Journal of Management and Social Sciences
type: channel
publisher: Fountain University, Osogbo.
language: en
publication name: Journal of Management and Social Sciences
issn: 2315-6325
items: Sectoral Stock Pricing in the Nigerian Stock Exchange: Symmetric and Asymmetric Approaches
items: Talent Management and Staff Turnover Schemes in Business Enterprises Nigeria
items: Appraisal of Indigenous Interview Programme Presentation: A Study of Masoyinbo
items: Keyboard Warriors and the Struggle for Narrative Control on Social Media in Nigeria
items: The Japa Phenomenon: How Socio-Economic Realities Shapes Migration Mentality among University of Ilorin Undergraduates
items: Forensic Accounting as A Tool for Detecting and Preventing Financial Fraud in South West Nigeria
items: Leveraging Smart Accounting Technologies for Sustainable Public Financial Management in Osun State, Nigeria
items: Corporate Value, Firm Size and Firm Profitability in Listed Nigeria Consumer Goods Firms
items: African Union (AU) Agenda 2063, Identity, Intra-Africa Migration and Development: A Decolonial Approach
items: Uses and gratification of WhatsApp Meta for Academic and Social Life of Fountain University, Osogbo Students
items: Brain Drain and Economic Development in Nigeria: Causal and Cointegration Analyses
items: Perceived Vulnerability to HIV/AIDS and Public Health Implications of Risky Sexual Behaviour among Truck Drivers along Ijora Transport Corridor in Lagos, Nigeria
items: Assessment of Youth Participation and Institutional Support in Circular Economy Practices for Sustainable Oil Palm Development in Osun State, Nigeria
items: Causes of Strained Relationship among Christians, Muslims and African Traditional Religion Adherents in Osun State, Nigeria
items: Inflation Crisis Management Strategies and the Performance of Hospitality Businesses in Osun State Nigeria
items: Assessment of Murabaha Financing Products of Ja’iz Bank Based on Maqasid Al-shari’ah Framework
items: Media Framing and Peace Advocacy in Mainstream Coverage of the Herder-Farmer Conflicts in Nigeria
items: Achieving Sustainable Development Goals in Nigerian Listed Multinational Corporations through Sustainable Finance and Corporate Governance Practices
items: From Expectation to Action: The Interplay of Health Expectations, Care Quality, and Socio-demographic Moderators in Health-Seeking Behaviour of Health workers
items: Exploring the Concept, Implications, and Business Potential of Halal Products and Services
items: Brand Appeal and Marketing Performance of Instant Noodles Products in Osun State, Nigeria
items: The Role of the Youth in Shaping Ethnic and Religious Identity and Political Governance in Nigeria between 2000 – 2020
items: Narrowing Gaps in Islamic Propagation: NASFAT's Educational and Socioeconomic Strategies
items: Political Communication and Propaganda: Impacts on National Interest and Security
items: An Assessment of Moral and Ethical Challenges in Modern Private Arabic Schools in Southwest Nigeria
items: Human Empowerment: A Case Study of Tijāniyyah Grassroots Mobilization and Empowerment Initiative of Nigeria (TIGMEIN) Osun State, Nigeria
items: Political Institutions and Governance: An Arabo-Islamic Perspective
items: Migrant Identity in the Age of Artificial Intelligence: Technology, Surveillance, and Belonging
items: Artificial Intelligence (AI) as a Double-Edged Sword: Its Impacts on Religion from Islamic Perspectives
items: Quasi-Experimental Analysis of Digital Media Campaigns Influencing Maternal Health-Seeking Behaviours in Rural South-Western Nigeria

Sectoral Stock Pricing in the Nigerian Stock Exchange: Symmetric and Asymmetric Approaches
type: item
description: Each sector has a symbolic pattern that predicts the likelihood of returns. This study investigates sectoral stock price volatility at the Nigerian Exchange Group. The volatility dynamics of sectoral stock returns under symmetric and asymmetric conditions using the data on selected exogenous variables such as consumer price index, Treasury bill rate, and market price of stocks and monthly firm stock price categorised into each sector were investigated using the Traditional GARCH, Threshold GARCH, and Exponential GARCH models. Apart from GARCH models, it was used to establish the relationships among the determinants of expected returns. Arising from the pricing purpose, some sectors were overvalued (Agriculture, Conglomerate, Construction, Consumer goods, Health, Oil & Gas, and Services) while others (Financial Services and Natural Resources) were undervalued. However, volatility in most sectoral stock returns is not permanent but rather mean-reverting, and they perform much better under the leverage effect, implying that negative news (shocks) has more influence on stock price volatility than positive news. Meanwhile, it remains a fact that volatility is not relevant in determining expected returns after estimating and applying asset pricing models. Hence, the study provides evidence in favour of a portfolio of sectoral stocks as a more beneficial investment strategy than aggregate stock market indices, thereby supporting portfolio theory. The study then recommends that the government, through its agencies, should mobilise adequate funds into the market to stabilise it during periods of high volatility, as well as improve stock market education to mitigate the effects of negative news, while investors should improve their knowledge of each sector for portfolio management. Keywords Stock returns, volatilities, asset pricing, GARCH, TGARCH, EGARCH, ARDL, Nigerian Stock Exchange
subject: Articles
  topic: section
creator: Taofeek Osidero Agbatogun
creator: Sunday O. Kajola
creator: Kehinde Isiaq Olaiya
creator: Mayowa E. Ariyibi
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-03-26
publication date: 2026-03-26
doi: 10.53704/wkrw1856

Talent Management and Staff Turnover Schemes in Business Enterprises Nigeria
type: item
description: It is impossible to overstate the value of workers in the manufacturing sector as they influence the sector's success and, in turn, the economy of the country. This study examined how employees' schemes to leave Nigerian manufacturing industries were influenced by talent management strategies, including human resource planning, recruitment and selection, employee development, employee retention, employee health and safety management, and employee performance appraisal. A descriptive survey research design was used in the study. The study's target population was 3,172 employees from the six Nigerian manufacturing industries. Only 952 respondents were chosen for the study using basic random sampling methods and stratified sampling. The validity and reliability of two study tools—the Employees' Turnover Schemes Questionnaire and the Talent Management Strategies Questionnaire—were determined. A research question was posed, and inferential statistics were used to assess the hypothesis. The results show that workers have low schemes to leave, that all of the talent management techniques under consideration are widely used, and that the total and relative contributions of these strategies to employees' schemes to leave are much higher. According to the recommendations, organisations should implement more talent management strategies, assess the efficacy of their talent management practices regularly, and enhance their retention initiatives in light of the talent management strategies that have been found to have a major impact on employees' schemes to leave. Keywords Talent Management Strategies and Employee Turnover Schemes
subject: Articles
  topic: section
creator: Olawale Muideen Aremu
creator: Aramide Arinola Kuforiji
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-03-27
publication date: 2026-03-27
doi: 10.53704/2f2p3946

