The Impact of Influencer Marketing on Consumer Buying Behavior: A Case Study of Konga in Sokoto State
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Background of the Study
Influencer marketing has become a powerful tool for influencing consumer buying behavior. By partnering with individuals who have a strong social media following and credible authority within a niche, brands can effectively reach their target audience and build trust (Freberg et al., 2023). Globally, businesses are leveraging influencers to drive consumer engagement, increase sales, and enhance brand credibility.
In Nigeria, e-commerce platforms like Konga have adopted influencer marketing as a strategy to compete in the growing online retail space. Sokoto State presents a unique market for Konga due to its diverse consumer base and increasing internet adoption. By using influencers, Konga aims to build stronger connections with consumers and encourage online shopping behaviors (Okeke & Hassan, 2024).
This study examines the impact of influencer marketing on consumer buying behavior, focusing on Konga’s operations in Sokoto State.
Statement of the Problem
Despite the rising popularity of influencer marketing, its direct impact on consumer buying behavior remains underexplored in the Nigerian context. For Konga, challenges such as selecting the right influencers, measuring return on investment, and addressing consumer trust issues pose significant barriers (Adamu & Oyeleke, 2023).
In Sokoto State, where consumer preferences are shaped by cultural and economic factors, understanding how influencer marketing influences buying decisions is critical. This study addresses these gaps by analyzing Konga’s influencer marketing strategies and their effectiveness.
Objectives of the Study
- To evaluate the impact of influencer marketing on consumer buying behavior for Konga in Sokoto State.
- To identify the challenges faced by Konga in implementing influencer marketing strategies.
- To propose solutions for enhancing the effectiveness of influencer marketing in influencing consumer buying behavior.
Research Questions
- How does influencer marketing impact consumer buying behavior for Konga in Sokoto State?
- What challenges affect the implementation of influencer marketing strategies at Konga?
- What solutions can improve the effectiveness of influencer marketing for Konga?
Research Hypotheses
- Influencer marketing does not significantly influence consumer buying behavior for Konga in Sokoto State.
- The credibility of influencers significantly affects consumer trust and purchase decisions.
- Social media engagement does not significantly mediate the relationship between influencer marketing and consumer buying behavior.
Scope and Limitations of the Study
The study focuses on the impact of influencer marketing on consumer buying behavior at Konga in Sokoto State. Limitations include access to influencer campaign data, variations in consumer preferences, and rapidly changing market dynamics.
Definitions of Terms
- Influencer Marketing: A form of marketing that involves collaborations with individuals who have a significant online presence and influence.
- Consumer Buying Behavior: The decision-making processes and actions of consumers when purchasing products or services.
- Credibility: The level of trust and authority attributed to an influencer by their audience.
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Chapter One: Introduction
