The Role of Micro-Influencers in Niche Marketing: A Study of Konga in Borno State
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Background of the Study
Micro-influencers, individuals with smaller yet highly engaged followings on social media, have become an essential component of niche marketing strategies. Unlike traditional influencers with millions of followers, micro-influencers typically have between 1,000 to 100,000 followers, making them more relatable and trusted by their audience. In the context of online retail, platforms like Konga have leveraged micro-influencers to promote niche products and reach specific consumer segments effectively (Adebayo & Bello, 2024).
Borno State, located in northeastern Nigeria, has a complex socio-economic landscape with a growing number of internet users despite challenges posed by the region's history of conflict. As a result, digital marketing, including micro-influencer strategies, presents unique opportunities to tap into specific consumer groups, such as tech-savvy youth, young professionals, and small business owners, who are active on social media platforms. Konga, one of Nigeria’s largest e-commerce platforms, has recognized the importance of reaching these target audiences through niche marketing, and micro-influencers have proven to be an effective tool in this regard (Usman & Bawa, 2023).
This study will explore how Konga uses micro-influencers in its niche marketing campaigns in Borno State, assessing the effectiveness of this approach in driving engagement and sales.
Statement of the Problem
While micro-influencers are widely regarded as an effective marketing tool, there is limited research on how their influence translates to consumer behavior in the Nigerian market, especially in regions like Borno State. Konga’s use of micro-influencers to promote specific product categories has not been sufficiently studied, and understanding how these influencers affect consumer decisions and drive sales is essential for refining niche marketing strategies.
This study aims to examine the role of micro-influencers in Konga's niche marketing strategies in Borno State and evaluate their effectiveness in influencing consumer behavior.
Objectives of the Study
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To assess how Konga utilizes micro-influencers in its niche marketing campaigns in Borno State.
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To evaluate the impact of micro-influencers on consumer engagement and purchase behavior in Borno State.
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To identify the challenges and opportunities of using micro-influencers in niche marketing for Konga in Borno State.
Research Questions
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How does Konga utilize micro-influencers in its niche marketing strategies in Borno State?
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What impact do micro-influencers have on consumer engagement and purchase behavior in Borno State?
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What are the challenges and opportunities of using micro-influencers for niche marketing in Borno State?
Research Hypotheses
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Micro-influencers have a significant positive impact on consumer engagement and purchase behavior for Konga in Borno State.
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Konga’s use of micro-influencers significantly influences the success of its niche marketing campaigns in Borno State.
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There are significant challenges and opportunities in using micro-influencers for niche marketing in Borno State.
Scope and Limitations of the Study
This study will focus on Konga's use of micro-influencers in niche marketing campaigns in Borno State. Limitations include the difficulty of measuring the precise impact of micro-influencers on sales and potential biases in consumer responses.
Definitions of Terms
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Micro-Influencers: Social media personalities with smaller, highly engaged followings who influence niche markets (Adebayo & Bello, 2024).
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Niche Marketing: A marketing strategy that targets a specific segment of the market with tailored products, services, and promotions (Usman & Bawa, 2023).
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Consumer Engagement: The level of interaction and emotional connection a customer has with a brand through various channels (Adebayo & Bello, 2024).
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