Project – Influence of Social Media Influencer Credibility on Consumers’ Purchase Decisions. A Study of Selected Fashion Brands among Youths in Lekki, Lagos

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

The rapid development of social media has fundamentally changed the manner in which consumers obtain information about products, evaluate brands and make purchasing decisions. Platforms such as Instagram, TikTok, YouTube, Facebook and X have transformed marketing communication from a predominantly one-way process into an interactive environment where consumers can observe, comment on, share and respond to product-related content. Within this environment, social media influencers have emerged as important third-party communicators who build audiences around their personalities, lifestyles, expertise and content. Freberg et al. (2011) describe social media influencers as a new form of independent third-party endorser capable of shaping audience attitudes through social media communication. Unlike conventional celebrities whose fame is often established through entertainment or mass media, influencers typically develop their influence through continuous online interaction and content creation, thereby creating perceived closeness with followers. This development has made influencer marketing an increasingly important component of contemporary digital marketing, particularly for consumer-oriented industries such as fashion, beauty and lifestyle (Freberg et al., 2011; Lou & Yuan, 2019).

The growing importance of social media influencers in fashion marketing can be attributed partly to the visual and experiential nature of fashion products. Consumers frequently rely on photographs, videos, styling demonstrations, product reviews, testimonials and recommendations when evaluating clothing, footwear, accessories and other fashion products. Social media influencers can present these products within everyday lifestyle contexts, allowing followers to observe how particular fashion items look, fit and correspond with a particular lifestyle or identity. Chetioui et al. (2020) found that attitudes toward fashion influencers can influence both brand attitudes and purchase intention, demonstrating the importance of influencers within the fashion consumption process. Similarly, Casaló et al. (2020) showed that opinion leadership and related characteristics of fashion influencers can contribute to consumers’ intentions to follow recommendations. Consequently, fashion brands increasingly have an incentive to collaborate with influencers who possess substantial and relevant audiences, especially among younger consumers who are highly active on social media (Casaló et al., 2020; Chetioui et al., 2020).

However, the effectiveness of influencer marketing does not depend solely on the number of followers or frequency of exposure. An important consideration is the credibility of the influencer. Source credibility refers broadly to the extent to which an audience perceives a communicator as believable, knowledgeable, trustworthy and capable of providing reliable information. Ohanian (1990) developed a widely recognized source-credibility scale based on three principal dimensions: expertise, trustworthiness and attractiveness. Expertise concerns the extent to which the communicator is perceived as knowledgeable and competent, trustworthiness concerns the degree to which the communicator is considered honest and dependable, while attractiveness relates to the communicator’s physical and social appeal. These characteristics are relevant to influencer marketing because consumers may be more willing to accept product recommendations when they perceive the person making the recommendation as knowledgeable, honest and appealing (Ohanian, 1990).

Expertise is particularly important in determining whether consumers regard an influencer’s recommendation as useful and persuasive. A fashion influencer who demonstrates knowledge of fabrics, styling, sizing, fashion trends, quality, brand differences and appropriate combinations may be perceived as having greater expertise than an individual who merely displays products without providing meaningful information. Expertise can reduce consumers’ uncertainty by giving them information that assists their evaluation of alternatives. Lou and Yuan (2019), in their Social Media Influencer Value model, demonstrated the importance of source-related characteristics in consumers’ responses to branded influencer content and found that credibility-related factors can contribute to trust in branded posts and subsequent purchase-related outcomes. More recent research on fashion influencers similarly indicates that perceived expertise can have a meaningful relationship with purchase intention, reinforcing the argument that consumers may respond more positively when influencers appear competent within the product category they promote (Lou & Yuan, 2019; Wang et al., 2025).