Appraisal of Indigenous Interview Programme Presentation: A Study of Masoyinbo
type: item
description: Television interview programmes involve the use of various presentation styles that make the conversation appealing to the audience, but indigenous style has proved to be very unique. This study examined the use of indigenous style on Masoyinbo programme presentation which featured selected Nigerian celebrities with focus on promoting Yoruba language by means of presentation style combining interactive question and answer pattern, contextual clues, and funny engagement to improve guests' knowledge while maintaining audience entertainment. Development Media Theory was adopted in line with postulation which advocated for the use of media to foster the socio-cultural, economic, and political development of society, aligning with the promotion of indigenous media for development purposes. Qualitative content analysis method was used to purposively select 6 episodes of the Masoyinbo programme that were transmitted both on African magic Yoruba and streamed on social media of YouTube covering six months duration between October, 2024 to March, 2025. The data analysis revealed the presenter's adoption of professional techniques on indigenous presentation style combining interactive teaching, humor, and cultural references especially in the episodes investigated. The study concluded that aside critical interview style used in television interviews, Masoyinbo indigenous style allowed for transmission of Yoruba cultural values to the audience. While the paper recommended that Masoyinbo programme should include live audience participation or viewer submitted questions to increase involvement and create a more communal learning experience, visual aids like on-screen Yoruba spellings or brief clips/videos showing word use would help both guests and viewers learn as well. Keywords Television interview, programmes, presentation styles, indigenous, Masoyinbo, cultural values
subject: Articles
  topic: section
creator: Raheem Adegbenga Akintunde
creator: Temitope Daniel Adewumi
creator: Waheed Adekunle Ganiyu
creator: Sulaiman Ademola Adio
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-03-27
publication date: 2026-03-27
doi: 10.53704/g4x9td23

Keyboard Warriors and the Struggle for Narrative Control on Social Media in Nigeria
type: item
description: Social media in Nigeria has become a contested battleground where keyboard warriors actively manipulate and distort public discourse on critical national issues. This study examined how keyboard warriors contest and shape narrative control on social media in Nigeria between 2014 and 2024. Guided by framing theory, this study adopts a qualitative approach, using case studies of publicly available content from Facebook and X (formerly Twitter). Findings reveal that keyboard warriors’ function simultaneously as disruptive forces that amplify polarisation, spread disinformation, and incite ethnic and political tensions, and as strategic communicators who foster civic engagement, demand accountability, and mobilise collective action. Their dual role establishes a central paradox: the same communicative practices that intensify conflict and spread misinformation also enable civic engagement and accountability. The findings extend scholarship on contested online discourse and pinpoint the power struggles that define information flows in contemporary societies Keywords Keyboard warriors, narrative control, cyber conflict, framing theory, digital culture, social media
subject: Articles
  topic: section
creator: Lateef Junior Adeyemo
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-03-25
publication date: 2026-03-25
doi: 10.53704/rqe7x158

The Japa Phenomenon: How Socio-Economic Realities Shapes Migration Mentality among University of Ilorin Undergraduates
type: item
description: In Nigeria today, the phenomenon of migration, particularly the Japa trend, which means to escape or flee from danger or unpleasant economic situations has now become more prominent. Japa, in the context of migration, suggests that Nigeria is not habitable and that emigration from Nigeria is an escape from misery and economic hardship. The implications of this migration trend are far-reaching and pose significant challenges to Nigeria’s socio-economic fabric. This study explores the socio-economic realities that may shape the Japa mentality among Nigerian youths with a specific focus on undergraduates at the University of Ilorin, Kwara state. Using a survey research design, data were collected from 512 undergraduate male and female at all levels selected from various faculties within the University of Ilorin. The study tested four hypotheses examining whether low-income orientation, perception of infrastructural development, perceived insecurity, and perceived lack of job opportunities significantly predict migration mentality among undergraduates. Simple regression analysis was employed to examine the relationship between these socio-economic realities and the desire to migrate. Key findings revealed significant relationship between low-income orientation, perception of infrastructural development, perceived insecurity, and perceived lack of job opportunities with the desire to migrate. The study highlights how prevailing socio-economic conditions in Nigeria influence youths’ aspirations to emigrate in search of perceived better prospects. The study then recommends for youth entrepreneurship and skill development as sustainable alternatives to reduce migration pressure and potential brain drain. Keywords Youths migration, socio-economic, Japa mentality, income, insecurities. brain drain
subject: Articles
  topic: section
creator: Ibrahim Bidemi Abdullateef
creator: Halimat Taiwo Yusuf
creator: Mohammad Olalekan Moyosore
creator: Abiola Ahmad Abdulkareem
creator: Abdullahi Ganiyu Olatunji
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-03-27
publication date: 2026-03-27
doi: 10.53704/mqsnhz04

Forensic Accounting as A Tool for Detecting and Preventing Financial Fraud in South West Nigeria
type: item
description: Financial fraud poses a significant threat to the economic stability of organisations and nations. In Nigeria, cases of financial fraud have led to massive losses, affecting both public and private sectors. Forensic accounting has emerged as a critical tool for detecting and preventing financial fraud. This study investigates the effectiveness of forensic accounting in combating financial fraud in Nigeria. Using a descriptive survey approach, data were collected from 350 respondents, including accountants, auditors, and financial managers. A self-structured questionnaire was used, and its reliability was tested using the test-retest method, yielding a reliability coefficient of 0.82. Data were analysed using one-way analysis of variance (ANOVA). The findings revealed that forensic accounting significantly enhances fraud detection and prevention. It was concluded that adoption of forensic accounting enhances transparency, accountability, and trust in financial systems, and organisations that leverage forensic accounting are better equipped to identify and mitigate fraudulent activities, thereby safeguarding their resources. It was recommended that organisations integrate forensic accounting practices into their financial systems and train staff to improve fraud detection capabilities. Keywords Forensic accounting, financial fraud, fraud detection, fraud prevention
subject: Articles
  topic: section
creator: Sulikaleni Mogaji Aremu
creator: Wasiu Olanrewaju Saliu
creator: Sulaimon Adewale Aregbe
creator: Taiwo Eniola Agunloye
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-03-27
publication date: 2026-03-27
doi: 10.53704/2jfs9629

