The effect of influencer marketing on product innovation perception: An investigation of a tech gadget brand in Abuja.
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Background of the study
Influencer marketing has emerged as a critical strategy for shaping consumer perceptions of product innovation, particularly in the tech gadget industry. In Abuja, tech brands are increasingly collaborating with social media influencers to communicate the unique, innovative features of their products. These influencers serve as trusted voices who bridge the gap between complex technical specifications and consumer understanding, making innovation more accessible and appealing (Umeh, 2023). By endorsing products and sharing personal usage experiences, influencers enhance the credibility and desirability of new tech gadgets. Their content often includes product demonstrations, unboxing videos, and comparative reviews, which help demystify advanced features and foster a perception of cutting-edge innovation. Digital platforms amplify these messages, ensuring that innovation is communicated effectively to a wide audience. This strategic partnership not only boosts product awareness but also drives consumer interest and adoption by aligning the brand with contemporary trends and thought leaders (Ibrahim, 2024). The study investigates how influencer marketing shapes consumer perceptions regarding product innovation and examines the elements that contribute to successful influencer-brand collaborations in the tech industry.
Statement of the problem
Despite the popularity of influencer marketing in the tech sector, there is limited empirical evidence on how it affects consumer perceptions of product innovation. Tech gadget brands in Abuja invest in influencer campaigns without fully understanding which aspects of these partnerships drive positive innovation perceptions (Umeh, 2023). Challenges such as mismatched influencer-brand alignment, inconsistent messaging, and varying audience trust levels may dilute the intended impact. This study aims to explore the relationship between influencer marketing and innovation perception, identify key factors that enhance consumer understanding of new features, and address obstacles that may hinder effective communication of product innovation through influencer channels (Ibrahim, 2024).
Objectives of the study:
To assess the impact of influencer marketing on consumer perceptions of product innovation.
To identify critical elements in influencer content that enhance innovation perception.
To provide recommendations for optimizing influencer partnerships for tech brands.
Research questions:
How does influencer marketing affect the perception of product innovation?
What content elements in influencer marketing drive innovation perception?
What challenges hinder effective influencer communication of product innovation?
Significance of the study
This study is significant as it offers insights into the role of influencer marketing in shaping consumer perceptions of product innovation in the tech sector. The findings will help tech brands in Abuja optimize influencer collaborations to better communicate innovative features and enhance brand credibility. By linking influencer content with innovation perception, the research contributes to academic discourse and provides practical strategies for improving influencer marketing effectiveness (Umeh, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Influencer Marketing: The use of influential personalities to promote products.
Product Innovation Perception: Consumers’ views on the novelty and advancement of a product.
Tech Gadget Brand: A company that designs and markets innovative electronic devices.
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