Study Finds Social Media Drives 72% of Corporate Value in Nigerian Market

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.

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.