Maryam Lasisi Mustapha

@unilorin.edu.ng

Lecturer, Department of Mass Communication, Faculty of Communication and Information Sciences
University of Ilorin

Maryam Lasisi Mustapha


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https://researchid.co/maryamlasisimustapha
4

Scopus Publications

98

Scholar Citations

5

Scholar h-index

2

Scholar i10-index

Scopus Publications

  • Multi-level marketing and distributor’s retention: the effect of moderating role of distributor’s job satisfaction in an emerging economy
    Amina Muhammad Liman, Muhammad Shaheer Nuhu, Zainab Lawal Gwadabe, Maryam Mustapha, Kaltume Mohammed Kamselem, Mohammed Sani Abdullahi
    International Journal of Electronic Marketing and Retailing, 2026
    This study examines the direct effect of multi-level marketing (MLM) reward systems, time flexibility in MLM business on distributors' retention and moderating role of distributors' job satisfaction on the relationship between MLM reward systems and time flexibility in MLM business and distributor's retention. In this study, survey method was conducted with a sample size of 384 respondents across the total population of MLM distributors, which was analysed using PLS-SEM version 4.0.3.9. The findings of this study established that, the relationship between perceived attractiveness of MLM reward systems and distributors' retention was supported, while that of time flexibility in MLM business reported an insignificant relationship, hence, rejected. Furthermore, the results revealed that distributor's job satisfaction moderate the relationship between MLM reward system and distributor's retention. Additionally, distributor's JS does not moderate the association between time flexibility in MLM business and distributors' retention.
  • Personal value, employee impact and service quality delivery: the mediating role of organizational citizenship behavior
    Muhammad Shaheer Nuhu, Kaltume Mohammed Kamselem, Maryam Mustapha, Mohammed Sani Abdullahi
    International Journal of Quality and Service Sciences, 2025
    Purpose This study aims to examine how employee empowerment (personal value and impact) influences the delivery of services quality (SQD). The study focused in particular on the mediating effects of organizational citizenship behavior (OCB) on the link between employee empowerment (EE), personal value, employee impact and SQD. Design/methodology/approach A total of 310 survey questionnaires were completed by the nursing employees working in the public hospitals in Nigeria. SEM-PLS was used to carry out the statistical analysis. Findings The findings of the study revealed that EE (personal value and employee impact) and OCB significantly affect SQD. The findings also indicate that OCB mediates the link between SQD and personal value, employee impact and SQD. Practical implications The results of this study shed light on the influence of employee personal value and impact and its influence on SQD. Public hospitals should therefore concentrate on recognizing, comprehending and implementing employee empowerment to improve employee nurses’ capacity to achieve higher SQD. Along with how the accepted hypotheses are confirmed, the implications of these findings for theory and practice are also discussed. Originality/value Even though SQD has become a well-developed theoretical concept, previous research has rarely addressed the framework suggested for the present study, particularly when it comes to health care. In the context of public health sector settings, this study may be the first to examine the mediating role of OCB between personal values, employee impact and SQD.
  • Social Media Content Preferences and Political Participation among Nigerian Youths
    Mande Ande Mande, Lambe Kayode Mustapha, Bahiyah Omar, Maryam Lasisi Mustapha, Ismail Sheikh Yusuf Ahmed
    Romanian Journal of Communication and Public Relations, 2022
    This study examines the influence of social media content preferences on political participation in Nigeria’s relatively nascent democracy. Due to mixed conclusions on the influence of news and entertainment preferences on political participation, we sampled 434 youths aged 18-35 in a Nigerian northern state, to investigate the differential influence of diverse social media content consumption on political participation. Incorporating the moderating and mediating influences of political efficacy and incidental news exposure, findings confirm that news and entertainment preferences are positive, significant predictors of political participation among respondents. While political efficacy moderated the influence of news preference on political participation, incidental news exposure did not mediate the influence of entertainment preference on political participation. We recommend further investigation into the influence of content preferences on political participation among Nigerian youths who constitute considerable members of the nation’s electorate.
  • Media and youths' political engagement during the 2015 nigerian general election
    Lambe Kayode Mustapha, , Maryam Lasisi Mustapha, and
    Estudos Em Comunicacao, 2017
    The centrality of media to political and civic engagement has received tremendous exploration in many climes across the globe. Similarly, the dynamism that characterised media landscape has oftentimes called for continuing interrogation of the role of media in democratic and civic movements, discourses and participations. While the advent of new/social media led to the comparative exploration of the potency of legacy and novel media, mixed findings have characterised these research endeavours. Besides, most of the findings originated from advanced democratic hemisphere. In view of this gap in the literature, this study sampled 350 Nigerian university students in Kwara state during the 2015 Nigerian General Election to examine the differential contributions of legacy and novel media to the youths’ political engagement. Premised on media displacement theory, the study anticipates differences in the contribution of mainstream and new media to youths’ political engagement, with new media precipitating more civic engagement than the mains- tream media. Findings offer important contributions on the role of media to youths’ political engagement in general and the continuing importance of the mainstream media to civic and political participation among the youths.

