Gender Differences in the Reception of Buzz and Demarketing Messages Among Undergraduates (Published)
This study investigated gender differences in the reception of buzz marketing and de-marketing messages on hard substance use among undergraduates in tertiary institutions. Guided by the Elaboration Likelihood Model, Theory of Planned Behavior, and Social Norms Theory, the research examined how message type (pro-buzz, de-marketing, neutral) and communication channel (social media, peer face-to-face) influenced perceived message credibility, descriptive norms, risk perception, attitudes, and intention to use substances, with gender as a moderating factor. A cross-sectional survey design was adopted, and a structured questionnaire was administered to a sample of 450 undergraduates’ selected using multistage sampling. Data were analyzed using regression (OLS). Findings revealed that de-marketing messages significantly enhanced credibility and risk perception, particularly among female students, thereby reducing intention to use substances. In contrast, pro-buzz messages elevated perceived descriptive norms and intention, with stronger effects among males and when delivered via social media. The study concludes that gender-sensitive, norm-corrective, and credibility-driven de-marketing strategies are essential for effective substance use prevention campaigns in tertiary institutions. It recommends integrating peer-led interventions, social media counter-messaging, and campus-specific norm feedback into prevention programs.
Keywords: Buzz marketing, Gender differences, Undergraduates, de-marketing, message credibility, perceived norms, substance use
Analyses of Entrepreneurship Education on Entrepreneurial Intention among Undergraduates Students in Nigeria (Published)
Entrepreneurship education and intention are major constructs that have enjoyed extensive investigation in literature as underlying factors for the development of potential and practicing entrepreneurs and the growth of the Small and Medium Enterprises (SMEs) sector. This study investigated the analysis of entrepreneurship education on entrepreneurial intention among undergraduate students in Nigerian universities. Relevant theoretical framework and models such as Theory of Planned Behaviour (TPB) by Ajzen (1991) as well as Bandura’s (1986) Self-Efficacy model were employed to underpin the study. A sample of 469 undergraduates was investigated in Nigeria through a cross-sectional survey. A structured questionnaire was distributed online to respondents. Analysis was carried out using simple and multiple regression analysis. The findings from this study and the data analysis outcomes indicated that there is a positive significant relationship between entrepreneurship education and entrepreneurial intention among undergraduate students in Nigeria. This is in support of various positions in literature based on previous studies. However, the multi-dimensional perspective of entrepreneurship education only yielded two variables namely, entrepreneurship skills and knowledge as the determinant of entrepreneurial intention. This development gives credence to assess an optimum model for entrepreneurship education among the various antecedent factors that influence entrepreneurship education in relation to entrepreneurial intention. The study therefore recommends that adequate pedagogical approaches and tools be employed in the universities and other tertiary institutions that will impact emphasis on critical entrepreneurship education factors such as skills and knowledge for the management and policy framework for entrepreneurial activities and performance.
Keywords: Entrepreneurship education, Nigeria, Students, Undergraduates, entrepreneurial intention