Project – Influencer marketing and consumer purchasing behaviour of select convenience goods

CHAPTER ONE

INTRODUCTION

• Background to the Study

Influencer marketing has emerged as a dominant strategy in contemporary marketing, leveraging the influence of individuals with a large and engaged online following to promote products and services. Research on the subject indicates that influencers can significantly impact consumer attitudes and purchasing behavior. According to Freberg et al. (2011), influencers—often categorized as celebrities, experts, or micro-influencers—affect their followers’ decisions through trust and relatability, which in turn drives consumer engagement. This is especially relevant in the case of convenience goods, products that are frequently purchased with minimal thought due to their low cost and regular need. Scholars have posited that consumers rely more heavily on social proof and emotional connections when selecting these products, and influencer marketing provides the right context to enhance these psychological cues (De Veirman et al., 2017).

Convenience goods, such as snacks, toiletries, and cleaning supplies, are typically characterized by their low cost, routine purchasing frequency, and minimal decision-making process. Therefore, marketing strategies targeting these products often focus on reaching consumers where their attention is most easily captured, such as through social media platforms. Influencer marketing aligns well with this approach as it provides an unobtrusive form of advertising that appears more authentic compared to traditional methods (Eisenberg et al., 2018). Studies by Casaló et al. (2018) emphasize that influencer endorsements of convenience goods foster a sense of familiarity and ease, which encourages spontaneous purchases—an essential characteristic of convenience goods.

The power of influencers lies not only in their ability to advertise but also in shaping perceptions of brand credibility and authenticity. Research by Djafarova and Trofimenko (2019) found that consumers tend to trust recommendations from influencers more than from traditional advertisements because influencers often seem more relatable and trustworthy. This trust can significantly affect the purchasing behavior of consumers, particularly when it comes to low-involvement products like convenience goods. Furthermore, the endorsement of a trusted influencer can elevate the perceived quality and desirability of these products, nudging consumers towards making quicker purchasing decisions (Sokolova & Kefi, 2020).

In the context of convenience goods, influencer marketing also intersects with the principle of social proof, where individuals tend to follow the actions of others in an effort to reflect the perceived behavior of a group (Cialdini, 2009). Social media influencers, through their large and engaged followings, create an environment where consumer choices are often influenced by the popularity of products within a community. For example, when a well-known influencer shares their experience with a specific brand of snack or cleaning product, it can lead to a ripple effect in which followers, perceiving a collective endorsement, decide to purchase the same item. This phenomenon is crucial for convenience goods as consumers are typically seeking products that are well-tested and widely accepted.

However, not all influencer marketing strategies are equally effective, and the type of influencer used may have a significant impact on consumer behavior. According to Lou and Yuan (2019), micro-influencers, who have smaller but highly engaged audiences, may drive higher levels of consumer trust and engagement, especially in niche markets. In contrast, macro-influencers, with their larger followings, may offer wider exposure but may struggle to create the same level of personal connection with consumers. This distinction is critical for marketers when selecting the right influencer to endorse convenience goods, as consumer preferences vary based on the size and type of influencer (De Veirman et al., 2017).

The effectiveness of influencer marketing on consumer purchasing behavior is also influenced by platform dynamics. Social media platforms like Instagram, YouTube, and TikTok have become central in shaping consumer decisions, particularly for convenience goods. Research by Imschloss et al. (2020) highlights that platform-specific content, such as product reviews, tutorials, and sponsored posts, directly affect consumer intentions and purchase decisions. The visual and interactive nature of these platforms fosters a sense of immediacy and accessibility, aligning perfectly with the characteristics of convenience goods. As a result, consumer purchasing behavior is increasingly being shaped by influencer-driven content across multiple digital touchpoints, illustrating the growing importance of influencer marketing in the modern marketplace.

• Statement of the Problem

The rapid rise of influencer marketing has transformed the way brands connect with consumers, particularly in the context of convenience goods. Convenience goods, characterized by their low cost, frequent consumption, and minimal decision-making involvement, have traditionally been marketed through traditional advertising channels. However, with the growing popularity of social media platforms and the increasing reliance on influencers to shape consumer preferences, the traditional methods of marketing may no longer be as effective. This shift in marketing dynamics raises questions about the impact of influencer marketing on consumer purchasing behavior for convenience goods. While numerous studies have examined the effect of influencer marketing in general, there remains a gap in the literature specifically focusing on the influence of social media personalities on the purchasing behavior of convenience goods consumers.

