AN EXAMINATION OF INFLUENCER MARKETING DYNAMICS IN FAST FASHION: A CASE STUDY OF A CLOTHING BRAND IN KADUNA, NIGERIA.
- Project Research
- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the study:
Influencer marketing has become a dominant strategy in the fast fashion industry, where trends evolve rapidly and consumer engagement is critical. Clothing brands in Kaduna are increasingly collaborating with social media influencers to promote their products, leveraging the influencers' reach and authenticity to drive sales and brand awareness (Chinwe, 2023). These collaborations involve content creation, sponsored posts, and interactive campaigns that resonate with the target audience. Fast fashion brands benefit from influencer marketing by tapping into the dynamic online culture, where visual appeal and trendiness are paramount. Influencers play a key role in shaping consumer preferences, offering real-time endorsements and personalized styling tips that influence purchasing decisions (Okafor, 2024). However, challenges such as influencer saturation, inconsistent performance metrics, and authenticity issues can compromise campaign effectiveness. This study examines the dynamics of influencer marketing in the fast fashion sector, exploring how these partnerships impact consumer behavior and brand perception, and identifying strategies for maximizing campaign success (Ibrahim, 2025).
Statement of the problem:
Despite the popularity of influencer marketing, fast fashion brands in Kaduna face difficulties in achieving consistent campaign performance. Issues such as overexposure of influencers, lack of clear metrics, and potential authenticity concerns may lead to diminished consumer trust and engagement (Chinwe, 2023). These challenges hinder the ability of brands to convert influencer collaborations into sustainable sales growth and brand loyalty, necessitating a critical evaluation of influencer marketing dynamics in the fast fashion context (Okafor, 2024).
Objectives of the study:
To evaluate the impact of influencer marketing on fast fashion consumer behavior.
To identify challenges in influencer marketing within the fast fashion sector.
To propose strategies for optimizing influencer campaigns.
Research questions:
How does influencer marketing affect consumer perceptions in fast fashion?
What challenges hinder the effectiveness of influencer campaigns in this sector?
What measures can improve the ROI of influencer marketing in fast fashion?
Significance of the study:
This study provides valuable insights into the dynamics of influencer marketing in fast fashion, offering practical recommendations to enhance campaign effectiveness. The findings will help clothing brands in Kaduna optimize their influencer strategies, boost consumer engagement, and increase sales, thereby strengthening overall brand performance (Ibrahim, 2025).
Scope and limitations of the study:
The study is limited to a clothing brand in Kaduna, Nigeria, focusing exclusively on influencer marketing within the fast fashion industry.
Definitions of terms:
Influencer Marketing: A strategy that leverages social media personalities to promote products.
Fast Fashion: The rapid production of clothing trends at low cost.
Consumer Behavior: The decision-making processes and actions of consumers.
