An Investigation of Semantic Networks in Nigerian Digital Marketing: A Case Study of Influencer Hashtags
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Background of the Study
Digital marketing in Nigeria has rapidly evolved with the advent of social media influencers who use hashtags to craft and disseminate brand messages. Semantic networks—interconnected clusters of meanings—emerge as these influencers blend promotional content with everyday language (Olu, 2023). This study examines the semantic networks created by influencer hashtags in Nigerian digital marketing campaigns. By analyzing a corpus of hashtag usage across various influencer posts on platforms like Instagram and Twitter, the research seeks to uncover how semantic relationships form, evolve, and contribute to effective marketing strategies (Adeleke, 2024). Influencer hashtags often encapsulate cultural references, trending slang, and innovative metaphors that resonate with target audiences. The study will employ both qualitative content analysis and network analysis to trace these semantic connections and assess their impact on consumer engagement and brand perception (Chinwe, 2025).
Statement of the Problem
Despite the growing importance of digital marketing, there is limited research on the semantic networks underpinning influencer hashtag usage in Nigeria. Existing studies primarily focus on quantitative metrics like engagement rates rather than the qualitative aspects of meaning-making (Olu, 2023). This gap hinders our understanding of how semantic innovations contribute to effective marketing communication. Without systematic analysis, the mechanisms by which hashtags influence consumer behavior remain unclear. This study aims to address these shortcomings by investigating the semantic networks of influencer hashtags, thereby providing insights into their role in digital marketing strategies (Adeleke, 2024).
Objectives of the Study
- To document semantic relationships in influencer hashtag usage.
- To analyze the impact of these networks on digital marketing.
- To evaluate consumer engagement resulting from semantic innovations.
Research Questions
- What semantic patterns are evident in influencer hashtags?
- How do these patterns influence marketing effectiveness?
- What role do semantic networks play in shaping consumer perceptions?
Significance of the Study
This study is significant as it reveals the semantic dynamics of influencer hashtags in Nigerian digital marketing, offering insights into modern promotional strategies. The findings will benefit marketers, digital media analysts, and communication scholars by elucidating how language innovation drives consumer engagement (Olu, 2023; Chinwe, 2025).
Scope and Limitations of the Study
This study is limited to analyzing influencer hashtag usage in Nigerian digital marketing campaigns.
Definitions of Terms
- Semantic Networks: Systems of interrelated meanings within language.
- Digital Marketing: Promotion of products and services using digital platforms.
- Influencer Hashtags: Hashtags used by social media influencers to convey branded messages.
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