Numerous studies have examined the powerful impact of social media on users and consumers of user-generated content. While much of this scholarship focus on the influence of social media influencers on their audiences and how social media users respond to digital contents, there exists limited empirical understanding, especially within the context of the Nigerian social media space, on the reverse dynamic, that is, how audiences and social media followers shape the production of contents produced by influencers. This study addresses this gap by analysing the role of followers’ engagement such as comment and interactive behaviours in shaping the content strategies of Nigerian Instagram and YouTube influencers. Anchored on the social impact theory and the concept of parasocial relations, this study highlights how the emotionally significant bonds between social media influencers and their followers amplify the perceived strength, immediacy, and power of audience influence. Early preliminary findings from a content analysis and thematic analysis of selected videos posted by selected Nigerian Instagram and YouTube Influencers demonstrate how parasocial dynamics transform followers from passive consumers into active co-creators of social media contents, reshaping the landscape of digital content production.

Authors:
Mistura Salaudeen, Hong Kong Shue Yan University, Hong Kong

About the Presenter(s)
Dr. Mistura Adebusola Salaudeen is currently a Lecturer at the Department of Journalism and Communication, Hong Kong Shue Yan University (HKSYU). Her research spans journalism studies, digital media studies, and international communication.

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https://www.linkedin.com/in/mistura-salaudeen-phd-118b47b4/

See this presentation on the full schedule – Monday Schedule

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