Chapter One — 1.1 Background to the Study

Influencer Marketing Practices has increasingly attracted the attention of researchers, regulators, and practitioners concerned with voting behaviour. This growing interest reflects the recognition that influencer marketing practices does not operate in isolation, but interacts with a wider set of institutional and market conditions found within Selected Deposit Money Banks in Nigeria.

Within the context of Selected Deposit Money Banks 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 voting behaviour, 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 voting behaviour within Selected Deposit Money Banks 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 voting behaviour — a gap this study sets out to close.

1.3 Objectives of the Study

1. To examine the effect of Influencer Marketing Practices on voting behaviour in Selected Deposit Money Banks in Nigeria.
2. To assess the extent to which influencer marketing practices influences voting behaviour within the study area.
3. To identify the challenges associated with influencer marketing practices in relation to voting behaviour.
4. To recommend strategies for optimizing influencer marketing practices in order to improve voting behaviour.

1.4 Research Questions

1. What is the effect of influencer marketing practices on voting behaviour in Selected Deposit Money Banks in Nigeria?
2. To what extent does influencer marketing practices influence voting behaviour within the study area?
3. What challenges are associated with influencer marketing practices in relation to voting behaviour?
4. What strategies can be adopted to optimize influencer marketing practices in order to improve voting behaviour?

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 Selected Deposit Money Banks in Nigeria seeking to understand how influencer marketing practices translates into measurable outcomes around voting behaviour. 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 BSc study confines itself to Selected Deposit Money Banks in Nigeria, focusing specifically on how influencer marketing practices relates to voting behaviour within that setting. Findings are interpreted within these boundaries rather than as universal claims applicable to every organization or market.