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All Journal Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial Britain International of Humanities and Social Sciences (BIoHS) Journal
Sunday Ogbonna
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Religion Humanities Economics, Econometrics & Finance Environmental Science Social Sciences

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Assessment of Influencer Marketing in the Nigerian Public Relations Industry Omolara Oluwabusayo Akin-Odukoya; Joshua Kayode Okunade; Sunday Ogbonna; Funmi Falobi
Britain International of Humanities and Social Sciences (BIoHS) Journal Vol 7 No 2 (2025): Britain International of Humanities and Social Sciences, June
Publisher : Britain International for Academic Research (BIAR) Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/biohs.v7i2.1270

Abstract

This study deals with assessment of influencer marketing in the Nigerian public relations industry. This paper employed The Media Consumption Theory and Uses and Gratifications Theory (UGT). The theories of media consumption focus on the method and reasons media contents are engaged, such as the selection, interpretation, and response to media content, and how consumers are affected by media in the sense that social media platforms have revolutionized the interaction and sharing of information, facilitating global connectivity and nurturing communities. Nigeria's consumer environment is diverse. Two prominent trends are the middle class and increasing urbanisation. As more Nigerians move into cities and their incomes rise, consumer behaviour is moving towards modern shop formats. This is a reflection of consumers' desire for better products in emerging markets. Modern commerce channels such as supermarkets and shopping malls are growing in popularity. The changing needs of urban consumers for convenience, variety of products, and a more structured shopping experience are reflected in this growth. It can be conclude that Influencer marketing has become a powerful and indispensable tool in the Nigerian public relations industry, transforming the way brands engage with their audiences. Its ability to foster authenticity, drive consumer trust, and enhance brand visibility has positioned it as a preferred strategy over traditional advertising methods. While challenges such as fake engagement metrics, regulatory gaps, and audience saturation persist, a data-driven and strategic approach can mitigate these issues, ensuring effective campaigns.
Perceived Influence of Social Media Content Creation on Unemployment in Lagos Island Olalekan Olubamike Olufemi; Sunday Ogbonna; Timothy Ekeledirichukwu Onyejelem; Olayinka Babatunde Adebogun
Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial Vol 12 No 3 (2025): Konfrontasi, September
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/konfrontasi2.v12i3.336

Abstract

This study x-rays the perceived influence of social media content creation on unemployment in Lagos Island. The study was anchored on the Uses and Gratifications Theory and the Teno Proactive Communication Model for Job Creation in Nigeria. Survey research method was used and 400 respondents were purposively selected in Lagos Island. Data were presented in frequency and percentage counts, however, the hypotheses were tested using One Sample T-Test where the p-value was less than 0.05 level of significance. Findings from the study revealed that 87% of the residents of Lagos Island have access to smartphone which gave them opportunity to use various social media applications like Facebook, WhatsApp, XApp, Instagram and TikTok. Also, it was discovered that social media content creation has helped some youths to be self-independent, through content creation 92%. A well edified contents on social media serve as means of income when monetized 96% and it also helps in promoting one’s talents, giving room to partake in movie production. More so, the use of various social media applications like Facebook, Instagram, TikTok among others help youths to make income through marketing of other peoples’ products or brands 95%. The study however concluded that social media content creation is an employment mechanism among the youths in Lagos Island, making more than average number of the youths to seize the opportunity in self-employment. The study recommended that Content creators should ensure they post relevant and accurate information online to avoid misleading social media users
Perceived Influence of Social Media Content Creation on Unemployment in Lagos Island Olalekan Olubamike Olufemi; Sunday Ogbonna; Timothy Ekeledirichukwu Onyejelem; Olayinka Babatunde Adebogun
Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial Vol 12 No 3 (2025): Konfrontasi, September
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/konfrontasi2.v12i3.340

Abstract

This study x-rays the perceived influence of social media content creation on unemployment in Lagos Island. The study was anchored on the Uses and Gratifications Theory and the Teno Proactive Communication Model for Job Creation in Nigeria. Survey research method was used and 400 respondents were purposively selected in Lagos Island. Data were presented in frequency and percentage counts, however, the hypotheses were tested using One Sample T-Test where the p-value was less than 0.05 level of significance. Findings from the study revealed that 87% of the residents of Lagos Island have access to smartphone which gave them opportunity to use various social media applications like Facebook, WhatsApp, XApp, Instagram and TikTok. Also, it was discovered that social media content creation has helped some youths to be self-independent, through content creation 92%. A well edified contents on social media serve as means of income when monetized 96% and it also helps in promoting one’s talents, giving room to partake in movie production. More so, the use of various social media applications like Facebook, Instagram, TikTok among others help youths to make income through marketing of other peoples’ products or brands 95%. The study however concluded that social media content creation is an employment mechanism among the youths in Lagos Island, making more than average number of the youths to seize the opportunity in self-employment. The study recommended that Content creators should ensure they post relevant and accurate information online to avoid misleading social media users
Co-Authors Funmi Falobi Joshua Kayode Okunade Olalekan Olubamike Olufemi Olayinka Babatunde Adebogun Omolara Oluwabusayo Akin-Odukoya Timothy Ekeledirichukwu Onyejelem