Evaluating digital marketing as a tool for moonlighting among public servants in Nigeria

Authors

  • Abdulazeez Salau Faculty of Management and Social Sciences, Kwara State University, Malete
  • Aminu Nassir Brimah Faculty of Management and Social Sciences, Kwara State University, Malete
  • Kamoru Lanre Akanbi Faculty of Management and Social Sciences, Kwara State University, Malete
  • Yusuf Ismaila Faculty of Management and Social Sciences, Kwara State University, Malete
  • Paul Ayobami Abolade Faculty of Management and Social Sciences, Kwara State University, Malete

DOI:

https://doi.org/10.55324/ijoms.v3i8.837

Keywords:

Digital Marketing, Moonlighting, Service Delivery, Public Sector, Employees

Abstract

The Nigerian economic situation has affected the people’s job preferences badly, and this situation necessitated their engagement in the moonlighting practice. Despite efforts by the government to alleviate poverty, which is ravaging the people, it is becoming alarming that individuals who are earning decent income have embraced moonlighting. The study examined the effect of small and medium enterprises moonlighting on the service delivery of employees in Kwara State public service. A survey research design was used, while the target population is 844, from which a sample size of 271 was obtained through the Taro Yamane (1967) formula. A multistage sampling technique was adopted, and a primary source was used to collect data with the aid of a well-structured questionnaire measured on a five-point Likert scale that consists of five items. Data were analyzed using the generalized linear model (GLM) and the business predictive model (BPM). On the basis of the individual statistical significance of the variables as indicated by the p-values in the model, all dimensions of SMEs passed their test of significance at 5% levels with respect to the task accomplishment (p<0.05) and service delivery (p<0.05) of employees involved in SMEs moonlighting. Thus, efficiency is greatly lost for moonlighters engaged in small and medium enterprises. About 44.8% reduction in task accomplishment (?=0.448, t0.05>1.96). The study concluded that moonlighters who engaged in SMEs activities impacted significant improvements in employee efficiency.

References

Amini-Philips, C. (2020). CLASSROOM MANAGEMENT STRATEGIES FOR EFFECTIVE TEACHING AND LEARNING IN UNIVERSITIES IN RIVERS STATE, NIGERIA. PEOPLE: International Journal of Social Sciences, 5(3), 491–513. https://doi.org/10.20319/pijss.2019.53.491513

Ashwini, A., Mirthula, G., & Preetha, S. (2023). Moonlighting Intentions of Middle Level Employees Selected IT Companies. International Journal of Science and Research (IJSR), 12(6). https://doi.org/10.21275/sr23531195720

Auray, S., Fuller, D. L., & Vandenbroucke, G. (2021). Comparative advantage and moonlighting. European Economic Review, 139. https://doi.org/10.1016/j.euroecorev.2021.103897

Block, J. H., & Landgraf, A. (2016). Transition from part-time entrepreneurship to full-time entrepreneurship: the role of financial and non-financial motives. International Entrepreneurship and Management Journal, 12(1). https://doi.org/10.1007/s11365-014-0331-6

Eneiga, R. U. (2023). INFLUENCE OF URBANISATION ON EMPLOYMENT OPPORTUNITIES OF THE URBAN DWELLERS IN ENUGU STATE. Interdisciplinary Research Journal of Management and Social Sciences (IRJMSS), 10(4), 37–56.

Folorunso, O. O., & Adewale, A. I. (2022). THE RELATIONSHIP BETWEEN MOONLIGHTING AND JOB SATISFACTION, RETENTION AND COMMITMENT AMONG NIGERIAN PUBLIC SERVANTS: A COMPARATIVE STUDY BETWEEN ACADEMIC STAFF AND MEDICAL DOCTOR. Interdisciplinary Research Journal of Management and Social Sciences (IRJMSS), 9(1), 58–71.

Fountain, D. (2024). Keep Your Day Job: Leverage Your Side Hustle To Grow Your Corporate Career, Regardless Of What HR Says You Can Do. Taylor & Francis.

Hayes, A. F. (2022). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. In the Guilford Press (3rd ed.). Guilford Publications.

Hofmann, F. (2019). Circular business models: Business approach as driver or obstructer of sustainability transitions? Journal of Cleaner Production, 224. https://doi.org/10.1016/j.jclepro.2019.03.115

Nwanaka, C. R., & Samuel, A. (2011). Skills Acquisition?: Imperative For Business Studies Educators Among Secondary Schools In Rivers State. Mediterranean Journal of Social Sciences, 2(7).

Oyelaran-Oyeyinka, B., & Lal, K. (2016). Structural Transformation and Economic Development: Cross regional analysis of industrialization and urbanization. Routledge.

Pegoraro, D., De Propris, L., & Chidlow, A. (2022). Regional factors enabling manufacturing reshoring strategies: A case study perspective. Journal of International Business Policy, 5(1). https://doi.org/10.1057/s42214-021-00112-x

Pouliakas, K., & Conen, W. S. (2023). Multiple job-holding: Career pathway or dire straits? IZA World of Labor. https://doi.org/10.15185/izawol.356.v2

Seema, Choudhary, V., & Saini, G. (2021). Effect of Job Satisfaction on Moonlighting Intentions: Mediating Effect of Organizational Commitment. European Research on Management and Business Economics, 27(1). https://doi.org/10.1016/j.iedeen.2020.100137

Tabassum, S., & Dilshad, W. (2022). Do moonlighters perform effectively? Assessing the moderating role of personality traits and job involvement. Journal of Excellence in Management Sciences, 1(1), 18–37.

Downloads

Published

2024-05-30