An assessment of influencer marketing strategies on consumer decision-making: Evidence from a fashion brand in Kaduna
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study:
Influencer marketing has emerged as a dynamic strategy for influencing consumer decision-making by leveraging the credibility and reach of social media personalities. A fashion brand in Kaduna has collaborated with influencers to promote its products through authentic storytelling and engaging content, thereby shaping consumer perceptions and purchase behavior (Akinyemi, 2023). This study investigates the impact of these influencer marketing strategies on consumer decision-making processes. It examines how influencer endorsements, content authenticity, and engagement tactics influence consumers’ choices in the competitive fashion market. The research considers both the positive effects—such as increased brand awareness and trust—and challenges like oversaturation and potential misalignment of influencer values with brand messaging (Chidera, 2024). By analyzing consumer surveys, social media metrics, and sales data, the study aims to provide comprehensive insights into the effectiveness of influencer collaborations in driving consumer behavior and supporting strategic marketing objectives (Olufemi, 2025).
Statement of the problem:
The fashion brand in Kaduna experiences challenges in converting influencer collaborations into consistent consumer decision-making. Despite substantial investments in influencer marketing, misalignment between influencer messaging and brand identity has resulted in varied consumer responses (Ngozi, 2023). Inconsistencies in content quality and credibility issues further complicate the ability to influence purchase decisions effectively. This gap in understanding the precise impact of influencer marketing on consumer behavior necessitates a thorough investigation to develop more effective strategies (Chinwe, 2024).
Objectives of the study:
To assess the influence of influencer marketing on consumer decision-making.
To identify challenges in aligning influencer content with brand values.
To recommend strategies for optimizing influencer collaborations to drive consumer behavior.
Research questions:
How do influencer marketing strategies affect consumer purchase decisions?
What challenges hinder effective influencer-brand alignment?
What measures can improve the impact of influencer marketing on consumer decision-making?
Significance of the study:
This study is significant as it provides empirical evidence on how influencer marketing influences consumer behavior in the fashion industry. The insights will assist brands in Kaduna and beyond to refine influencer strategies, enhance message consistency, and ultimately drive higher conversion rates.
Scope and limitations of the study:
The study is limited to examining influencer marketing strategies on consumer decision-making for a fashion brand in Kaduna, Nigeria, and does not include other marketing strategies or regions.
Definitions of terms:
Influencer Marketing: The use of social media personalities to promote products and influence consumer behavior.
Consumer Decision-Making: The process by which consumers select, purchase, and evaluate products.
Fashion Brand: A company that designs, produces, and markets clothing and accessories.
Related Project Materials
AN EXAMINATION OF LEADERSHIP STYLES AND EMPLOYEE COMMITMENT
EXCERPT FROM THE STUDY
- Positive and effective leadership style has influences on employees commitment.
- Read more
CAUSES AND CONSEQUENCES OF DIVORCE ON NEWLY MARRIED COUPLES
ABSTRACT
Marriage is an institution whereby men and women are joined in a special kind of social and le...
Read moreAn investigation of the relationship between self-directed learning and academic success in nursing education in Federal University, Lokoja
Background of the Study
Self-directed learning (SDL) is a key component of modern education, particularly in nursing programs where stude...
Read moreThe role of school excursions in enhancing STEM learning in Kirfi LGA, Bauchi State
Background of the Study
School excursions have increasingly become an integral component of contemporary educational strat...Read moreAN EVALUATION OF LIBRARY COLLECTION DEVELOPMENT PRACTICES AT MODIBBO ADAMA UNIVERSITY, YOLA, ADAMAWA STATE
Background of the Study
Library collection development is central to maintaining a repository of knowledge that supports te...Read moreINTERNAL AUDITING AS AN AID TO MANAGEMENT (A STUDY OF HOUSEHOLD PRODUCTS COMPANY, ORLU, IMO STATE)
ABSTRACT
This research work deals with internal audit as an aid to management. It aims at finding out the role of internal audit in manag...
Read moreAn appraisal of the role of non-governmental organizations in conflict resolution in Gusau Local Government Area, Zamfara State
Chapter One: Introduction
1.1 Background of the Study
Non-governmental organizations (NGOs) have...Read moreA Review of IT Security Policies and Their Impact on Compliance: A Case Study of Fintech Firms in Nasarawa State
Background of the Study
In the fintech industry, compliance with regulatory requirements is critical to maintaining customer trust and op...
Read moreTHE EFFECT OF INTEREST RATE ON SAVINGS IN NIGERIA
ABSTRACT
This study examined the effect of interest rates on savings in Nigeria Using multiple regression analysis. The...
Read morePERCEPTIONS OF FACULTY MEMBERS ON THE ADOPTION AND USE OF SOCIAL MEDIA FOR TEACHING, LEARNING AND RESEARCH IN AHMADU BELLO UNIVERSITY, ZARIA
ABSTRACT
Social media (SM) have dramatically improved teaching, learning and research (TLR) in universities. For instance, many universit...
Read more
