Asian Research Journal of Arts & Social Sciences

Advertising Practice in Nigeria in the Fifth Industrial Era: A Conceptual Review of Prospects, Challenges and Adaptive Frameworks

Anthony Ogbonna Uche — 2026-05-14

The evolution of advertising practices within the Fifth Industrial Revolution (5IR) poses several opportunities as well as challenges, especially within developing countries like Nigeria. This study explores advertising practices in Nigeria within the evolving 5IR, focusing on emerging trends, opportunities, and challenges. An integrative literature review method is employed in this study by analysing existing academic studies on digital advertising, innovation, and communication systems in Nigeria and other African countries. Diffusion of Innovation Theory, TOE model, and human-centred concepts of 5IR guide the investigation. From the findings, advertising practices in Nigeria are slowly transforming from conventional media channels into innovative systems, which rely heavily on digital technologies and platforms such as social media marketing, influencer marketing, and programmatic advertising. Nevertheless, the process is still uneven because of infrastructure inadequacies, talent shortage, policy gaps, and consumer concerns. Although 5IR presents many opportunities, like broadened markets, improved targeting effectiveness, and a thriving digital creative industry, its implementation faces many constraints. The study adds value to the body of knowledge by developing a conceptual framework that combines the dimensions of technology, organisation, and environment with 5IR tenets to provide a rationale for advertising evolution in Nigeria. The study reinforces the imperative of adopting a human-oriented and ethical perspective of advertising in the digital age. The study concludes that the successful adoption of 5IR within advertising practice in Nigeria demands a concerted effort in terms of infrastructural development, capacity development, regulation, and culturally relevant communication.

Behavioral Challenges in Thai Inclusive Classrooms: A Phenomenological Study of Foreign Teachers

Rhio P. Pandayan — 2026-05-13

Background and Aims: Thailand’s education reform increasingly relies on foreign English teachers to strengthen students’ language proficiency, global competitiveness, and cross-cultural learning experiences. This phenomenological study aimed to explore the lived experiences of foreign teachers in managing behavioral challenges, including disruptive, withdrawn, and aggressive behaviors, within inclusive classrooms in Thai government schools. It sought to identify the challenges encountered, strategies employed, coping mechanisms developed, and to propose a synergistic plan for improved inclusive classroom management.

Study Design: Qualitative phenomenological study.

Place and Duration of Study: Pathum Thani Province, Thailand, during the 2024‑2025 school year.

Methodology: Fifteen foreign teachers with at least three years of teaching experience in Thai inclusive government schools were purposively selected. In‑depth, semi‑structured one‑on‑one interviews were conducted, audio‑recorded, and transcribed verbatim. Data were analyzed using a modified Colaizzi seven‑step thematic analysis with MAXQDA software. The study was guided by Bronfenbrenner's Ecological Systems Theory and Vygotsky's Social Constructivism. Theoretical triangulation and bracketing were employed to ensure rigor. The study was confined to Filipino teachers from government primary schools. Limitations include potential non‑generalizability beyond this context, reliance on self‑reported data without observational or multi‑perspective triangulation, and the cross‑sectional, depth‑focused nature of phenomenological inquiry.

Results: Seven core themes emerged: (1) Contradictory System (structural barriers, diagnostic ambiguity, authority disparity), (2) Relational Practice (trust and rapport as foundational), (3) Pedagogical Repertoire (flexible management strategies), (4) Adaptive Teacher (emotional labor, reflexivity, identity as reflective pragmatist), (5) Language as Primary Hurdle (translation fatigue, role distortion), (6) Inclusion in Practice (compassion‑driven, unsupported), and (7) Behavioral Ecology (cyclical, socially contagious misbehavior). Language barriers and authority disparity were identified as the most pervasive challenges. Teachers reported significant emotional toll and professional isolation due to systemic contradictions between inclusive policy and unsupported practice.

