A professor of Marketing Communication at Babcock University, Ogun State, Adesago Adefulu, has developed a research model aimed at deepening the understanding of consumer behaviour and improving marketing effectiveness. He unveiled the model during the university’s 54th inaugural lecture titled “Integrated Marketing Communication Transformative Power: The Adefulu Model.”
Explaining his framework, Prof. Adefulu identified five key stages of customer engagement known as the “Five A’s” — Attention, Attraction, Appreciation, Action, and Advocacy. According to him, the five stages are intertwined as each stage builds on the previous stage to create a seamless customer journey.
He noted that attention is the point at which consumers first become aware of a product, while attraction is driven by unique features or perceived value. Appreciation follows, as effective communication and branding create a positive image. These, he explained, eventually lead to action (purchase) and advocacy (loyal promotion). The professor said the model offers marketers fresh insights into building stronger brand-consumer relationships in a competitive market.
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