THE IMPACT OF DIGITAL INFLUENCER MARKETING ON MARKET EXPANSION: AN EVALUATION OF A STARTUP IN ABUJA, NIGERIA.
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Background of the study:
Digital influencer marketing has rapidly emerged as a key driver of market expansion for startups, enabling them to reach new audiences through credible online personalities. In Abuja, startups are leveraging influencer partnerships to boost brand awareness, tap into niche markets, and accelerate growth (Ibrahim, 2023). This study examines how digital influencers can amplify brand messages by creating authentic content, engaging with followers, and providing relatable endorsements. By collaborating with influencers, startups can access targeted audiences that may be difficult to reach through traditional marketing channels. Influencer marketing is particularly effective in fostering trust and generating buzz, which can be critical for early-stage companies (Afolabi, 2024). However, challenges such as high collaboration costs, difficulty in measuring ROI, and authenticity concerns can impact the success of influencer campaigns. This research evaluates the effectiveness of digital influencer marketing in facilitating market expansion for a startup in Abuja, providing insights into best practices and strategies to overcome potential obstacles (Okeke, 2025).
Statement of the problem:
Despite its potential, digital influencer marketing presents challenges for startups in Abuja in terms of cost-effectiveness and measurable outcomes. High partnership costs, issues related to influencer authenticity, and difficulties in tracking conversion metrics hinder the ability of startups to leverage influencer marketing for market expansion (Ibrahim, 2023). These challenges necessitate an in-depth investigation into how influencer strategies can be optimized to ensure that they effectively contribute to market growth and customer acquisition (Afolabi, 2024).
Objectives of the study:
To evaluate the impact of digital influencer marketing on market expansion.
To identify challenges faced by startups in leveraging influencer collaborations.
To propose strategies for enhancing influencer marketing effectiveness.
Research questions:
How does digital influencer marketing contribute to market expansion for startups?
What challenges do startups face in implementing influencer campaigns?
What measures can improve the ROI of influencer marketing efforts?
Significance of the study:
This study is significant as it provides actionable insights into the effective use of digital influencer marketing for market expansion. The findings will help startups in Abuja optimize their influencer strategies, drive customer acquisition, and enhance brand visibility, thereby supporting sustainable growth (Okeke, 2025).
Scope and limitations of the study:
The study is limited to evaluating digital influencer marketing strategies for a startup in Abuja, Nigeria, focusing exclusively on market expansion metrics.
Definitions of terms:
Digital Influencer Marketing: The use of online personalities to promote brands and products.
Market Expansion: The process of increasing a brand’s market reach and customer base.
Startup: A newly established business seeking rapid growth.
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