Browsing by Author "Idowu Kamal DAUDA"

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    Influence of Social Media Brand Influencers on Believability and Usage of Brands Among Selected Undergraduates in Kwara State
    (2023-08-04) Abdujelil SANUSI; Kamaldeen Arikewuyo AHMED; Idowu Kamal DAUDA; Bashirat Damilola SUBAIR
    This study assessed the influence of social media brand influencers on the believability and usage of brands among undergraduates at selected universities in Kwara State. The consumer socialisation theory was used as the anchor for the study. Using the stratified random sampling, probability proportionate to size (PPS) was adopted to select primarily the study’s sample size among 381 respondents at the University of Ilorin, Kwara State University, Malete and Landmark University, Omu-Aran. The Statistical Package for the Social Sciences IBM SPSS 21.0 was utilised for the analysis. The findings showed that university students perceived social media brand influencers as giving instantaneous updates on products; they also gave moderate attention to social media platforms and always used Twitter as their preferred social media platform. Moreover, the result of the effectiveness of social media brand influencers on brand believability and usage showed that the majority of respondents agreed that social media brand influencers impact brand believability and usage with (M=3.6, SD=1.3). Other findings showed that testimonials from trusted social media brand influencers influence social media users’ believability and usage with (M=3.5, SD=1.2). This suggests that the undergraduates in Kwara State have a high reliance on the content shared by social media brand influencers. The study concluded that today’s companies have to work with digital influencers to improve their brand image and build a sense of loyalty among consumers.