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The role of influencer partnerships in digital brand awareness: A study of Jumia Nigeria in Borno State.

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Background of the study

The growing prevalence of social media platforms and the rise of influencers have significantly transformed the landscape of digital marketing (Hughes et al., 2023). Influencer partnerships are now integral to many brands' marketing strategies, offering a unique avenue for businesses to connect with their target audiences. Particularly in emerging markets, such as Nigeria, influencer collaborations have been increasingly used to enhance digital brand awareness (Akanbi et al., 2024). Jumia Nigeria, as one of the leading e-commerce platforms, has leveraged influencer partnerships to promote its online services and products across various states, including Borno State. These collaborations are essential for navigating the competitive e-commerce space and attracting the attention of potential consumers, especially in regions where traditional advertising channels are limited or ineffective.

Brand awareness is a critical component of any marketing strategy as it serves as the foundation for customer acquisition, engagement, and retention (Liu et al., 2025). Influencer partnerships, which involve leveraging the credibility and reach of individuals with substantial social media followings, provide a direct route for brands to enhance their visibility among targeted consumers (Cervellon & Loureiro, 2024). Jumia’s engagement with local influencers in Borno State presents an opportunity to examine the effectiveness of such partnerships in driving digital brand awareness within a context marked by unique socio-cultural dynamics and infrastructural challenges.

This study will explore how Jumia Nigeria’s influencer partnerships contribute to building digital brand awareness in Borno State, with particular focus on understanding the role these influencers play in reaching underserved audiences in the region. Given the rapid digital transformation and the expansion of internet access in Nigeria, understanding how influencer marketing operates in regions such as Borno provides valuable insights into contemporary marketing strategies in emerging economies (Olaoluwa et al., 2024).

Statement of the problem

Despite the increasing popularity of influencer marketing, there is limited empirical research exploring the role of influencer partnerships in building digital brand awareness in Nigerian states like Borno. While global studies have highlighted the positive impact of influencer collaborations on brand visibility (Marques et al., 2023), the application of such strategies in the Nigerian e-commerce sector remains under-researched, especially in less-urbanized states like Borno. This study is motivated by the need to explore how Jumia Nigeria utilizes influencer partnerships to reach new customers and boost brand awareness in a region that is not as digitally saturated as Lagos or Abuja. Furthermore, the study will examine the effectiveness of influencer marketing in promoting brand engagement in Borno State, where economic challenges and low media penetration can limit traditional advertising avenues. The problem is further compounded by the need for e-commerce platforms like Jumia to develop tailored marketing strategies that resonate with the local population while overcoming regional constraints.

This gap in the literature presents a critical opportunity to investigate the intersection of influencer marketing and digital brand awareness in a developing market. Understanding the factors that drive or hinder the effectiveness of such partnerships in Borno will provide insights into how digital marketing strategies can be optimized for greater reach and consumer loyalty in similar contexts across Nigeria and beyond.

Objectives of the study

  1. To examine the role of influencer partnerships in enhancing Jumia Nigeria’s digital brand awareness in Borno State.

  2. To evaluate the impact of influencer marketing on customer engagement and purchasing behavior in Borno.

  3. To identify the key challenges and opportunities in leveraging influencer marketing in underserved regions like Borno State.

Research questions

  1. How do influencer partnerships contribute to the digital brand awareness of Jumia Nigeria in Borno State?

  2. What is the impact of influencer marketing on customer engagement and purchasing behavior in Borno State?

  3. What challenges and opportunities exist for Jumia Nigeria in using influencer marketing to target consumers in Borno?

Research hypotheses

  1. Influencer partnerships significantly enhance Jumia Nigeria’s digital brand awareness in Borno State.

  2. Influencer marketing has a positive impact on customer engagement and purchasing behavior in Borno.

  3. The effectiveness of influencer marketing in Borno is influenced by socio-cultural and infrastructural factors.

Scope and limitations of the study

The scope of this study is limited to Jumia Nigeria's operations in Borno State, with a specific focus on influencer partnerships used in promoting digital brand awareness. The study will consider only the impact of these partnerships on digital brand awareness, excluding other forms of marketing. The primary data will be gathered through surveys and interviews with influencers, Jumia’s marketing team, and consumers in Borno. One limitation of the study is that Borno State’s unique socio-economic challenges may limit the generalizability of the findings to other regions in Nigeria. Additionally, the study’s reliance on self-reported data could introduce response biases.

Definitions of terms

  • Influencer marketing: A strategy that involves partnering with individuals who have substantial social media followings to promote a brand or product.

  • Digital brand awareness: The extent to which a brand is recognized by its target audience through online platforms and digital channels.

  • E-commerce: The buying and selling of goods and services via the internet.


 





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