OZURU Henry Nmelisi
Department of Marketing
Faculty of Management Sciences
University of Port Harcourt Choba, Port Harcourt
henry.ozuru@uniport.edu.ng
IGWE Peace
Department of Marketing
Faculty of Management Sciences
University of Port Harcourt Choba, Port Harcourt
CHUKWUMA Nnenna Nancy
Department of Business Administration
Faculty of Management Sciences
National Open University of Nigeria
chukwuma@noun.edu.ng
ABSTRACT
The BBnaija show has been dubbed the most viewed non sporting event in African television and regarded as one of Nigerian’s biggest entertainment export product outside of Nollywood. It is therefore imperative to ascertain the activities of this brand and underscore consumers’ opinion of the show as well as its marketing implications in the entertainment industry. The aim of this research is to evaluate consumer’s perception of BBnaija reality show as this is a determining factor to loyalty and profitability. To carry out this research, content analysis was adopted and a total of 1154 posts were evaluated and responses used as a criteria to draw conclusion. It was discovered that utilitarian, hedonic and symbolic values/benefits create positive perception among a larger number of viewers of BBNaija, which translate to brand loyalty and profitability of the reality show.
Keywords: BBnaija, consumer perception, hedonic value, marketing implication, social, profitability, utilitarian
value