SOCIAL MEDIA INFLUENCERS AS PUBLIC RELATIONS AGENTS FOR ENHANCING ENGAGEMENT AND EMPOWERMENT AMONG YOUTHS IN UNIVERSITY OF NIGERIA, NSUKKA

Abstract

In the last decade, there has been a rise in the number of social media influencers in Nigeria, significantly reshaping the public relations (PR) landscape in the country. This development has presented new opportunities for youth engagement and empowerment. By utilizing the digital platforms most frequented by Nigerian youth such as Facebook, TikTok and Instagram, these influencers have become important voices and influences in shaping the perceptions of youths on issues. This paper examines the role of social media influencers as key PR agents in youth engagement and empowerment. The research was guided by the Uses and Gratification theory and social influence theory. It employs a mixedmethods approach, combining quantitative analysis of youth response and qualitative interviews of influencers. Frequency tables and percentages were used to analyse the questionnaire responses, while the personal interview data was analysed on a question-by-question basis. Findings from the study highlight key strategies that influencers deploy to build trust and engage young audiences. The study also highlights challenges with influencer-driven PR including lack of authenticity, misinformation, and over-commercialization. Based on these findings, it was recommended that there should be a collaboration between PR professionals and influencers to mitigate the challenges faced by influencers. In addition, influencer relations and marketing should be introduced as a new PR curriculum by higher institutions to equip young PR professionals. By leveraging the power of digital platforms and the credibility of social media influencers, PR efforts can pave the way for meaningful youth engagement and sustainable community development in Nigeria.