ESSI AKPOVOFENE CLARE

For brands and businesses trying to sell their products and services in the market, social media has become an essential tool. In our contemporary world, the act of buying and selling is possible online via various social media platforms regardless of distance and time. The use of social media marketing strategies is used by companies as a standard marketing tactic to boost brand recognition, popularity and impact consumer purchase
intentions and behaviours. This study examines influencer marketing and its impacts consumers’ patronage to a product or service, using Instagram Nigeria as a case study. It also examines the perception of consumers and businesses in Nigeria towards influencer marketing. This study is anchored on the Source Credibility Theory, Technology
Determinism Theory, and Attitude Change Theory as its theoretical framework. The study also adopted the survey research design which made use of the questionnaire in gathering data from respondents. The study adopted the simple random sampling technique to select a total of 200 respondents. Findings from the study show that Instagram users are frequently exposed to influencer marketing and therefore find it
informative. Most Instagram users became familiar with certain products due to their high exposure to Influencer marketing and few actually make purchasing action. It was further revealed in this study that exposure to influencer marketing on Instagram influences the buying behaviour of Instagram users. From the analyzed data, influencer marketing is an informative, persuasive, and effective form of marketing. The study
recommended that brands and businesses should cautiously utilize influencer marketing on Instagram to market their products and/or services. They can make it more attractive, appealing and personal to potential consumers in order to have a better influence on their purchasing action.