Leveraging Smart Accounting Technologies for Sustainable Public Financial Management in Osun State, Nigeria
type: item
description: Studies affirm that many countries of the world have successfully adopted AI and IoT for public financial management (PFM) which is vital for good governance in Nigeria. This paper, therefore, examines how smart accounting technologies, especially Artificial Intelligence (AI) and Internet of Things (IoT) could be leveraged to revolutionise public financial management systems and support sustainable governance outcomes in Osun State of Nigeria. The study adopts a quantitative survey research design and employed primary data collated through the structured questionnaire distributed personally and online to respondents in Osun State, Nigeria. A stratified sampling technique was used to select the sample of 360 participants from the State Ministries, Departments, and Agencies (MDAs). The collated data were analysed using frequency distribution, mean and standard deviation. Findings disclose that in Osun State manual PFM system still dominates, causing inefficiencies in accuracy, timeliness and accountability. The results also reveal that the IT infrastructure is weak but technical skills are high. Notwithstanding, the majority of the respondents supported the claims that AI and IoT have the potential impact to increase reporting quality and timeliness, improve resource allocation and fiscal discipline, and fortify audit trails and accountability of the State. This paper concludes that the stakeholders in Osun State are aware of and optimistic about the incorporation of advanced technologies like artificial intelligence and the 'Internet of Things' into the State financial management systems, but the main constraint is the infrastructure not human capacity. This study however recommends the creation of a digital policy with clear deadlines and training materials to direct the use of AI and IoT in public financial management in the State. Keywords Artificial Intelligence, ‘Internet of Things’, Osun State, public financial management, smart accounting technologies
subject: Articles
  topic: section
creator: Ayoola Azeez Olaoye
creator: Ebenezer Alaba Adebisi
creator: Fatai Busayo Yekeen
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-03-27
publication date: 2026-03-27
doi: 10.53704/h7x7fa06

Corporate Value, Firm Size and Firm Profitability in Listed Nigeria Consumer Goods Firms
type: item
description: The size and value of Nigeria companies can affect how well it performs, with bigger companies often enjoying some benefits but also facing some challenges. While some experts believe that larger companies tend to be more profitable, others don’t fully agree. This study examined how a company’s size and value affect its profits, focusing on 20 consumer goods companies listed on the Nigerian Stock Exchange in 2023. The study used existing data to carry out the research. The period of study is 10 years from 2014 - 2023. The study used statistical tools of regression for analysis. The study found that there is strong positive effect of corporate value on profitability whereas firm size has no significant effect on profitability. This implies that corporate value contributes significantly to profitability of listed consumer goods firms in Nigeria in terms of return on asset. The study therefore recommended that Companies in the Nigerian consumer goods sector should focus on building and sustaining their corporate value through investor relations, transparent financial reporting, and brand strength managers should shift focus from mere expansion to operational excellence. Keywords: Corporate value, firm size, firm profitability
subject: Articles
  topic: section
creator: Taiwo Eniola Agunloye
creator: Sulikaleni Mogaji Aremu
creator: Wasiu Olanrewaju Saliu
creator: Sulaimon Adewale Aregbe
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-03-27
publication date: 2026-03-27
doi: 10.53704/wmyrpp19

African Union (AU) Agenda 2063, Identity, Intra-Africa Migration and Development: A Decolonial Approach
type: item
description: Migration is one of the oldest and most vexed issues globally. Migration has become a crucial subject in recent times especially in context of identity, intra-Africa migration and development. It is against this background that AU Agenda 2063 becomes relevant. Extant studies and instruments have explored diverse issues on migration, intra-Africa migration, colonialism, forced migration, migration and remittances, migration and development, and migration and identity. This is especially so within the framework of the AU and ECOWAS. However, a common thread running through all these studies, reports and instruments is the treatment of migration generically, with emphasis on its socioeconomic and political importance. Anchored on secondary method of data collection and the Ubuntu philosophy of communalism and interconnectedness, this article offers a decolonial perspective of ethical and philosophical notion of identity, intra-Africa migration and development within the framework of AU Agenda 2063. Findings suggest that the success of AU Agenda 2063 on identity, intra-Africa migration and integration will depend not on the complexity of its governance instruments, but on its ability to re-anchor the issues on African philosophy and ethical traditions which construct identity, intra-Africa migration and development and narrate them in contexts of African social relations, mutual collectiveness, existential interdependence and social belonging. Keywords Identity, intra-Africa migration, African Union, AU Agenda 2063, decolonial perspective
subject: Articles
  topic: section
creator: Olayinka Akanle
creator: Olusegun Israel Olaniyan
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-03-27
publication date: 2026-03-27
doi: 10.53704/5er8vz04

Uses and gratification of WhatsApp Meta for Academic and Social Life of Fountain University, Osogbo Students
type: item
description: This study explores the uses and gratifications of WhatsApp among Fountain University students, focusing on how they utilise the platform to meet their cognitive, social integrative, affective, and tension-release needs. Leveraging the Uses and Gratifications Theory, this research investigates the role of WhatsApp in facilitating academic collaboration, social interaction, and information sharing among students. Findings suggest that students predominantly use WhatsApp for social integrative needs, such as staying connected with friends and family, and cognitive needs, like sharing study materials and discussing coursework. The study highlights the significance of WhatsApp in enhancing students' academic experiences, social connections, and collaborative learning. Results also indicate that students' perceived usefulness, and ease of use of WhatsApp influence their adoption behaviour, underscoring the platform's potential as a teaching supplement. This research provides insights into the impact of social media on students' academic and social lives, offering implications for educators and policymakers seeking to integrate technology into university education. Keywords: Uses and gratification, Meta AI, communication platforms, academic support
subject: Articles
  topic: section
creator: Akeem Ademola Azeez
creator: Khadija Tobiloba Balogun
creator: Moses Olumide Adediji
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-01-08
publication date: 2026-01-08
doi: 10.53704/mqna2k39

