EDUMALSYS Journal of Research in Education Management

An Evaluation of Access Bank Nigeria Plc’s Corporate Social Responsibility Practice in Nasarawa State

Owusoweshi Michael Dangana — 2025-09-12

Corporate Social Responsibility (CSR) represents the ethical obligation of organizations to contribute positively to society beyond their business operations, addressing social, environmental, and economic well-being while fostering responsible engagement with stakeholders and host communities. This study evaluates the CSR initiatives of Access Bank Nigeria Limited in Nasarawa State, guided by Stakeholder Theory. Adopting a survey research design, questionnaires were administered to 365 respondents across selected Local Government Areas. The study sought to determine whether Access Bank implements CSR activities in the state, identify specific initiatives, assess community awareness, and evaluate the alignment of these initiatives with local needs. Findings revealed that Access Bank undertakes CSR interventions in education, healthcare, environmental sustainability, and economic empowerment; however, awareness of these efforts among residents remains low. Moreover, opinions regarding the relevance of the initiatives were mixed, with some respondents acknowledging their benefits while others perceived them as misaligned with community priorities. The study concludes that although Access Bank’s CSR initiatives hold potential for fostering community development, their limited visibility and insufficient stakeholder engagement weaken overall impact. It recommends enhanced publicity strategies and stronger community participation in the planning and implementation of CSR programmes to ensure greater alignment with local development needs.

Assessment of Public Relations Strategies Employed by UNICEF in Management of IDP Camps in Maiduguri, Borno State

Bwala Winifred Madu — 2025-09-12

This study investigated public relations strategies employed by UNICEF in the management of Internally Displaced Persons (IDP) camps in Maiduguri, Borno State, with the objective of assessing their relevance and effectiveness in addressing humanitarian challenges. Guided by Structural Theory and Stakeholder Theory, the research adopted a survey design and utilized questionnaires administered to a sample of 400 respondents drawn from a projected population of 4,143,100, as estimated by the National Bureau of Statistics for 2024. The findings indicate that UNICEF primarily relied on religious and community leaders to drive campaigns, followed by the use of social media messages, public events, financial aid distribution, sponsored campaigns, press releases, and press conferences. Among these, the engagement of religious and community leaders emerged as the most effective strategy. Nevertheless, the study highlights persistent challenges in implementing public relations approaches, particularly limited cooperation and support from government authorities. The study concludes that sustained government support in terms of resources and logistics is essential for effective public relations interventions. It further recommends the continued involvement of religious and community leaders as campaign mediators, complemented by capacity-building initiatives such as crisis communication training to enhance the quality of service delivery.

Endorsement in Advertising Indigenous Products and Patronage of Innoson Motors and Dangote Cement Brands in FCT, Abuja

Efu Mgbede — 2025-09-15

This study investigates the role of endorsement in advertising indigenous products, focusing on consumer patronage of Innoson Motors and Dangote Cement brands in Abuja, Federal Capital Territory (FCT). Anchored on the Hierarchy of Effects Model, the research employed a survey design with a population of 3,840,000 and a sample size of 400 respondents, using questionnaires as the primary instrument of data collection. The findings reveal that 59% of respondents consider celebrity endorsement effective in promoting indigenous products by enhancing brand popularity, increasing patronage, and fostering a sense of pride in supporting locally made goods. Additionally, the study highlights that multiple factors shape consumer perceptions of indigenous products endorsed by celebrities. The study concludes that public trust in celebrities significantly influences consumer choices, with endorsement often translating into increased patronage. It recommends that celebrities engaged as brand ambassadors should maintain credibility and avoid scandals to preserve positive brand perception and strengthen consumer confidence in indigenous products.

Assessment of Corporate Social Responsibility Strategies by Telecommunications Companies in Federal Capital Territory, Abuja

Attah Blessing — 2025-09-20

Amid growing expectations for corporate social responsibility (CSR) in emerging markets, this study assesses CSR strategies implemented by telecommunication firms in Nigeria’s Federal Capital Territory (FCT), Abuja, and their effects on relationships with host communities. The research objective is to identify the dominant CSR practices of Globacom and 9mobile and evaluate their perceived relevance and outcomes in local communities. Using a descriptive survey design, data were gathered from respondents in FCT host communities to capture perceptions of CSR initiatives. Key findings indicate that “bonanza” promotions and discounted product sales are the most common and popular CSR strategies, followed by community building projects; additional activities include internships, sponsorship of community events and projects, and infrastructure support. While these strategies have been implemented with visible breadth, their depth and quality require enhancement; nevertheless, respondents report a notable improvement in telecom–community relations. The study concludes that CSR by the two firms is present and relationship-enhancing but uneven in strategic alignment with community needs. The contribution lies in evidencing the predominance of sales-driven CSR and underscoring implications for stakeholder engagement and policy: telecom providers should prioritize needs-based, high-quality CSR co-designed with community leaders, while policymakers should develop and enforce tailored CSR frameworks with periodic monitoring to prevent community exploitation and strengthen accountability.

