By Daha Tijjani, PhD

Celebrity endorsement is a technique in advertising that possesses persuasive power to influence consumers’ decisions and target audiences. As a result, it remains a popular way for marketers to promote their brands, products, and services.

In political communication, it is one of the tools used to project the image of political parties and candidates in the minds of electorates and ultimately influence voters’ decisions.

However, numerous studies have found that several products have failed to attract customers’ attention despite being endorsed by celebrities.

Several researchers have investigated the effect of celebrity endorsement on products. However, few studies have looked at the impact of celebrity endorsement on political parties and their candidates. Also, little is known about the effects of celebrity endorsement and branding of political parties when it comes to developing economies.

Thus, knowing the effects of celebrity endorsement and branding of political parties and their candidates will give valuable insights to the party leadership on what strategy they should adopt when embracing a celebrity to help their brand.

As a result of this perceived lacuna, a group of researchers from universities in Nigeria, Ghana, Malaysia, and Germany examined the effects of celebrity endorsements of political parties using the Nigerian 2019 Presidential elections as a case study. The study report was published by Technium Social Science vol 22 (2021): A new decade for social change. 

The study investigated and discerned the factors motivating eligible voters in Nigeria to vote, using the predictors (Endorser Credibility, Political Brand Credibility, Political Brand Equity, and Voting Intention). The study also examined the mediating role of Political Brand Credibility (PBC) and Political Brand Equity (PBE) towards Voting Intention (VI).

The data for the study was collected in 2019 from 320 eligible respondents with Permanent Voters’ Cards (PVC) from the cluster of 6 geopolitical zones in Nigeria, including the Federal Capital Territory.

The study has found that the endorsement of celebrities alone does not necessarily influence electorates to vote for political candidates. Instead, the credibility of the party and its equity play a pivotal role in the voting intention of voters.

Despite being credible with attributes such as Attractiveness, Trustworthiness and Expertise, the study further revealed that the celebrity endorser is not a good predictor of positive voting intentions. Likewise, the findings revealed that a credible endorser would not have a positive and significant effect on a political party’s brand equity.

Taken collectively, the new empirical findings in this study would provide a new understanding of this new political marketing strategy in the Nigerian context. Furthermore, the insights gained from this study may assist the political parties to focus and invest more effort, resources, and energy in branding their parties with meaningful manifestos that would touch the lives of the electorates.

How to Cite: Abdurrahaman, D. T., Owusu, A., Bakare, A. S., Apejoye, A., Ibrahim, M. M., & Ahmad, T. H. (2021). Assessing the effects of Celebrity Endorsements of Political Parties: An empirical study of Nigerian 2019 Presidential Elections. Technium Social Sciences Journal, 22(1), 676–699.Retrieved from https://techniumscience.com/index.php/socialsciences/article/view/4266

Note: The corresponding author can be reached via dahatijjani@gamil.com or Twitter handle @dahatijjani.

By Muhammad Abdurrahman

A statement signed by the Academy Public Relations Officer, Major Bashir Muhd Jajira, confirmed the early morning reports of the deadly attack at the Kaduna facility.

It states that “the security architecture of the Nigerian Defence Academy was compromised early this morning by unknown gunmen who gained access into the residential area within the Academy in Afaka. During the unfortunate incident, we lost two personnel and one was abducted.

“The Academy in collaboration with the 1Division Nigerian Army and Air Training Command as well as other security agencies in Kaduna state has since commenced pursuit of the unknown gunmen within the general area with a view to tracking them and rescue the abducted personnel.”

The statement adds that the community and the cadets undergoing training at the military school are safe. It finally assures the public that the shooters will be arrested and the abducted officer rescued.

The security situation continues to deteriorate in especially parts of Kaduna and other northwestern states of Nigeria. However, the government and its security operative claim to be doing everything to tackle the situation.

By Muhammadu Sabiu

Reports coming from Zamfara State have indicated that suspected terrorists operating in northwestern Nigeria have killed four persons and abducted 50 others in an attack they launched on Goran Namaye in Maradun Local Government Area of the state.