Brain Drain and Economic Development in Nigeria: Causal and Cointegration Analyses
type: item
description: This study examined the dynamic relationships between brain drain and economic development in Nigeria from 1990 to 2024, using the Autoregressive Distributed Lag (ARDL) model with the Granger causality framework, the study first tested the direction of influence among skilled emigration, financial inflows, human capital formation, and Nigeria’s development trajectory. The causality results guided the choice of dependent and independent variables, after which the ARDL model captured both short-run adjustments and long-run equilibrium dynamics, offering clear insights into how these factors shape Nigeria’s development path. Granger causality tests were first conducted to establish the direction of influence among the variables, which guided the specification of economic development as the dependent variable. The ARDL bounds test then confirmed long-run cointegration among the series. Findings showed that literacy rate exerted a consistently positive and significant effect on economic development in both the short and long run, underscoring the central role of human capital. Brain drain had a significantly negative long-run impact on economic development, indicating structural harm to the economic development, although the short-run effects were mixed. Remittances exhibited weak and delayed short-run impacts. In the long run, they were statistically insignificant, indicating limited developmental value without structured investment frameworks. The study calls for policy actions that encourage the retention and development of skilled labour, direct remittances into productive sectors, and enhance educational quality and access. Strengthening macroeconomic fundamentals is also essential to support sustained growth. These interventions are key to reducing the adverse effects of brain drain and maximising the developmental benefits of financial and human capital inflows. Keywords: Brain drain, remittances, economic development, human capital, ARDL model
subject: Articles
  topic: section
creator: Opeyemi Rachael Olaniyan
creator: Saheed Aliu Aladejana
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-01-08
publication date: 2026-01-08
doi: 10.53704/38twk254

Perceived Vulnerability to HIV/AIDS and Public Health Implications of Risky Sexual Behaviour among Truck Drivers along Ijora Transport Corridor in Lagos, Nigeria
type: item
description: This study explores the knowledge and attitudes of long-distance truck drivers toward HIV/AIDS at the Ijora loading point in Lagos, Nigeria. Given their mobile lifestyle and extended periods away from home, truck drivers are often exposed to high-risk sexual behaviours. A quantitative research design was employed, utilising a structured questionnaire distributed across four identified clusters, with a total of 240 respondents. Findings revealed that 45% of drivers maintained multiple wives along their routes, 37% engaged in casual sexual encounters, and 15% kept regular partners in different locations. Despite 95% reporting awareness about condoms, usage was low due to beliefs in the efficacy of traditional medicine (51%), reduced sexual satisfaction (10%), and trust in known partners (22%). Prolonged absence from home (up to 8 weeks) further exacerbated these practices. The study underscores a critical gap in the effectiveness of existing HIV prevention strategies, highlighting the persistence of cultural beliefs and misconceptions. It concludes that addressing these behavioural patterns is essential to reducing Nigeria’s high HIV burden, particularly among mobile occupational groups like truck drivers. Keywords HIV/AIDS, truck drivers, sexual behaviour, condom use, risk perception
subject: Articles
  topic: section
creator: Musediq Olufemi Lawal
creator: Gbadebo Fatai Adeleke
creator: Tajudeen Yusuf Adeyinka
creator: Kolawole Lateef Kazeem
creator: Elizabeth Habibat Adeleke
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-01-08
publication date: 2026-01-08
doi: 10.53704/1xtp3141

Assessment of Youth Participation and Institutional Support in Circular Economy Practices for Sustainable Oil Palm Development in Osun State, Nigeria
type: item
description: Circular economy practices are increasingly promoted as sustainable responses to climate change, resource depletion, and linear production systems. In Osun State, Nigeria, the oil palm enterprise remains economically significant but faces challenges such as environmental degradation, weak institutional coordination, and limited youth involvement in sustainable innovation. This study examined youth participation in circular economy practices within oil palm enterprises and assessed the influence of institutional support in promoting sustainable development. A survey of 654 respondents across major oil palm-producing settlements in Ife, Ilesa, Irewole, and Ayedaade Local Government Areas employed descriptive statistics, cross-tabulation, correlation, and regression analyses. Findings revealed that 42.2% of youths were moderately to highly engaged in circular economy activities, while 57.8% showed minimal participation. Institutional interventions significantly enhanced involvement, with government support (β = 0.756) showing stronger predictive power than NGO assistance (β = 0.158), jointly explaining 72.2% of the variation in participation. Financial limitations, market access challenges, and knowledge gaps were major constraints. The study concludes that youth-led innovation, supported by institutional capacity and indigenous knowledge systems, is essential for achieving Sustainable Development Goals (SDGs) 8, 12, and 13. These findings imply that integrating Circular Economy training into agricultural extension services, strengthening youth-targeted funding, and promoting policy incentives for waste valorization can enhance both environmental sustainability and rural employment in Osun State. Strengthening training, and funding can unlock youth potential as key drivers of circular transformation in Nigeria’s oil palm sector. Keywords Youth participation, circular economy, oil palm enterprises, sustainable development
subject: Articles
  topic: section
creator: Adeola Sylvester Adams
creator: Adetunji Lawrence Kehinde
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-01-08
publication date: 2026-01-08
doi: 10.53704/kkaajk12

Causes of Strained Relationship among Christians, Muslims and African Traditional Religion Adherents in Osun State, Nigeria
type: item
description: Globally, strained relationships among people from different religious backgrounds bring diverse negative consequences, and it is a concern for many people. While literature abounds on it, few have studied it from the perspective of the lived experiences of the people. Therefore, this study adopted the phenomenology method to study strained interreligious relationships in Osun State, Nigeria. The instrument for the study was an In-depth Interview Guide, and the interviews were conducted with 30 purposively selected respondents from Iwo and Ilesa West Local Government Areas of the State. The respondents comprised 15 religious clerics and 15 laity, among whom were eight African Traditional Religion adherents, 10 Christians, and 12 Muslims. The study revealed four groups of factors that explained causes of strained interreligious relationships: individual-based, government-based, religion-based, and community-based factors. Individual-based factors include religious stereotypes and the fear of communicating with adherents of other religions. Government-based factors include blurred legal boundaries for exercising religious rights and freedom, perceived religiously-biased legislation and policies, and discriminatory behaviours of some government workers. Religion-based factors include perceived inappropriate and harmful religious practices, and community-based factors include a lack of or ineffective community associations. The paper recommends a four-dimensional approach to mitigating strained interreligious relationships in the state. Keywords Interreligious, Christians, Muslims, African Traditional Religion, Nigeria, interfaith
subject: Articles
  topic: section
creator: Oluwaseun Ayomipo
creator: Ayobami Ojebode
creator: Babatunde R. Ojebuyi
creator: Peter Olapegba
creator: Semiu A. Adabanija
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-01-08
publication date: 2026-01-08
doi: 10.53704/bdbqvx36

