Study Finds Social Media Drives 72% of Corporate Value in Nigerian Market
What happened
A doctoral research study commenced at Babcock University on September 1, 2026, examining the corporate market structure in Nigeria. The study surveyed 22 listed service companies and 392 senior management staff. Findings revealed that social media marketing and investor communications jointly account for 72 percent of corporate value creation in the sector.
From tribuneonlineng.com
Why it matters
The research identified that Social Media Influencer Activity emerged as a potent predictor of corporate valuation, with beta weights ranging from 0.205 to 0.314. Structured Social Media Advertising alone explains 54 percent of asset expansion variance.
From tribuneonlineng.com
Who's involved
- NigeriaSovereign state whose corporate market structure was the subject of the research.
- Babcock UniversityPrivate university that conducted the doctoral research into the Nigerian market.
Keep exploring
Part of
A firm is analyzing market trends specific to Nigeria.Also in this story
- Lufthansa Group seeks to expand into the Nigerian market, while Nigeria and Germany conduct a BASA review.
- Corporate office market reset occurs in Nigeria.
- A market correction in Nigeria is creating attractive entry points for investors.
The entities involved
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Nigeria
sovereign state in West Africa
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Babcock University
private university in Nigeria
Nothing else this week.
Related events
- The Chartered Institute of Stockbrokers aims to drive capital market development in Nigeria.
- RMB Nigeria is operating within Nigeria's corporate market.
- A capital market conference was held in Abuja, Nigeria, and the Securities and Exchange Commission issued a statement on market targets.
- FTSE Russell assessed Nigerian market maturity and operational standards, noting that economic reforms are driving currency gains.
- In 1995, Dapo Abiodun drove the state economic agenda in Nigeria, and Lagos was identified as a major market.