An Assessment of the Role of Social Media Influencers in Brand Advocacy: A Study of Coca-Cola Nigeria in Bauchi State
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Background of the Study
Social media influencers play a pivotal role in brand advocacy by leveraging their reach and credibility to promote products or services to their followers. Their ability to create authentic connections with audiences has made them an integral part of modern marketing strategies (Kotler & Keller, 2023).
Coca-Cola Nigeria, a global beverage giant, actively collaborates with social media influencers to enhance brand visibility and foster loyalty. In Bauchi State, where social media usage is on the rise, influencer marketing has become a vital tool for connecting with younger demographics and driving brand advocacy (Oluwaseyi & Musa, 2024).
This study explores the role of social media influencers in brand advocacy for Coca-Cola Nigeria in Bauchi State.
Statement of the Problem
Although social media influencers can enhance brand advocacy, challenges such as credibility concerns, influencer misalignment, and measuring return on investment (ROI) often limit their effectiveness. In Bauchi State, Coca-Cola faces the task of ensuring that influencer collaborations resonate with local audiences and contribute to brand loyalty (Adamu & Ibrahim, 2023).
This study examines the role of social media influencers in Coca-Cola’s brand advocacy efforts, identifying challenges and proposing strategies for improvement.
Objectives of the Study
- To assess the role of social media influencers in Coca-Cola’s brand advocacy in Bauchi State.
- To identify challenges affecting the effectiveness of influencer marketing at Coca-Cola Nigeria.
- To propose strategies for optimizing influencer marketing practices to enhance brand advocacy.
Research Questions
- What role do social media influencers play in Coca-Cola’s brand advocacy in Bauchi State?
- What challenges affect the effectiveness of influencer marketing at Coca-Cola Nigeria?
- What strategies can enhance the effectiveness of influencer marketing at Coca-Cola Nigeria?
Research Hypotheses
- Social media influencers do not significantly impact brand advocacy for Coca-Cola in Bauchi State.
- Influencer credibility significantly influences the effectiveness of brand advocacy efforts.
- Audience engagement does not significantly mediate the relationship between influencer marketing and brand advocacy.
Scope and Limitations of the Study
This study focuses on the role of social media influencers in brand advocacy for Coca-Cola Nigeria in Bauchi State. Limitations include access to influencer performance data, subjective audience perceptions, and external factors such as social media algorithms.
Definitions of Terms
- Social Media Influencers: Individuals with significant followings on social media platforms who promote products or services.
- Brand Advocacy: Actions taken by customers or collaborators to promote and support a brand.
Audience Engagement: The level of interaction and involvement of an audience with online content.
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