INFLUENCER MARKETING, CUSTOMERS’ LOYALTY AND PURCHASE INTENTION IN NIGERIA: ANY LINKAGE?
This study determined whether the use of influencer marketing contributes to the building of the customers’ loyalty in customers’ purchase intention in the southwestern Nigeria. The study adopted descriptive survey research design and primary data were sourced for the study through the use of a questionnaire. The population for the study comprised of customers spread across the six southwestern states of Nigeria as indicated on Instagram Social Media Platform. Using Yamane formula, a sample size of 400 customers was proportionately sourced for this study. Purposive sampling technique was used to select customers who made use of influencers on the Instagram social media platform, as it had the highest number of influencers. Data collected were analysed using frequency counts, mean, standard deviation and Analysis of Variance (ANOVA). The result showed that the use of influencer marketing contributed to the building of customers’ loyalty within the selected geo-political zone, indicating a significant positive relationship between influencer marketing and customer loyalty.
Influencer marketing, customers’ loyalty, purchase intention