Journal of Scientific Research and Innovation

INTEGRATED MARKETING COMMUNICATION (IMC) AND PUBLIC AWARENESS OF AIR POLLUTION HEALTH HAZARDS IN CAMEROON AND NIGERIA

Okoliegbe, Chidiebere — 2026-06-18

The study is a critical examination of the influence of Integrated Marketing Communication (IMC) on public awareness of air pollution health hazards in Nigeria and Cameroon. It was occasioned by the problem of low level public awareness of air pollution risks despite increasing environmental and health challenges. The specific objectives of the study include: investigation of the effects of advertising campaigns, public relations activities, social media communication, direct marketing communication, and public sensitization programmes on air pollution public awareness. Anchored on the Diffusion of Innovations and Agenda-Setting theories, a cross-sectional survey design was adopted. Data were collected from 389 respondents using a structured questionnaire and analyzed using descriptive statistics and multiple regression analysis. Results revealed that all five IMC dimensions significantly influenced public awareness of air pollution health hazards, with social media communication emerging as the strongest predictor. The regression model explained 67.9% of the variance in public awareness. Hence, the conclusion that coordinated IMC strategies are effective in enhancing environmental awareness and promoting positive behavioural change. It was then recommended that increased investment in integrated environmental communication campaigns, particularly through social media, public sensitization programmes, and targeted digital communication platforms will boost public education on air pollution and the consequent health hazards.

Keywords: Integrated Marketing Communication (IMC), Air Pollution, Public Awareness, Environmental Communication, Nigeria, Cameroon, Health Hazards.

TRADITIONAL REVOLUTION AND THE COMPARATIVE PATRONAGE OF TRADITIONAL MEDICINE BETWEEN RURAL AND URBAN RESIDENTS IN CALABAR, CROSS RIVER STATE

Okorie, Chimaobi — 2026-06-18

Traditional medicine in Cross River State has undergone significant evolution, reflecting a blend of indigenous healing practices and modern influences. Historically, traditional medicine has been deeply rooted in the cultural fabric of the state, encompassing herbalism, spiritual healing and traditional healing rituals passed down through generations. In recent years, traditional medicine has adapted to meet the changing healthcare needs of the population, incorporating elements of scientific knowledge and evidence-based practices. Comparative patronage of traditional medicine between rural and urban residents in Cross River State reveals distinct patterns influenced by various factors. In rural areas, traditional medicine remains a primary source of healthcare, closely tied to cultural traditions and readily accessible to residents. Traditional healers are highly respected members of the community, providing medical treatment, spiritual guidance, and social support. In contrast, urban residents in Cross River State have greater access to modern healthcare facilities and services, leading to a shift in healthcare preferences. However, traditional medicine continues to hold significance in urban areas, particularly among individuals seeking alternative or complementary treatments for chronic conditions or cultural reasons. Challenges faced by traditional medicine in Cross River State include the lack of standardized practices, limited regulation, and potential risks associated with certain treatments. Efforts to integrate traditional medicine into the formal healthcare system have been met with varying degrees of success, highlighting the need for collaboration between traditional healers, healthcare practitioners, and policymakers. Despite these challenges, traditional medicine in Cross River State presents opportunities for collaboration and innovation in healthcare delivery. Research into the efficacy and safety of traditional treatments, combined with efforts to standardize practices and provide training for traditional healers, can enhance the credibility and accessibility of traditional medicine while ensuring patient safety and quality of care.

Key words: Traditional, Comparative Patronage, Traditional Medicine, Rural and Urban Residents

CHATBOT SERVICE QUALITY AND CUSTOMER LOYALTY TOWARDS MOBILE FINTECH SERVICE PROVIDERS IN CALABAR, NIGERIA

Umoh, Casmir Ini — 2026-06-18

This study investigated how the quality of chatbot services influences customer loyalty among users of mobile financial technology platforms in Calabar, Cross River State, Nigeria. The research was motivated by the increasing deployment of AI-powered chatbots in the Nigerian FinTech industry and the limited empirical evidence regarding their contribution to customer retention and loyalty. Specifically, the study examined the effects of chatbot reliability, responsiveness, and empathy on customer loyalty. A cross-sectional survey design was adopted. Data were obtained from 316 active users of mobile FinTech applications through structured questionnaires. Descriptive statistics and multiple regression analysis using SPSS version 27 were employed for data analysis and hypothesis testing. Findings revealed that chatbot reliability, prompt responsiveness, and empathetic interaction each exerted a positive and significant influence on customer loyalty. The study therefore concludes that dependable, interactive, and user-oriented chatbot systems are essential for strengthening customer trust, satisfaction, and continued patronage within the Nigerian FinTech environment. It was recommended that FinTech firms should improve chatbot accuracy, speed of response, personalization, and courteous interaction in order to enhance long-term customer relationships and loyalty.

Keywords: Chatbot Service Quality, reliability, responsiveness, empathy, Customer Loyalty, FinTech Services.

