Abstract: Every brand or business begins and end with advertising, thus, many businesses and brands now desperately looking for effective means to promote their brands and one of the recent strategies and tactics in the use of social media influencer. It is against this backdrop that the research examines the Influence of social media influencers as emerging marketing strategy for brand promotion. This study was anchored on Technological Determinism Theory. A quantitative design in which a survey research method was used while the data collection instrument for this study was questionnaire. A non-probability sampling technique (purposive sampling technique) was adapted in selecting respondents within GlO Marketing Department. The data were analyzed in descriptive statistics (frequency and percentage). Findings show that majority of respondents 52% agree that social media influencers are emerging way of marketing a brand. It was recommended that brand owners/companies/manufacturing should not toy with the power and potential of social media influencers especially, Tiktok/Instagram influencers in promoting their brand.

CHAPTER ONE

INTRODUCTION

1.1       Background to the Study

            Influencer marketing is an emerging part of the marketing mix in the world and Nigeria in particular today. However, influencer marketing has become part and parcel of marketing strategies. Hence, influencer marketing helps brands to reach lager audience especially new people and ‘influence’ them positively for the brand. Influencer marketing is simply refers to as the marketing activities that leverage an individual’s influence over their digital community, to create positive relationships between the brand and that individual’s community. An influencer is a person who has developed a digital community by interacting with them and providing worthwhile information, typically about a relatively narrow niche (How to get an influencer marketing campaign going in Nigeria, 2023).

            In recent years, social media has emerged as a powerful tool for brands to reach out to their target audiences. Social media platforms like Instagram, YouTube, and TikTok have become hubs for social media influencers, who have the power to influence their followers’ purchase decisions. This study discusses the emerging trend of social media influencers as a marketing strategy for brand promotion (Harper, 2020).

            According to Rizvi (2021), social media influencers are individuals who have a large following on social media platforms like Instagram, YouTube, and TikTok. They are people who have built a loyal following by creating engaging content that resonates with their audience. Influencers can be celebrities, industry experts, bloggers, or ordinary people who have a passion for a particular niche.

            However, influencer marketing is a type of marketing strategy where brands collaborate with social media influencers to promote their products or services. The collaboration can be in the form of sponsored posts, product reviews, giveaways, or brand ambassadorship. Influencer marketing is an emerging powerful strategy of recent especially in Nigeria because it allows brands to tap into the influencer’s audience and reach potential customers who may not have been aware of the brand.

            In view of this, Saad (2021),  pointed out that there are several advantages of influencer marketing as a brand promotion strategy, it increases brand awareness by collaborating with social media influencers, brands can increase their visibility and reach a wider audience. Influencer marketing allows brands to associate themselves with an influencer who has a positive image and reputation. This can help improve the brand’s reputation and credibility. Influencer marketing can generate higher engagement rates than traditional advertising methods because the content is more authentic and relatable.

            Influencer marketing can be a cost-effective strategy because it eliminates the need for expensive advertising campaigns. Influencer marketing allows brands to target specific demographics and niche audiences that may be difficult to reach through traditional advertising methods (Saad, 2021).

            Several brands have successfully implemented influencer marketing as a brand promotion strategy. One example is fashion brand Daniel Wellington, which collaborated with social media influencers to promote its watches. The brand gave the influencers a discount code to share with their followers, which resulted in a significant increase in sales (Rizvi, 2021).

            Another example is the beauty brand Glossier, which has built a loyal following by collaborating with influencers who share the brand’s values and aesthetic. Glossier’s influencer marketing strategy has helped the brand grow rapidly and become a cult favorite among young women. It is against this background that the study investigated the social media influencer as emerging marketing strategy for brand promotion with a particular focus on Federal Polytechnic Ilaro.

1.2       Statement of the Problem

            The statement of the problem regarding social media influencer as an emerging marketing strategy for brand promotion is that traditional advertising methods are becoming less effective, and consumers are turning to social media for information and recommendations on products and services. As a result, brands are looking for new ways to reach their target audience and are turning to social media influencers as a means of promotion. However, there is a lack of understanding on how to effectively collaborate with influencers and measure the success of influencer marketing campaigns. Additionally, there are concerns about the authenticity and transparency of influencer content, and the potential for influencer marketing to be perceived as manipulative or dishonest. Therefore, there is a need for research and guidelines to help brands effectively implement social media influencer marketing as a successful brand promotion strategy.

            Despite the popularity of social media influencer, there are few empirical studies, hence, the study investigated the social media influencer as emerging marketing strategy for brand promotion with a particular focus on Federal Polytechnic Ilaro.

