SOCIAL MEDIA INFLUENCERS AND SUSTAINABLE BRAND MESSAGING: EVIDENCE FROM NIGERIAN MILLENNIALS AND GEN Z

Abstract

This study investigates how social media influencers (SMIs) shape sustainable brand messaging among Nigerian Millennials and Gen Z consumers. Based on Source Credibility Theory and the Match-Up Hypothesis, the study explores how consumer trust and purchase intentions are influenced by influencer credibility, authenticity, and influencer-brand fit. A cross-sectional survey design was utilized, using online questionnaires sent to 400 digitally active Nigerian youths. Using Structural Equation Modelling, data analysis showed that the efficacy of sustainable brand message is considerably improved by influencer credibility and influencer-brand congruence, which then affects purchase intentions. Credible influencers also affect purchasing decisions on their own, hence highlighting the critical role of trust in sustainability marketing. The research underlines the importance of brands collaborating strategically with authentic, value-aligned influencers to promote consumer engagement and loyalty. Results provide useful ideas for companies trying to convey sustainability credibly in Nigeria's digital environment and contribute to influencer marketing theory in developing countries.