ABSTRACT
This study investigates the effectiveness of influencer marketing campaigns in the advertising industry, focusing on Jennyglows cosmetics and the University of Benin (UNIBEN) student demographic. Employing a survey methodology with UNIBEN students, key findings reveal the significant influence of influencers on purchase decisions, the impact of influencer marketing on advertising goals, and effective ROI measurement methods. Notably, the research underscores the pivotal role of influencer marketing in driving sales for Jennyglows cosmetics, particularly among UNIBEN students who actively engage with influencers on social media platforms. Additionally, the study identifies valuable recommendations to enhance influencer marketing strategies, such as diversifying the influencer pool, refining ROI measurement metrics, exploring collaborative initiatives with student organizations, and ensuring authenticity and relevance in influencer partnerships. The study sheds light on the intricate dynamics between influencer marketing, advertising effectiveness, and ROI within the context of Jenny glows cosmetics and UNIBEN students. By uncovering the substantial impact of influencers on consumer behavior and the boosted ROI attributed to influencer marketing, the research underscores the strategic importance of leveraging influencer partnerships in reaching and engaging target audiences effectively. Furthermore, the identified recommendations offer actionable insights for marketers seeking to optimize their influencer marketing strategies, emphasizing the importance of authenticity, diversification, and adaptability in navigating the evolving landscape of social media advertising. The research contributes to a deeper understanding of influencer marketing's potential as a lucrative investment in the advertising industry. Overall organization’s performancee and/or productivity also increase. This study has therefore confirmed the contribution of Jefkins (1995) who defines advertising as the aim to persuade people to buy and also the works of Kazmi (2005) who believes that modern advertising is largely a product of the twentieth century. All the advertisers should therefore ensure that advertising strategies are successful. Recommendation Based on the findings, we hereby make the following recommendations to the Government,companies with similar characteristics and Nigerian managers in respect of advertising. As a result of long term benefit of advertising on the economy, the Federal Government should compel all companies operating in the nation to educate consumers and the general public about advertisement of their products.
