Prof. E. S. Asemah

This research specifically examines the use of the Twitter hashtag in the mobilization of Lagos youth for the #EndSARS protests of 2020. This study became necessary and was carried out due to the fact that there has been no extensive research done to measure the extent and influence of the Twitter hashtag in the mobilization of Lagos youth for the #EndSARS protests of 2020. The objectives of this study were to determine the extent of the access to information on the #EndSARS protest through the Twitter hashtag, to ascertain the perception of Lagos youth to the information available to them on the #EndSARS protest and to investigate the extent to which Lagos youth were able to influence the Twittersphere using the Twitter hashtag. The survey design was adopted for this study with the aid of a 15-item questionnaire which was administered to 400 respondents purposively selected from the three senatorial districts in Lagos state. Data obtained were analyzed and presented with the aid of frequency tables, simple percentages and mean score. The key findings of this study showed that the Twitter hashtag was instrumental for spreading information about the #EndSARS protests, Lagos youth had a positive outlook towards this information and they were able to influence the Twittersphere to a very large extent using the Twitter hashtag. Therefore, this study concludes that the Twitter hashtag was indeed effective and influential in spreading information about the 2020 #EndSARS protests and in the mobilization of Lagos youth for the protests. To this end, it is recommended that the Twitter hashtag should be used more as a tool for the exchange of information as well as online activism. Also, this study proved that the Twitter hashtag was effective for mass physical mobilization therefore; it is recommended thatshould be sustained.

This study was carried out to determine the relationship between customer relationship management and brand loyalty, using Benin metropolis as the area of study. The rationale for the study was to find out the extent to which to customer relationship influences brand loyalty. Survey research design was adopted while questionnaire was used as the instrument of data collection. The objectives of the study were to ascertain the relationship between customer relationship management and brand loyalty, find out the extent to which customer relationship management is relevant to brand loyalty, determine
customer relationship management activities that enhance brand loyalty and determine whether customer relationship management alone can enhance brand
loyalty. The study was anchored on interactional view theory and relationship management theory. The findings showed that there is a relationship between customer relationship and brand loyalty. Findings also showed that customer relationship contributes to brand loyalty. This implies that customer relationship management is the strongest and the most efficient approach in maintaining and creating relationships with customers. More so, the findings showed that the extent to which customer relationship contributes to brand loyalty. Findings further showed that there are several techniques through which organisations can carry out customer relationship management, so as to win customer loyalty. The techniques as gathered from the questionnaire are
integrated marketing communications, product quality, customer satisfaction and corporate branding. The findings, however, revealed that only customer
relationship management cannot lead to brand loyalty. Based on the findings, the researcher concluded that there is a strong link between customer relationship management and brand loyalty. It was recommended among others that organisations should endeavour to engage in customer relationship marketing, as it is one of the ways of winning customer loyalty.