Confirming the attack in Gusau on Monday, Muhammad Shehu, the Police Public Relations Officer in the state, said the attackers came in their large number, raided the town around midnight on Sunday, and afterwards killed four persons and kidnapped 50 others.

However, he noted that the police tactical operatives had been deployed to the affected area.

According to him, CP Yakubu Elkana has ordered his men to embark on a search-and-rescue operation for the abducted persons immediately.

He added that the CP had assured residents that they would do everything possible and collaborate with other sister security agencies to maintain peace and order in the state.

Zamfara State has over the years been ravaged by the activities of kidnappers and gunmen who incessantly attack communities regularly.

Governor Muhammad Bello Matawalle has vowed to curb the menace on several occasions, but it seems all is to no avail.

By Idris Yana

As is usual with Nigerian cyberspace, the wedding of Yusuf Buhari and Zarah Bayero has sparked yet another trend of varied opinions. From pre-wedding pictures to the statehouse dinner – which hopefully marked the end of weeks of grandeur events – each gathering left behind a trail for criticism or praise. Given the number of these varied opinions the wedding has generated, I have attempted to deviate from commenting on its rights and wrongs.

As a keen observer of Nigeria’s evolution since the return to democracy in 1999 and a privileged citizen who witnessed the country’s pre-1999 socio-economy, one thing that is inevitably noticeable is the vast evolving gap that separates the haves and the have-nots. Election into political offices has become a lifeboat that rescues few people from the sinking ship that carries Nigerian masses. On the one hand, these politicians succeeded in blending in an elite circle that was hitherto formed by the military personnel (generally retired); civil servants, whose share of national cake from Heaven; contractors (and every Nigerian knows what this means); and few legitimate business moguls. But, on the other hand, the explosive downtrodden population continues to sink into the abyss of poverty.

The widening gap between these two classes has created a cause for concern. As the elite, in most cases, carelessly flaunt their expensive lifestyle to the envious eyes of the poverty-stricken majority, this has begun to breed resentment in the hearts of the majority of the latter. This resentment is gradually increasing whenever an event like Yusuf and Zarah’s wedding takes place.

Elitism in all cultures is real and inevitable. Since time immemorial, societies have always been divided along this line. What distinguishes Nigeria’s current situation is the circumstance and extent to which these class differences are expressed. In a country where the level of poverty, and its attendant consequences, is glaring, the reckless flamboyance must be done with caution. This is especially important when poverty-induced (in)security crises are on the rise.

The poor and forgotten should also not allow self-pity to make them wallow in destitution. In most cases, they are the ones who made these overnight elites by electing them to the privileged offices. They can change that by holding them accountable for their responsibilities. Another way is by defining what they want from these politicians. Electing people based on primordial sentiments or personal aggrandisement must stop. Most importantly, people must understand that they are the architects of their future.

Idris Yana writes from Exeter, United Kingdom. He can be reached via idrishyana@gmail.com or @Idrisyana (Twitter).

By: Ali Sabo

Internet connectivity is becoming part and parcel of humans’ lives all over the globe. However, the story in the undeveloped countries, especially those living in the African continent, is different and not encouraging. Millions of people in Africa are finding it difficult to access this network, and even in places where these networks exist most of the time, it’s inefficient and costly. Moreover, the emergence of the covid-19 pandemic has exposed how fragile humans are and their dependence on the services internet provides to their daily lives.

Reports have indicated that only less than 50% of the Nigerian population is connected or has access to the internet. Of this 50%, many do not have the resources to own smartphones or computers that will allow accessing these services due to the high level of poverty ravaging the majority of the country’s population. To ensure more people are connected and have access to internet services in Nigeria, the government, through its communications agencies such as Nigerian Communications Commission (NCC) and National Information Technology Development Agencies (NITDA), have brought about many programs such as Universal Service Provision Fund (USPF) and provide free computers and internet services to some communities and academic institutions in the country.

Non-profit organizations such as the Centre for Information Technology and Development (CITAD), whose main focus is using Information and Communication Technology (ICT) to empower citizens, have initiated many programs that will liberate Nigerian people from this digital “darkness” and make the country one of the developed nations in terms of internet connectivity and other areas of human development as the internet gives people ample opportunities in their academic pursuit, businesses and in the health care sector, among others.

