USE OF BRAND INFLUENCERS ON SOCIAL MEDIA ADVERTISING AND IT'S INFLUENCE ON STUDENT BUYING BEHAVIOR IN EDO STATE.

             ABSTRACT

This study investigated the use of brand influencers on social media advertising and it's influence on student buying behaviour in Edo state. The study became necessary following the assumption that brand influencers are responsible for the ways consumers are swayed to either positively or negatively purchase a product. The study was anchored on the social influence and planned behavior theories. The survey design was used with the aid of 8- item questionnaire. Purposive sampling technique was adopted in selecting the 400 participants for the study. Simple percentage and frequency tables were used to analyse the data generated through the 4 point likert scale using mean scores. Finding shows that the use of brand influencers on social media advertising has a very high impact on student buying behaviour, although there are some challenges faced. Against this backdrop, it was recommended that organizations, companies that intend to achieve high patronage and acceptance on social media should sort for influencers to represent their brands as it is seen as a powerful tool.