Chapter One — 1.1 Background to the Study

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

Selected Commercial Banks in Nigeria presents a useful setting for examining this relationship precisely because the conditions there — structural, regulatory, and behavioural — differ from those typically assumed in the broader literature, most of which draws on evidence from more developed economies.

1.2 Statement of the Problem

Despite a growing body of literature on influencer marketing practices, there remains limited consensus on the precise nature of its relationship with voting behaviour, particularly within Selected Commercial Banks in Nigeria. Many organizations continue to make decisions about influencer marketing practices without a clear, evidence-based understanding of how those decisions ultimately affect voting behaviour. This gap between practice and empirical understanding is the central problem this study seeks to address.

1.3 Objectives of the Study

1. To examine the effect of Influencer Marketing Practices on voting behaviour in Selected Commercial 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 Commercial 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

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 voting behaviour. For managers and practitioners within Selected Commercial Banks 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

The study is limited to an examination of Influencer Marketing Practices and its relationship with voting behaviour within the context of Selected Commercial Banks in Nigeria. It reflects a BSc-level scope of analysis and relies on data and perspectives available within that scope; generalizing the findings beyond this specific context should therefore be done with appropriate caution.