Trustworthiness represents another important component of social media influencer credibility because consumers may question the motives and authenticity of influencers who promote products for commercial gain. An influencer may have considerable popularity but still fail to persuade followers if the audience believes that the influencer promotes products indiscriminately or provides misleading information. Sokolova and Kefi (2020), in their study of beauty and fashion influencers on Instagram and YouTube, found that influencer credibility was positively associated with purchase intention, while parasocial interaction also contributed positively to consumers’ purchase intentions. Similarly, Lou and Yuan (2019) found that trustworthiness was positively related to trust in branded influencer posts and that trust in such posts was associated with purchase-related outcomes. These findings indicate that credibility can function as an important mechanism through which influencer communication affects consumer responses, particularly where consumers perceive the influencer as sincere and dependable (Sokolova & Kefi, 2020; Lou & Yuan, 2019).

Attractiveness is also relevant because social media influencers often communicate fashion products through highly visual content. An attractive influencer may command attention, generate favourable impressions and create aspirational associations between the influencer’s lifestyle and the products being promoted. Nevertheless, attractiveness alone may not guarantee consumer acceptance of an endorsement. Ohanian (1990) established attractiveness as one of the dimensions of perceived endorser credibility, while subsequent influencer-marketing research has demonstrated that the effects of attractiveness can differ according to the product, consumer characteristics and other dimensions of credibility. Research on fashion influencers has found that attractiveness, trustworthiness, expertise and similarity can influence consumers’ attitudes and purchase intentions, although the relative importance of each dimension may vary (Ohanian, 1990; Chetioui et al., 2020). Thus, the effectiveness of fashion influencer marketing is better understood by considering credibility as a multidimensional construct rather than assuming that popularity or physical attractiveness alone determines consumers’ purchase decisions.

The Nigerian consumer environment provides an important context for examining the relationship between influencer credibility and purchase decisions because social media has become an increasingly significant environment for brand communication and consumer engagement. Nigerian youths, particularly those living in major urban centres, are exposed to fashion-related content from local and international influencers and brands through platforms such as Instagram, TikTok and YouTube. Recent Nigerian evidence demonstrates that influencer credibility can significantly predict online purchase intention among young consumers. Olasanmi et al. (2023), for example, examined young people in Nigeria and found that attractiveness, trustworthiness and expertise significantly predicted online purchase intention, with trustworthiness emerging as the strongest predictor. More recent Nigerian research among Generation Z consumers also indicates that influencer credibility can be a stronger predictor of purchase decisions than social media presence alone (Enyinnaya & Adebanjo, 2026). These findings are particularly relevant to youths in Lagos, where fashion consumption, social-media engagement and exposure to digital marketing are prominent features of contemporary urban consumer culture.

Lekki, Lagos State, represents a relevant environment for studying this phenomenon because it is a highly urbanized and commercially active area with a substantial population of young consumers exposed to fashion brands, digital advertising and social-media trends. The fashion industry is particularly suited to influencer marketing because consumers frequently seek inspiration and social validation before purchasing clothing, accessories and lifestyle products. Recent research on Nigerian fashion consumers has highlighted the importance of social-media engagement in shaping fashion-related brand outcomes, while emerging research on virtual fashion influencers demonstrates that source credibility can influence brand image, brand trust and purchase intention. Consequently, the credibility of influencers used by fashion brands may be particularly important in an environment where consumers encounter numerous competing recommendations and sponsored promotional messages. Examining selected fashion brands among youths in Lekki can therefore provide useful evidence about whether perceived influencer expertise, trustworthiness and attractiveness translate into actual consumer purchase decisions within the Nigerian urban fashion market (Olasanmi et al., 2023; Enyinnaya & Adebanjo, 2026).

1.2 Statement of the Problem

The increasing use of social media influencers by fashion brands has created an expectation that influencer endorsements will translate into stronger consumer engagement and increased purchases. Fashion brands invest considerable resources in influencer collaborations because influencers can provide access to established online communities and present products in personal and relatable ways. However, exposure to an influencer’s content does not necessarily mean that consumers will purchase the recommended product. Consumers are increasingly exposed to sponsored posts, promotional codes, paid partnerships and repeated brand endorsements, which may make them more cautious about the motives behind influencer recommendations. Lou and Yuan (2019) emphasize the importance of credibility and trust in determining how consumers respond to branded influencer content, suggesting that the commercial effectiveness of influencer marketing depends substantially on how followers evaluate the source of the message.

