Bio
Gadi Dung Paul is a faculty member in the Department of Business Administration and Management at Plateau State Polytechnic Barkin Ladi, Nigeria. His research interests include entrepreneurship, consumer behavior, and human resource management. He has published works such as 'Comparative Analysis of Rural and Urban Start-Up Entrepreneurs in Nigeria' and 'An Experimental Investigation of Factors Affecting Consumers Perceptions of Digital Sales Promotions.' He holds a B.Sc. in Management Science, an MBA, an M.Sc. in Business Administration, and is pursuing a PhD in Human Resource Management. He has supervised numerous student projects and contributed to both international and national publications.
Educational Journey
Plateau State Polytechnic Barkin Ladi
B.sc Management Science, MBA, M.sc Business Administration, PGD Information Technology (inview), Phd Human Resource Management (inview) • Human Resource Management (inview)
Experience
Plateau State Polytechnic Barkin Ladi
0 - 0 • Department of Business Administration and ManagementResearch
An Experimental Investigation of Factors Affecting Consumers Perceptions of Digital Sales Promotions
Along with the existence of modern content-based digital goods, a promotional premium product no longer need to be tangible - digital premiums are alternatives to traditional physical premium products. This article reports the results of an experimental study, where the purpose was to gain understanding of consumer perceptions of digital premium-based promotional offers. Three characteristics related to digital premium-based promotions were manipulated in the context of a bottled water purchase: the immediacy of receiving the premium, the method the premium is earned and the tangibility of the premium. Covariate included consumer perceptions of the promoted brand and product category both in terms of the advertised product as well as the premium product. The results show that the examined factors have interactive effects on consumer perceptions. Of the three factors, immediate premium reception had the most impact on the overall appreciation of the promotion and was less likely to be perceived as manipulative. Managerial implications as well as suggestions for future research are provided.
Comparative Analysis of Rural and Urban Start-Up Entrepreneurs in Nigeria
The goal of this paper is to understand the different factors of the rate of entrepreneurial intentions in rural and urban settings. Using data from survey we test for factors that are expected to affect entrepreneurial between rural and urban areas. We assume one hypothesis; the main difference of rural and urban entrepreneurs is the different resources in two areas. The resources used in this study are individual resources and contextual resources individual resources are composed of self-efficacy and demographic characteristics, contextual resources consist of social support and economic resources. Using these independent factors, we conducted Ttests to compare different resources in rural and urban areas. The results of the analysis suggest that the difference in available individual, economic and social support resources does not explain the observed difference in entrepreneurship rate. The results also indicate that gender, ethnicity, income, and number of children in the family have different effects on entrepreneurial intentions in rural and urban settings. The results suggest that policy makers need to account for cultural or geographical differences when designing entrepreneurial educational and support programs in order to enhance the establishment of new business between rural and urban areas.