EVALUATION OF AGRICULTURAL INFRASTRUCTURE EXPENDITURE FOR ECONOMIC GROWTH BY THE NIGERIAN GOVERNMENT

Rufus, Emmanuel-Ubong Ita — 2026-06-18

The development of agricultural infrastructure is widely recognized as a critical factor in fostering economic transformation and sustainable national growth. As a productive sector, agriculture contributes significantly to both microeconomic activities and broader macroeconomic performance. This study examined the effect of public expenditure on agricultural infrastructure on economic growth in Nigeria. Specifically, it investigated whether government spending on agricultural infrastructure has contributed meaningfully to the country's economic performance. The study utilized annual time-series data covering the period 1999–2022, obtained from the Central Bank of Nigeria (CBN) Statistical Bulletin, CBN Annual Reports and Statements of Accounts, and the National Bureau of Statistics (NBS). Data analysis was conducted using descriptive statistics, the Augmented Dickey-Fuller unit root test, Johansen co-integration technique, and the Error Correction Model (ECM). The empirical findings revealed that government expenditure on agricultural infrastructure exerted a negative but statistically insignificant influence on economic growth during the period under review. Based on the findings, the study recommends the formulation and implementation of policies aimed at increasing the efficiency and effectiveness of agricultural infrastructure spending. Enhanced investment in rural infrastructure, irrigation facilities, storage systems, and agricultural support services is also advocated to strengthen the sector's contribution to long-term economic growth and development in Nigeria.

Keywords: Agricultural Infrastructure, Public Expenditure, Economic Growth, Government Investment, Nigeria.

EFFECT OF LOGISTICS SERVICES ON PERFORMANCE OF MARGARET EKPO INTERNATIONAL AIRPORT, CALABAR, CROSS RIVER STATE

Mohammed, Isah Joseph — 2026-06-18

This study examined the effect of logistics services on the performance of Margaret Ekpo International Airport, Calabar, Cross River State. The study was motivated by persistent logistics and infrastructural challenges, including inadequate cargo handling facilities, poor maintenance culture, limited technological integration, operational disruptions, and declining operational efficiency, which have continued to undermine airport productivity and service quality. The objectives were to examine the relationship between logistics efficiency and airport performance, identify the major challenges affecting logistics operations, and determine the extent to which logistics services influence customer satisfaction and operational efficiency. A descriptive survey and analytical research design were adopted. Data were collected from airport personnel, airline operators, cargo handlers, logistics service providers, and other aviation stakeholders through structured questionnaires, interviews, and observations. Descriptive statistics, correlation analysis, and regression analysis were employed in analyzing the data and testing the hypotheses at the 0.05 level of significance. The findings revealed that logistics services significantly influenced airport operational performance. Information systems emerged as the strongest contributor to operational effectiveness (β = 0.427, p < 0.05). The study further established that logistics efficiency significantly influenced customer satisfaction, with information systems efficiency showing the strongest positive relationship (r = 0.724, p < 0.05). In addition, logistics challenges were found to significantly affect airport productivity and service delivery, with inadequate infrastructure exerting the greatest negative effect (β = -0.632, p < 0.05). The study concluded that effective logistics services are critical to improving airport productivity, service quality, operational efficiency, and customer satisfaction. It is therefore recommended that increased investment in modern logistics infrastructure, adoption of advanced information technologies, improved maintenance practices, continuous staff training, strengthened security systems, and enhanced public-private partnerships will boost sustainable airport development in the country.

Keywords: Logistics Services, Airport Performance, Operational Efficiency, Customer Satisfaction, Cargo Handling, Information Systems

FOOD APPEARANCE AND CUSTOMER EXPERIENCE OF RESTAURANTS IN CALABAR METROPOLIS, CROSS RIVER STATE, NIGERIA.

Kajang, Joshua Lane — 2026-06-18

The study was on food appearance and customers’ experience of restaurants in Calabar Metropolis, Cross River State, Nigeria. The main objective of the study was to determine the effect of food appearance on customers’ satisfaction. The specific objectives included the effect of food colour, food plating and portion balance on customers’ experience. The study design was cross-sectional survey research design. The population of the study comprised customers and staff while the sample size was 120. Purposive sampling method was adopted for the study. Data obtained were primary data and multiple regression analysis was used to analyze the collected data. The findings of the study were that bright colours combination of food, attractive plating and portion balance had positive significant effect on customers’ experience and satisfaction because people eat food with the eyes before the physical eating. The study recommended that the engagement of professional chefs who are skilled in the science of food preparation and presentation as to achieve global standard. This will enhance not only customer experience and satisfaction but customer loyalty as well.

Keywords: Food appearance, portion balance, plating, colour, customer experience

EVOLUTION OF TRADITIONAL MEDICINE AND COMPARATIVE UTILIZATION AMONG CROSS RIVER STATE RURAL AND URBAN RESIDENTS IN NIGERIA

Okorie, Chimaobi — 2026-06-18

Traditional medicine continues to play an important role in health care delivery across Nigeria, particularly in rural communities where access to modern medical services remains limited. This study examined the comparative utilization of traditional medicine among rural and urban residents of Cross River State, Nigeria. Specifically, the study investigated the level of patronage of traditional medicine, the factors influencing its use, the most commonly utilized forms of treatment, and the proportion of users who experienced side effects. A cross-sectional descriptive research design was adopted. Data were collected from respondents through structured questionnaires covering socio-demographic characteristics, patterns of utilization of traditional and orthodox medicine, factors influencing usage, and experiences with side effects. Findings revealed that traditional medicine remains highly utilized among residents of Cross River State, with many respondents combining traditional remedies with orthodox drugs. Factors such as affordability, accessibility, cultural beliefs, perceived effectiveness, satisfaction with treatment outcomes, and poor access to modern health facilities contributed significantly to the continued use of traditional medicine. The study also found that malaria, body pains, stomach disorders, and cough were among the major ailments for which traditional remedies were frequently used. Although most users reported no serious adverse effects, the simultaneous use of herbal and orthodox medicines raises concerns regarding possible drug interactions and health complications. The study therefore recommends stronger government regulation, improved training for traditional healers, public enlightenment on safe herbal practices, and improved access to affordable orthodox health services.

Keywords: Traditional Medicine, Comparative Utilization, Rural Residents, Urban Residents, Nigeria.