The effect of digital influencer endorsements on market reach: A study of a fashion retailer in Abuja, Nigeria
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Background of the study
Digital influencer endorsements have become a key element of modern marketing, particularly in the fashion industry. In Abuja, fashion retailers increasingly partner with influencers to expand their market reach and enhance brand credibility. This study investigates how influencer endorsements affect the market reach of a fashion retailer by analyzing social media engagement, brand awareness metrics, and sales performance. The research explores the dynamics between influencer authenticity, audience trust, and content resonance in driving consumer interest and expanding the retailer’s market footprint. Factors such as the influencer’s niche, audience demographics, and content quality are examined to determine their impact on market reach. Additionally, the study considers challenges such as influencer saturation and measurement difficulties in quantifying endorsement impact. Combining quantitative analytics with qualitative consumer insights, the study aims to provide actionable recommendations for fashion retailers to optimize influencer collaborations and achieve greater market penetration.
Statement of the problem
Fashion retailers in Abuja face challenges in effectively converting digital influencer endorsements into broader market reach. While influencer partnerships generate significant online buzz, inconsistencies in messaging and questions of authenticity may limit their impact on expanding consumer bases (Chinwe, 2023). Furthermore, the lack of standardized metrics to measure the direct effects of influencer endorsements on market reach complicates strategic decision-making. This study addresses these challenges by investigating the factors that drive successful influencer collaborations and their influence on market expansion, thereby providing a framework for optimizing influencer marketing strategies in the fashion industry.
Objectives of the study:
To assess the impact of influencer endorsements on market reach.
To identify key factors that drive successful influencer collaborations.
To recommend strategies for optimizing influencer marketing.
Research questions:
How do influencer endorsements affect market reach?
What factors enhance the effectiveness of influencer partnerships?
How can fashion retailers optimize their influencer strategies?
Significance of the study
This study provides important insights for fashion retailers by linking influencer endorsements to expanded market reach. Its findings will inform strategies for improving campaign authenticity and measuring endorsement effectiveness, ultimately leading to increased brand exposure and sales.
Scope and limitations of the study:
This study is limited to evaluating influencer endorsements for a fashion retailer in Abuja, Nigeria, and does not extend to other industries.
Definitions of terms:
Influencer Endorsements: Promotional activities conducted by social media personalities.
Market Reach: The extent to which a brand is exposed to potential customers.
Fashion Retailer: A business that sells clothing and accessories.
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