A comparative study of social media influencer dynamics on brand advocacy: Evidence from a beauty brand in Kaduna, Nigeria
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Background of the study
Social media influencer dynamics are pivotal in shaping brand advocacy, particularly in the beauty industry. In Kaduna, Nigeria, beauty brands collaborate with influencers who possess substantial digital followings to drive authentic engagement and foster brand advocacy. Influencer dynamics encompass various elements, including credibility, engagement style, content authenticity, and frequency of interaction (Uche, 2023). These factors contribute to how effectively an influencer can encourage their audience to become vocal brand advocates, promoting products organically. Comparative studies in this domain have revealed that different types of influencer collaborations—such as long-term partnerships versus campaign-based endorsements—yield varying levels of advocacy and consumer trust. By analyzing these dynamics, brands can better understand which models are most effective in driving word-of-mouth promotion and long-term loyalty. However, challenges such as inconsistent messaging, over-commercialization, and misalignment with brand values may undermine influencer effectiveness (Nwankwo, 2024). This study compares different social media influencer dynamics and their impact on brand advocacy for a prominent beauty brand in Kaduna, offering insights into best practices for influencer collaborations (Adeniyi, 2025).
Statement of the problem
Beauty brands in Kaduna face challenges in harnessing influencer dynamics to generate effective brand advocacy. Despite the popularity of influencer collaborations, issues such as inconsistent content quality and misalignment between influencer style and brand identity often hinder advocacy efforts (Uche, 2023). This study seeks to identify the factors that negatively affect influencer-driven brand advocacy and explore ways to enhance alignment and authenticity in influencer partnerships, thereby increasing consumer-led brand promotion (Nwankwo, 2024).
Objectives of the Study
To compare different influencer dynamics and their impact on brand advocacy.
To identify challenges in leveraging influencer partnerships for advocacy.
To recommend strategies for optimizing influencer collaborations to enhance brand advocacy.
Research Questions
How do different influencer dynamics affect brand advocacy in the beauty industry?
What challenges hinder the effectiveness of influencer-driven advocacy?
How can beauty brands optimize influencer partnerships to boost brand advocacy?
Significance of the study
This study is significant as it provides insights into the role of social media influencer dynamics in driving brand advocacy. Its findings will assist beauty brands in Kaduna in refining their influencer strategies, ultimately enhancing consumer trust and organic brand promotion. The research contributes to influencer marketing literature by offering practical recommendations for improving collaboration outcomes (Adeniyi, 2025).
Scope and Limitations of the Study
This study is limited to a comparative analysis of social media influencer dynamics on brand advocacy within a beauty brand in Kaduna, Nigeria.
Definitions of Terms
Influencer Dynamics: The interactive and relational aspects of influencer collaborations, including authenticity, engagement, and content quality.
Brand Advocacy: The extent to which consumers actively promote and support a brand.
Beauty Brand: A company that markets cosmetic and personal care products.
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