VARIABLE PAY AND MARKET SHARE IN BROADCASTING ENTERPRISES IN SOUTH EAST NIGERIA

Abstract

The interest of this study is to contribute empirical literature in the area of variable pay and market share. The study was conducted to examine the relationship between performance bonuses and advertisements; assess the relationship between performance bonuses and broadcast sponsorship; investigate the relationship between differential pay and advertisements; determine the relationship between differential pay and broadcast sponsorship. The study adopted the survey research design. Data were obtained from both primary and secondary sources. The purposive sampling technique was adopted in the study. The Cronbach Alpha statistic was used to obtain a value of 0.75 as the instrument reliability ratio. Data analysis was committed to descriptive statistics and correlation analysis. The analysis was enabled by the use of SPSS software. The results showed that performance bonuses positively influenced advertisements; performance bonuses enhanced broadcast sponsorship; differential pay significantly boosted advertisements; and differential pay positively enhanced broadcast sponsorship. It was concluded that it takes managerial magnanimity and wisdom to employ the use of variable pay indicates especially performance bonuses and differential pay to continuously boost market share in broadcasting firms, when broadcasting firms do more adverts and handle more sponsored broadcasts, market share grows. It was recommended that management should not relent in using performance bonuses to increase rate of advertisements. Workers who receive performance bonuses should not rest on their oars but should do more to attract more broadcast sponsors to the organization. Differential pay should be always used as a working tool for encouraging workers to work on the growth of advertisement programmes in the broadcasting entities. Management should always improve on differential pay offered to workers so as to consistently enhance broadcast sponsorship.