The Impact of Influencer Marketing on Consumer Behaviour

The Nigerian fashion industry has witnessed significant growth, drawing global attention from investors and enthusiasts. Despite its economic contribution, the impact of social media and influencers on consumer behaviour in this market has been understudied. This research explores the influence of social media influencers (SMIs) on consumer purchasing decisions within Nigeria’s fashion industry. Uniquely, it focuses on the consumer perspective, diverging from previous studies cantered on retailers or influencers. Conducted through qualitative remote interviews, the study reveals that consumers prioritize influencer credibility and track record when making fashion-related decisions. Video-based platforms prove most effective in reaching Nigerian consumers through influencers. Identified barriers to influencer marketing effectiveness are also discussed, offering valuable insights for future research and practical applications in the Nigerian fashion sector. The book contributes essential knowledge for understanding consumer considerations in the context of influencer marketing within this dynamic industry.