics, analyzing the effect of peer influence on the development of political views, and determining the credibility of the information circulated politically via social media. A survey research method was utilized. Information was gathered through the use of questionnaires. From the findings of the research, it is evident that many youths are regularly exposed to political content via the social network, which has a positive effect on their political knowledge and involvement. Nevertheless, findings from the research indicate that misleading information and content play an important role in shaping perception of political messages and even inhibit political participation in some cases. Additionally, peer pressure has been established to be a key determinant of youths' political perspectives. Despite the potential benefits of using the social network in politics, issues such as misleading and unreliable political messages need to be addressed.

This study explored consumer attitudes toward the brand reputations of Small and Medium Enterprises (SMEs) in Oredo Local Government Area, Benin City. This research aimed to identify the key factors influencing consumer perceptions, assess the impact of brand reputation on trust and loyalty, and examine the roles of social media and word-of-mouth in shaping attitudes toward SMEs. To guide this investigation, the study is rooted in the theories of “Brand Equity Theory " and " Theory of Planned Behaviour.” Using a structured questionnaire distributed to 200 respondents, quantitative data were collected and analyzed using frequency distribution and descriptive statistics. The findings revealed that factors such as product and service quality, customer service, and brand consistency significantly influence how consumers perceive SME brands. The results also show that a strong brand reputation enhances consumer trust, fosters loyalty, and positively influences purchasing decisions. Social media engagement and word-of-mouth were found to be powerful tools in shaping public perception, often amplifying both positive and negative brand experiences. The study concludes that SMEs in Oredo LGA must invest strategically in building and maintaining a reputable brand image through quality delivery, customer engagement, and digital presence. Therefore, it is recommended that conducting regular brand perception surveys can help SMEs understand how they are viewed by consumers thus feedback should inform strategy and identify areas for improvement.

This study assessed the perception of University of Benin (UNIBEN) students on broadcast media reportage of President Bola Tinubu’s Renewed Hope Agenda. The study examined students’ level of exposure to broadcast media coverage, their engagement with such content, perceived credibility and reliability of broadcast information, and the extent to which media exposure influences their awareness and understanding of the policy agenda. The study was anchored on the Agenda Setting Theory and Uses and Gratifications Theory as its theoretical framework. A descriptive survey research design was adopted, and data were collected from 387 validly retrieved questionnaires administered to UNIBEN students. Findings revealed that respondents are highly exposed to broadcast media coverage of the Renewed Hope Agenda, with television and radio identified as dominant sources of information. The study further showed frequent engagement with broadcast content, indicating that students regularly consume broadcast reports on government programmes. Results also indicated that broadcast media play a significant role in shaping students’ awareness of the Renewed Hope Agenda, as a majority of respondents acknowledged that their understanding of the policy is largely influenced by broadcast media reports. However, the influence of media exposure was found to be relatively uneven across respondents, suggesting variations in access, interpretation, and reliance on alternative information sources such as social media and interpersonal communication. The study concludes that broadcast media remain a major instrument of political communication and public enlightenment among UNIBEN students. The study recommends sustained and structured coverage of government programmes by broadcast media, strengthened collaboration between government communication units and media organisations, simplified presentation of policy information, and the introduction of media literacy programmes in universities to enhance critical understanding of broadcast content.

The study is focused on the impact of graphics on advertisement appeal, using UNIBEN students as a study. The objectives of the study were to determine the extent at which UNIBEN students are exposed to graphics in advertisements, find out the attitude of UNIBEN students towards graphics in advertisements and investigate the effectiveness of Graphics on the advertisement appeal on UNIBEN students. In terms of the theoretical framework, the Affect and Perception theory were adopted. For its methodology, the survey research method was adopted, while questionnaire was employed to gather the data used for the study. Findings of the study revealed that the use of graphics make advertisement more appealing to UNIBEN students and it makes advertising messages more persuasive. The findings also indicated UNIBEN students agreed that the use of graphics in advertisement is effective in delivering advertising messages to a high extent. Based on the findings, the researcher concluded that graphical elements play a crucial role in shaping the attitudes and perceptions of UNIBEN students. The researcher therefore recommended among other things that advertisers should continue to enhance the impact of advertising messages by continually refining and optimizing graphic design elements such as text, colors, images, and shapes to align with the preferences and sensibilities of UNIBEN students. It was also recommended that advertisers should not focus on only graphical elements to capture attention but also use other appeals to influence positive behavior towards products and services.