Inflation Crisis Management Strategies and the Performance of Hospitality Businesses in Osun State Nigeria
type: item
description: Hospitality businesses in Nigeria were vulnerable to an inflation crisis following the removal of the fuel subsidy, which threatened their performance. The study examines how crisis management strategies affect the performance of the hospitality entities in Osun State, Nigeria. The four strategies examined in the study were human resource strategies (HRS), maintenance, marketing (MKT), and government support. Data were obtained from 206 hospitality business operators and employees using purposive sampling. Descriptive results show that maintenance-related strategies were the most employed, followed closely by human resources, marketing, and government support. Results from the regression indicate that human resource strategies positively impact all performance dimensions including, financial, employee and customer. Maintenance equally positively influence financial and employee but not customer performance. Marketing strategies positively impacts financial and customer performance, whereas government support impacts only the customer performance. Reinforcing HR, maintenance, and marketing measures is therefore central to achieving better performance in times of inflationary crisis. Keywords Crisis, crisis management, inflation, hospitality sector, performance
subject: Articles
  topic: section
creator: Aisha Aderonke Sakariyah
creator: Hammed Adesola Adebowale
creator: Olusegun Adesola Akinloye
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-01-08
publication date: 2026-01-08
doi: 10.53704/c5hykg86

Assessment of Murabaha Financing Products of Ja’iz Bank Based on Maqasid Al-shari’ah Framework
type: item
description: Islamic Banks offer various banking products and services with different features to meet the different needs of the customers. Yet, the Islamic banking products offered by the Islamic banks must be in line with the Shari’ah objectives (Maqasid al-Shari’ah) which are centralised on the objectives of accomplishing the development of both the spiritual and socio-economic well-being. This research was undertaking to assess the ability of Murabaha Financing Products to meet of with Maqasid al-Shari’ah in Ja’iz bank plc. The study adopted quantitative survey method and a sample of (382) respondents were selected from the population of 75088 from the four branches of customers of Jaiz bank in Kano State using a stratified sampling technique. The questionnaire was administered to the respondents through a hand-to-hand distribution method, with the assistance of trained research assistants. The respondents were accessed directly at various branches of Jaiz bank within the study area. The specific measures of the Shari’ah objectives are customer welfare promotion, transfer of property rights, and right of ownership. Descriptive statistic was applied in this research to find out if Murabaha financing products transacted in the light of Maqasid al-Shari’ah in Ja’iz Bank Plc or not. Finding from the study reveals that the major objectives of Shari’ah are addressed in the transaction of the Murabaha products. The study therefore recommended that Jaiz Bank should maintain its focus on promoting customer welfare through its Murabaha financing products and The Jaiz bank should ensure transparency in its financing practices, particularly in contract terms and profit margins. Keywords: Assessment, Murabaha, Financing, Maqasiq al-Shari’ah and Ja’iz Bank
subject: Articles
  topic: section
creator: Nura Yahaya
rights: Copyright (c) 2025 Journal of Management and Social Sciences
date: 2025-07-20
publication date: 2025-07-20
doi: 10.53704/rpyvtv44

Media Framing and Peace Advocacy in Mainstream Coverage of the Herder-Farmer Conflicts in Nigeria
type: item
description: The protracted conflict between farmers and herders in Nigeria, characterised by recurring violence, displacement, and social unrest, remains a significant challenge to national cohesion. This study investigates media framing and peace advocacy in mainstream coverage of the herder-farmer conflicts in Nigeria, using the framing theory as its analytical framework. A triangulated research approach was adopted, combining content analysis of 150 online reports from three purposively selected newspapers (Punch, Daily Trust, and Vanguard) with a survey of 251 members of the Nigerian Union of Journalists in Kwara State. Data were collected using coding sheets and structured questionnaires and analysed using descriptive statistics. The findings reveal that conflict reporting is predominantly framed using panic and fear-inducing narratives, with limited emphasis on peace-oriented frames such as solution or awareness frames. Although journalists expressed awareness of the influence of framing on peacebuilding efforts, their ability to reflect this awareness in practice is constrained by institutional and structural challenges. The study concludes that while peace-promoting frames are emerging, they remain underutilised. It recommends strategic partnerships between media organisations and peacebuilding bodies to promote conflict-sensitive journalism and enhance the media's role in fostering dialogue, understanding, and reconciliation in Nigeria. Keywords Farmer-herder conflicts, Framing Theory, conflict reporting, peace advocacy, mainstream media
subject: Articles
  topic: section
creator: Yusuf Ajani Sholola
creator: Olalekan Odenike Ibrahim
creator: Olamide Hammed Olufadi
rights: Copyright (c) 2025 Journal of Management and Social Sciences
date: 2025-07-20
publication date: 2025-07-20
doi: 10.53704/fpvvva74

Achieving Sustainable Development Goals in Nigerian Listed Multinational Corporations through Sustainable Finance and Corporate Governance Practices
type: item
description: This study investigates how multinational corporations (MNCs) in Nigeria contribute to achieving Sustainable Development Goals (SDGs) through sustainable finance and corporate governance practices. Employing a quantitative research design, secondary data from ten listed MNCs in Nigeria between 2015 and 2024 were analyzed. Panel regression models, descriptive statistics, and correlation analysis were used to test the relationship between sustainable finance, corporate governance, and SDGs. The study’s results reveal that sustainable finance positively influences investment in eco-friendly projects, while effective corporate governance fosters accountability. Executive compensation linked to sustainability metrics promotes SDG alignment. This study concludes that sustainable finance and corporate governance play critical roles in advancing SDG objectives in Nigerian MNCs. Sustainable finance practices, particularly investments in green projects, contribute to long-term environmental and economic stability. Strengthening corporate governance mechanisms including board oversight and ethical financial reporting practices is essential to fostering SDG-aligned growth. Firms’ managers should integrate digital accounting tools and align executive incentives with SDG objectives. This study provides empirical insights into how sustainable finance and corporate governance drive SDG achievement in an emerging economy, bridging knowledge gaps in Nigeria's context. Keywords Corporate governance, sustainable finance, SDGs, Nigerian multinational corporations
subject: Articles
  topic: section
creator: Ayoola Azeez Olaoye
creator: Jonathan Funminiyi Adegoke
creator: Tajudeen Adewale Odetayo
rights: Copyright (c) 2025 Journal of Management and Social Sciences
date: 2025-07-20
publication date: 2025-07-20
doi: 10.53704/9ze7wz24

