INFLUENCER MARKETING AND BRAND LOVE: YOUNG CONSUMERS PERCEPTION OF CONSUMER GOODS ENDORSERS

Abstract

This study explores the impact of influencer marketing on brand love among young consumers, Anambra Nigeria, and specifically within the consumer goods sector. The study applied a survey-based design, targeting a sample size of 394 students through convenient sampling. The questionnaire, divided into sections addressing demographic information and brand engagement factors, measured three influencer marketing variables (engagement marketing, attractiveness, and relevance) and their influence on brand love. Using regression analysis, the study found that both engagement marketing and influencer relevance significantly and positively impact brand love. Students who felt engaged by personalized, interactive content from influencers were more likely to develop strong positive feelings toward phone accessory brands. Similarly, influencer relevance—measured by factors like follower count, authenticity, and platform suitability—was a crucial determinant of brand love, as consumers responded more favorably to influencers who seemed credible and aligned with the brand’s values. In contrast, influencer attractiveness, although often emphasized in marketing, showed a minimal effect on brand love in this context, suggesting that consumers value authenticity and relevance over physical appeal or celebrity status when forming emotional connections with brands. These findings offer practical insights for marketers in the phone accessory industry and beyond. They highlight the importance of selecting influencers who resonate with the target audience and prioritize authentic, engaging content that aligns with the brand’s identity. For brands aiming to build consumer loyalty and lasting brand love, strategies should focus on cultivating influencers who can authentically engage audiences rather than solely relying on influencer popularity or physical appeal. By leveraging influencers who share values with their brand and maintain genuine interactions with their followers, companies can enhance brand love, fostering stronger consumer-brand relationships that extend beyond transactional exchanges.