| Abstract: |
In recent years, influencer marketing has gained significant prominence as a powerful marketing strategy. This study investigated influencer marketing and female consumer buying behaviour of waist trainers in South East Nigeria with special focus on the challenges and the prospect of such market. The objectives of the study were to: ascertain whether influencer have influence on consumer purchasing decisions of female consumers of waist trainers; examine the strategies influencers use to influence consumers of female waist trainers. The study was anchored on Theory of Planned Behaviour (TPB). The study adopted descriptive survey research design. The population of the study was 12,003,903 which was drawn from the 2019 projected population of female in South East Nigeria based on the 2006 National Population Census. A sample size of 385 was determined using the Australian Calculator as provided by the National Statistical Service. Structured questionnaire was used as instrument of data collection. Purposive sampling technique was employed to select the respondents on whom copies of the questionnaire were administered to. The data were analysed using descriptive statistics and summarized using frequency tables. Findings showed that majority of the female consumers purchased a waist trainer after seeing it promoted by an influencer on social media. Also, from the study, it was discovered that majority of the respondents have felt pressured to purchase a waist trainer because of influencer marketing tactics. Based on the findings of this study, the researcher among other things recommended that influencers should take into consideration the preferences and perceptions of their audience and promote products with honesty and authenticity. Also, brands should also ensure that their marketing strategies align with the values and expectations of their target audience. |