From Expectation to Action: The Interplay of Health Expectations, Care Quality, and Socio-demographic Moderators in Health-Seeking Behaviour of Health workers
type: item
description: Health-seeking behaviour among health workers is a crucial yet often overlooked aspect of healthcare systems, especially in developing nations. This study investigates the impact of health expectations and perceived health care quality on health-seeking behaviour (HSB) among Nigerian health workers. A cross-sectional survey was conducted among 108 health workers in Ibadan, Nigeria. Structural equation modelling (SEM) was used to assess the relationships between health expectations and health-seeking behaviour (HSB). Health expectations positively predicted perceived health care quality (β = 0.410, p < .001) and HSB (β = 0.268, p = .003). Perceived care quality strongly influenced HSB (β = 0.652, p < .001) and mediated the relationship between health expectations and HSB (β = 0.267, p < .001). Age moderated the effect of health expectations on HSB (β = 0.366, p = .003), indicating a stronger association among older health workers. Ethnicity moderated the relationship between care quality and HSB (β = 0.211, p = .038), while marital status moderated the link between health expectations and HSB (β = -0.320, p < .001). The model demonstrated acceptable fit indices: SRMR = 0.072, NFI = 0.915, and Rms theta = 0.102, indicating a good fit between the hypothesized model and the observed data. The findings underscore the significant roles of health expectations and perceived care quality in shaping HSB among health workers, with socio-demographic factors influencing these dynamics. Tailored interventions that enhance care quality and consider individual expectations and demographic contexts are essential to promote proactive health-seeking behaviours within the health workforce. Keywords Health expectations, care quality, socio-demographic factors, health-seeking behaviour, health workers
subject: Articles
  topic: section
creator: Rotimi Jacob Akinniyi
creator: Kolawole Lateef Kazeem
creator: Ajibola Abdulrahamon Ishola
rights: Copyright (c) 2025 Journal of Management and Social Sciences
date: 2025-07-20
publication date: 2025-07-20
doi: 10.53704/a2a87537

Exploring the Concept, Implications, and Business Potential of Halal Products and Services
type: item
description: The interest in the halal industry has witnessed a surge in recent times, with practitioners, including entrepreneurs, academics, and policymakers, now exploring halal markets for economic expansion. This development has triggered a new trend in Islamic economic scholarship with massive studies on the halal sector. Given the above, there is a growing need to elucidate the concept, principles, and market opportunities in the halal sector to enhance stakeholders' understanding of the sector. There is a dearth of studies in this area of knowledge, particularly innovative services in the halal sector. This paper, therefore, attempts to explain the concept, principles, and market opportunities in the halal sector to establish the implications on entrepreneurship and business growth. Through a qualitative approach, the paper uses secondary data sourced from peer-reviewed journals to explain products and innovative services in the halal market. The article identifies key factors driving consumer preferences and presents strategic recommendations for businesses seeking to enter or enhance their presence in the halal market. Ultimately, this research aims to provide valuable insights into the burgeoning halal economy and its significance for both local and international markets. Keywords Halal products, entrepreneurship, Islamic economics, innovative services, Shari’ah
subject: Articles
  topic: section
creator: Saheed Afolabi Ashafa
rights: Copyright (c) 2025 Journal of Management and Social Sciences
date: 2025-07-20
publication date: 2025-07-20
doi: 10.53704/m8yebc80

Brand Appeal and Marketing Performance of Instant Noodles Products in Osun State, Nigeria
type: item
description: The modern consumer goods market has grown to be highly competitive; brand appeal plays a pivotal role in shaping consumer choice and driving product success. This study investigates the influence of brand appeal on the marketing performance of instant noodles products in Osun State, Nigeria. Using a survey design, data were collected from 418 consumers across the state. The study examined three key brand elements: brand name, brand packaging, and brand association. Findings indicate that all three variables are statistically significant and positively affect customer patronage. The model’s R² value of 0.598 suggests that approximately 60% of the variation in customer patronage can be explained by these brand elements combined, reflecting a high explanatory power. Additionally, the F-statistic of 24.380 confirms the overall model’s statistical significance. The study underscores that while all elements are influential, packaging design and quality should be prioritized, followed by consistent advertising and brand image management. Based on the findings, it is recommended that manufacturers enhance their branding strategies by investing in distinctive brand names and engaging packaging that clearly communicates product value. Strengthening brand associations can further boost consumer loyalty and sustain market competitiveness. Keywords Brand appeal, marketing performance, Instant Noodles, brand packaging, brand association
subject: Articles
  topic: section
creator: Basit Olalekan Ajibade
creator: Olatunde Misbaudeen Osuolale
rights: Copyright (c) 2025 Journal of Management and Social Sciences
date: 2025-07-20
publication date: 2025-07-20
doi: 10.53704/xbky6g78

The Role of the Youth in Shaping Ethnic and Religious Identity and Political Governance in Nigeria between 2000 – 2020
type: item
description: Nigeria’s rapidly expanding population has led to a substantial increase in its youth demographic, with individuals aged 15–35 accounting for over 30% of the total populace. This significant proportion positions youths as key actors in the country’s political, social, and economic spheres. Ideally, such a youthful population should translate into a productive and innovative workforce capable of driving sustainable development. However, Nigeria remains plagued by persistent poverty, a disengaged labor force, and socioeconomic stagnation. The growing discontent and agitation among Nigerian youths reflect these systemic issues. In light of these challenges, this study explores the intersection of political governance and ethnic and religious identity, with particular focus on how these factors influence youth political participation. It investigates the socio-political dynamics shaping youth engagement in Nigeria, chronicles historical patterns of youth involvement in governance, identifies obstacles impeding their active participation, and proposes actionable strategies to address these gaps. The study adopts a historical research methodology, utilising oral interviews and the analysis of relevant literature and archival materials. Findings reveal that the marginalisation of youths in Nigeria’s sociopolitical processes has significantly hindered national progress. Based on these insights, the paper advocates for the establishment of youth-centered policies and the deliberate integration of young people into the nation’s political framework as a pathway to sustainable national development. Keywords: Youth participation, political governance, ethnic identity, religious identity, national development, Nigeria
subject: Articles
  topic: section
creator: Suliyat Olajumoke Mohammadtaofeek
creator: Stephen Seyi Aasa
rights: Copyright (c) 2025 Journal of Management and Social Sciences
date: 2025-07-20
publication date: 2025-07-20
doi: 10.53704/etzaa942

