Relationship Between Influencer Marketing and Brand Trust Among Generation Z Consumers in Awka Metropolis (Published)
The rise of social media has elevated influencer marketing as a pivotal strategy for fostering brand trust, particularly among Generation Z (Gen Z) consumers in emerging markets like Nigeria. This study aimed to examine the influence of influencer marketing and perceived influencer credibility on brand trust among Gen Z consumers in Awka Metropolis, Anambra State, Nigeria. Two research questions guided the study, and two null hypotheses were tested at a 0.05 level of significance. A correlational survey research design was adopted for the study. The target population was estimated to be 40, 000 Generation Z consumers in Awka Metropolis, who actively engage with social media platforms such as TikTok, Instagram and YouTube and make purchasing decisions influenced by these platforms. A sample size of 396 Gen Z consumers was determined using the Taro Yamane formula at a 95% confidence level, selected through purposive sampling. Data was collected using two structured questionnaires and analyzed using Pearson Product Moment Correlation analysis. The findings reveal that influencer marketing has a high positive influence on brand trust among Gen Z consumers in Awka Metropolis. Additionally, finding revealed that very high positive relationship between perceived influencer credibility and brand trust among Generation Z consumers in Awka Metropolis. Findings further revealed that influencer marketing and perceived influencer credibility have significant positive influence on brand trust among Gen Z consumers in Awka Metropolis. The study recommends, among others, that the Anambra State Ministry of Commerce and Industry, in collaboration with relevant agencies, should initiate public campaigns to educate businesses on leveraging influencer marketing for brand trust. It is also recommended that businesses in Awka Metropolis conduct workshops and social media campaigns to promote credible influencer partnerships that resonate with Gen Z consumers.
Keywords: Authenticity, Brand Trust, Generation Z, influencer marketing, perceived credibility
Influencer Marketing and Consumer Engagement: The Role of Food Experts in Shaping Attitudes Towards Organic Products (Published)
The Covid-19 pandemic has spurred a consumer trend toward embracing healthier lifestyles and diets. Leveraging primary studies centered on influencer marketing and its influence on consumer behavior, this study aims to scrutinize and evaluate the effect of Food Expert Influencers on consumers’ attitudes towards organic products. Our conceptual model, utilizing the theory of social comparison, contributes to formulating hypotheses based on which specific characteristics of Food Expert Influencers are capable of influencing and impacting consumer behavior towards organic foods. On the basis of survey data collected from 306 respondents, structural equation modeling was employed to test our hypotheses and measure the proposed conceptual model. The results indicated that influencers’ sexual orientation, appealing lifestyle, specialized knowledge in a particular domain, personal traits like beauty or sex appeal, and their follower count exert a considerable influence on consumer behavior, notably fostering positive attitudes towards organic products. These findings hold substantial theoretical implications, offering crucial insights for marketing strategies in the organic food products sector, as well as for corporate social responsibility. They underscore the importance of carefully selecting influencers who resonate with the target demographics and can forge authentic connections with them. Moreover, the results suggest that harnessing the credibility of Food Experts of Influence (FEIs) can influence consumer behavior and potentially bolster the sales of organic products.
Keywords: COVID-19, Consumer Behavior, biological products, influencer marketing, social comparison theory