RECENT SCHOLAR PUBLICATIONS

  • Application of Public Relations Strategies by the Federal Government of Nigeria for the Containment of Coronavirus
    P Udende, KS Akpede, RM Adisa, ML Mustapha, AI Omoloso
    Marketing, Advertising and Public Relations in the Digital Age in Nigeria … , 2023
    2023.0
  • Social media and changing political behaviors among the youth in Kwara state of Nigeria
    LK Mustapha, OH Olufadi, AL Azeez, P Udende, ML Mustapha
    Democratic Communiqué 31 (2) , 2023
    2023.0
    Citations: 9
  • Social Media Content Preferences and Political Participation among Nigerian Youths
    MA Mande, LK Mustapha, B Omar, ML Mustapha, ISY Ahmed
    2022.0
    Citations: 9
  • The Practice of political Communication
    LK Mustapha, LM Mustapha
    University of Ilorin Press , 2022
    2022.0
    Citations: 1
  • Mainstreaming African communication scholarship through paradigmatic and programmatic research
    LK Mustapha, ML Mustapha, IY Abubakar
    University of Lagos Press , 2021
    2021.0
  • Social Media Exposure and Perception of Product Advertisements among University of Ilorin Students
    IY Mustapha, M. L., Arikewuyo, A. O. & Abubakar
    International Journal of Information Processing & Communication 10 (1 & 2 … , 2020
    2020.0
  • Influence of Romantic Films on Unrealistic Marriage Expectations among Undergraduates in Selected Universities in Kwara State
    JE Abubakar, I. Y., Kareem, R. A., Arikewuyo, A. O., Mustapha, M. L. & Adekeye
    Social and Digital Media Discourse (SDMD) 1 (1), 54-64 , 2020
    2020.0
    Citations: 1
  • Perceived Influence of Credibility on Use of and Dependency on Social Networking Sites for News among UNILORIN Students
    AAS M. L. Mustapha, L. K. Mustapha
    Social and Digital Media Discourse (SDMD) 1 (1), 65-80 , 2020
    2020.0
    Citations: 3
  • Framing of President Muhammadu Buhari’s Administration in selected Nigerian Mainstream Newspapers
    HMS A.M. Adeyanju, I. Jimoh
    Mass media in Nigeria: Research, theories and practice, 591-607 , 2019
    2019.0
  • Analysing Media Role in Satisfaction with Democracy among Undergraduates in Selected Universities in Kwara State, Nigeria
    ML Mustapha, LK Mustapha, AB Anafi
    International Journal of Information Processing and Communication 6 (1), 202-212 , 2018
    2018.0
    Citations: 8
  • Media and Youths’ Political Engagement during the 2015 Nigerian General Election
    LK Mustapha, ML Mustapha
    Estudos em Comunicação , 2017
    2017.0
    Citations: 21
  • Motives for the use of social media for consumption of mainstream media content among students of the University of Ilorin.
    ML Mustapha, RO Adegoke, OZ Usman
    Crutech Journal of Communication 1 (1), 102-115 , 2017
    2017.0
  • Generic Framing of Boko Haram Insurgency in the Nigerian Print media
    ML Mustapha, IA Ibraheem, P Mustapha Lambe Kayode, Udende
    Journal of Multimedia Technology and Communication Studies 3 (1), 154-176 , 2017
    2017.0
  • Deceptive advertising and powerlessness of the consumers: Analysis of Omo and Ariel detergent advertisements
    LK Mustapha, AS Owolabi, ML Mustapha
    Faculty of Social Sciences, University of lagos , 2016
    2016.0
  • Going Beyond Mass Media Use for Social Mobilisation in Meeting Targets of Poverty Alleviation Programmes in Nigeria
    P Udende, ML Mustapha
    Mkar Journal of Media and Culture 1 (3), 48-69 , 2016
    2016.0
  • Social media use, social capital, and political participation among Nigerian university students
    LK Mustapha, VO Gbonegun, ML Mustapha
    Trípodos. Facultat de Comunicació i Relacions Internacionals Blanquerna … , 2016
    2016.0
    Citations: 46
  • An Evaluation of Sahara Reporters as a Platform of Participatory Journalism
    P Udende, JA Ashiekpe, ML Mustapha