Narrowing Gaps in Islamic Propagation: NASFAT's Educational and Socioeconomic Strategies
type: item
description: The objective of this paper is to highlight the efforts that NASFAT has made in the promotion of Islamic religious knowledge through da’wah training sessions, the dissemination of Islamic messages, and the establishment of agencies for socioeconomic impacts in the last four years, mostly in Nigeria and some other countries of the world. The paper uses a qualitative case study approach, employing data from da’wah training records, relevant literature, and the websites and social media handles of the society and its agencies. The result reveals the society’s impacts on Islamic religious propagation, as evidenced by the significant number of participants from both within and outside the society, who have participated in the society’s various training programmes. They have had access to authentic Islamic teachings and exposure to steps in da’wah and dialogue that help correct misconceptions about Islam and its teachings. It has trained 5665 participants in da’wah, Islam and dialogue from 2012 to date, sourced from personal interview with the author. Beyond religious education, the impacts are also evident in economic empowerment and job creation through various socio-economic activities. The paper espouses how religion is used to engender socioeconomic development and promote religious teaching that fosters peaceful co-existence, while recommending further studies on similar initiatives by other Islamic organisations. Keywords NASFAT, Islamic propagation, educational, socioeconomic strategies
subject: Articles
  topic: section
creator: Onike Morufu Abdul-Azeez
rights: Copyright (c) 2025 Journal of Management and Social Sciences
date: 2025-07-20
publication date: 2025-07-20
doi: 10.53704/2crm5380

Political Communication and Propaganda: Impacts on National Interest and Security
type: item
description: Political communication and propaganda have become increasingly complex, playing crucial roles in shaping political processes. While effective communication strategies are vital for success in political endeavours, inadequate communication strategies can lead to crises detrimental to national interests and security. This paper examines the relationship between political communication, propaganda and their impacts on national interest and security with specific focus on Nigeria. A theoretical study, the paper examines the ways in which both the mainstream media and the new media are influencing political dynamics. The study employs Agenda-Setting Theory to analyse the persuasive and manipulative potential of political communication and propaganda. It argues that while these tools are instrumental in garnering public supports, they can also be exploited to destabilise national security and undermine democratic governance. By investigating how political communication and propaganda affect Nigeria’s national interest, the paper sheds light on the potential dangers these practices pose to good governance. It underscores the critical role of the mass media in promoting national peace by providing accurate information, ensuring transparency and most importantly, enabling informed decision-making, free from manipulation. The paper concludes by emphasising the need for responsible communication to safeguard national security and uphold democratic values. Keywords Political communication, propaganda, national security, agenda-setting, national interest
subject: Articles
  topic: section
creator: Oluwatoyin Shakirat Salami
creator: Ghaffar Adewale Adeleye
rights: Copyright (c) 2025 Journal of Management and Social Sciences
date: 2025-07-20
publication date: 2025-07-20
doi: 10.53704/00ysjr39

An Assessment of Moral and Ethical Challenges in Modern Private Arabic Schools in Southwest Nigeria
type: item
description: This study focuses on the critical examination of the recent moral and ethical challenge in modern private Arabic schools in Southwest Nigeria. Moral decadence in Nigeria has been a matter of concern in all sectors of the society, which has resulted in the deterioration of societal norms and values. It is worrisome in recent time in Southwest Nigeria to note that the modern Arabic schools that are supposed to be moral and academic oriented based have been associated with social vices. Students are currently involved in various acts of immorality that contradict the Qur’anic teachings. A descriptive research design was adopted with the use of a quantitative approach. Library materials and structured questionnaire was used to collect data from respondents and Likert scale was used for data analysis. A total number of fifty (50) Mu’alim (teachers) were drawn from the various Arabic schools. The study revealed that there are many forms of decadence among modern Arabic schools in Southwest Nigeria, the causes of the decadence were revealed as well as the possible strategies for restoring the problem. The study concluded with a set of recommendations and suggestions to ameliorate the impunity in the school’s system, among others, that parents and Ustadh/teachers should be encouraged to take an active role in their students’ lives and provide guidance and support in their moral development. It is further recommended that teachers should always undergo regular professional training and workshops to enhance their knowledge and skills in impacting knowledge to students. Keywords Ethics, moral, immorality, teacher, modern Arabic School, Southwest
subject: Articles
  topic: section
creator: Daud Oniyide
rights: Copyright (c) 2025 Journal of Management and Social Sciences
date: 2025-07-20
publication date: 2025-07-20
doi: 10.53704/phx1xn33

Human Empowerment: A Case Study of Tijāniyyah Grassroots Mobilization and Empowerment Initiative of Nigeria (TIGMEIN) Osun State, Nigeria
type: item
description: Tijāniyyah is one of the groups in Sūfi Islamic order. Sufism or Tasawwuf, has its root in the early days of Islam, i.e., it is as old as Islam, but its transformation as a distinct movement occurred over time. Tijāniyyah Sufi order was founded by Ahmad al-Tijani (1735-1815). The name Tijaniyyah is derived from his name “Al-Tijani”, which refers to his birthplace, Tijani, a small village in Algeria. The order came to Nigeria at a very early stage, perhaps during the lifetime of its founder. The order has faced criticism and controversy from some scholars and groups, who accuse it of introducing innovations (bid’ah) in Islam. This paper aims to unveil its contributions and how its empowerment programme benefited the people of Osun State. It also unearths the roles and activities of the Tijāniyyah Grassroots Mobilization and Empowerment Initiative of Nigeria (TIGMEIN), Osun State. The research used analytical method as well as survey method to achieve its set objectives. Findings from the study show that the group (TIGMEIN) under the umbrella of the Osun State Tijāniyyah Sūfi order has organised different trainings across all local government areas of Osun State to secure jobs for teeming unemployed youth and alleviate poverty in the State. The work therefore recommends that members of the group put in more effort to sustain the programme and that government, as well as other organisations in the State and Nigeria at large, should also assist the programme.
subject: Articles
  topic: section
creator: Kamal-deen Olawale Sulaiman
creator: Wasiu Oyetunji Bello
rights: Copyright (c) 2025 Journal of Management and Social Sciences
date: 2025-07-20
publication date: 2025-07-20
doi: 10.53704/nczave47

