March 2024

Pharmaceutical companies’ Twitter communications: Engagement and message frames

This study conducted a content analysis of tweets from the top five pharmaceutical companies to examine the levels of engagement between these companies and their audiences. The research also investigated the relationships between different types of tweets, including topics and message frames, and user interactions. The results revealed that pharmaceutical companies were more inclined to engage with tweets related to...

Author(s): Sun-A Park

March 2024

Product placement in Namaste Wahala in the global film industry and brand recall in Nigeria

Many firms utilize Nollywood in Nigeria as a marketing platform for product placement. Within this context, this study investigates product placement in the movie "Namaste Wahala" in the global film industry and its effect on brand recall among Nigerian undergraduate students from Caleb University and the Lagos State University of Science and Technology (LASUSTECH). The aim is to determine if they can remember...

Author(s): Mosopefoluwa Taiwo, Boluwatife Joy Jaiyesimi and Eric Msughter Aondover