THE ROLE OF SOCIAL MEDIA INFLUENCER ON THE BUYING BEHAVIOR OF UNIBEN STUDENTS. A STUDY OF JENNY GLOW

ABSTRACT

The study is focused on the role of social media influencer on the buying behavior of UNIBEN students, using Jenny Glow as a study. The objectives of the study were to examine the extent at which UNIBEN students are exposed to the use of social media influencers by Jenny Glow, identify how social media influencers impact UNIBEN students preferences and buying behavior of Jenny Glow products, investigate the role of social media influencer in influencing buying behaviour of Jenny Glow. For its methodology, the survey research method was used to gather the data used for the study. Findings of the study revealed that UNIBEN students agreed that social media influencers have played a role previously in motivating them to purchase products and services. The findings also indicated that Social media Influencers makes Jenny Glow more attractive to customers than brands which do not adopt the marketing technique. Based on the findings, the researcher concluded that companies and brands should build brand loyalty by giving genuine recommendation. The researcher therefore recommended among other things that Nigerian social media influencers should focus more on giving genuine recommendations, rather than on sales or the money they are paid by brands who endorse them. The researcher also recommended that companies should build relationships 11 with popular individuals or organizations to help enhance the image of their products, services, or followers