Political Institutions and Governance: An Arabo-Islamic Perspective
type: item
description: Societies need political institutions with governance structures to achieve stability and ensure justice for societal progress. The research analysed Arab-Islamic political institutions and governance through Islamic principles drawn from teachings and Arab political traditions to resolve modern structural conflicts with their original political ideals in Islamic law and Arab historical contexts, especially within Muslim-majority states struggling with governance breakdowns. Textual analysis of Islamic primary resources composed of the Qur'an and Hadith together with traditional Islamic legal and political concepts formed the research method. The study examined historical governance during the time of Rightly Guided Caliphs together with modern political systems. Islamic governance requires three fundamental elements which include Shūrah for consultation and 'Adl for justice together with accountability for governance. The Quranic verse Q3:159 says "And consult them in all affairs" which shows how participatory governance matters and how the Shūrah concept matches democratic principles. The early Caliphates showed an example of transparent ethical leadership which remains relevant today for dealing with modern governance issues. Modern political systems can improve their operations by implementing the Arab-Islamic principles of multilateral input and moral leadership establishment according to the research findings. Shūrah as an inclusive governance system needs improvement together with increased leader accountability and adoption of Islamic ethical values for public institution corruption reduction and political institution trust enhancement. The structure offers a foundation for cultural governance transformation in Muslim-majority governance systems. Keywords Arab-Islamic perspective, concept of Shūrah, governance, political institutions, Qur'an and Hadith
subject: Articles
  topic: section
creator: Kehinde Kamorudeen Busari
rights: Copyright (c) 2025 Journal of Management and Social Sciences
date: 2025-07-20
publication date: 2025-07-20
doi: 10.53704/eqf6ms36

Migrant Identity in the Age of Artificial Intelligence: Technology, Surveillance, and Belonging
type: item
description: As artificial intelligence (AI) and digital surveillance technologies reshape governance systems worldwide, their impact on migration extends beyond efficiency and security to the very core of migrant identity and belonging. This conceptual paper critically examines how AI, biometric systems, and predictive analytics influence migrants’ access to rights, cultural negotiation, and social inclusion. Grounded in Technological Determinism Theory, the study employs a thematic synthesis of peer-reviewed literature, policy reports, and migration data published between 2010 and 2025. Findings reveal that migrant identity is shaped by the interplay of legal recognition, cultural belonging, and technological mediation. While AI-driven systems streamline migration processes in developed economies, they often reproduce biases, heighten surveillance, and restrict agency. In contrast, uneven adoption in emerging economies, particularly in Africa, creates hybrid governance spaces where migrants navigate both formal and informal systems. Across regions, migrants actively negotiate identity through community networks, cultural hybridity, and resistance to digital profiling, demonstrating agency in the face of technological constraints. The study concludes that AI is not a neutral tool but a powerful determinant of how migrants are categorized, included, or excluded in contemporary societies. It recommends that migration governance balance technological efficiency with ethical safeguards, robust data protections, and inclusive policies that uphold migrants’ rights and sense of belonging. Keywords: Artificial intelligence, migrant identity, digital surveillance, technological determinism, migration governance, Africa
subject: Articles
  topic: section
creator: Ezurike Nduneche
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-01-08
publication date: 2026-01-08
doi: 10.53704/40hckb52

Artificial Intelligence (AI) as a Double-Edged Sword: Its Impacts on Religion from Islamic Perspectives
type: item
description: Introducing Artificial Intelligence (AI) tools, particularly ChatGPT, into various facets of human life, including religion, has brought both benefits and challenges. This paper aims to highlight the impacts of AI, specifically ChatGPT, on religion by employing a qualitative content analysis using a directed deductive method based on a newspaper report (attached as an appendix) submitted by the author to The Guardian newspaper. The paper outlines the significant positive contributions of ChatGPT to religious scholarship while addressing its drawbacks, such as diminishing face-to-face interactions, misquotations of scripture, and documented cases where ChatGPT has allegedly encouraged users toward harmful actions, including murder. Additionally, the paper discusses how NASFAT is guiding its members on the responsible use of ChatGPT through webinars featuring clear explanations from religious studies and ICT experts. Finally, the paper recommends promoting AI literacy among adherents of various religions. Keywords ChatGpt, religion, impacts, NASFAT, double-edged-sword
subject: Articles
  topic: section
creator: Onike Morufu Abdul-Azeez
rights: Copyright (c) 2025 Journal of Management and Social Sciences
date: 2025-07-20
publication date: 2025-07-20
doi: 10.53704/10afe556

Quasi-Experimental Analysis of Digital Media Campaigns Influencing Maternal Health-Seeking Behaviours in Rural South-Western Nigeria
type: item
description: This study examined the influence of digital media campaigns on maternal health-seeking behaviours among women in rural South-Western Nigeria. Guided by the Uses and Gratification theory, the research explored how exposure to maternal health messages disseminated through WhatsApp, Facebook, and SMS shaped antenatal care attendance, facility-based delivery, and skilled birth uptake. Using a quasi-experimental design, 400 pregnant women and nursing mothers from six rural communities were sampled through multistage procedures. The findings revealed significant improvements in maternal health-seeking behaviours among women exposed to the campaign compared with those unexposed. Antenatal attendance, facility delivery, and skilled birth utilisation increased substantially after the 12-week intervention. The influence of digital media exposure was moderated by digital literacy, education level, and preference for voice and video-based formats over text. Despite these gains, digital exclusion and low literacy remained critical barriers to equitable participation. The study concludes that locally adapted digital campaigns, when combined with community health worker support, can effectively enhance maternal health-seeking behaviour in underserved communities. It recommends integrating multimedia health messaging in local languages and strengthening digital literacy among rural women to sustain improved maternal health outcomes. Keywords Maternal health behaviour, digital campaigns, digital literacy, rural communities
subject: Articles
  topic: section
creator: Rasheed-Olalekan Lateef
creator: Faruq Jolayemi
creator: Fredrick Okhgwae
creator: Rasheedat Abike Balogun
rights: Copyright (c) 2026 Journal of Management and Social Sciences
date: 2026-01-08
publication date: 2026-01-08
doi: 10.53704/z2rnd968