Department of Mass Communication

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SOCIAL MEDIA INFLUENCING AND DECEPTIVE PRACTICES: A STUDY OF INSTAGRAM’S SKIN CARE INFLUENCERS
(Covenant University Ota, 2025-04) OKECHUKWU, IFUNANYA GRACE; Covenant University, Dissertation
The porosity of the digital media has contributed to the adoption of manipulation and deceit by influencers and brands alike in product-promotion. The study investigates and identifies various deceptive practices used by social media skin care influencers, through focus group discussion and survey of university students in Lagos state using the cluster sampling and the purposive sampling techniques. Results show that 80% of the respondents agree that skin care influencers use deceptive practices in the promotion of skin care products, however, 60% of these respondents are of the view that although skin care influencers adopt deceptive practices, they are equally very useful in not just brand promotion but also for helping skin care consumers in their skin care purchase decision making. The engagement of influencers in the promotion of skin care products on social media is viable but can gain more acceptability based on the attractiveness, trustworthiness and expertise of the influencers, as well as the maintenance and the projection of a circular and consistent collaboration with the brands inorder to build credibility in the minds of skin care consumers. Regulatory bodies in Nigeria like (ARCON) should set up control measures to regulate product influencing in Nigeria, as well as carry out marketing research on brand and influencer activities (a performance survey) addressing different areas of consumers’ experience online with different brands and products. Furthermore, a symbiotic relationship between brands and their influencers is highly encouraged.
ADOPTION OF ARTIFICIAL INTELLIGENCE (AI): IMPLICATION FOR JOB PERFORMANCE IN THE ADVERTISING INDUSTRY IN NIGERIA
(Covenant University Ota, 2025-04) AMUSAN, BOLUWATIFE FOLASHADE; Covenant Uiversity, Dissertation
Integrating Artificial Intelligence (AI) into Nigeria’s advertising sector has significantly transformed operational practices, particularly in media buying, copywriting, market research, and content creation. This study examines the effects of artificial intelligence on job performance, highlighting both the advantages and challenges of incorporating technology within the Nigerian advertising landscape. Focusing on advertising agencies in Ikeja, Lagos State, the research aims to assess how adopting AI influences the efficiency and effectiveness of the industry. The study adopted a mixed-methods approach, featuring a quantitative survey of 305 participants and in-depth interviews with five media buyers. The study utilised the Technology Acceptance Model and the Diffusion of Innovation Theory to analyse how media buyers embrace and utilise AI technologies. Findings indicate that AI tools enhance job performance, productivity, and efficiency in advertising tasks. However, the absence of a human touch in AI-generated content, reliance on user input, and AI's limitations in recognising human errors highlight the necessity for human oversight and correction. Thus, while AI has the potential to boost job performance and significantly reshape the future of Nigeria’s advertising industry, addressing ethical concerns and finding appropriate solutions are essential for the sustainable development of this integration.