An inquiry into influencer authenticity on consumer purchase decisions: A study of a beauty brand in Kano, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Influencer marketing has become a dominant force in shaping consumer purchase decisions, particularly in the beauty industry. In Kano, Nigeria, beauty brands increasingly collaborate with social media influencers to promote products and shape consumer perceptions. However, the authenticity of influencer endorsements is a critical factor that can either enhance or undermine consumer trust. This study examines how perceptions of influencer authenticity impact consumer purchase decisions for a beauty brand. Authentic influencers—those who exhibit genuine product usage and transparent communication—can significantly boost consumer confidence and drive sales (Ibrahim, 2023). Conversely, perceived inauthenticity may lead to skepticism and reduced brand credibility. With the growing prevalence of sponsored content and digital endorsements, it is imperative to understand the factors that contribute to influencer authenticity and their subsequent influence on consumer behavior (Chinonso, 2024). This research delves into the role of authenticity in influencer marketing, exploring its effects on purchase decisions and the overall brand image in the competitive beauty market (Uche, 2025).
Statement of the problem
Beauty brands in Kano face challenges in ensuring that influencer marketing campaigns translate into positive consumer purchase decisions. Although influencers have the potential to drive brand engagement, issues surrounding authenticity—such as overly commercialized endorsements and lack of transparency—diminish their effectiveness (Ibrahim, 2023). This study seeks to address the gap between influencer portrayal and consumer perception by examining how authenticity influences purchase decisions. It aims to identify the key factors that determine authenticity and explore strategies to mitigate negative perceptions, thereby enhancing the overall impact of influencer marketing on consumer behavior (Chinonso, 2024).
Objectives of the Study
To investigate the role of influencer authenticity in consumer purchase decisions.
To identify the factors that contribute to perceptions of authenticity in influencer marketing.
To propose strategies for enhancing influencer authenticity for better consumer engagement.
Research Questions
How does influencer authenticity affect consumer purchase decisions in the beauty industry?
What factors determine the perception of authenticity in influencer endorsements?
How can beauty brands enhance influencer authenticity to drive sales?
Significance of the study
This study is significant as it examines the critical role of influencer authenticity in shaping consumer purchase decisions. Its findings will provide beauty brands with actionable insights to refine their influencer marketing strategies, ensuring that endorsements translate into positive consumer behavior and improved brand loyalty (Uche, 2025).
Scope and Limitations of the Study
This study is limited to examining influencer authenticity on consumer purchase decisions within a beauty brand in Kano, Nigeria.
Definitions of Terms
Influencer Authenticity: The degree to which a social media influencer is perceived as genuine and credible by their audience.
Consumer Purchase Decisions: The process by which consumers decide to buy a product based on various influencing factors.
Beauty Brand: A company that markets cosmetic and personal care products.
Related Project Materials
AN APPRAISAL OF THE ROLE OF ICT AS A CHANGE AGENT FOR QUALITY EDUCATION IN TERTIARY INSTITUTION IN NIGERIA
ABSTRACT
Information and Communication technology has been recognized to play pedagogic role that could in principle com...
Radio as a Tool for Agricultural Development: A Study of Zaria Local Government Area, Kaduna State
Background of the Study
Radio has long been considered a key tool for promoting agricultural development, particularly in r...
The Contribution of Campus Newspapers to Academic Success in Zaria Local Government, Kaduna State
Chapter One: Introduction
1.1 Background of the Study
Campus newspapers serve as vital platforms for information dissemination,...
An investigation of credit management practices in corporate banking: A case study of Union Bank Nigeria, Lagos
Background of the Study
Effective credit management is essential for mitigating risk and ensuring profitability in corporat...
THE ROLE OF ACCOUNTING FOR PUBLIC-PRIVATE COLLABORATIONS AND JOINT VENTURES
ABSTRACT: THE ROLE OF ACCOUNTING FOR PUBLIC-PRIVATE COLLABORATIONS AND JOINT VENTURES
This study examines the role of accounting in publi...
An investigation of crisis response strategies on customer trust: A study of a retail brand in Kaduna.
Background of the study
Crisis response strategies are vital for maintaining customer trust during times of adversity, especially for ret...
An assessment of cloud computing adoption in Islamic finance
Background of the Study
Cloud computing has emerged as a transformative technology in the financial sector, offering scala...
The Effect of Distance to Healthcare Facilities on Treatment Adherence Among Older People in Taraba State
Background of the Study
Distance to healthcare facilities is a critical determinant of treatment adherence...
The effect of rural settings on lexical semantics in Yoruba language among farmers in Osun
Background of the Study
In the rural landscapes of Osun, the Yoruba language is deeply intertwined with the daily lives of...
THE IMPACT OF INDUSTRIALIZATION ON ECONOMIC GROWTH AND DEVELOPMENT IN NIGERIA
Abstract
This research work is on the “Impact of Industrialization on the growth of the Economy of Nigeria”...
