The Relationship Between Influencer Marketing and Brand Awareness for Small Businesses: A Case Study of Beauty Product Sellers in Adamawa State
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Background of the Study
Small businesses, especially in the beauty industry, face fierce competition and challenges in achieving brand visibility. With limited marketing budgets, these businesses often struggle to compete with larger brands (Okon & Adebayo, 2024). Influencer marketing, a form of social media marketing that leverages individuals with a strong online following, has gained traction as an effective strategy for building brand awareness. Influencers act as intermediaries between brands and potential customers, using their credibility to promote products and services (Adeolu & Sani, 2023).
In Adamawa State, beauty product sellers have begun to explore influencer marketing to reach younger, tech-savvy audiences. Platforms like Instagram and TikTok have become key channels for showcasing beauty products, leveraging influencers to create engaging content that resonates with local and regional audiences. However, the effectiveness of influencer marketing in driving brand awareness among small businesses in this context remains underexplored.
While existing research highlights the global impact of influencer marketing, studies focused on its role in the local business landscape, particularly in Adamawa State, are scarce. This study seeks to bridge this gap by investigating the relationship between influencer marketing and brand awareness for small beauty product sellers.
Statement of the Problem
Despite the growing adoption of influencer marketing by beauty product sellers in Adamawa State, its effectiveness in enhancing brand awareness remains unclear. Many small businesses invest resources in collaborations with influencers without fully understanding their return on investment (ROI) or the factors influencing campaign success. Challenges such as selecting the right influencers, measuring brand visibility, and adapting to audience preferences often hinder the desired outcomes (Umar & Yusuf, 2025).
The lack of empirical evidence on how influencer marketing impacts brand awareness in Adamawa State limits the ability of beauty product sellers to make informed decisions. This study aims to address this gap by exploring the effectiveness and challenges of influencer marketing within the local context.
Objectives of the Study
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To examine the use of influencer marketing by beauty product sellers in Adamawa State.
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To assess the impact of influencer marketing on brand awareness among small businesses.
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To identify challenges and propose strategies for optimizing influencer marketing campaigns.
Research Questions
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How do beauty product sellers in Adamawa State utilize influencer marketing?
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What is the impact of influencer marketing on brand awareness for small businesses?
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What challenges do small businesses face in implementing influencer marketing strategies?
Research Hypotheses
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Influencer marketing has a significant positive impact on brand awareness for small businesses.
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The selection of influencers strongly influences the effectiveness of marketing campaigns.
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Addressing implementation challenges will enhance the success of influencer marketing.
Scope and Limitations of the Study
This study focuses on beauty product sellers in Adamawa State and their use of influencer marketing to build brand awareness. The findings are specific to the beauty industry and may not generalize to other sectors. The study is limited by the availability of data on marketing strategies and campaign performance metrics.
Definitions of Terms
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Influencer Marketing: A marketing strategy that involves collaborations with individuals who have significant social media followings to promote products or services.
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Brand Awareness: The extent to which consumers recognize and are familiar with a particular brand.
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Small Business: Enterprises with limited operational scale, financial resources, and workforce.
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