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Jide, Oluwaseun Temitayo (2022) Social Media Influencer Marketing: Impact on Perceived Authenticity, Trust, and Purchase Intention Amongst Female Cosmetic Consumers in Nigeria. Masters thesis, Dublin, National College of Ireland.
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Abstract
The aim of this research is to study the impact of social media influencers in Nigeria, on the perception and purchase intention of female consumers of cosmetic products in the country. The topic is informed by the fact that the world of business today is experiencing a paradigm shift in the marketing and management of brands. The purchase decisions that people make today are determined by the information they have about a brand, which is impacted directly by the number of details a commodity possesses especially on social media platforms. Social media influencers have become a tool in the promotion activities of major players in different industries especially in the developing and developed world. The role of social media influencers as digital marketing agents to promote and influence the purchase of commodities as authentic and trustworthy and their impact in the process has not been adequately studied in the African cosmetic industry context. The study makes use of a quantitative research methodology as an explorative research design, to collect data from 300 female consumers of cosmetic commodities in Nigeria using purposive sampling to cater for the various major social media platforms available today. This methodology was implemented with the help of Google Forms. The results show that although correlation and regression analyses produced statistically significant result, there was generally weak positive relationship between authenticity, trustworthiness and attractiveness of influencers and the cosmetic brands/products they promote. There is therefore a great room for improving social media influencer marketing in Nigeria.
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