Chapter One — 1.1 Background to the Study

Over the past decade, the relationship between influencer marketing practices and health awareness levels has become a subject of considerable debate among scholars and industry practitioners alike, particularly within the context of Selected Public Universities in Nigeria where operating conditions differ markedly from more developed markets.

Within the context of Selected Public Universities in Nigeria, 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 health awareness levels, 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 health awareness levels within Selected Public Universities in Nigeria 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 health awareness levels — a gap this study sets out to close.

1.3 Objectives of the Study

1. To examine the effect of Influencer Marketing Practices on health awareness levels in Selected Public Universities in Nigeria.
2. To assess the extent to which influencer marketing practices influences health awareness levels within the study area.
3. To identify the challenges associated with influencer marketing practices in relation to health awareness levels.
4. To recommend strategies for optimizing influencer marketing practices in order to improve health awareness levels.

1.4 Research Questions

1. What is the effect of influencer marketing practices on health awareness levels in Selected Public Universities in Nigeria?
2. To what extent does influencer marketing practices influence health awareness levels within the study area?
3. What challenges are associated with influencer marketing practices in relation to health awareness levels?
4. What strategies can be adopted to optimize influencer marketing practices in order to improve health awareness levels?

1.5 Significance of the Study

This study is significant to a range of stakeholders. For policymakers and regulators, the findings offer evidence to guide the design of frameworks that support healthier outcomes around health awareness levels. For managers and practitioners within Selected Public Universities in Nigeria, the study provides practical insight into how influencer marketing practices can be better managed. Finally, it contributes to the academic literature on mass communication by extending existing knowledge into a specific empirical context, and offers a reference point for future researchers.

1.6 Scope of the Study

In terms of scope, this BSc study confines itself to Selected Public Universities in Nigeria, focusing specifically on how influencer marketing practices relates to health awareness levels within that setting. Findings are interpreted within these boundaries rather than as universal claims applicable to every organization or market.