MOST CITED SCHOLAR PUBLICATIONS

  • Social media use, social capital, and political participation among Nigerian university students
    LK Mustapha, VO Gbonegun, ML Mustapha
    Trípodos. Facultat de Comunicació i Relacions Internacionals Blanquerna … , 2016
    2016.0
    Citations: 46
  • Media and Youths’ Political Engagement during the 2015 Nigerian General Election
    LK Mustapha, ML Mustapha
    Estudos em Comunicação , 2017
    2017.0
    Citations: 21
  • Social media and changing political behaviors among the youth in Kwara state of Nigeria
    LK Mustapha, OH Olufadi, AL Azeez, P Udende, ML Mustapha
    Democratic Communiqué 31 (2) , 2023
    2023.0
    Citations: 9
  • Social Media Content Preferences and Political Participation among Nigerian Youths
    MA Mande, LK Mustapha, B Omar, ML Mustapha, ISY Ahmed
    2022.0
    Citations: 9
  • Analysing Media Role in Satisfaction with Democracy among Undergraduates in Selected Universities in Kwara State, Nigeria
    ML Mustapha, LK Mustapha, AB Anafi
    International Journal of Information Processing and Communication 6 (1), 202-212 , 2018
    2018.0
    Citations: 8
  • Perceived Influence of Credibility on Use of and Dependency on Social Networking Sites for News among UNILORIN Students
    AAS M. L. Mustapha, L. K. Mustapha
    Social and Digital Media Discourse (SDMD) 1 (1), 65-80 , 2020
    2020.0
    Citations: 3
  • The Practice of political Communication
    LK Mustapha, LM Mustapha
    University of Ilorin Press , 2022
    2022.0
    Citations: 1
  • Influence of Romantic Films on Unrealistic Marriage Expectations among Undergraduates in Selected Universities in Kwara State
    JE Abubakar, I. Y., Kareem, R. A., Arikewuyo, A. O., Mustapha, M. L. & Adekeye
    Social and Digital Media Discourse (SDMD) 1 (1), 54-64 , 2020
    2020.0
    Citations: 1
  • Application of Public Relations Strategies by the Federal Government of Nigeria for the Containment of Coronavirus
    P Udende, KS Akpede, RM Adisa, ML Mustapha, AI Omoloso
    Marketing, Advertising and Public Relations in the Digital Age in Nigeria … , 2023
    2023.0
  • Mainstreaming African communication scholarship through paradigmatic and programmatic research
    LK Mustapha, ML Mustapha, IY Abubakar
    University of Lagos Press , 2021
    2021.0
  • Social Media Exposure and Perception of Product Advertisements among University of Ilorin Students
    IY Mustapha, M. L., Arikewuyo, A. O. & Abubakar
    International Journal of Information Processing & Communication 10 (1 & 2 … , 2020
    2020.0
  • Framing of President Muhammadu Buhari’s Administration in selected Nigerian Mainstream Newspapers
    HMS A.M. Adeyanju, I. Jimoh
    Mass media in Nigeria: Research, theories and practice, 591-607 , 2019
    2019.0
  • Motives for the use of social media for consumption of mainstream media content among students of the University of Ilorin.
    ML Mustapha, RO Adegoke, OZ Usman
    Crutech Journal of Communication 1 (1), 102-115 , 2017
    2017.0
  • Generic Framing of Boko Haram Insurgency in the Nigerian Print media
    ML Mustapha, IA Ibraheem, P Mustapha Lambe Kayode, Udende
    Journal of Multimedia Technology and Communication Studies 3 (1), 154-176 , 2017
    2017.0
  • Deceptive advertising and powerlessness of the consumers: Analysis of Omo and Ariel detergent advertisements
    LK Mustapha, AS Owolabi, ML Mustapha
    Faculty of Social Sciences, University of lagos , 2016
    2016.0
  • Going Beyond Mass Media Use for Social Mobilisation in Meeting Targets of Poverty Alleviation Programmes in Nigeria
    P Udende, ML Mustapha
    Mkar Journal of Media and Culture 1 (3), 48-69 , 2016
    2016.0
  • An Evaluation of Sahara Reporters as a Platform of Participatory Journalism
    P Udende, JA Ashiekpe, ML Mustapha