A second problem concerns the difficulty of determining which dimensions of influencer credibility actually influence consumer purchase decisions. Influencer credibility is multidimensional and may include expertise, trustworthiness and attractiveness, among other related characteristics. An influencer may be attractive and popular but lack adequate knowledge about the fashion products being promoted; another may possess substantial fashion expertise but have limited audience appeal. Olasanmi et al. (2023) found that expertise, trustworthiness and attractiveness significantly predicted online purchase intention among young people in Nigeria, but trustworthiness had the strongest predictive effect. This suggests that fashion brands cannot simply select influencers based on follower numbers or appearance without considering how consumers perceive their credibility.

A further problem is the possibility of a credibility gap between influencers and their followers. When influencers repeatedly promote products that appear inconsistent with their usual lifestyle, expertise or personal identity, followers may perceive the endorsements as commercially motivated rather than genuine. Such perceptions can weaken trust and reduce the persuasive effect of influencer recommendations. Sokolova and Kefi (2020) found that influencer credibility and parasocial interaction were positively related to purchase intention, while Lou and Yuan (2019) demonstrated that trust in branded influencer posts is an important pathway connecting influencer characteristics with consumer outcomes. Therefore, where followers perceive influencers as unreliable, overly promotional or lacking genuine knowledge of the products they recommend, the expected effect on purchase decisions may be reduced (Sokolova & Kefi, 2020; Lou & Yuan, 2019).

Despite the growing body of international research on influencer credibility and consumer behaviour, there remains a need for more localized evidence concerning fashion brands and youths in specific Nigerian urban communities. Existing Nigerian studies have examined online purchase intention, consumer behaviour and influencer marketing across broader populations or different product categories, while recent research has also examined Generation Z consumers in other Nigerian settings. However, limited empirical attention has been directed specifically toward selected fashion brands among youths in Lekki, Lagos State, with influencer credibility examined through dimensions such as expertise, trustworthiness and attractiveness. This creates a contextual gap that the present study seeks to address by determining whether and to what extent social media influencer credibility affects consumers’ purchase decisions among youths exposed to selected fashion brands in Lekki.

1.3 Purpose of the Study

The main purpose of this study is to examine the influence of social media influencer credibility on consumers’ purchase decisions among youths exposed to selected fashion brands in Lekki, Lagos State.

Specifically, the study seeks to:

1. examine the influence of social media influencer expertise on consumers’ purchase decisions among youths in Lekki, Lagos State;
2. determine the influence of social media influencer trustworthiness on consumers’ purchase decisions among youths in Lekki, Lagos State;
3. assess the influence of social media influencer attractiveness on consumers’ purchase decisions among youths in Lekki, Lagos State; and
4. examine the overall influence of social media influencer credibility on consumers’ purchase decisions among youths in Lekki, Lagos State.

1.4 Research Questions

The following research questions will guide the study:

1. To what extent does social media influencer expertise influence consumers’ purchase decisions among youths in Lekki, Lagos State?
2. To what extent does social media influencer trustworthiness influence consumers’ purchase decisions among youths in Lekki, Lagos State?
3. To what extent does social media influencer attractiveness influence consumers’ purchase decisions among youths in Lekki, Lagos State?
4. To what extent does social media influencer credibility influence consumers’ purchase decisions among youths in Lekki, Lagos State?

1.5 Research Hypothesis

The following null hypothesis will be tested at the 0.05 level of significance:

H₀: Social media influencer credibility has no significant influence on consumers’ purchase decisions among youths in Lekki, Lagos State.