1.3       Objectives of the Study

            The main objective of the study in to investigate the place of social media influencer as an emerging marketing strategy for brand promotion. Other objectives of the study include:

1. To investigate the extent to which students of Federal Polytechnic Ilaro are exposed to social media influencer.
2. To investigate the brand that often employed social media influencers in Nigeria.
3. To determine how students of Federal Polytechnic Ilaro rate the effectiveness of social media influencer marketing as a brand promotion strategy.
4. To identify the factors that determine social media influencer marketing campaigns?
5. To ascertain which social media often used by social media influencer for brand marketing.

1.4       Research Questions

In order to explicate the aforementioned objectives, the listed questions provide answers to the research problem:

1. To what extent do students of Federal Polytechnic Ilaro are exposed to social media influencer?
2. Which brand often employed social media influencers in Nigeria?
3. How would students of Federal Polytechnic Ilaro rate the effectiveness of social media influencer marketing as a brand promotion strategy?
4. What factors that determines social media influencer marketing campaigns?
5. Which of the social media is often used by social media influencer for brand marketing?

1.5       Scope of the Study

            The study which investigates social media influencer as an emerging marketing strategy for brand promotion shall be narrowed in scope to students of Federal Polytechnic Ilaro, Ogun State. Thus, the geographical scope of this study shall be within Ilaro, Ogun State. The choice of Federal Polytechnic Ilaro, Ogun State. is due to its proximity to the researcher, inadequate time to study all students in Ogun state among other logistics. Equally, the social media influencers are commonly exposed to by the Federal Polytechnic Ilaro, Ogun State. However, the demographical variables will be examined before the administration of the research instrument.

1.6       Significance of the Study

The significance of the study on social media influencer as an emerging marketing strategy for brand promotion can be multi-fold:

Provides insights into the effectiveness of social media influencer marketing: The study can help determine the effectiveness of influencer marketing as a brand promotion strategy and whether it is a viable alternative to traditional marketing methods.

Identifies the factors contributing to successful influencer marketing campaigns: The study can identify the key factors that contribute to the success of influencer marketing campaigns, such as influencer selection, content creation, and campaign metrics. This information can help brands to optimize their influencer marketing campaigns and achieve better results.

Provides guidelines for brands to implement social media influencer marketing: The study can provide guidelines and best practices for brands looking to implement social media influencer marketing as a brand promotion strategy. This information can help brands to navigate the challenges associated with influencer marketing and develop successful campaigns.

Addresses ethical considerations associated with influencer marketing: The study can address ethical considerations associated with influencer marketing, such as authenticity and transparency. This can help brands to maintain trust with their audience and ensure that their influencer marketing campaigns are perceived as honest and transparent.

Helps understand the role of social media platforms in influencer marketing: The study can help understand the role of social media platforms in facilitating social media influencer marketing, such as Instagram, YouTube, and TikTok. This information can help brands to determine the best social media platforms for their influencer marketing campaigns.

Source of Literature: This study will be relevant to researchers in the fields of advertising, marketing, mass communication, and other related fields who are interested in conducting studies that are similar to or related to this because it provides them with an empirical opportunity to see what has been done while also serving as a source of literature. This will help to close some gaps in our understanding of advertising and how it operates, particularly with regard to the factors that help consumers recall.

1.7  Operational Definition of Terms

Social Media: In this study, social media refers to websites and applications that allow users to create and share content or participate in social networking. These platforms typically enable users to create personal profiles, connect with other users, share photos and videos, and communicate through messaging or comments, such as Facebook, Twitter, Instagram, Snapchat, TikTok, LinkedIn, and YouTube etc.

Social Media Influencer: In this research, social media influencer is a person who has developed a digital community by interacting with them and providing worthwhile information, typically about a relatively narrow niche.

Marketing Strategy: In this study, marketing strategy or strategies are comprehensive plan that outlines a company’s approach to promoting and selling its products or services. It involves defining the target audience, identifying the company’s unique selling proposition, and developing a plan to communicate the value of the product or service to potential customers which social media influencer is inclusive in this era.

Brand Promotion: In this research, brand promotion refers to the activities and tactics used to raise awareness and create a positive image of a brand in the minds of potential customers such as using social media influencer.

PROJECT DETAILS:

Format = MS Word, Price = ₦4000, Chapter = 1-5, Pages = 66, References = Yes, Questionnaire =Yes, Table of Contents = Yes and Abstract = Yes

HOW TO GET COMPLETE PROJECT MATERIAL

Views: 259