THEORETICAL ANALYSIS ON LEVERAGING SOCIAL MEDIA INFLUENCERS FOR HEALTH PROMOTION OF ENTREPRENEURS IN IGBOLAND, NIGERIA

Abstract

The study assesses leveraging social media influencers for health promotion of entrepreneurs in Igboland, Nigeria. The research addresses research gaps in determining the ways in which social media influencers contribute to health promotion of entrepreneurs in Igboland, Nigeria; x-raying the factors that promote the commitment of social media influencers to health promotion of entrepreneurs; and investigating the strategies the society can adopt in leveraging social media influencers for effective health promotion of entrepreneurs in Igboland, Nigeria. The extant literature method was used in the study. The theories of Planned Behaviour and Technology Acceptance Model were used in the study. The findings include that social media influencers used social media platforms to enlighten, educate and guide the public on health promotion issues; factors like passion and both extrinsic and intrinsic motivation promoted the commitment of social media influencers to health promotion of entrepreneurs in Igboland, Nigeria; the strategies for leveraging on the influencers include identifying the right health influencers and development of partnership with same. Also, the challenges of legal bottlenecks and regulatory issues pose difficulties to the social media influencers. The study concludes that leveraging social media influencers remains a strategic option for enhancing health promotion of entrepreneurs in Igboland, Nigeria. It was recommended among others that social media influencers should avoid any distraction against their contributions to health promotion of entrepreneurs in Igboland, Nigeria. The study adds to existing body of literature in the area of health promotion of entrepreneurs.