YUSUF TEMITOPE KHADIJAH

Public Relations and Advertising

At the Public Relations And Advertising department office

Appointment on Visitation important

#	Certificate	School	Year
1.	Ph.D (Communication and Media Studies)	Faculty of Communication and Media Studies, Lagos State University	2023

ROLE OF AI IN INFLUENCER MARKETING AND CONTEMPORARY ADVERTISING PRACTICE IN NIGERIA

The rapid advancement of Artificial Intelligence (AI) has transformed digital marketing, particularly in influencer marketing and contemporary advertising in Nigeria. AI-powered tools enable brands to identify suitable influencers, analyze audience engagement, and optimize marketing campaigns for maximum reach and impact. One important aspect of social media advertising is influencer advertising, which is working with people who have a large and active audience to highlight products and solutions. Within their speciality, influencers have been recognized as reputable personalities, and the choices made by consumers about what to purchase may be greatly influenced by their endorsements. Influencer marketing is a successful way to establish a brand reputation and contact possible clients in an unnoticeable way since research indicates that shoppers are more prone to believe suggestions from celebrities they follow. In the same vein, Artificial intelligence (AI) has revolutionised influencer marketing by changing how brands find influencers, work with them, and evaluate their impact. Machine learning algorithms assist in sentiment analysis, content personalization, and predictive analytics, allowing businesses to enhance consumer targeting and brand positioning. Additionally, AI-driven chatbots and recommendation systems improve customer interactions and advertising efficiency. Despite these advantages, challenges such as data privacy concerns, algorithm biases, and the digital divide persist. This paper explores the integration of AI in influencer marketing and advertising in Nigeria, highlighting its benefits, challenges, and future implications for the industry. This study will be anchored on the Diffusion of Innovation Theory. This theory will explore the adoption of AI in influencer marketing among advertising professionals. The study will employ the key informant interview for the methodology. This study will be of relevance to the practice of influencer marketing in the Nigerian advertising industry as well as influencer marketing scholarship.

YUSUF KHADIJAH is a Lecturer II at the Department of Public Relations and Advertising

YUSUF has a Ph.D in Communication and Media Studies from Faculty of Communication and Media Studies, Lagos State University