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 Nigeria and Selected ECOWAS Member States where operating conditions differ markedly from more developed markets.

Within the context of Nigeria and Selected ECOWAS Member States, 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

Despite a growing body of literature on influencer marketing practices, there remains limited consensus on the precise nature of its relationship with health awareness levels, particularly within Nigeria and Selected ECOWAS Member States. Many organizations continue to make decisions about influencer marketing practices without a clear, evidence-based understanding of how those decisions ultimately affect health awareness levels. 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 health awareness levels in Nigeria and Selected ECOWAS Member States.
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 Nigeria and Selected ECOWAS Member States?
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

Beyond its academic contribution to the field of mass communication, this study has practical value for management teams within Nigeria and Selected ECOWAS Member States seeking to understand how influencer marketing practices translates into measurable outcomes around health awareness levels. It is equally useful to students and future researchers looking for a localized empirical reference on this relationship.

1.6 Scope of the Study

The study is limited to an examination of Influencer Marketing Practices and its relationship with health awareness levels within the context of Nigeria and Selected ECOWAS Member States. It reflects a clearly defined 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.