Aims and Scope
International Journal of Arts and Humanities (IJAH) (eISSN: 2661-4928) is an open access, continuously published, international, refereed journal publishing high quality, peer-reviewed articles that bring critical research to the fore and stimulate debate. Serve the community of arts and humanities educators and researchers around the world, by publishing significant opinion and research into contemporary issues of teaching and learning within the domain.
Topics of interest include, but are not limited to the following:
• Culture, Media & Film
• Digital Humanities
• History
• Literature, Linguistics & Criticism
• Philosophy & Religion
• Visual & Performing Arts
• etc.
Current Issue
Research Article

Pages 408-419
The Ethical and Socio-Ontological Implications of African Communalism
The spiritual, the social, the economic, and the entire psycho-somatic life of traditional African people are replete with values and peculiarities that have survived years of Western influences and social crises. These values still survive today and influence Africans (as reflected in their communalistic lifestyle). To the traditional African, communal principles do not just shape a human being as an individual, but also inherently situate them within a community; in this light, Africans perceive a strong bond between the individual and the community. Consequently, rationality does not just define the reality of one's existence (as upheld by René Descartes), but also derives from one’s belonging to the relational network of one's communal environment. In the African context, 'human' signifies 'relationship,' 'connectedness,' 'communion,' and 'community'. Nevertheless, this communalistic value—an inherited cultural-attitudinal trait of traditional Africans—is today embattled and heavily influenced by Western individualistic theories; the friction between these two value systems challenges Africans’ views on human existence. Adopting a qualitative approach, this research explores how best to achieve a balanced interaction between Western individualism and African communalism, thereby fostering an ethically principled African community. The research recommends that Africa should be freed from the undue dominance of Western individualistic influences through a communalistic framework, if it is to become a "fertile land" that can yield and sustain the ethical fruits of communal ethics, sacrificial love, social justice, and trust.

Pages 395-407
Between Exposure and Action: Digital Natives' Responses to Unsolicited Online Advertising in Nigeria
The rise of unsolicited digital advertising has raised concerns about its impact on individuals’ attitudes and online purchasing behaviors. This study examined the impact of unsolicited digital advertising on Nigerian digital natives’ attitudes and online purchases. The study adopted a mixed-methods approach which combined survey and In-Depth Interview (IDI) research methods, using purposive and convenience sampling techniques. Applying the Motivation Need Theory and Theory of Reasoned Action, the findings revealed that exposure of Nigerian Digital natives to unsolicited digital advertising does not necessarily lead to brand patronage. The study also tested the use of chatbots, celebrities, and influencers in digital marketing communication. Therefore, this study recommends that businesses invest in building brand loyalty through personalized messages and engaging content rather than relying solely on unsolicited digital advertising. Businesses should also consider leveraging other digital marketing strategies, such as influencer marketing and chatbots, to enhance customer engagement and improve the overall customer experience.
ISSN: 2661-4928 Abbreviation: Int J Arts Humanit Editor-in-Chief: Prof. Hong Shen(China) Publishing Frequency: Continuous publication Article Processing Charges (APC): Click here for more details Publishing Model: Open Access |