An assessment of influencer marketing strategies on brand evolution: A case study of a fashion influencer in Port Harcourt
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- NGN 5000
Background of the study:
Influencer marketing has become a key driver in the evolution of brand identity, particularly within the fashion industry. This study focuses on a prominent fashion influencer in Port Harcourt and investigates how their marketing strategies contribute to brand evolution. The influencer’s personal brand, characterized by a unique style and strong social media presence, plays a crucial role in shaping consumer perceptions and driving trends (Ifeoma, 2023). By collaborating with various brands and consistently curating engaging content, the influencer creates a dynamic narrative that resonates with a broad audience (Chidera, 2024). The study examines how these marketing strategies influence brand evolution, considering factors such as authenticity, audience engagement, and the adaptation of fashion trends. As fashion evolves rapidly, the ability to maintain relevance through influencer marketing is essential for both the influencer and the associated brands. This research aims to shed light on the mechanisms through which influencer strategies contribute to continuous brand evolution, offering insights into effective practices that can sustain long-term growth (Emeka, 2025).
Statement of the problem:
Despite the influential role of fashion influencers, the case study reveals challenges in sustaining consistent brand evolution. The fashion influencer in Port Harcourt faces obstacles such as market saturation, evolving consumer preferences, and the need to continuously innovate content to stay relevant (Chinwe, 2023). Additionally, the alignment between the influencer’s personal brand and the brands they endorse can sometimes be misinterpreted by consumers, leading to diminished brand value. These challenges underscore the need for a deeper understanding of how influencer marketing strategies can be optimized to support ongoing brand evolution and maintain consumer engagement (Uche, 2024).
Objectives of the study:
To assess the influence of influencer marketing strategies on brand evolution in the fashion industry.
To identify key challenges in sustaining effective influencer-brand alignment.
To recommend strategic approaches for enhancing brand evolution through influencer marketing.
Research questions:
How do influencer marketing strategies contribute to brand evolution?
What challenges hinder effective brand evolution in influencer marketing?
What strategies can optimize the impact of influencer marketing on brand evolution?
Significance of the study:
This study is significant as it provides insights into how fashion influencer marketing strategies can drive continuous brand evolution. The findings offer practical guidance for influencers and brands alike, contributing to more effective collaborations and sustained market relevance (Ngozi, 2023).
Scope and limitations of the study:
The study is limited to evaluating influencer marketing strategies on brand evolution for a fashion influencer in Port Harcourt, Nigeria, and does not include other marketing channels or geographic locations.
Definitions of terms:
Influencer Marketing Strategies: Approaches used by influencers to promote brands and shape consumer perceptions.
Brand Evolution: The process of continuous change and development in a brand’s identity and market positioning.
Fashion Influencer: A social media personality whose content and style significantly impact fashion trends and consumer behavior.
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