African Journal of Stability & Development

Does Copyright Imitation Impact Purchase Behaviour in the Entertainment Industry: A PLS-SEM Analysis of Gen Z’s Brand Recognition in Africa?

Tajudeen Alaburo Abdulsalam, Rofiat Bolanle Tajudeen — Fri, 17 May 2024 21:34:31 +0000

The entertainment industry has experienced remarkable growth, driven by technological advancements and changing consumer preferences, with revenue soaring to $31.23 billion in 2023 and anticipated growth at a Compound Annual Growth Rate (CAGR) of 10.64% through 2027. However, the industry’s significant sustainability issue is the widespread practice of copyright imitation, with Africa’s accommodated 2.5 billion unauthorised image imitations daily representing 1.48% global imitation index, causing substantial damages, notably affecting Gen Z with estimated losses of €532.5 billion, with Egypt experiencing the highest incidence of cases in Africa. This research delves into how copyright infringement impacts brand recognition, as a construct of purchase behaviour, among Gen Z in the African entertainment industry. By relying on post-positivism paradigm and planned behaviour theory, the research used questionnaire and collected 352 responses (92% sample rate) from tech-savvy Gen Z respondents, derived using Borden sampling model. The PLS-SEM (Partial Least Squares Structural Equation Modelling) model reveals that copyright infringement substantially affects brand recognition, explaining 64.7% of the variance in consumer behaviour. Specifically, imitated corporate names, product ideas, and promotional tactics impact brand recognition by 11.1%, 9%, and 6.2% respectively, which refutes the initial assumption. Research recommendations include implementing stricter management protocols within the industry, fostering deeper community engagement, and differentiating products by using unique, high-quality materials. The study acknowledges potential biases in data collection due to unequal online access among Gen Z music enthusiasts in Africa, by possibly not fully reflecting the broader diversity of Gen Z behaviour across the continent in the world, considering the varying cultural, economic, and social dynamics that influence purchasing behaviours.

Combating Corruption in Nigeria: A Case Study of Public Prosecution under Buhari’s Administration (2015-2023)

Esther Kalu Okechukwu, Amidu Opeyemi Aderinto, Sultan Babatunde Lawal — Fri, 17 May 2024 22:03:20 +0000

The menace of corruption in Nigeria has lingered on for years, the conscious awareness towards this malady has gained prominence over the years, to the extent that the main opposition party, All Progressive Congress (APC), ascended to power in the 2015 General Elections, emerging victorious at the polls with anti-corruption campaign, echoed by the change mantra. This study dissected the much-anticipated fight against corruption in the eight years of Muhammadu Buhari’s APC led administration; it unravels that the principle of rotation of power with its patron-client network and identity politics are enablers of corruption in Nigeria. Similarly, it is posited that plea bargain constitutes a huge hindrance to the successful eradication of corruption in Nigeria, just as the poor reward system for career public office holders constitutes a challenge to the fight against corruption in Nigeria. The study concluded that the Buhari administration’s fight against corruption, although had Nigerians filled with hopes from inception, could not achieve much in the end with the anti-corruption Caesar (Ibrahim Magu) removed in what appears as a power play. We recommend the establishment of institutional mechanisms to prevent corruption, review of reward system for public officers, creation of credit system to facilitate citizens’ immediate access to meeting their needs, prosecution of civil/public servants who are complicit in corrupt practices, and compensation of whistleblowers, among other measures.

Efficacy of Digital Pricing Strategies on Customer Buying Decisions in the E-Commerce Industry: A PLS-SEM Approach

Fri, 17 May 2024 23:43:36 +0000

E-commerce is a vital component of global retail sustainability, expanding at a rate of 14% annually, fuelled by increased internet adoption (55%), with over five billion users worldwide. In Africa, e-commerce revenues have surged to $31.18 million, with Nigeria’s Business to Consumer (B2C) index hitting 53.2 points and boasting a 55% internet penetration rate in 2023, ranking fourth highest on the continent. The globalisation of markets has exposed ecommerce companies to economic downturns, compelling them to adopt strategic pricing approaches to ensure sustained profitability and competitiveness. Consumers have become more price-sensitive, emphasising the need for firms to accurately gauge pricing sensitivity to influence purchasing decisions effectively. This research explores how ecommerce stores utilise digital pricing strategies to impact the purchasing behaviour of Gen Z consumers in Nigeria. By employing an exploratory research design, the study utilised an online survey distributed through Google Form, targeting tech-savvy Gen Z consumers, who represent over 85% of the 384-sample size derived using the Borden sampling model. By being guided by the theory of planned behaviour, the PLS-SEM model indicates that special event pricing (0.433, 91.8% effect), sample product pricing (0.236, 85.0% effect), and loss leader pricing (0.236, 93% effect) significantly impact Gen Z’s consumer patronage (62.4%). Furthermore, product lining pricing (0.457, 93.7% high effect), captive pricing (0.161, 96.21% high effect), and optional pricing strategy (0.252, 96.0% medium effect) influence Gen Z’s online purchase satisfaction (67.2%). This underscores the importance of digital pricing strategies in shaping Gen Z’s online purchase behaviour. The research recommends the need for online stores to incorporate promotional and product mix strategies in business tactics; governments should monitor fair pricing practices, and online retailers should educate consumers about pricing strategies to foster informed purchasing decisions. The research acknowledges potential biases in data collection, stemming from unequal online access among Gen Z consumers, resulting in a partial representation of the diverse range of Gen Z behaviours across the continent, as various cultural, economic, and social factors can influence purchasing behaviours.