INFLUENCER MARKETING AND CONSUMER BUYING BEHAVIOUR OF COSMETIC PRODUCTS AMONG WOMEN IN RIVERS STATE, NIGERIA
This study examined the relationship between influencer marketing and consumer buying behaviour of cosmetic products among women in Rivers State. The aim was to determine the relationship that exist between the dimensions of influencer marketing (sponsor content, product review and product endorsement) and consumer buying behaviour of cosmetic products among women in Rivers State. Three (3) research questions and hypothesis were formulated to address the objective of the study. The cross-sectional survey research design was adopted. Data were collected from women in Rivers State from the 15 LGAs out of 23 LGAs, between the age of 18years to 46 and above, were interviewed and giving structured questionnaire. Population of 225 and a sample size of 155 was used for the study. The Krejcie and Morgan determining table of 1970 was adopted, and the table is one of the easiest ways of estimating the right sample size from the population. The hypotheses formulated for this study were tested using Pearson’s Product Moment Correlation Coefficient with the aid of Statistical Package for the Social Science (SPSS) software program version 23.0. The study found a significant relationship between influencer marketing, its dimensions (sponsor content, product review, and product endorsement) and consumer buying behaviour of cosmetic products among women in Rivers State. It was concluded that influencer marketing has bridged a gap between products and consumers. It was recommended that influencer marketing should promote transparency, introduce industry standards, regulations and ethical practices, in order to build trust and maintain a continuous relationship with consumers.
Keywords: behaviour, buying, consumer, cosmetic, influencer, marketing, nigeria, products, rivers, state, women