Chapter One — 1.1 Background to the Study

Over the past decade, the relationship between influencer marketing practices and news consumption habits has become a subject of considerable debate among scholars and industry practitioners alike, particularly within the context of Edo State where operating conditions differ markedly from more developed markets.

Within the context of Edo State, this relationship carries particular significance. Organizations in this setting operate under a distinct combination of economic, regulatory, and market conditions that may amplify or dampen the effect of influencer marketing practices on news consumption habits, making a context-specific inquiry both timely and necessary.

1.2 Statement of the Problem

While influencer marketing practices is widely discussed in policy and industry circles, empirical evidence on its actual effect on news consumption habits within Edo State remains sparse and, in places, contradictory. This lack of localized, rigorous evidence makes it difficult for decision-makers to know with confidence whether current approaches to influencer marketing practices are helping or hindering news consumption habits — a gap this study sets out to close.

1.3 Objectives of the Study

1. To examine the effect of Influencer Marketing Practices on news consumption habits in Edo State.
2. To assess the extent to which influencer marketing practices influences news consumption habits within the study area.
3. To identify the challenges associated with influencer marketing practices in relation to news consumption habits.
4. To recommend strategies for optimizing influencer marketing practices in order to improve news consumption habits.

1.4 Research Questions

1. What is the effect of influencer marketing practices on news consumption habits in Edo State?
2. To what extent does influencer marketing practices influence news consumption habits within the study area?
3. What challenges are associated with influencer marketing practices in relation to news consumption habits?
4. What strategies can be adopted to optimize influencer marketing practices in order to improve news consumption habits?

1.5 Significance of the Study

Beyond its academic contribution to the field of mass communication, this study has practical value for management teams within Edo State seeking to understand how influencer marketing practices translates into measurable outcomes around news consumption habits. It is equally useful to students and future researchers looking for a localized empirical reference on this relationship.

1.6 Scope of the Study

In terms of scope, this study confines itself to Edo State, focusing specifically on how influencer marketing practices relates to news consumption habits within that setting. Findings are interpreted within these boundaries rather than as universal claims applicable to every organization or market.