MHealth innovation is health innovation that is gaining adoption in developing countries. The COVID-19 impact and the brain drain of health practitioners in Nigeria are indicating higher importance of the innovation. However, while the literatures on adoption are rising there is paucity of literature on intention to recommend mHealth innovation particularly with gender context. The study considered determinants of end-users’ behavioural intention to recommend mHealth innovation by considering multi-group analysis. Theory of reasoned action was modified with variables from health belief model and unified theory of acceptance and use of innovation to structure the intention to recommend mHealth model. Structured questionnaire with adapted items from extant studies were scaled on 7 point likert scale while snowball sampling technique was adopted in data collection. A total of 291 questionnaires were used in the analysis which was done through IBM Statistics version 23 and AMOS 23. The study used descriptive statistics, structural equation model and an invariant analysis to check the difference between the groups. The model showed good fit using a set of fit indices and coefficient of codetermination that indicates high predictive capacity. The SEM analysis show that subjective norm is the most vital factor that influences end-users’ intention to recommend mHealth innovation to others. Generally, it indicates that male users have higher intention to recommend mHealth innovation than female users of mHealth innovation. The result of the analysis also show that the correlations between the exogenous factors are positive and at least moderate across gender thus indicating the direction for adoption of marketing communication strategies to deepen the awareness of the innovation and encourage recommendation to others. The recommendation suggested center on marketing communication strategies that involves use of role models, influencers, celebrities, health practitioners and other referents to encourage the awareness and intention to recommend the innovation. The key limitation of the study is on sample size and the use of cross-sectional survey design which could pose danger in generalisation of the findings. However, it is concluded in the study that male users of mHealth innovation have higher intention to recommend the innovation than the female users of the innovation.

Purpose: There has been a huge fluctuation in online marketplace that suggests inconsistencies of m-commerce usage. The study investigates user behaviour to continued patronage of m-commerce and the mediating role of perceived value. Design/methodology/approach: The study aimed to use adapted questionnaire and online version to pool data from respondents that has internet profile and conducts m-commerce. The hypotheses were proven through the use of structural equation model. Findings: In this paper performance expectancy and user satisfaction are major determinants of continuance intention to use m-commerce in African context while perceived value partially mediate the relationship between the variables. Research limitations/implications: Cross-sectional survey and the small sample size that was used calls for caution in generalisation. Practical implications: With the mediating influence of perceived value, attention is directed to the role of value perception of m-commerce users. Keeping and increasing continuance usage requires pleasurable offerings and value indices that influence their subjective perceptions. Social implications: The significance of the mediating variable highlights the social value dimension of users' value perception given that it can help to deepen the continuous usage of m-commerce. Originality/value: The predictive power of 78.5% continuance intention demonstrates inclusion of factors with better predictive accuracy. Importantly, the significance of perceived value as a mediator demonstrates the importance of valuing not only the direct impacts of the variables but also the indirect roles that impacts continuance intention of m-commerce in African context.

The circular economy (CE) represents one of the most progressive paradigms in contemporary business management, emphasizing the deliberate integration of environmentally responsible practices to achieve both present and future sustainability objectives. Despite its growing relevance, much of the academic and professional discourse has predominantly focused on large corporations, often overlooking the crucial contribution of Small and Medium-scale Enterprises (SMEs) in advancing sustainability transitions. Against this backdrop, the present article provides a comprehensive review of circular economy business models as instruments for sustainable development and explores the specific barriers constraining the adoption of CE practices within the Nigerian SME sector.

This study examined the effect of public relations corporate image management on the performance of National Population Commission (NPC) census exercise in Nigeria. The specific objectives of the study were to; ascertain the effect of corporate identity on the public acceptability of census figures from the National Population Commission (NPC) in Nigeria; determine the effect of corporate communication on the awareness of the target publics of National Population Commission (NPC) census exercise in Nigeria. For the methodology, explorative survey design was employed in the study. The population of the study was 20,525,843 million people, from which a sample size of 392 was statistically determined. The systematic random sampling technique was used in selecting the sample elements and in administering the questionnaire. The findings indicate that: corporate identity is significantly effective for enhancing acceptability of population census figures from the National Population Commission in Nigeria. Corporate communication will be significantly effective for creating awareness of the target publics and stakeholders before population census exercise in Nigeria.

The study examined tourism marketing strategies and customer satisfaction in luxury hotels Cross River State. The broad objective of this study was to examine the effect of tourism marketing strategies and customer satisfaction in Cross River State. The specific objectives were to evaluate the relationship between service differentiation, price competitiveness and customer engagement as dimensions of tourism marketing strategies on customers (tourists) satisfaction in Cross River State. The study adopted the survey research design; data were collected through the aid of a structured questionnaire. Research questionnaire was structured according to the research questions and distributed to the sample population of Two hundred (200) respondents in five luxury hotels in Calabar Metropolis. One hundred and fifty one (151) research questionnaires were retrieved while forty nine (49) research questionnaires were not retrieved. Mean and standard deviation was used to analyze the quantitative data, coding was done in the Statistical Packages for Social Science (SPSS Version 23). Multiple Regression analysis was used to estimate the existence of relationship among variables. The study revealed that there was significant and positive relationship between service differentiation, price competitiveness and customer engagement and customer satisfaction in luxury hotels in Cross River State. It was however recommended that managers of luxury hotels should ensure that services offered goes beyond basic upgrades, they must deliver service that have personal relevance, innovation, emotional resonance, and social value. It’s only in doing these that they can boost customer satisfaction thereby meeting and exceeding unique expectations in memorable ways; that managers of luxury hotels should adapt value-based pricing models, where prices reflect perceived customer value rather than just cost structures. Doing this, will enhance satisfaction by aligning pricing with guests' expectations of exclusivity, quality, and personalized experiences; and that Staff should be encouraged to proactively identify guest needs, respond promptly to request/feedback, and build rapport. This personal touch will enhance the perception of care and boosts customer satisfaction.

The paper adopts a conceptual critical analysis of MSMEs’ situation analysis in Nigeria. The data were all secondary and qualitatively analyzed. Using the resource base view (RBV), and the institutional theory, a critique of the reasons behind the loss of critical resources, high liquidation rates and loss of intellectual capital by MSMEs in Nigeria. In line with the United Nations’ Sustainable Development Goals (SDGs) this critical analysis focuses on how financial, environmental, social, regulatory, human and systemic factors have contributed to the MSMEs’ loss of intellectual capital in Nigeria, and how it has prevented them from actualizing sustainability and competitive advantage status within the RBV and institutional theory precincts. Unfavorable and harsh financial, environmental, social, regulatory, human, and systemic market factors have contributed to the high failure rate and loss of intellectual capital by MSMEs in Nigeria. This has prevented them from actualizing sustainability and competitive advantage status. However, effective application of the RBV and institutional theories by all the stakeholders will help redress this problem.