Conclusion: Inclusive classroom management cannot rely on individual teacher resilience alone. Systemic contradictions transfer institutional burdens onto foreign educators. The proposed CIRCLE Synergistic Model (Collaborative, Intercultural, Reflective, Community‑Led Ecosystem) offers a multi‑tiered framework to redistribute adaptation demands across coordinated ecological support systems, thereby improving inclusive education quality in cross‑cultural Thai contexts.

Digital Narratives and Gender Perceptions: An Analysis of Social Media Influence among First-year College Students

Rachell Valle Uday — 2026-05-23

Background: Social media plays a significant role in shaping young adults’ perceptions of gender roles, identity, and societal expectations. Among first-year college students, digital narratives influence attitudes, behaviors, and interpersonal relationships during an important stage of personal and social development.

Aims: This study examined the influence of social media on gender awareness among first-year college students in Tabuk City, Philippines.

Study Design: Descriptive quantitative research design.

Place and Duration of Study: Kalinga State University (Bulanao, Dagupan, and Rizal campuses), Academic Year 2024–2025.

Methodology: A total of 184 first-year college students participated in the study. Data were collected using a structured questionnaire adapted from established gender awareness and media frameworks. Descriptive statistics (weighted mean) and inferential statistics (ANOVA) were used to analyze the data.

Results: Findings revealed a moderate level of social media use (M = 3.29), moderate influence on gender awareness (M = 3.39), and moderate impact (M = 3.31). No significant differences were found based on sex (P = .817; P = .902), while significant differences emerged across school affiliations (P = .026), indicating institutional influence. Social media was identified as both a source of gender-related information and a reinforcer of stereotypes.

Conclusion: Social media plays a dual role in shaping gender awareness. Integrating gender-sensitive digital literacy programs is essential to enhance critical media engagement among students.

Analysis of Investment Patterns and Inclusive Urbanisation: Empirical Evidence from Municipality of Chinhoyi

Hilda Kabangure — 2026-05-27

Infrastructure development is widely framed as a pathway toward inclusive urbanisation in rapidly urbanising regions of Sub-Saharan Africa. Yet empirical evidence from secondary cities remains limited. This study examines whether infrastructure expansion in Chinhoyi advances spatial justice and equitable access to basic services. Drawing on geospatial analysis, municipal service delivery data (2020–2025), household surveys (n = 240), and 35 key informant interviews with planners, councillors, and community leaders, the research interrogates the distributional impacts of roads, water, sanitation, and energy infrastructure investments. The findings reveal that although aggregate infrastructure coverage has improved, particularly under Zimbabwe’s National Development Strategy 1 investment patterns have disproportionately favoured low-density and formally planned neighbourhoods, while high-density and informal settlements remain underserved. Fiscal constraints, weak revenue mobilisation, land tenure ambiguities, and limited participatory planning mechanisms contribute to these inequities. The study, therefore, argues that inclusive urbanisation requires deliberate redistributive planning frameworks, participatory budgeting, and pro-poor infrastructure financing mechanisms. By foregrounding a secondary city perspective, the study contributes to debates on infrastructure-led development, urban governance, and spatial justice in Africa. It is recommended that policy should be advanced to strengthen the inclusivity, sustainability, and fiscal resilience of infrastructure development in the municipality. Future research should pursue longitudinal and comparative analyses across multiple secondary cities to further elucidate the political economy dynamics shaping infrastructure-led urban development and inclusion trajectories.

Branding Strategies for Coffee Products Based on Local Terroir: A Case Study of Argotirto Coffee

Novi Puji Lestari — 2026-05-28

Background: The Indonesian coffee sector continues to grow rapidly, driven by specialty coffee demand and strong regional identities shaped by terroir, while effective branding plays a key role in differentiating products and influencing consumer perceptions in an increasingly competitive market.

Aims: This study aims to analyze the implementation of branding strategies for coffee products based on local terroir and to examine how these strategies contribute to building brand equity and enhancing the competitiveness of Argotirto coffee.

