ABSTRACT

This study examines the effect of social media influencers and brand perception on customer satisfaction, using Apple’s iPhone as a case study. The research focuses on understanding how influencer attributes—attractiveness, credibility, popularity, and product match-up—alongside brand perception, impact consumer satisfaction. A total of 400 questionnaires were distributed to residents in Benin Metropolis, with 395 valid responses analyzed. The study employs a quantitative research approach, utilizing descriptive statistics and regression analysis to examine the relationships between variables. The findings reveal that while influencer attractiveness and product match-up do not significantly impact customer satisfaction, influencer credibility and popularity play crucial roles in shaping consumer perceptions. Additionally, brand perception has a small but statistically significant effect on satisfaction. Based on these findings, it is recommended that brands prioritize influencer credibility and engagement over visual appeal, collaborate with widely recognized influencers with strong audience interaction, and enhance brand perception through consistent messaging and consumer-centered marketing strategies.