Does Influencer Marketing affect Customer Satisfaction: Evidence from Social Media Shoppers in Lagos, Nigeria
DOI:
https://doi.org/10.47941/jbsm.2855Keywords:
Influencer Marketing, Consumer Satisfaction, Lagos, NigeriaAbstract
Purpose: The study sought to establish influencer marketing and consumer satisfaction among social media shoppers in Lagos, Nigeria. Despite the global rise of influencer marketing as a product promotion strategy, empirical evidence regarding its impact on consumer satisfaction, particularly in the Nigerian context, remain scarce. The dimensions of influencer marketing—such as attractiveness, trustworthiness, expertise, and alignment with the brand—on consumer satisfaction were analysed.
Methodology: A descriptive cross sectional research survey design was adopted. Population of study comprised all social media shoppers in Lagos, Nigeria. Primary data were collected using a structured questionnaire from a sample of 400 respondents using a convenience sampling. Data analysis was performed using descriptive statistics and Partial Least Square Structural Equation Modelling.
Findings: The findings revealed significant positive relationships between influencer characteristics and consumer satisfaction, indicating that perceived attractiveness, trustworthiness, expertise, and brand alignment of influencers enhanced consumer satisfaction among social media shoppers in Lagos.
Unique Contribution to Theory, Policy and Practice: The study contributes substantially to the similarity attraction theory and value-percept theory in understanding customer satisfaction in a technologically changing environment. Practicing managers such as brand and advertising managers will use the study findings when formulating and implementing marketing strategies. Regulators and policy makers will benefit from the study findings when developing policies that protect the consumers and firms in a technologically advanced business environment.
Downloads
References
Abbasi, Z., Billsberry,J. & Todres,M. (2023) Empirical studies of the “similarity leads to attraction” hypothesis in workplace interactions: a systematic review, Management Review Quarterly,74 https://doi.org/10.1007/s11301-022-00313-5
Ahmed, S., Islam, T., & Ghaffar, A. (2024). Shaping brand loyalty through social media influencers: the mediating role of follower engagement and social attractiveness. SAGE Open, 14(2), 1-11. https://doi.org/10.1177/21582440241242928
Ayuba, B. (2014). Assessment of factors influencing consumer satisfaction: A survey of Consumers of Nigerian manufacturing companies. World Review of Business Research, 4(3), 148-161
Belanche, D., Casalo, L.V., Flavian, M.,& Ibanez-Sanchez, S. (2021) Understanding influencer marketing: the role of congruence between influencers, products and consumers, Journal of Business Research, 132(August), 186-195
Berman, R., & Zheng, X. (2020). Marketing with shallow and prudent influencers. The Wharton School Research Paper Forthcoming, NYU Stern School of Business Forthcoming.
Berscheid, E., & Hatfield-Walster, E. (1969). Interpersonal attraction. Menlo Park, CA: Addison-Wesley.
Cabeza-Ramírez, L. J., Sánchez-Cañizares, S. M., Santos-Roldán, L. M., & Fuentes-García, F. J. (2022). Impact of the perceived risk in influencers’ product recommendations on their followers’ purchase attitudes and intention. Technological Forecasting and Social Change, 184, 121997. https://doi.org/10.1016/j.techfore.2022.121997
Cheah, H.C.W., Yeik, K.K., & Liam, W. M. (2024) Social Media Influencer over endorsement: Implications from a moderated-mediation analysis, Journal of Retailing and Consumer Service, 79,1-12
Chen, Y., Qin, Z., Yan, Y., Huang, Y.(2024) The Power of Influencers: How Does Influencer Marketing Shape Consumers’ Purchase Intentions? Sustainability,16, 5471. https://doi.org/10.3390/su16135471
Chevalier, S. (2024). Social commerce revenue in the U.S. 2018-2028. Available at: https://www.statista.com/statistics/277045/us-social-commerce-revenue-forecast/
Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 101765. https://doi.org/10.1016/j.pubrev.2019.03.002
Dixon, S. J. (2024). Most used social networks 2024, by number of users. Available at: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Dominion, O., (2021) Social commerce: a fast-rising subset of e-commerce with Nigerian Startup Rabawa leading the way in Africa. https://www.linkedin.com/pulse/social-commerce-fast-rising-subset-e-commerce-nigerian-dominion-okeke/?trk=public_profile_article_view
Galeotti, A., & Goyal, S. (2009). Influencing the influencers: a theory of strategic diffusion. The RAND Journal of Economics, 40(3), 509-532.
Gorry, G. A., & Westbrook, R. A. (2009). Winning the internet confidence game. Corporate Reputation Review, 12(3), 195–203. https://doi.org/10.1057/crr.2009.16
Han, J., & Balabanis, G. (2023). Meta‐analysis of social media influencer impact: Key antecedents and theoretical foundations. Psychology and Marketing, 41(2), 394–426. https://doi.org/10.1002/mar.21927
Hedhli, K. E., Zourrig, H., & Becheur, I. (2020). Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions. Journal of Retailing and Consumer Services, 58, 10-22. https://doi.org/10.1016/j.jretconser.2020.102260
Kemp, E., Porter III, M., Anaza, N.A. and Min, D.-J. (2021). The impact of storytelling in creating firm and customer connections in online environments. Journal of Research in Interactive Marketing, 15(1), 104-124. https://doi.org/10.1108/JRIM-06-2020-0136
Ki, C.W.C & Kim, Y.K. (2019). The Mechanism by which social media influencers persuade consumers’ desire to mimic, Psychology & Marketing, 36(10) 905-922
Kothari, C. R., & Garg, G. (2016). Research Methodology: Methods and Techniques. New Age International (P) Limited Publishers.