The problem lies in understanding how influencer marketing influences the decision-making process for consumers of convenience goods. Given that these products are typically purchased with little thought and on a routine basis, it is unclear to what extent influencers can alter these purchase habits. Most existing research on influencer marketing has concentrated on high-involvement products, such as fashion, beauty, and technology, where consumer decision-making involves deeper cognitive processing and higher monetary investment. Therefore, the unique characteristics of convenience goods—low cost, frequency of purchase, and minimal involvement—require further exploration to determine how influencers can effectively impact consumer behavior in this category.

Additionally, the growing diversity of influencers, ranging from mega-celebrities to micro-influencers, adds complexity to the issue of understanding the effectiveness of influencer marketing for convenience goods. While large influencers may offer broad reach, smaller influencers often have more dedicated and engaged audiences. This dichotomy raises important questions about whether influencer size correlates with purchasing behavior for low-involvement goods. Despite some evidence suggesting that micro-influencers might generate higher engagement levels, there is limited empirical research on how their influence translates into actual purchasing decisions for products like snacks, toiletries, or household items. Therefore, there is a need to explore which type of influencer—macro or micro—yields the most significant impact on consumer purchasing behavior for convenience goods.

Moreover, the specific role of social media platforms in shaping consumer purchasing decisions for convenience goods remains underexplored. Different social media platforms, such as Instagram, TikTok, and YouTube, offer unique ways for influencers to engage with their followers. However, the format, nature, and reach of content vary significantly across these platforms, which could have different effects on consumer attitudes and purchasing intentions. The visual and interactive nature of these platforms may make them particularly conducive to promoting convenience goods, yet research is lacking in understanding the nuances of platform-specific strategies. This gap in knowledge necessitates an investigation into how the features of various social media platforms influence the effectiveness of influencer marketing in driving consumer behavior for convenience goods.

Finally, the problem is compounded by the issue of consumer trust and authenticity. While influencer marketing is perceived as more authentic than traditional advertising, there remains uncertainty about how consumers perceive the credibility of influencers endorsing convenience goods. Some studies suggest that the success of influencer marketing depends heavily on the perceived authenticity of the influencer’s endorsement (Lou & Yuan, 2019). In the case of convenience goods, where products are often commodified and seen as low-risk, it is unclear whether influencer endorsements truly enhance brand loyalty or simply drive one-time purchases. This uncertainty prompts the need to explore whether influencers can build genuine consumer trust and contribute to long-term changes in purchasing behavior for convenience goods.

The problem addressed in this study is the lack of a comprehensive understanding of how influencer marketing impacts consumer purchasing behavior for convenience goods. Despite the widespread use of influencers in marketing, there is insufficient research that delves into how their influence affects purchasing decisions for low-involvement, frequently purchased products. By addressing this gap, this study aims to contribute valuable insights into the effectiveness of influencer marketing for convenience goods, ultimately helping marketers refine their strategies to better meet consumer needs and preferences in this fast-evolving digital landscape.

1.3. Aim and Objectives of the Study

The aim of the study is to examine influencer marketing and consumer purchasing behaviour of select convenience goods in Eket. The objectives are:

1. To analyze the impact of influencer marketing on consumer awareness and perception of convenience goods.
2. To examine the relationship between influencer marketing strategies and consumer purchasing decisions.
3. To identify the most effective influencer marketing platforms for promoting convenience goods.
4. To assess the role of social media influencers in shaping consumer preferences for convenience goods

1.4. Research Questions

The research questions are buttressed below:

1. How does influencer marketing impact consumer awareness and perception of convenience goods?
2. What is the relationship between influencer marketing strategies and consumer purchasing decisions?
3. Which influencer marketing platforms are most effective for promoting convenience goods?
4. How do social media influencers shape consumer preferences for convenience goods?

1.5. Research Hypothesis

The hypothetical statement of the study is buttressed below:

Ho: Influencer marketing strategies have no significant impact on consumer purchasing decisions.

H1: Influencer marketing strategies have significant impact on consumer purchasing decisions.

1.6. Significance of the Study

This study holds significant value as it aims to fill a critical gap in the existing literature concerning the influence of influencer marketing on consumer purchasing behavior, particularly within the context of convenience goods. While influencer marketing has become a widely used strategy across various product categories, its specific impact on low-involvement, frequently purchased goods like snacks, toiletries, and household items has not been extensively explored. By focusing on this segment, the research will provide valuable insights into how influencer marketing can shape consumer behavior for products that are typically characterized by routine, impulse-driven purchasing. Understanding these dynamics will be crucial for both academic researchers and marketers seeking to adapt to the evolving digital marketing landscape.

From a practical standpoint, the findings of this study will be highly significant for marketers, brands, and businesses that focus on convenience goods. As brands increasingly turn to influencers for product promotion, they need to understand how different types of influencers—whether macro-influencers with large followings or micro-influencers with niche, highly engaged audiences—affect consumer purchasing decisions. The study will provide empirical evidence on which type of influencer generates more effective responses in terms of driving consumer interest and sales for convenience goods. This can enable brands to refine their influencer marketing strategies to ensure they are reaching their target audiences effectively and driving measurable results.