To ensure no one is left behind in the process, CITAD in 2016 launched the Digital Livelihood program, which centred on training women on digital technology and digital entrepreneurship in northern Nigeria, focusing on Abuja rural communities, Kano and Bauchi states. It, later on, included Jigawa State. The program has achieved tremendous success as the lives of hundreds of young girls and women have been changed and transformed. Many trained girls have now become digital entrepreneurs; graphic designing, web designers, online marketers etc. In an interview in one of the Nigerian Newspapers, one of the beneficiaries, Sadiya Danyaro, stated that the training “has drastically changed her life and made her become an employer rather than a job seeker. She also described the training as the turning point of discovering her passion and dream”. 

Before the commencement of the community network project by CITAD, supported by the Foreign, Commonwealth and Development Office (FCDO) through the Association for Progressive Communication in Nigeria, CITAD had set up seven (7) computers in the past centres in two states in Nigeria. The aim was to ease internet access to these underserved and neglected communities in terms of internet connectivity. The communities are Tungan Ashere, Dakwa Community, Pasepa, Gaube and Leleyi Gwari in rural Abuja communities, Jama’are and Itas-Gadau in Bauchi State.

At the peak of the Covid-19 pandemic, which highlighted the need and necessity of connecting everyone with an affordable and efficient internet connection, the community network project was launched by APC with support of FCDO in three continents; Africa, Asia and Latin America and championed by CITAD in Nigeria. Community networks are telecommunications infrastructure deployed and operated by local groups to meet their own communication needs and also a communications infrastructure, designed and erected to be managed for use by local communities. This communication needs can be voice, data, etc. and can be a point of convergence for community to come together to address their common community problems.

This initiative is aimed at enhancing the capacity of communities to design, deploy and manage community networks to meet their communication needs while at the same time engaging regulators and other relevant policymakers to enact policies and provide the support that could enhance the flourishing of community networks in the country. Due to resource constraints, CITAD piloted some sites in seven communities across three states: Jama’are and Itas in Bauchi State, Kafanchan in Kaduna State, and four sites in the rural communities of Federal Capital Territory, Abuja (Tungen Ashere, Dakwa Community, Pasepa and Leleyi Gwari).

Some of the activities carried out by CITAD under this project include training of the community champions in these communities on the need for setting up community network centres in these areas and on advocacy to engage their representatives more effectively; forming a community network advisory committee which consists of individuals from Civil society Organizations, ICT sector, Government and members of the communities; high-level engagements with government (NCC and NITDA), engagement with House of Representatives and championing discussions on designing policies on community network in Nigeria.   

So far, with persistent engagements and advocacies visits by CITAD, progress on setting up community networks in Nigeria has been made. Through the House Committee on ICT, the Nigerian government has drafted a bill that contains provisions on community networks; Itas and Jama’are local governments, both in Bauchi State, have donated a piece of land to CITAD to build community network centres in their communities. In addition, following meetings with CITAD, NCC has indicated that it will develop a policy to guide the development of community networks in the country.

Ali Sabo is the Campaigns and Communications Officer of CITAD and can be reached via his email address: aliyuncee@gmail.com or his Twitter handle @a_sabo12.

By Mubarak Ibrahim Lawan

It is commonsensically understandable when Kano Hizba could not stage a daring raid on Fatima Ganduje’s wedding or that of powerful people. Their excuse is acceptable to good Muslims and every reasonable person. However, some dimwitted Islamophobic detractors of Islam, who hate or fear Muslims, Islamic politics or culture, will always scorn the Hizba.

From Malam Ibrahim Shekarau’s governance in Kano to date, Hizba has always been the first target of those Islamophobia-suffering people. When they were strong, Hizba succeeded in reducing prostitution, alcohol drinking, excesses of Kannywood actors and actresses and helped maintain order in Kano. It also provided means of livelihood to thousands then, just as KAROTA delivers now. And, since the second coming of Engr. Rabiu Musa Kwankwaso, the powers given to the Hizba during Malam Shekarau was drastically reduced. Politics is all to blame; we all know.

