Role of Public Relations Campaign in Restraining the Surge of Hookup Business among Female Students in Nigeria Higher Institutions
Evidence from South-East, Nigeria
Main Article Content
Abstract
This study assessed the influence and possibilities of public relations (PR) campaign on restraining the surge of hook-up business among female students in higher institutions of south-east Nigeria. The PR campaigns emphasized in the study include Raising awareness (RA), Promoting positive values and role models (PPVRM), and Fostering open dialogue and addressing misconceptions (FODAM). Targeted at addressing the effect of parental economic position, greed and desperation as well as peer pressure, both descriptive and inferential statistics were used to attain the objectives and provide answers to the research questions. Primary data were generated from a sample of 1200 respondents sleeted from the five states using multi-staged sampling technique. Results from the use of descriptive statistics and inferential statistics of logistic regression shows that PR campaign have made significant influence on restraining the surge of hook-up business. The study also noted that, the potentials of PR campaigns are yet to be fully harnessed with the odd ratio of the variable RA about 11, while that of PPVRM is about 10 and FODAM about 7. This shows that, any unit increase in PR campaign will create at least about 7 more reduction likelihoods in hook-up business in the south-east Nigeria. The study therefore concluded that PR campaign remains the vital button to hold on to, if the social vice of hook-up business in the higher institutions will be properly addressed. Therefore, the study recommended more effort in sensitizing both students, parents/guardians and the institution communities with the best of PR campaign handled by well-trained professional.
Article Details
Copyright (c) 2025 Emmanuel Ejiofo Nwanmouh, Nduka Vitalis Elda Okolo-Obasi, Longinus Chukwudi Odoh, Obioma Vivian Ugwuoke , Innocent Uzochukwu Ozumba, Jafaru Itopa Ibrahim, Remigus Amarachi Dike, Patrick Okechukwu Emeter, Clementina Ebere Onuegbu (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Emmanuel Ejiofo Nwanmouh, University of Nigeria, Nsukka, Nigeria.
Department of Marketing,
Faculty of Business Administration, Enugu Campus,
University of Nigeria, Nsukka, Nigeria.
Nduka Vitalis Elda Okolo-Obasi, University of Nigeria, Nsukka, Nigeria.
Institute for Development Studies, Enugu Campus,
University of Nigeria, Nsukka, Nigeria.
Longinus Chukwudi Odoh, University of Nigeria, Nsukka, Nigeria.
Department of Accountancy,
Faculty of Business Administration, Enugu Campus,
University of Nigeria, Nsukka, Nigeria.
Obioma Vivian Ugwuoke , University of Nigeria, Nsukka, Nigeria.
Department of Accountancy,
Faculty of Business Administration, Enugu Campus,
University of Nigeria, Nsukka, Nigeria.
Innocent Uzochukwu Ozumba, University of Nigeria, Nsukka, Nigeria.
Institute of Maritime Studies, Enugu Campus,
University of Nigeria, Nsukka, Nigeria.
Jafaru Itopa Ibrahim, Federal Polytechnic Nasarawa, Nigeria.
Department of Marketing,
Federal Polytechnic Nasarawa, Nigeria.
Remigus Amarachi Dike, University of Nigeria, Nsukka, Nigeria.
Institute of Maritime Studies, Enugu Campus,
University of Nigeria, Nsukka, Nigeria.
Patrick Okechukwu Emeter, University of Nigeria, Nsukka, Nigeria.
Department of Marketing,
Faculty of Business Administration, Enugu Campus,
University of Nigeria, Nsukka, Nigeria.
Clementina Ebere Onuegbu, University of Nigeria, Nsukka, Nigeria.
Department of Accountancy,
Faculty of Business Administration, Enugu Campus,
University of Nigeria, Nsukka, Nigeria.
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Uduji J.I. and Okolo-Obasi, N.V.E. (2021). Empowerment of Rural Young People in Informal Farm Entrepreneurship: The Role of Corporate Social Responsibility in Nigeria’s Oil Producing Communities. Journal of Enterprising Communities: People and Places in the Global Economy, 16(6):924-947, https://doi/10.1108/JEC-04-2021-0054 DOI: https://doi.org/10.1108/JEC-04-2021-0054
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