AUDIENCE PERCEPTION OF INFLUENCER ADVERTISING ON INSTAGRAM AND TIKTOK AMONG NIGERIAN UNDERGRADUATES.

NDUKA, FAVOUR OLUEBUBECHUKWU (2026) AUDIENCE PERCEPTION OF INFLUENCER ADVERTISING ON INSTAGRAM AND TIKTOK AMONG NIGERIAN UNDERGRADUATES. Other thesis, GODFREY OKOYE UNIVERSITY, ENUGU.

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Abstract

Audience Perception of Influencer Advertising on Instagram and TikTok among Nigerian Undergraduates, specifically the undergraduates of Godfrey Okoye University, Enugu and University of Nigeria Enugu Campus, Enugu were investigated in this study. As the domination of influencer advertising continues to grow on various social media platforms like Instagram and TikTok, there is a need for a study to be done to determine how young audiences perceive sponsored contents, the influencers, and purchase intentions. The study was anchored by four objectives, which were; exposure to influencer advertising, perception of sponsored contents and brand promotions, trustworthiness of social media influencers, and influence of influencer advertising on audience purchasing intention. A descriptive survey research design was used and the data collected via the use of structured questionnaire. The findings of the research proved that Nigerian undergraduates are exposed to influencer marketing in Instagram and TikTok in a high measure. Also, the findings of the research confirmed that the respondents hold generally a positive attitude towards sponsored contents and advertisements of brands. Further, the research confirmed that social media influencers are considered to be rather credible when they show authenticity and point out to the fact that there is sponsorship in their contents. Finally, the research found out that influencer marketing affects the buying intention of undergraduates to a high degree. Thus, it can be concluded that influencer marketing has an influence on the credibility and perceptions of undergraduates. Further, it was advised that the influencers should be more open about their authenticity in the contents. Also, it was recommended to organize media literacy programs for undergraduates

Item Type:	Thesis (Other)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Management and Social Sciences
Depositing User:	CHIBUEZE EZE
Date Deposited:	04 Aug 2026 08:48
Last Modified:	04 Aug 2026 08:48
URI:	http://eprints.gouni.edu.ng/id/eprint/6169

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