The effect of influencer marketing on brand loyalty among millennials: An investigation using a fashion brand in Abuja.
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Background of the study
Influencer marketing has emerged as a powerful tool in contemporary advertising, especially among millennials who prioritize authenticity and relatability. In Abuja, fashion brands are increasingly collaborating with social media influencers to craft campaigns that build emotional connections and enhance brand loyalty. These collaborations often involve influencers endorsing products through personal narratives, styling tips, and behind-the-scenes content, which resonate with millennial consumers (Chukwu, 2023). This study examines the mechanisms by which influencer marketing impacts brand loyalty. It explores the role of trust, credibility, and perceived expertise in shaping consumer attitudes and fostering repeat purchases. Furthermore, the research investigates how influencer-facilitated brand communities on digital platforms create a sense of belonging and drive sustained engagement. The study also evaluates the challenges associated with influencer collaborations, including authenticity concerns and misalignment of brand values, which may affect consumer loyalty (Oluwole, 2024). By integrating recent empirical findings, this investigation aims to elucidate the relationship between influencer marketing tactics and long-term brand loyalty among millennials.
Statement of the problem:
Fashion brands in Abuja face difficulty in maintaining consistent brand loyalty despite extensive influencer marketing efforts. While influencer collaborations can drive short-term engagement, there is insufficient evidence on how these strategies translate into enduring loyalty. The challenges include aligning the influencer’s persona with the brand identity and overcoming consumer skepticism regarding sponsored content (Afolabi, 2023).
Objectives of the study:
To analyze the impact of influencer marketing on millennial brand loyalty.
To identify key factors that contribute to successful influencer-brand partnerships.
To propose recommendations for strengthening long-term loyalty through influencer collaborations.
Research questions:
How does influencer marketing affect millennial consumer loyalty?
What factors make influencer collaborations effective in building brand loyalty?
What strategies can improve the alignment of influencer campaigns with brand values?
Significance of the study:
This study is significant as it offers insights into enhancing brand loyalty through influencer marketing. The findings will guide fashion brands in Abuja to develop more authentic and impactful influencer strategies that foster long-term consumer relationships and market competitiveness (Chukwu, 2023; Oluwole, 2024).
Scope and limitations of the study:
This study is limited to a fashion brand in Abuja and focuses exclusively on influencer marketing strategies.
Definitions of terms:
Influencer marketing: The use of influential individuals to promote products.
Brand loyalty: The tendency of consumers to consistently prefer one brand over competitors.
Millennials: Individuals born between the early 1980s and mid-1990s.
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