Influencer Marketing and Purchase Intention among Social Media Users: A Structural Equation Model Approach

Abstract

The rapid growth of digital markets in emerging economies like Nigeria has intensified the need for brands and marketers to leverage influencer marketing strategies to enhance consumer purchase intention. Hence, the study investigated the influence of key influencer marketing dimensions including credibility, content quality, influencer-brand fit, reach, consumer engagement and authenticity on purchase intention in Osun State, Nigeria. A cross-sectional survey research design was employed, with 350 active social media users sampled. The data were collected using a structured questionnaire and Structural Equation Modeling (SEM) was employed in analyzing the data. Results from the analysis revealed that consumer engagement (β=1.52, t=5.67, p=0.000<0.05) and authenticity (β=0.20, t=4.51, p=0.001<0.05) significantly influence purchase intention, while credibility (β=−0.06, t=0.34, p=0.734>0.05), content quality (β=−0.14, t=−1.05, p=0.296>0.05), influencer-brand fit (β=−0.63, t=−1.93, p=0.053>0.05), and reach (β=−0.05, t=−0.57, p= 0.566>0.05) showed no significant direct effects. The study underscores the importance of prioritizing authenticity and consumer engagement strategies to foster trust and drive purchasing decisions. The study recommends that brand managers and marketers should collaborate with influencers who resonate with social media users and invest in transparent, relatable influencer marketing.