Recent Research Reviews Journal
IRO Journals
Volume 4 — Issue 1 — June 2025

Social Media Monetization Policy in Nigeria: Increasing Consumer Engagement in Digital Marketing with AI

https://doi.org/10.36548/rrrj.2025.1.003
Eyeregba Equitozia May
University of Sunderland - Faculty of Technology, School of Engineering
David Oyewumi-Taiwo Oyekunle
Project Management Department, University of Salford, United Kingdom
Ugochukwu Okwudili Matthew
Computer Science Department, Federal University of Lavras, Brazil
Eboesomi Esther Bunmi
Management Department, University of Huddersfield, United Kingdom
Williams Ogochukwu Ugbomeh
School of Creative and Cultural Business, Robert Gordon University
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May, Eyeregba Equitozia, David Oyewumi-Taiwo Oyekunle, Ugochukwu Okwudili Matthew, Eboesomi Esther Bunmi, and Williams Ogochukwu Ugbomeh. 2025. “Social Media Monetization Policy in Nigeria: Increasing Consumer Engagement in Digital Marketing With AI”. Recent Research Reviews Journal 4 (1): 31-49. https://doi.org/10.36548/rrrj.2025.1.003.
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Keywords

— Social Media Monetization
— Digital Marketing
— Brand Engineering
— Economic Growth
— Consumer Protection
— Digital Economy
— Social Contract
— Content Development
— Artificial Intelligence
— Machine Learning Algorithm
Published: 13-05-2025

Abstract

A key component of digital marketing today is social media monetization, which helps businesses and content creators to make money while increasing customer interaction and product branding. Targeted advertisement, which involves an overall marketing efficiency, have all improved in Nigeria as a result of the use of artificial intelligence (AI) in digital marketing. The regulatory frameworks controlling social media monetization in Nigeria are examined in this study, along with AI-driven marketing strategies and their effects on customer engagement. This study explores Nigeria’s policy, examining its implications for brand strategy, advertising models, and influencer marketing. By integrating governance with market dynamics, businesses can cultivate sustainable digital ecosystems that enhance engagement, transparency, and social value. Effective monetization policies can strengthen Nigeria’s digital economy while aligning corporate interests with broader societal goals, exploring social media monetization policy in Nigeria as a potential avenue for a new social contract as a digital economy development indicator and entrepreneurship sustainability. Promoting a structured and sustainable digital economy, AI-driven monitoring can reduce risks like fraudulent activity, content exploitation, and unequal revenue distribution as digital marketing and brand engineering advance. By regulating brands' advertisement transparency, AI improves consumer protection by protecting against deceptive marketing and guaranteeing that users see accurate product representations. The study adopted a random sampling technique; 10 real estate companies were selected from the 15 medium-scale real estate companies in the study area. Of the completed questionnaires, 75% were recovered and deemed valuable for the data analysis. The results of the study indicated that a significant portion of medium-scale real estate investment companies generated between 20 million and 100 million in revenue after implementing data-driven product engineering and digital marketing, which is more than they did in the year before digital marketing and product engineering were implemented.

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