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