INFLUENCER MARKETING AND CONSUMER BUYING BEHAVIOUR

ABSTRACT

This study assessed influencer marketing and consumer buying behaviour, Six research questions were raised to guide the study. The population of the study comprised of 651 undergraduates of the Department of Business Administration, University of Benin, Benin City. A sample of 248 respondents was selected using simple random sampling technique. A descriptive survey research design was adopted. Data were collected using a structured questionnaire and analyzed using descriptive and inferential statistics. Results indicated that                 majority (98.4%) were aware of social media marketing and followed between 1-10 social media influencers. Perceived impact of influencers on consumer buying behvaiour showed that attractiveness had the highest mean rating (3.52 on a scale of 5), while trustworthiness had the least (3.03). Influencers’ credibility showed mean rating of 3.08, while expertise indicated mean of 3.40. Overall, the impact of influencer marketing on consumers’ purchase intention was shown to be 3.42 on a scale of 5. The study concluded that the proliferation of social media has brought about a new horizon in marketing of products and services, where consumers are conscious of activities involving social media marketing.   The study recommended that in addition to traditional marketing channels, product and service providers should consider influencer marketing as a tool for promoting their brand and government should make policies to regulate posts by social media influencers in marketing of brands so as to disclose if the promotion was sponsored so as not to mislead consumers to think they really use the products/services.