D.O. Ekhareafo

For brands and businesses trying to sell their products and services in the market, social media has become an essential tool. In our contemporary world, the act of buying and selling is possible online via various social media platforms regardless of distance and time. The use of social media marketing strategies is used by companies as a standard marketing tactic to boost brand recognition, popularity and impact consumer purchase
intentions and behaviours. This study examines influencer marketing and its impacts consumers’ patronage to a product or service, using Instagram Nigeria as a case study. It also examines the perception of consumers and businesses in Nigeria towards influencer marketing. This study is anchored on the Source Credibility Theory, Technology
Determinism Theory, and Attitude Change Theory as its theoretical framework. The study also adopted the survey research design which made use of the questionnaire in gathering data from respondents. The study adopted the simple random sampling technique to select a total of 200 respondents. Findings from the study show that Instagram users are frequently exposed to influencer marketing and therefore find it
informative. Most Instagram users became familiar with certain products due to their high exposure to Influencer marketing and few actually make purchasing action. It was further revealed in this study that exposure to influencer marketing on Instagram influences the buying behaviour of Instagram users. From the analyzed data, influencer marketing is an informative, persuasive, and effective form of marketing. The study
recommended that brands and businesses should cautiously utilize influencer marketing on Instagram to market their products and/or services. They can make it more attractive, appealing and personal to potential consumers in order to have a better influence on their purchasing action.

This study examined the extent to which Pentecostal Churches use ICT for church activities in Benin City. The study was designed to ascertain the rapid rise in the application of information communication technologies (ICTs) across nearly all aspects of human activity, including religion, in the 21st century. This study aims to determine the extent of ICT usage in the act of worship, to determine the challenges faced in the usage of ICT, to assess how ICT affects method of worship and gospel sharing, to ascertain the importance of ICT usage in growth and development of selected Pentecostal churches in Benin City and to ascertain the purpose for which ICT is being utilized. The technological determinism theory formed the theoretical foundation of the study. A survey research design was used and a questionnaire consisting of 17 items was distributed to 89 respondents who were specifically chosen based on their prior knowledge of this study. The data collected from the study were analysed and displayed using the frequency and simple percentages based on the 5-point Likert scale. The research showed
that Pentecostal churches utilize ICT to a significant degree, leading to an increase in membership growth and aiding in evangelism even with the challenges faced. Thus, the study concludes that ICT has not only facilitated the spread of gospel but also enriched worship experience. As a result, the study suggests that the Pentecostal Fellowship of Nigeria (PFN), the Christian Association of Nigeria (CAN), and other governmental organizations should support Pentecostal churches in acquiring ICT devices and ensure that messages are broadcasted online without any internet subscription fees. Also, due to technical challenges in using ICT, members of Pentecostal Churches should be trained on how to operate these devices.