THE EFFECT OF INFLUENCER MARKETING ON MILLENNIAL PURCHASING DECISIONS: AN INVESTIGATION OF A TECH GADGET BRAND IN ABUJA
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- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the study:
Influencer marketing has emerged as a dominant force in shaping consumer behavior, particularly among millennials who are highly active on social media. In Abuja, tech gadget brands have increasingly leveraged influencers to build brand credibility and drive sales (Chukwu, 2023). This study investigates how influencer marketing affects millennial purchasing decisions, focusing on authenticity, engagement, and trust. Influencers act as relatable figures who bridge the gap between consumers and brands, delivering product endorsements in a manner that traditional advertising often cannot achieve (Bello, 2024). The dynamic nature of social media platforms allows for interactive campaigns that foster real-time feedback and community engagement. However, the effectiveness of these strategies depends on the perceived credibility of the influencer and the alignment of their personal brand with the product (Akinyele, 2025). Furthermore, the saturation of influencer endorsements can lead to consumer skepticism if not managed properly. This evolving marketing paradigm requires a thorough examination of the interplay between influencer authenticity and consumer decision-making. The study also considers the impact of demographic variables on the receptiveness of millennial consumers, who are known for their discerning purchasing habits. Overall, the research aims to understand the mechanisms that drive successful influencer campaigns in the tech gadget sector of Abuja.
Statement of the problem:
Despite the growing reliance on influencer marketing, tech gadget brands in Abuja are grappling with challenges related to authenticity and effectiveness. There is a noticeable gap in understanding how influencer endorsements translate into actual purchasing decisions among millennials (Oluwaseun, 2023). Brands often struggle to select influencers who genuinely resonate with their target demographic, leading to suboptimal campaign outcomes. The lack of standardized metrics to measure influencer impact further complicates decision-making, rendering investments in such marketing initiatives uncertain. Additionally, the saturation of influencer content may diminish consumer trust, making it imperative to distinguish between genuine endorsements and mere promotional tactics. These issues indicate a critical need for research that clarifies the causal links between influencer strategies and consumer behavior in the tech gadget market (Nwankwo, 2024).
Objectives of the study:
To assess the influence of influencer marketing on millennial purchasing decisions for tech gadgets.
To examine the role of influencer authenticity in shaping consumer trust and behavior.
To identify effective strategies for aligning influencer campaigns with brand objectives.
Research questions:
What is the impact of influencer marketing on millennials’ purchasing decisions?
How does influencer authenticity affect consumer trust in tech gadget endorsements?
What strategies can enhance the effectiveness of influencer marketing in Abuja?
Significance of the study:
This study provides valuable insights into the impact of influencer marketing on millennial consumers in Abuja, guiding tech gadget brands in designing more authentic and effective marketing campaigns. The research outcomes will help bridge the gap between influencer strategies and measurable consumer behavior, benefiting both marketers and industry stakeholders (Emeka, 2023).
Scope and limitations of the study:
The study is limited to examining influencer marketing effects on millennial purchasing decisions within a tech gadget brand in Abuja, Nigeria. It does not extend to other age groups or industries.
Definitions of terms:
Influencer Marketing: A strategy that uses influential individuals to promote products to their audience.
Millennial Purchasing Decisions: Buying behaviors and choices predominantly observed among individuals born between the early 1980s and mid-1990s.
Authenticity: The degree to which an influencer’s promotion is perceived as genuine and trustworthy.
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