Public Relations & Advertising
Lecturer II
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