You have no items in your shopping cart.
ABSTRACT
This study hinged on the theoretical tenets of Behaviour and Uses and Gratification theories, evaluated the use of brand influencers in social media advertising and its influence on the consumer buying behaviour of undergraduates in the University of Benin. The study became necessary following the assumption that brand influencer style of advertising had an influence on the buying behaviour of consumers. Using the survey design, a 22-item questionnaire was employed to elicit data from the 396 respondents selected. The sample for this study reflected undergraduates that are exposed to use of brand influencers in social media advertising.
