SOCIAL MEDIA INFLUENCERS AND CONSUMER PURCHASE BEHAVIOR

ABSTRACT

This study sought to establish the effect of social media influencers on consumer buying behaviour in Benin City, Edo State. The research employs a survey design and collects data from a sample of four hundred (400) respondents who were residents in Benin City, Edo State, Nigeria out of which three hundred and ninety-eight (398) were retrieved, cleaned and used for the empirical analysis. Descriptive statistics (Frequency and Mean) and Inferential statistics (regression) was used for the study’s analysis. It was discovered that: there is a significant relationship between the credibility of social media influencers and consumer buying behaviour; the attractiveness of social media influencers significantly impacts consumer buying behaviour; there is a significant relationship between product compatibility and consumer buying behaviour; and expertise of social media influencers significantly affects consumer buying behaviour. Based on these findings the following were the recommendation provided: it is crucial for influencers and brands to build and maintain credibility; brands should focus on collaborating with influencers who not only resonate aesthetically with their target audience but also share engaging and high-quality content; influencers should be selected based on how well their known preferences and the products they endorse match their follower base; and businesses should prioritize partnerships with influencers who are perceived as authorities in relevant fields.