Social media influencers now key drivers of corporate valuation on NGX – Expert

• Findings threaten banks, insurance companies, fintechs, others
From Taiwo Oluwadare , Ibadan
An academic study conducted by a Babcock University doctoral researcher, Adebusola Sileola Akinbowale, has found that social media influencer activity is becoming a significant factor in determining the valuation of companies listed on the Nigerian Exchange (NGX).
The study examined 22 listed service companies and 392 senior management executives to assess the relationship between digital marketing activities and corporate performance.
According to the research, Social Media Influencer Activity (SMIA) emerged as the second most potent predictor of corporate valuation, recording beta co...