So why do those detractors of Islam choose to ignore this simple fact? Why do they ignore the capitalistic, autocratic Nigerian factor of “the rich/powerful is always right”? Why do they criticise when Hizba works, as when they burn crates of beer, and when the board fails? In that case, what do these detractors want? Similarly, why do we judge people and institutions by some few wrongs or some unavoidably uncontrollable wrongs and limitations? If Allah forgives the Hizba for being forced to overlook, then why can’t you?

It was narrated from Ibn ‘Abbas that the Prophet (ﷺ) said: “Allah has forgiven my nation for mistakes and forgetfulness, and WHAT THEY ARE FORCED TO DO.”

Similarly, “Allah burdens no soul beyond its capacity”. To its credit is what it earns, and against it is what it commits. “Our Lord, do not condemn us if we forget or make a mistake. Our Lord, do not burden us as You have burdened those before us. Our Lord, do not impose on us more than we have the strength to bear; and pardon us, and forgive us, and have mercy on us. You are our Master, so help us against the disbelieving people.”

Lastly, they arrested a prostitute, Sadiya Haruna, because they can arrest transgressors like her and alhamdulillah they did. Whoever has complaints should please take a lawyer for Sadiya. Finally, I pray may these Muslim detractors of Islam come to their senses before it is too late.

Mubarak Ibrahim Lawan writes from Kano.

By Muhammad Abdurrahman

Despite the directive of court mandating the Kano State Commissioner of Police to continue to recognise the elected executive officers of the Police Community Relations Committee (PCRC) pending the determination of the substantive case, the Kano State commissioner of police, Mr Sama’ila Dikko, has allegedly refused to obey the court’s injunction.

On July 7, 2021, the Kano State High Court handed down an interim order restraining Police and the National Executive Council of the PCRC from dissolving or purporting to dissolve the leadership of the State committee. The said order also restrained a supposed caretaker committee members or anyone else from parading themselves as new executives. However, the state’s commissioner of police, who findings reveal is heading a state command for the first time in Kano, is yet to obey the High Court’s order despite evidence of service.

Reports gathered by The Daily Reality also revealed that the Police Commissioner, Mr Dikko, has been served with the court order. The said commissioner sued as the 8th Respondent in the suit has even filed several applications before the court through the command’s chief counsel Mr Sunday Ekwe.

On two different occasions after the court’s order, one at Kwalli Division and the other at Takai local government, the Kano Police Commissioner has frustrated functions organised by the PCRC to foster synergy and understanding between police and community. The commissioner of police was also alleged to have gathered all his Divisional Police Officers (DPOs) and instructed them not to recognise the court recognised executives of the PCRC.

Speaking on this, Police Public Relations Officer, DSP Abdullahi Haruna Kiyawa said, “Kano Police command has no hand in what is happening in PCRC. The conflict is between the suspended chairman of the PCRC and the national body. Some members of the PCRC wrote a complaint letter to the national headquarter about the gross misconduct of their chairman. After reading the complaint, the national body suspended the chairman, dissolved the entire executive members and appointed a caretaker committee.”

“You also asked about the alleged sale of PCRC ID cards. This is not true; I don’t issue ID cards. Police don’t issue ID cards. So I don’t know where you got this information. This is grievous,” the PPRO protested.

When contacted to comment on the matter, the suspended chairman of PCRC, Dr Saleh Jili, said, “Firstly, DSP Kiyawa was the root cause of all this conflict. He, alone, being the secretary of the PCRC, wrote a complaint against me to our national headquarter for my resistance to his unauthorised issuance of PCRC without proper account and coordination. What he did was an outright contravention of the PCRC Constitution as well as the National Executive Council directive. We caught a suspected thief with a PCRC ID card, and he told us where he got it and who gave him.”

“Secondly, all the allegations he made against me were false, misleading and frivolous. And about my suspension, PCRC National Executive Council has no such power to suspend me and stated by our constitution because they were not the ones who elected me. It is like to say President Muhammadu Buhari impeaches governor Abdullahi Umar Ganduje of Kano State. Can this be possible?”

