INFLUENCE OF SOCIAL MEDIA INFLUENCER ENDORSEMENTCONSISTENCY ON PURCHASE INTENTIONS AMONG SOCIAL MEDIA USERS IN BENIN CITY, NIGERIA

Abstract

In this fast-changing digital world, advertising has drastically shifted from traditional methods
to social media advertising, thereby prompting organizations to leverage social media
influencers to reach their customers. This study examines the influence of social media
influencer endorsement consistency on purchase intentions among social media users in Benin
City, Nigeria. A survey research design was adopted for the study using a questionnaire; data
were collected from 400 respondents, but only 385 were valid for analysis due to errors in the
completion process. Both descriptive and inferential statistics were used in analysing the data;
the descriptive analysis was done using percentages and frequency distribution, while the
inferential analysis was done using Linear Regression employing the Statistical Package for
Social Sciences (SPSS), and the hypothesis was tested at a 0.05 significance level. The result
of the study shows R2= .117; beta-value= .342 and p-value= 0.000. The study concludes that
there is a significant effect of social media influencer endorsement consistency on purchase
intentions. The study, therefore, recommends that organizations when reaching out to their
customers, should involve influencers who are consistent in the endorsement of a particular
brand and not those who will be shifting from one brand to other competitors’ brand in order
to build trust and a long-term relationship with the customers.