Date of Award

2025

Degree Type

Thesis

Degree Name

Master of Arts (MA) in Digital Journalism​

First Advisor

Hesbon Owilla

Department

Graduate School of Media and Communications

Abstract

The growth of social media influencers popularity has substantially disrupted traditional media and advertising landscapes, redefining audience engagement, brand marketing strategies, and revenue streams for legacy media houses. This study investigates the implications of influencer marketing on Kenyan legacy media, exploring shifts in audience preferences, financial impacts, and factors influencing advertisers toward influencer marketing. Building on the disruptive innovation theory and qualitative data from interviews with media professionals, influencers, advertisers, and audiences, the study reveals a fundamental shift in content consumption and advertising dynamics. Findings show that social media influencers thrive in direct audience engagement, authenticity, and niche targeting, catering especially to younger audiences. These qualities contrast with traditional media’s structured, credibility-focused approach, which, while trusted for regulated and fact-checked content, struggles to compete with the relatability and flexibility of influencer-led campaigns. Advertisers are reallocating budgets from legacy media to influencers due to the cost-effectiveness, measurable ROI, and personalized appeal of influencer marketing. This trend has resulted in significant revenue declines for Kenyan media houses, further compounded by audience fragmentation and shifting content preferences. The study highlights the need for legacy media to innovate by adopting hybrid models, leveraging digital platforms, and exploring collaborations with influencers to remain competitive. Recommendations for advertisers include enhancing data-driven campaigns and partnering with culturally attuned influencers. Policymakers are urged to establish regulatory frameworks to ensure fair competition and preserve journalistic integrity. The research adds to understanding the challenges presented by digital disruption and offers practical strategies for stakeholders to maneuver the evolving media and advertising ecosystem. Further studies are proposed to explore standardized metrics for influencer marketing ROI, long-term impacts on journalism, and collaborative opportunities between influencers and traditional media.

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