SOCIAL MEDIA INFLUENCERS CREDIBILITY AND ONLINE PURCHASE INTENTION IN NIGERIA
Although young people constitute the key population of active social media users for different business purposes and marketing opportunities in Nigeria, there is a dearth of research into the pathways through which social media influencers’ credibility as an attribute affects their online purchase intention. Based on this premise, this study examines how the credibility of social media influencers affect young people’s purchase intention on online platforms in Nigeria. The study utilizes a cross-sectional survey research design. Primary data was collected through the administration of an online questionnaire to 252 young people aged 18-40 years. Regression analysis was used to determine which of the social media influencer credibility attributes that best predict online purchase intention. Data analysis was performed using Statistical Product Service Solution (SPSS) software. In concordance with the source credibility theory, all the social media influencer credibility attributes examined, namely attractiveness (β=0.182, p=0.011), trustworthiness (β=0.338, p=0.001), and expertise (β=0.266, p=0.001) significantly predicted online purchase intention. The trustworthiness attribute of the social media influencer was the strongest predictor of online purchase intention. It was discovered that among young people, trustworthiness is the most important factor to consider by online markers when developing online social media marketing strategies seeking to drive online purchase intention.
Influencer credibility, social media, online purchase intention