Furthermore, the study will offer insights into how specific social media platforms influence consumer purchasing behavior for convenience goods. As social media continues to play a central role in the consumer decision-making process, it is important for marketers to understand how the distinct features of platforms such as Instagram, TikTok, and YouTube impact consumer engagement and purchase intentions. This research will explore platform-specific dynamics, allowing businesses to optimize their influencer marketing campaigns based on the unique characteristics of each platform. By leveraging these insights, brands can craft more effective content strategies that resonate with their audience and increase the likelihood of purchase.

Another significant contribution of this study lies in its examination of consumer trust and authenticity in influencer marketing. Trust is a key factor in the effectiveness of influencer marketing, yet there remains ambiguity regarding the extent to which influencer endorsements of convenience goods can foster trust and long-term loyalty. By investigating how consumers perceive the credibility and authenticity of influencers in this particular product category, the study will provide insights into whether influencer endorsements lead to more than just one-time purchases. Understanding the role of authenticity in the marketing of convenience goods will be beneficial for brands that wish to build sustainable, trusting relationships with consumers.

This research will also have important implications for the broader field of consumer behavior. By focusing on convenience goods, the study will contribute to a more nuanced understanding of low-involvement product purchases and the psychological mechanisms driving consumer decisions in this domain. Existing literature has primarily concentrated on high-involvement purchases, but as consumer behaviors continue to shift, particularly in the digital age, this study will expand the scope of consumer behavior research. It will provide new theoretical insights into how social media influencers can modify habitual purchasing behaviors, and how they can drive impulse or spontaneous buying, which is characteristic of convenience goods.

Finally, the significance of this study extends beyond marketing and consumer behavior to the broader field of digital media and communication. Influencer marketing is a rapidly growing sector within digital advertising, yet its full potential and impact are still not well understood, particularly with regard to different product categories and demographics. This study will contribute to the ongoing discourse surrounding the ethical implications, effectiveness, and sustainability of influencer marketing. By offering a deeper understanding of how influencer marketing works in the context of convenience goods, the study can inform not only academic debates but also policy-making and best practices for brands, agencies, and influencers themselves.

1.7. Scope of the Study

The study examines influencer marketing and consumer purchasing behaviour of select convenience goods in Eket. The study is limited to consumers of convenience goods from five selected Supermarkets in Eket.

1.8. Operational Definition of Terms

Influencer Marketing: Influencer marketing is a strategy in which brands partner with individuals who have a significant and engaged following on social media platforms or other digital channels to promote their products or services. These influencers are typically perceived as credible and trustworthy by their followers, and their endorsements can help drive consumer interest, awareness, and ultimately, purchasing decisions. Influencers can range from celebrities with millions of followers (macro-influencers) to individuals with smaller but highly dedicated audiences (micro-influencers). The goal of influencer marketing is to leverage the influencer’s ability to reach and influence their followers, creating authentic, relatable content that resonates with potential customers.

Consumer: A consumer is an individual or group that purchases goods or services for personal use, rather than for resale or manufacturing purposes. Consumers make decisions based on a variety of factors such as price, quality, brand reputation, personal preferences, and emotional appeal. In the context of marketing, understanding consumer behavior is essential for businesses to tailor their offerings and communication strategies to meet consumer needs and influence purchasing decisions. Consumers play a crucial role in the economy, driving demand for products and services in different market segments.

Purchasing Behavior: Purchasing behavior refers to the decision-making process and actions taken by individuals or groups when they decide to buy a product or service. This behavior is influenced by various factors, including personal preferences, social influences, advertising, pricing, and emotional triggers. Consumers typically go through stages in their purchasing journey, such as problem recognition, information search, evaluation of alternatives, and post-purchase behavior. Understanding purchasing behavior helps businesses design effective marketing strategies, anticipate consumer needs, and increase the likelihood of converting potential buyers into actual customers.

Convenience Goods: Convenience goods are products that are regularly purchased by consumers with minimal effort or deliberation, typically due to their low cost, frequent use, and low involvement in the purchasing decision. These goods are often necessities, such as food, beverages, toiletries, cleaning products, and other everyday items. Consumers usually make quick, habitual purchasing decisions for convenience goods, often without much comparison between different brands or products. Because convenience goods are low-involvement products, they are often marketed with strategies that emphasize availability, familiarity, and low prices, and they are typically purchased at locations that are easily accessible, such as supermarkets, convenience stores, and online platforms.

Project – Influencer marketing and consumer purchasing behaviour of select convenience goods