Counsel to the embattled state chairman, Abba Hikima Esq., said, “The Kano Police Command is out to strangulate the Federal Government’s effort toward effective community-based policing in Kano at a time when Nigeria is bleeding with criminality. The PCRC has, for the past 37 years, championed Nigeria’s community policing project in Kano and Nigeria. Therefore, we shall follow all legally allowed means, including commencing contempt proceedings against the person of the commissioner of police. He is about the only one resisting the order of Kano High Court to ensure that he does not disrespect our courts and get away with it.”

Barrister Hikima added that “The Commissioner’s actions are clearly arbitrary and contemptuous and if not urgently checked by either the hierarchies of the police or the court itself would herald chaos and anarchy. Same also posses a threat to Kano’s community policing program.”

The PCRC is Nigeria’s oldest community policing based organisation, established in 1984 to foster partnership and understanding between police and community members. The committee in Kano State has procured several vehicles for the police, built police outposts and supported the police in various ways.

Earlier this year, the Kano State PCRC organised a state-wide security summit massively attended by dignities, security experts and artisans from the 44 local government councils of Kano state. During the meeting, people received training on “How to report crimes and criminality without getting victimised.”

The Minister of Communications and Digital Economy, Dr Isa Ali Pantami, has said that the Federal Government would soon deploy the Five Generation (5G) network in Nigeria.

The minister made the disclosure in an interview with the News Agency of Nigeria in Abuja.

According to Pantami, the decision to deploy the 5G network followed an outcome of investigations, research and trial, making it clear that it wouldn’t pose any threat relating to security or health.

He stated that the national policy on 5G stands at 95 per cent done and will be presented to the Federal Executive Council (FEC) in due course.

The minister also refuted claims that COVID-19 was related to the deployment of the 5G communications network.

“I want to give you the assurance that 5G communication network is in the pipeline,” Pantami said.

By Adamu Bello Mai-Bodi

The wedding Fatiha of Yusuf Buhari and the daughter of Sarkin Bichi was held with pomp and pageantry. All roads led to Bichi on Friday, 18 August 2021. As many as 80 aircraft brought guests to kano to witness the first son’s tying the knot to a Bayero descendent princess. To the amazement of many, the guests were dignitaries and politicians of different persuasions from across the country, who, albeit their differences, gathered to bless the occasion while they wine, dine, and exchange banters with each other. 

The sportsmanship they exhibited was awe-inspiring and outlandish for Nigerian politicians. It may be unintentional, but it should be an eye-opener to Nigerians at the bottom of the ladder. It sent a strong message to the youths, especially bootlickers, sycophants and the so-called media warriors who are ever ready to insult, blackmail, curse, condemn, disrespect and assassinate the characters of their bosses’ supposed political enemies at the expense of their self-esteem. There is no point in attacking and counterattacking one another in defence of these pretenders who only follow their aggrandisements without definite ideology whatsoever.

On Friday, the cliche about “no permanent friend or enemy in politics” was in full gear at Bichi Emir’s palace. Buhari, Atiku and Jonathan were present. Many former and serving Ministers, Governors, Senators Representatives and many other shot callers bundled themselves in Bichi palace with no regard to PDP, APC, South, North or East etc. Everyone was eventually their brothers’ keepers. Most notable was the unexpected comradeship between the former Aviation Minister Femi Fani Kayode and Malam Isah Pantami, the current Minister of Communication and Digital Economy. Given the hostility shown by the former towards the latter, many people were shocked.

If these old guys can forget their bitter differences and mingle to celebrate and or commiserate with one another depending on the situation, I think the downtrodden, especially youth are in a better position to embrace the culture of tolerance and to desist from being the tool for political attacks between these dissemblers who would be at each other’s throats only when their whims and caprices differ and would befriend themselves when their path crosses.

Hopefully, many discerning minds would heed this event and free themselves from unnecessary hatred, criticism, and resentment. Let love, mutual respect and fair play lead the way in all endeavours regardless of affiliations, be it political, regional or religious. “Experience,” they say, “is the best teacher”. May we be guided.