Kotler, P. (1967) Marketing management: analysis, planning, and control. Prentice-Hall, Upper Saddle River.
Krishna, B., Krishnan, S., & Sebastian, M. (2023). Understanding the process of building institutional trust among digital payment users through national cybersecurity commitment trustworthiness cues: a critical realist perspective. Information Technology & People. https://doi.org/10.1108/itp-05-2023-0434
Lee, C. C. & Chen, C. J. (2013). The Relationship between employee commitment and job attitude and its effect on service quality in the tourism industry. American Journal of Industrial and Business Management, 3, 196-208.
Lionello, M., Aletta, F., Mitchell, A., & Kang, J. (2021c). Introducing a Method for Intervals Correction on Multiple Likert Scales: A Case Study on an Urban Soundscape Data Collection Instrument. Frontiers in Psychology, 11, 1-12. https://doi.org/10.3389/fpsyg.2020.602831
Lipsman, A., Mudd, G., Rich, M. & Bruich, S. (2012) The power of “likes’ How brands reach (and influence) fans through social media marketing, Journal of Advertising Research, 52 (1) 40
Nimako, S. (2012). Towards a comprehensive definition and typology of consumer switching behaviour: unearthing research gaps. Research Journal of Social Science and Management, 2(3), 67-73.
Molokwane, M. & Chuchu, T. ( 2023) How marketing influencers impact consumer purchase intention toward South African Sneakers, University of the Witwatersrand, 2819-2837, https://www.researchgate.net/publication/379376099
Okposo, O. (2022). The effectiveness of Nigerian social media influencers in promoting brands and products (Doctoral dissertation, Dublin Business School).
Olasanmi, O. O. (2019). Online shopping and Consumers’ satisfaction in Lagos State, Nigeria. American Journal of Industrial and Business Management, 9(6), 1446–1463. https://doi.org/10.4236/ajibm.2019.96095
Ollson, P.& Warme, E. (2020) Influencer marketing and its effectiveness on consumers’ attitudes and purchase intention, Unpublished MBA, Luleå University of Technology
Onu, C. A., Nwaulune, J. C., Agu, E., Bamidele, A., Adetunji, O. L., Nwankwere, I. A., Ayeni,
D., Ismail, R. (2023) Celebrity Expertise and Congruence on Consumer Purchase Intentions: Evidence by Nigerian Mobile Telecommunication Companies. International Journal of Professional Business Review,8(12), 1-23
Oyetayo, O. O., & Oladokun, N. O. (2021). Impact of social media marketing on consumer satisfaction among selected small and medium scale enterprises in Lagos State, Nigeria. Journal of Business and Management, 23(8), 66-76.
Rane, N. L., Achari, A., & Choudhary, S. (2023). Enhancing customer loyalty through quality of service: effective strategies to improve customer satisfaction, experience, relationship, and engagement. International Research Journal of Modernization in Engineering Technology and Science, 1-15. https://doi.org/10.56726/irjmets38104
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behaviour in online shopping. Heliyon, 5(10), e02690. https://doi.org/10.1016/j.heliyon.2019.e02690
Saldanha, N., Mulye, R., & Japutra, A. (2023). How do consumers interact with social media influencers in extraordinary times? Journal of Research in Interactive Marketing, 1-14. https://doi.org/10.1108/jrim-02-2023-0062
Sasu, D. S. (2022). Number of online shoppers in Nigeria in 2020. Available at: https://www.statista.com/statistics/1139883/digital-buyers-in-nigeria/ [Accessed July 15 2024]
Saroyini, P. & Putri, A.N. (2024) The influence of influencer marketing strategy on generation Z consumer purchasing behaviour, Asian Journal of Management Analysis, 3(4), 949-970.
Sintani, L., Mantikei, B., Anggariani, G., & Agustinawati, N. L. (2019, August). Analysis of the Influence of Marketing Mix and Service Quality towards Consumer Satisfaction and Savings Loyalty at the Main Branch of PT. Bank Kalteng Palangka Raya. In First International Conference on Administration Science (ICAS 2019) (pp. 506-510). Atlantis Press.
Sümer, S. I. (2019). A new marketing trend in the digital age: social media marketing. Contributions to Management Science, 133–151. https://doi.org/10.1007/978-3-030-29739-8_7
Susanti, V., Sumarwan, U., Simanjuntak, M., & Yusuf, E. Z. (2019). How to manage Consumer satisfaction through brand association and perceived value strategy. J. Mgt. Mkt. Review, 4(3), 184-193.
Ünalmış, E., Dirsehan, T., & Erdoğmuş, İ. E. (2024). Consequences of influencer-created content on influencers’ authenticity in the beauty and personal care industry. Journal of Marketing Communications, 1–27. https://doi.org/10.1080/13527266.2024.2371833
Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R. F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75, 103506. https://doi.org/10.1016/j.jretconser.2023.103506
Wang, P., Huang, Q. & Davidson, R.M.( 2020) How do digital influencers affect social media commerce intention? The roles of social power and satisfaction, Information Technology and People, ahead-of-print DOI:10.1108/ITP-09-2019-0490
Westbrook, R.A. and Reilly, M.D. (1983) Value-Percept Disparity: An Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction. In: Bagozzi, R.P. and Tybout, A.M., Eds., Advances in Consumer Research, Association for Consumer Research, Ann Arbor, 256-261.
Xu, W., & Yang, K.H. (2022). Market-Minded Informational Intermediary and Unintended Welfare Loss. SSRN Electronic Journal, 1-12.
Yosra, J, Ayodeji A., Adebola A., (2020) Effectiveness of Influencer Marketing vs Social Media Sponsored Advertising. https://www.redalyc.org/journal/279/27965040005/html/
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Alih, Inikpi Justina, Dr Winnie Njeru

This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.