The effect of influencer collaborations on consumer trust: A study of a lifestyle brand in Abuja.
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Background of the study:
Influencer collaborations have become a cornerstone in modern marketing, particularly for lifestyle brands aiming to build consumer trust and authenticity. In Abuja, lifestyle brands are increasingly partnering with influencers to communicate their brand values and create relatable content for consumers (Oluwole, 2023). This study examines how these collaborations impact consumer trust by leveraging the personal connection and credibility that influencers have cultivated among their followers. The research investigates various aspects of influencer collaborations, such as authenticity, content quality, and audience engagement, and how they contribute to shaping consumer perceptions (Ibrahim, 2024). As digital media platforms continue to evolve, the role of influencers as opinion leaders becomes even more critical in building a brand’s narrative and fostering long-term loyalty. The study explores the dynamics of trust transfer from influencer to brand and evaluates the effectiveness of different collaboration models in enhancing brand credibility. With increasing competition in the lifestyle market, it is essential to understand how influencer partnerships can be optimized to reinforce consumer trust and drive purchasing decisions (Adebayo, 2023).
Statement of the problem:
Lifestyle brands in Abuja face the challenge of establishing and maintaining consumer trust in an era dominated by digital influencers. While influencer collaborations are widely used, there is insufficient empirical evidence on how these partnerships translate into increased consumer trust. Brands often encounter issues such as perceived inauthenticity and misalignment between influencer persona and brand values, which may undermine trust-building efforts (Oluwole, 2023). This study seeks to address these issues by critically examining the factors that influence trust transfer in influencer collaborations and providing insights into how brands can overcome challenges to enhance their credibility (Ibrahim, 2024).
Objectives of the study:
To evaluate the impact of influencer collaborations on consumer trust.
To identify the key factors that contribute to successful influencer-brand partnerships.
To propose strategies for improving trust through effective influencer collaborations.
Research questions:
How do influencer collaborations affect consumer trust in lifestyle brands?
What factors determine the success of influencer-brand partnerships?
What strategies can enhance consumer trust through influencer collaborations?
Significance of the study:
This study is significant as it provides valuable insights into the role of influencer collaborations in building consumer trust. The findings will guide lifestyle brands in Abuja to refine their influencer strategies, enhance authenticity, and foster stronger consumer relationships (Oluwole, 2023; Adebayo, 2023).
Scope and limitations of the study:
This study is limited to evaluating influencer collaborations for a lifestyle brand in Abuja, Nigeria, and does not extend to other marketing strategies or regions.
Definitions of terms:
Influencer collaborations: Partnerships between brands and social media influencers to promote products.
Consumer trust: The confidence consumers have in a brand’s reliability and integrity.
Lifestyle brand: A brand that markets products aligned with a particular way of living.
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