1.6 Significance of the Study

The study will be significant to fashion brand managers and marketers because it will provide empirical evidence on the characteristics of social media influencers that are most relevant to consumers’ purchase decisions. The findings may assist fashion brands in selecting appropriate influencers based not merely on follower counts but also on expertise, trustworthiness and attractiveness.

The study will also be useful to social media influencers. Understanding the dimensions of credibility that consumers value may encourage influencers to develop stronger knowledge of the products they promote, communicate honestly with their audiences and maintain consistency between their personal identities and the brands they endorse.

Youths and social media consumers may also benefit from the study because it will draw attention to the factors that can influence their purchasing decisions when they encounter influencer-generated fashion content. Increased awareness of influencer credibility may encourage consumers to evaluate product recommendations critically rather than relying solely on popularity, attractiveness or the number of followers associated with an influencer.

The findings may further benefit advertising agencies and digital marketing practitioners by providing evidence that can inform influencer selection and campaign development. Rather than treating influencers as interchangeable promotional channels, agencies may use credibility-related characteristics to match influencers with appropriate fashion brands and target audiences. This is consistent with research showing that source credibility can influence trust in branded content and purchase-related responses (Lou & Yuan, 2019).

Finally, the study will contribute to academic knowledge in marketing, consumer behaviour, digital marketing and advertising. It will provide localized empirical evidence on influencer credibility and purchase decisions among youths in Lekki, Lagos State, thereby complementing existing studies conducted in other countries and Nigerian contexts. The findings may also serve as a basis for future studies investigating influencer marketing across other consumer-product categories and geographical locations.

1.7 Scope of the Study

The study focuses on the influence of social media influencer credibility on consumers’ purchase decisions among youths exposed to selected fashion brands in Lekki, Lagos State.

The independent variable is social media influencer credibility, operationalized through:

• influencer expertise;
• influencer trustworthiness; and
• influencer attractiveness.

The dependent variable is consumers’ purchase decisions, which refers to the decision or behavioural tendency of consumers to select, purchase or intend to purchase fashion products following exposure to influencer recommendations.

The study is geographically restricted to Lekki, Lagos State, and focuses specifically on youths who use social media and are exposed to promotional content from selected fashion brands. The study does not cover all consumers in Lagos State and does not seek to examine influencer marketing across every product category.

1.8 Operational Definition of Terms

Social Media: Internet-based digital platforms that enable users to create, share, consume and interact with content and with other users.

Social Media Influencer: An individual who has developed an online audience and is capable of affecting followers’ attitudes, perceptions or behaviours through social media content and recommendations.

Influencer Credibility: The extent to which followers perceive a social media influencer as believable, knowledgeable, trustworthy and appealing when communicating product-related information.

Expertise: The degree to which an influencer is perceived as knowledgeable, experienced, competent or skilled in relation to the products or subject matter being promoted.

Trustworthiness: The extent to which followers perceive an influencer as honest, sincere, reliable and dependable in providing recommendations.

Attractiveness: The extent to which an influencer is perceived as physically appealing, socially attractive, stylish or desirable by followers.

Purchase Decision: The consumer’s decision to select, acquire or purchase a particular product or brand after evaluating available alternatives.

Consumer: An individual who purchases, uses or evaluates goods and services to satisfy personal needs or wants.

Fashion Brand: A recognizable name, identity or product line associated with clothing, footwear, accessories or other fashion-related products.

Fashion Influencer: A social media influencer who specializes in fashion-related content, including clothing, styling, beauty, accessories, trends, reviews and fashion recommendations.

Youths: Young consumers within the age range specified by the study who actively use social media and are potential or actual consumers of fashion products.

Influencer Endorsement: A promotional communication in which an influencer recommends, displays, reviews or otherwise promotes a product or brand to their social-media audience.

Brand Perception: The beliefs, impressions and evaluations that consumers form about a brand based on their exposure to information and experiences associated with that brand.

Project – Influence of Social Media Influencer Credibility on Consumers’ Purchase Decisions. A Study of Selected Fashion Brands among Youths in Lekki, Lagos