Country Image of Nigeria: A Preliminary Study of Factors Affecting the Perception of Nigeria in 21st Century

Abstract

Purpose- This study aims to empirically identify the key factors affecting the perception of people about Nigeria as a country and its citizens. Methodology- The study adopts a qualitative design using Focus group discussion as its instrument for data collection. Respondents were selected using purposive sampling technique. Four focus group discussions were conducted using four groups; a group for Nigerian nationals and groups for respondents from nine countries Findings-The research found out that Nigeria as a country suffers from image crisis and reputation, and Nigerians in diaspora are largely perceived as people with questionable character. However, perceptions about a nation could change if people perceive positive image of that country or when the country leadership is proven credible, as respondents give very different responses after watching a 5-minute video clip about Nigeria. Research limitations/implications-. The scope of the study which covered only three out of the seven continents calls for further study on the subject to cover a range of the seven continents for a more representative sample and outcome. Practical implications- The outcome of this study will help policy makers and other stakeholders in rebranding campaigns for direct foreign investments, tourism industry and national orientation and development. Social implications- Nigerians at home and at diaspora do have an informed way to be aware of how they are seen. This may help them to look inward and adjust their attitude to become good ambassadors of their countries so to gain respect and dignity through tackling all factors that damage their image in the eyes of other nationals. Originality/value Although studies were conducted on Nigeria’s image and rebranding projects, this study sought to probe the perception of other nationalities about Nigeria and Nigerians.