An assessment of integrated influencer marketing on customer acquisition: A case study of a fashion brand in Kaduna, Nigeria.
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Background of the study
Integrated influencer marketing has emerged as a powerful tool for customer acquisition in the fashion industry, where visual appeal and trendsetting are critical. In Kaduna, fashion brands are increasingly collaborating with social media influencers to reach a broader and more engaged audience. This study examines how integrating influencer marketing with traditional digital marketing tactics—such as online advertising, content creation, and social media campaigns—can drive customer acquisition by leveraging influencer credibility and reach (Adeniyi, 2023). By aligning influencer messaging with the brand’s core identity, fashion companies can create authentic narratives that resonate with consumers, leading to increased trust and purchase intent. The research highlights that integrated influencer campaigns not only expand brand awareness but also stimulate direct customer engagement and conversions (Okafor, 2024). However, issues such as message inconsistency and measuring campaign impact remain challenges. This study aims to provide insights into optimizing integrated influencer strategies to enhance customer acquisition for fashion brands in Kaduna (Balogun, 2025).
Statement of the problem
Fashion brands in Kaduna face challenges in effectively acquiring new customers due to isolated influencer marketing efforts that are not well integrated with broader digital strategies. Fragmented campaigns can lead to inconsistent messaging and lower consumer trust, thereby diminishing the potential for customer acquisition. Despite recognizing the value of influencer collaborations, many brands struggle with aligning influencer content with overall marketing objectives. This study seeks to identify the key barriers to integrated influencer marketing and evaluate its impact on customer acquisition (Adeniyi, 2023; Okafor, 2024).
Objectives of the study:
To assess the impact of integrated influencer marketing on customer acquisition.
To identify challenges in aligning influencer strategies with digital marketing.
To recommend methods for optimizing influencer marketing campaigns.
Research questions:
How does integrated influencer marketing affect customer acquisition?
What challenges hinder the effective integration of influencer marketing?
What strategies can improve the alignment of influencer and digital marketing efforts?
Significance of the study
This study is significant as it provides actionable insights into how integrated influencer marketing can enhance customer acquisition for fashion brands in Kaduna. The findings will help marketers develop cohesive campaigns that drive engagement and conversion, ultimately strengthening brand performance (Balogun, 2025).
Scope and limitations of the study:
The study is limited to a single fashion brand in Kaduna and focuses exclusively on the impact of integrated influencer marketing on customer acquisition.
Definitions of terms:
Influencer Marketing: The use of influential individuals to promote products or services.
Customer Acquisition: The process of gaining new customers.
Fashion Brand: A company that designs, produces, and markets clothing and accessories.
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