Adamu Bello Mai-Bodi writes from Gidado Bombiyo residence, K/kaji Azare.

By Adnan Mukhtar Tudunwada

In an ironic twist one of the most charismatic Ministers in Buhari’s administration, Dr Isa Ali Pantami has been receiving massive accolades for his outstanding performances from sincere citizens, as well as blind criticisms from blackmailing traducers for ulterior motives.

A few months ago, the traducers mounted aggressive media campaigns against him over a claim of alleged support of ideologies of insurgents over a decade ago. Even though, the Minister had defended himself and explained further that he was one of the Islamic scholars that have consistently attacked the ideologies of Boko Haram.

Meanwhile, videos and audios of Boko Haram leaders threatening the life of Dr Pantami emerged but that too could not persuade the critics from their reckless insinuations and criticism. In fact, some of the videos included those where Pantami challenged slain Boko Haram founder, Mohammed Yusuf, in a hot debate and another was the threat by terrorist leader, Abubakar Shekau to eliminate the Minister.

It is, therefore, not surprising that when Pantami is about to clock his second year in office, the sponsored critics thought they could distract him and teeming Nigerians by reinventing another campaign of calumny.

Though their intention is mischief, they could not stop the Minister from reeling out concrete achievements of his Ministry and its agencies in the last two years when they collectively generated a total of N1.05 trillion.

Dr Pantami disclosed the huge revenue during the 12th batch of virtual commissioning of eight projects by his Ministry and agencies.

He said that “The Ministry and its parastatals have generated over N1 trillion for the Federal Government in less than two years, this translates to an average of about N44 billion every month, or over N1.4 billion every day.

“The IT Projects Clearance Programme also saved over N5billion for the Federal Government.”

“I also urge them to redouble their efforts in ensuring that we keep up the good work of developing Nigeria’s digital economy,” he said.

The Minister also revealed that a total of 1,667 ICT projects have been completed while 455 others are ongoing across the country. In line with the general approach for locating projects, they are situated in all the six geopolitical zones of the country and the Federal Capital Territory.

Some of the projects he commissioned virtually included Emergency Communications Centre (ECC), Makurdi, Benue State (North Central); Virtual Examination Centre, College of Education, Argungu, Kebbi State (North West); E-Accessibility Centre, Alderstown Schools for the Deaf, Warri, Delta State (South-South).

Others are the E-Health/Data Sharing Project, Leko Abdulrahman Hospital, Daura, Katsina state (North West); Digital Economy Centre & E-Learning Facilities, Ogba Grammar School, Lagos state (South West); Digital Economy Centre & E-Learning Facilities, St Paul Secondary School, Eke, Enugu state (South East); Digital Economy Centre & E-Learning Facilities, Federal Character Commission, Abuja (North Central); and E-Accessibility Centre, Bauchi state; Orphans and Vulnerable Children School, Bauchi state (North East) among others.

These were apart from others that were commissioned last year.

My advice to Pantami on the antics of his traducers and blackmailers is to just ignore them.

As an IT guru and scholar of repute, he should realise that their antics expose their dispositions as sectional and religious irredentists and their hatred for his faith and the section of the country he comes from. Just recently some of them have the gut to mock the great prophet of Islam in their attempt to ridicule, Dr Pantami.

Though the bigoted and eccentric traducers seem to be faceless, they are not unknown going by digital footprints and the patrons of their platforms of blackmail and propaganda.

If their media platforms were used to scandalise former Presidents Obasanjo, Yar’adua, Jonathan and even Buhari, why should Pantami feel offended? They are better ignored.

It is obvious that they are over-pampered ethnic jingoists and over-tolerated fake activists who are overtly ignored because of their questionable integrity and dubious pedigrees.

Once again, I appeal to Sheikh Pantami to ignore them and focus on his national assignment which has enormous presidential endorsements and the support of Nigerian citizens who are beneficiaries of the digital economy.

Adnan Mukhtar is a Staff Writer with Politics Digest and writes from Kofar Famfo, Kano City.