Genius Multidisciplinary International Journal
ISSN: 2971-7760  |  Vol. 8, No. 1

EFFECTIVENESS OF DIGITAL PUBLIC RELATIONS STRATEGIES IN ENHANCING PUBLIC TRUST IN NIGERIA SECURITY AND CIVIL DEFENSE CORPS’ (NSCDC) OPERATIONS IN FCT, ABUJA

GYANG H. DUNG , TER M. AKASE , ABRAHAM A. AUGUSTINE

Abstract

This study examined the effectiveness of digital public relations strategies in enhancing public trust in Nigeria security and civil defense corps’ (NSCDC) operations in Fct, Abuja. The study was anchored on Technology Acceptance Model (TAM) and Attribution Theory. The study adopted a quantitative research approach using a cross-sectional survey design. Data were collected from 388 respondents using a structured questionnaire and analysed using frequencies, percentages, descriptive statistics and multiple linear regression. The findings revealed that NSCDC uses several digital platforms for public relations, with WhatsApp (27.8%) being the most frequently encountered platform. The findings further showed that 65.7% of respondents perceived NSCDC's digital public relations activities as having high or very high influence on public trust. Multiple regression analysis revealed statistically significant positive relationships between information quality (β = 0.326, p < 0.001), transparency of information (β = 0.298, p < 0.001), responsiveness to public enquiries (β = 0.284, p < 0.001), frequency of digital updates (β = 0.241, p < 0.001) and public trust. The overall regression model was statistically significant, F(4, 383) = 120.431, p < 0.001, and explained 55.7% of the variation in public trust (R² = 0.557; Adjusted R² = 0.552). The major challenges affecting digital public relations implementation were inadequate funding and resources and inadequate digital skills. The study concludes that NSCDC's digital public relations activities are significantly associated with public trust, while resource, technological and institutional constraints may limit their effective implementation. The study recommends improving the quality, transparency and responsiveness of digital communication, alongside strengthening digital infrastructure, staff capacity and cybersecurity measures.

DOI: https://doi.org/10.5281/zenodo.22932255

Published: September 24, 2026

Journal: Genius Multidisciplinary International Journal

ISSN: 2971-7760

Volume: 8, Issue 1

Publisher: Genius Academy — Nasarawa State University, Keffi, Nigeria