Assessment of Integrated Marketing Communication (IMC) and Customer Patronage of Selected Nigerian Noodles

Yuhannasu Muhammad Babaiya — 2025-09-20

Amid intensifying competition in Nigeria’s fast-moving consumer goods sector, this study assesses how Integrated Marketing Communication (IMC) strategies influence customer patronage of Indomie and Dangote noodles in Lafia Metropolis. The objective is to determine the most prominent IMC tools driving patronage and to compare stakeholder perceptions of IMC effectiveness. Employing a survey research design, the study analyzes audience responses to the IMC activities of selected noodle brands. Key findings indicate that mass media advertising is the foremost IMC strategy promoting patronage, followed by souvenir distribution. Results further show that celebrity endorsement most strongly differentiates perceptions of IMC effectiveness across stakeholders—staff of noodle-producing companies, customers, and marketing communications organizations—followed by product quality. Overall, the IMC mix effectively shapes audience perceptions and converts prospects into regular consumers. The study concludes that IMC plays an indispensable role in promoting patronage of Indomie and Dangote noodles in the study context. The contribution lies in clarifying the relative salience of IMC instruments in a local market and highlighting practical implications: firms should review stringent in-house media policies to enhance agency collaboration, manage prime-time slots transparently (e.g., first-come, first-served) to curb favoritism and unhealthy competition, and avoid deceptive messaging, particularly given its potential impact on younger audiences.

Corporate Reputation Management of Selected Financial Institutions in FCT, Abuja

Akai Hannah David — 2025-09-20

This study investigated corporate reputation management in two financial institutions—First Bank and Guarantee Trust Bank (GTBank)—within the Federal Capital Territory (FCT), Abuja. The objective was to assess how public relations (PR) strategies, particularly social media use, contribute to reputation building and information management in these banks. A survey research design was adopted. Findings indicate that most respondents maintain social media accounts and that both banks deploy PR strategies for reputation management, including traditional channels (news magazines, online news magazines, and News Tit-Bits) and social media platforms (Facebook, Twitter, Instagram, among others). The use of these platforms has increased awareness of First Bank and GTBank in Abuja and fostered trust, acceptability, patronage, and believability of updates. The PR departments of both banks appear to be maximizing social media as a channel for communicating with target audiences, supporting counseling, information management, crisis management, and media and community relations. The study concludes that social media use by the banks’ PR departments has been effective in information management and in enhancing the image and reputation of the banks to some extent. The findings imply that bank management should recognize the strategic importance of PR units and ensure adequate funding to enable them to fulfill their responsibilities and activities effectively.

Influence of Outdoor Advertising on Direct Brand Contact of Customers in Abuja FCT

Safiya Mustapha — 2025-09-20

This study investigates the influence of outdoor advertising on customers’ direct brand contact in Abuja, Federal Capital Territory (FCT). The research objective is to determine the extent of exposure to outdoor advertising among customers and to assess which outdoor formats most strongly facilitate direct brand contact. A survey research design was employed with a population of 3,713,408 (NBS, 2022); simple random sampling was used across the area councils to select 400 respondents who completed a questionnaire. Data were collated and analyzed using simple frequency and percentage scores. Key findings indicate that customers are exposed to outdoor advertising and that billboard advertising generates more direct brand contact than other advertising forms in the FCT. The study concludes that outdoor advertising is effective in fostering direct brand contact. The contribution and implication of these findings are that advertisers should prioritize and increase investment in outdoor platforms, particularly billboards to enhance audience impact and strengthen brand–customer touchpoints in Abuja.

Innovative Approaches to the Professional Preparation of Future School Leaders in the Field of Media Education

Alimova Kunduz Oybek Qizi — 2025-10-23

In the context of globalization, media education has emerged as a vital component of educational leadership, particularly in preparing future school administrators to navigate increasingly digital environments. This study aims to explore the core principles of media education, its defining features, and its function within contemporary educational management. Employing a qualitative research design supported by recent empirical data, the study examines how media education fosters essential digital competencies among aspiring school leaders, while simultaneously equipping them to safeguard students from the adverse effects of unregulated information exposure. Findings indicate that approximately 68% of adolescents spend 4–5 hours daily on the internet and social media, significantly influencing their social, cultural, and moral development. Moreover, around 45% of students report encountering harmful online content, with over 30% admitting to poor decision-making as a result of misinformation. These findings underscore the dual role of media education in promoting critical thinking and establishing a secure informational environment within schools. The study concludes that enhancing media literacy is essential not only for effective educational leadership but also for mitigating the risks posed by unchecked digital information. The research contributes to the discourse on educational policy and practice by emphasizing the integration of media literacy as a core competency in school leadership development programs.

Designing Educational Buildings and Learning Centers through Digital Technologies and Artificial Intelligence: The Role of Color Selection

Siddiqova Madinabonu — 2025-10-23

This article explores the strategic role of color in the interior design of educational institutions, with particular emphasis on the integration of digital technologies and artificial intelligence (AI) to create color schemes that align with the psychophysiological characteristics of learners. Set within the context of Uzbekistan’s transition to a digital economy, the study highlights how AI-driven tools are being increasingly used in education to enhance the effectiveness and comfort of learning environments. Drawing from national construction standards and age-specific psychological research, the study investigates how color influences student motivation, concentration, memory retention, and emotional well-being. The article outlines a step-by-step approach to AI-assisted educational center design, covering aspects from data collection and analysis to personalization of learning spaces. The findings emphasize the importance of interdisciplinary collaboration between educators, designers, technologists, and psychologists in shaping adaptive, student-centered educational environments. Ultimately, the integration of aesthetics, cognitive science, and digital innovation is shown to enhance both the visual and functional quality of learning spaces, contributing to improved educational outcomes.