By By Habeeb Ibrahim
Ibrahim Fatoyinbo, one of the youngest lecturers in the Department of Mass Communication at Lagos State University of Science and Technology (LASUSTECH), has bagged a PhD in Communication and Media Studies from Lagos State University (LASU).
Fatoyinbo completed the programme at the Faculty of Communication and Media Studies, with a special focus on Public Relations and Advertising.
His doctoral thesis, titled “Storytelling Techniques and Consumer Perception in Nigerian Telecommunications Commercials on YouTube, 2021–2025,” examined storytelling techniques used in Nigerian telecommunications commercials on YouTube and their relationship with consumer perception.
His research was supervised by Professor Rotimi Olatunji and Dr Ganiu Okunnu, while Professor Kolade Ajilore served as the external examiner.
Speaking on the achievement, Fatoyinbo described the PhD as a significant milestone in his academic career.
“It means a lot to me because a PhD is like the pinnacle of a career in academics. Professorship is something you work towards through publishing and research, and the PhD is a very significant step towards that,” he said.
Fatoyinbo said his interest in storytelling and advertising influenced his choice of research topic.
“I have been in love with storytelling and advertising for years. Growing up in a family where I had the opportunity to listen to stories from my brothers and cousins also inspired me to inquire more about how effective storytelling can be in helping brands connect with their audience,” he said.
He said the research was also aimed at understanding how storytelling helps brands connect with and retain their target audiences, particularly as organisations continue to invest in advertising.
“A commercial that is compelling and tells a story can captivate the audience. So, storytelling is a very important strategy for audience engagement and for retaining the audience’s attention,” he said.
Beyond his academic career, Fatoyinbo is a communication consultant and lead trainer at Iparadigm Consult Ltd, where he facilitates communication and capacity development training.
He is also the Radio Manager of LASUSTECH Radio 101.9 FM, a community radio station in Ikorodu, and has featured as a social commentator on local and international television and radio programmes.
Fatoyinbo has also been involved in youth development, public speaking and leadership initiatives. In 2014, he established the Oratory Club for female students in Oro, Kwara State, to teach public speaking and leadership.
As a university lecturer, he also established a book review club for undergraduate students to encourage reading among young people.
He holds a master’s degree in Mass Communication from the University of Lagos, Akoka, and joined Toastmasters International in 2012. He later became the third president of Ikeja Toastmasters Club in 2015.
He is also an alumnus of Fate Foundation Business School.
With the completion of his doctorate, Fatoyinbo said he plans to remain focused on research and academic publishing.
“As a young lecturer, I want to remain career-focused. I want to know what I want in life and pursue it. The next thing for me is to continue making research. In academics, if you don’t publish, you perish,” he said.
