British Journal of Marketing Studies (BJMS)

EA Journals

Public Relations

Celebrity Ad Campaigns: How Celebrities are leveraged by Indian Corporates (Published)

This research paper delves into the role of Indian celebrities in brand endorsements and their ROI to brands. As celebrity endorsements are one of the most preferred marketing tactics of brand managers, it is important to evaluate their effect on the target consumer. Some questions like, does a celebrity face help to drive sales? Or is the brand value of a company directly proportionate to the stature of the celebrity associated with it? Or Does a popular face bring instant publicity for the brand? This research paper gathers insight from young Indians, middle-aged adults and Indian marketing experts to find out brand recognition and popularity basis its celebrity association. The paper also deep dives into the perception of the brand when the associated celebrity is surrounded by scandals and bad press.  

Citation: Wij S. (2022) Celebrity Ad Campaigns: How Celebrities are leveraged by Indian Corporates, British Journal of Marketing Studies, Vol. 11, Issue 1, pp.,1-11

Keywords: Public Relations, ad campaigns, brand ambassadors, celebrity PR, celebrity endorsements

Public relations tools for sustainable mutual understanding between higher educational institutions and their publics in Nigeria (Published)

This paper identifies the public relations tools which higher educational institutions use for building sustainable relationships with their strategic publics in Nigeria. Public relations tools as an important aspect of public relations practice in every organisation largely determine the status of relationship that higher educational institutions have with their respective publics. It is widely believed that the public relations tools higher educational institutions employ have the potentials for building healthy relationships with their publics with the consequent capacity for removal of unfavourable rumours and stories that could have negative implications for the organisations. A survey of 140 public relations staff and 313 students of higher educational institutions in Nigeria was carried out. Findings reveal that some higher educational institutions use some of the tools as a matter of custom without establishing whether such tools are relevant to addressing their corporate public relations needs. Others try to allow research to precede their selection of the public relations tools of the schools, while some yet do leave their public relations tools in reckless abandon. The study recommends that public relations departments or units of higher educational institutions should always establish the public relations needs of their respective higher educational institutions before initiating the  tool  for interacting with the publics in order to identify the most effective tool for interaction that would drive sustainable peaceful co-existence between higher educational institutions and their relevant publics.

Citation: Harvey G.O. Igben  (2022) Public relations tools for sustainable mutual understanding between higher educational institutions and their publics in Nigeria, British Journal of Marketing Studies, Vol. 10, Issue 4, pp.1-16

Keywords: Public Relations, higher educational institution, image building, publics

Influence social media on the implementation of public relations in selected higher learning institutions in northern Tanzania (Published)

The paper assessed the influence of social media on the implementation of public relations. Research approaches were quantitative and qualitative research (explanatory correlation and case study designs). Simple random sampling, purposive and stratified sampling procedures were used to select University staff and students The target population was higher learning institutions in Northern Tanzania.  Quantitative data was analysed using descriptive and inferential statistics. Data was anlaysed through frequencies, percentages, means and narratives. The study had two hypotheses which were tested using independent t-test analysis. Both null hypotheses were rejected and alternative hypotheses were stated. The  findings showed that majority of respondents agreed that social media is a significant tool in influencing public relations programmes towards improving stakeholders relations in higher learning institutions. The study recommended that public relations managers and communication officers in the organization should increase and improve utilization of social media for the success of their communication strategies in the institution.

Keywords: Facebook, Google+, Public Relations, Social media, Software, Twitter, higher learning institutions, platform

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