An assessment of the effectiveness of influencer marketing on retail sales growth: A case study of cosmetics stores in Kaduna State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the Study
Influencer marketing has become a dominant strategy in the retail sector, particularly in industries such as cosmetics, where consumer trust and recommendations play a crucial role in purchasing decisions. Influencers, who have established credibility and a large following on social media platforms like Instagram, TikTok, and YouTube, are seen as trusted sources of information for potential buyers (Ibrahim & Nasir, 2023). For cosmetics stores in Kaduna State, influencer marketing offers an opportunity to increase brand visibility, build consumer trust, and drive sales by leveraging influencers' reach and authority within their niche.
The cosmetics industry is highly competitive, and brands must differentiate themselves to attract and retain customers. Influencer marketing helps create authentic connections with consumers by showcasing real-life testimonials and product usage, which can be more persuasive than traditional advertising (Tijani et al., 2024). However, while influencer marketing has proven effective in various sectors, its specific impact on retail sales growth in the cosmetics industry in Kaduna State is not well understood. This study aims to assess the effectiveness of influencer marketing in boosting retail sales growth for cosmetics stores in Kaduna State and identify the key factors that make influencer marketing successful.
Statement of the Problem
Despite the popularity of influencer marketing, its effectiveness in driving retail sales growth in the cosmetics sector in Kaduna State remains unclear. Cosmetics stores in the state may be using influencer marketing campaigns but lack a clear understanding of how these campaigns translate into actual sales growth. This study seeks to assess the effectiveness of influencer marketing in the cosmetics industry and determine the factors that influence its success in driving retail sales in Kaduna State.
Objectives of the Study
-
To evaluate the use of influencer marketing by cosmetics stores in Kaduna State.
-
To assess the impact of influencer marketing on retail sales growth in cosmetics stores in Kaduna State.
-
To identify the factors that contribute to the success of influencer marketing campaigns in driving sales for cosmetics stores in Kaduna State.
Research Questions
-
How do cosmetics stores in Kaduna State utilize influencer marketing strategies?
-
What is the impact of influencer marketing on retail sales growth in cosmetics stores in Kaduna State?
-
What factors influence the effectiveness of influencer marketing in boosting sales for cosmetics stores in Kaduna State?
Research Hypotheses
-
There is a significant positive relationship between influencer marketing and retail sales growth in cosmetics stores in Kaduna State.
-
Cosmetics stores in Kaduna State that collaborate with influencers with higher engagement rates experience greater sales growth than those with lower engagement influencers.
-
The effectiveness of influencer marketing in driving sales for cosmetics stores in Kaduna State is influenced by factors such as influencer credibility, audience relevance, and content authenticity.
Scope and Limitations of the Study
The study will focus on cosmetics stores in Kaduna State and examine the impact of influencer marketing on retail sales growth. Limitations may include variations in influencer effectiveness across different demographics and potential biases in self-reported data from retailers and influencers.
Definitions of Terms
-
Influencer Marketing: A marketing strategy that involves collaborating with individuals who have a large and engaged following on social media platforms to promote products or services.
-
Retail Sales Growth: The increase in revenue generated by a retail business through the sale of products over a specific period.
-
Engagement Rate: A measure of how much an influencer's audience interacts with their content, typically including likes, shares, comments, and other forms of interaction.
-
Content Authenticity: The degree to which the influencer's content is perceived as genuine, trustworthy, and aligned with their personal brand.
Related Project Materials
A Review of the Effectiveness of School Health Nursing in Preventing Childhood Illnesses in Bauchi State
Background of the Study
School health nursing plays a vital role in ensuring the physical and mental...
CULTURE AND DISCRIMINATION AGAINST WOMEN IN BUCHI EMECHETA’S THE JOYS OF MOTHERHOOD AND CHIMAMANDA ADICHIE’S PURPLE HIBISCUS.
ABSTRACT
Over the years, the major challenge facing the female folk is discrimination and unfair treatment in the society. This work disc...
An evaluation of the impact of minimum wage policies on household income in Ife North Local Government Area, Osun State
Background of the Study
Minimum wage policies are instrumental in shaping the economic landscape by direc...
The Effect of Branch Network Expansion Strategies on Increasing Service Accessibility in Banking: A Case Study of Union Bank of Nigeria
Background of the Study
Branch network expansion remains a pivotal strategy for banks seeking to enhance service accessibil...
THE IMPACT OF FEMALE LABOUR FORCE ON THE ECONOMIC GROWTH OF NIGERIA (1980-2010)
ABSTRACT
A country’s labour force consists of everyone of the working age, typically above the age of seventeen and below the retir...
THE IMPACT OF COST MANAGEMENT ON ORGANIZATIONAL CHANGE
ABSTRACT
THE IMPACT OF COST MANAGEMENT ON ORGANIZATIONAL CHANGE
This study investigates the impact of cost management on organi...
The impact of food adulteration on consumer health in Niger State
Background of the Study
Food adulteration, the practice of adding inferior substances to food products, poses a serious th...
An investigation of geopolitical impacts on food distribution systems in Shani Local Government Area, Borno State
Chapter One: Introduction
The Impact of Perceived Fairness in the Tax System on Compliance: A Case Study of Small-Scale Businesses in Enugu State
Background of the Study
Perceived fairness in the tax system is a critical determinant of tax compliance....
RELATIONSHIP BETWEEN PSYCHO-SOCIAL VARIABLES AND MARITAL ADJUSTMENT AMONG WOMEN IN FEDERAL COLLEGE OF EDUCATION
Background to the Study
The importance of marital adjustment cannot be over-emphasized; the adjustment of each marriage...