Study Design: This research adopts a qualitative case study approach, focusing on an in-depth exploration of terroir-based branding practices within the context of a local coffee enterprise.

Place and Duration of Study: The study was conducted in Argotirto Village, Sumbermanjing Wetan District, Malang Regency, Indonesia. Data collection took place over a period of approximately 3–4 months, covering observation, interviews, and documentation processes.

Methodology: This study employs a qualitative research method using a case study design. Data were collected through in-depth interviews with coffee farmers group, local entrepreneurs, and stakeholders, complemented by field observations and document analysis. The data were analyzed using thematic analysis, involving data reduction, data display, and conclusion drawing. The study integrates concepts of terroir, local branding, and digital branding to develop a comprehensive analytical framework.

Results: The findings reveal that terroir-based branding is effectively implemented through the integration of geographical origin, environmental characteristics, and local cultural narratives into the brand identity of Argotirto coffee. Storytelling, visual branding, and digital platforms play a crucial role in communicating terroir values to consumers. The results indicate that such strategies enhance perceived authenticity, strengthen brand trust, and increase purchase intention. Furthermore, terroir-based branding contributes significantly to the development of brand equity by improving brand awareness, brand associations, and customer loyalty. However, challenges such as limited branding knowledge, inconsistent communication strategies, and resource constraints were also identified. Overall, the study highlights that terroir is not only a production factor but also a strategic asset in building competitive advantage for local coffee products in the digital era.

Conclusion: This study concludes that terroir-based branding is a strategic and effective approach for enhancing the value and competitiveness of coffee products, particularly in the case of Argotirto coffee. The findings demonstrate that the integration of local terroir elements—such as geographical origin, environmental characteristics, and traditional cultivation practices—into branding strategies creates a distinctive product identity that is difficult to replicate by competitors.The study also reveals that the use of storytelling, visual identity, and digital platforms significantly strengthens the communication of terroir values to consumers. These strategies contribute to the development of perceived authenticity, brand trust, and emotional attachment, which in turn positively influence purchase intention and customer loyalty. As a result, terroir-based branding plays a crucial role in building brand equity, including brand awareness, brand associations, and long-term customer relationships.

From Data to Development: Economic Implications of Internet of Things-driven Sustainability

Sumeet Kaur — 2026-05-30

The Internet of Things (IoT) has emerged as a transformative technological innovation with significant implications for sustainable economic development. This study examines the economic impact of IoT-driven sustainability by analysing how interconnected digital systems contribute to productivity enhancement, efficient resource allocation, and environmental sustainability. The research is based on secondary data and literature published between 2010 and 2025, focusing on global as well as Indian perspectives. An integrated analytical framework grounded in the concepts of information asymmetry, productive efficiency, and environmental externalities has been developed to assess the role of IoT across key sectors including agriculture, manufacturing, energy systems, and urban infrastructure. The study further employs a conceptual empirical model to evaluate the relationship between IoT adoption, digital infrastructure, human capital, environmental regulation, and sustainable economic development. The findings reveal that IoT technologies significantly improve operational efficiency, reduce transaction costs, enhance environmental monitoring, and support data-driven governance. Regression results indicate a positive and statistically significant relationship between IoT adoption and sustainability outcomes, particularly when supported by robust digital infrastructure and skilled human capital. Sectoral analysis demonstrates that IoT-enabled precision farming, industrial automation, smart grids, and smart city applications contribute to sustainable growth through increased productivity and optimized resource utilization. However, challenges such as cybersecurity risks, technological inequality, and inadequate digital infrastructure remain critical concerns, especially in developing economies. The study concludes that IoT can serve as a major driver of sustainable economic transformation when accompanied by inclusive policy frameworks, investments in digital infrastructure, and collaborative governance mechanisms. Future research may further explore the integration of Artificial Intelligence, Green IoT systems, and cybersecurity frameworks in achieving long-term sustainable digital transformation.