Predictors of audience engagement among Nigerian journalists

This paper examined the factors that predicted audience engagement in Nigeria. We surveyed 308 Nigerian journalists. Using the questionnaire as our research instrument, data gathered were analysed using frequency and percentage as well as linear and multiple regression analyses. The study was grounded in Bourdieu’s field theory. The results indicated a moderate relationship between the attitude of Nigerian journalists and audience engagement while a high correlation between Nigerian journalists’ role conception and audience engagement on social media was observed. The three hypotheses (the degree to which journalists’ attitude; role conception; and perceived audience rationality, and perceived audience interaction quality predicted audience engagement was significant) raised in the study were supported by our findings. Implications of this study were discussed in light of the objective of audience engagement.