Project – The Influence of Influencer Marketing on Brand Loyalty among Young Consumers: A Case Study of Selected Fashion Brands in Lagos State

CHAPTER ONE

INTRODUCTION

Research Topic: The Influence of Influencer Marketing on Brand Loyalty among Young Consumers: A Case Study of Selected Fashion Brands in Lagos State.

1.1 Background to the Study

The emergence of digital technology and social media has significantly transformed the way businesses communicate with consumers, promote their products and establish lasting relationships with their target markets. Traditionally, organisations relied heavily on television, radio, newspapers, billboards and other conventional advertising channels to create awareness and persuade consumers to purchase their products. However, the increasing popularity of social networking platforms such as Instagram, TikTok, Facebook and YouTube has created new opportunities for businesses to reach consumers through interactive and personalised marketing approaches. One of the major developments arising from this transformation is influencer marketing, which involves the use of individuals with established online audiences, credibility and social influence to promote products, services and brands. Influencer marketing has become an important component of contemporary digital marketing because consumers increasingly encounter product recommendations through personalities they follow and interact with on social media. According to Freberg, Graham, McGaughey and Freberg (2011), social media influencers are perceived as independent third-party endorsers who shape audience attitudes through blogs, tweets and other social media platforms. Similarly, De Veirman, Cauberghe and Hudders (2017) established that influencers’ follower characteristics and popularity can affect consumers’ perceptions of endorsed brands. This development demonstrates how influencer marketing has become an important promotional strategy for businesses seeking to improve brand awareness, attract potential customers and strengthen relationships with existing consumers.

Influencer marketing is particularly important in the fashion industry because fashion consumption is strongly associated with personal identity, lifestyle, social recognition and individual expression. Fashion brands do not merely sell clothing, footwear, accessories and other products; they also communicate images, values and lifestyles that consumers may desire to associate with. Social media influencers use photographs, videos, product reviews, fashion demonstrations, styling recommendations and personal experiences to introduce fashion products to their followers. Through these activities, influencers create opportunities for consumers to observe how particular fashion items can be used and incorporated into their everyday lifestyles. This form of promotion is particularly effective because fashion products are highly visual and consumers often depend on social information, appearance and recommendations when evaluating purchasing alternatives. Djafarova and Bowes (2021), in their study of Instagram’s influence on Generation Z’s impulse buying behaviour in the fashion industry, demonstrated that social media content and influencers can play important roles in shaping young consumers’ purchasing decisions. Similarly, Schouten, Janssen and Verspaget (2020) found that influencer endorsements can generate more favourable responses than traditional celebrity endorsements under certain conditions, particularly where consumers identify with the influencer. Therefore, influencer marketing provides fashion brands with an opportunity to communicate their products through personalities whose lifestyles, interests and identities appeal to their target consumers.

One of the major factors determining the effectiveness of influencer marketing is influencer credibility. Credibility refers to the extent to which consumers perceive an influencer as trustworthy, knowledgeable, experienced and believable in relation to the products being promoted. Consumers are more likely to consider recommendations from influencers whom they perceive as honest and knowledgeable than those they regard as unreliable or excessively commercial. In fashion marketing, credibility is particularly important because young consumers may rely on influencers’ opinions when assessing product quality, clothing suitability, brand reputation and value for money. Lou and Yuan (2019) explained that the informative value and credibility of branded social media content can influence consumers’ trust in branded posts and their purchase intentions. Furthermore, Sokolova and Kefi (2020) established that influencer credibility and parasocial interaction can contribute to consumers’ purchase intentions through their perceptions of the influencer. More recently, a study published in the Journal of Fashion Marketing and Management by the authors of Assessing the Impact of Source Credibility on Fast Fashion Brand Loyalty (2025) found that influencer trustworthiness, expertise, similarity and attractiveness contribute to brand trust, while brand trust directly influences loyalty towards fast fashion brands. These findings suggest that the credibility of influencers may extend beyond immediate purchasing decisions to influence consumers’ long-term relationships with fashion brands.

Another important dimension of influencer marketing is authenticity, which refers to the extent to which influencers are perceived as genuine, transparent and consistent in their communication and product recommendations. In the contemporary social media environment, consumers are frequently exposed to sponsored posts, paid endorsements, product reviews and promotional campaigns. Consequently, young consumers may question whether influencers genuinely appreciate the products they advertise or are motivated primarily by financial compensation. Authenticity becomes important when influencers provide honest opinions, demonstrate actual product usage and maintain consistency between their personal identities and the brands they promote. When consumers perceive an influencer’s recommendation as genuine, they may develop greater confidence in the endorsed brand and become more willing to maintain a relationship with it. Audrezet, de Kerviler and Moulard (2020) examined authenticity in influencer marketing and identified the importance of maintaining authenticity while managing commercial relationships with brands. Similarly, Ki, Cuevas, Chong and Lim (2020) explained that social media influencers can develop strong relationships with followers by satisfying their needs for inspiration, information and social interaction. These relationships may encourage consumers to develop favourable attitudes towards the brands promoted by influencers. Therefore, authenticity is an important consideration in determining whether influencer marketing can generate sustained consumer confidence and brand loyalty rather than merely temporary interest in promoted products.

Furthermore, the relationship between influencers and the brands they promote is an important factor that may determine the effectiveness of influencer marketing. Influencer-brand fit refers to the degree of compatibility between an influencer’s personality, lifestyle, values, audience and the identity of the brand being promoted. When an influencer promotes products that are consistent with their established interests and public image, consumers may perceive the endorsement as more natural and convincing. For example, a fashion influencer known for contemporary clothing styles, styling advice and fashion trends may be more suitable for promoting a clothing brand than an influencer whose public image has little connection with fashion. Poor compatibility between influencers and brands may create doubts about the sincerity of endorsements and weaken the effectiveness of promotional messages. Schouten et al. (2020) explained that identification with endorsers is an important factor influencing consumer responses to influencer and celebrity endorsements. In addition, De Veirman et al. (2017) demonstrated that influencer characteristics can affect brand attitudes and perceptions, indicating that the selection of appropriate influencers is important for successful brand communication. Consequently, fashion brands need to consider the compatibility between their brand identities and the personalities of selected influencers to achieve favourable consumer responses and encourage long-term brand relationships.

The increasing use of influencer marketing has also created opportunities for brands to develop consumer engagement and strengthen relationships with their target audiences. Consumer engagement involves the psychological and behavioural interactions that consumers establish with brands and their promotional content. On social media, such engagement may take the form of liking, commenting, sharing, saving promotional posts, participating in online discussions, responding to product demonstrations and recommending brands to other consumers. Influencers facilitate these interactions by creating content that encourages conversations and allows followers to participate in discussions about fashion products and trends. Such interactions may increase consumers’ familiarity with brands and create a sense of belonging among individuals who share similar interests. Dessart, Veloutsou and Morgan-Thomas (2015) explained that online brand engagement involves cognitive, emotional and behavioural dimensions through which consumers interact with brands in digital environments. Similarly, Casaló, Flavián and Ibáñez-Sánchez (2020) examined the opinion leadership of Instagram fashion influencers and demonstrated the importance of influencer characteristics in shaping followers’ responses and behavioural intentions. These findings indicate that influencer marketing can serve as a relationship-building mechanism through which fashion brands encourage consumer participation, strengthen brand attachment and potentially develop lasting loyalty.

Brand loyalty is an important concept in marketing because it reflects consumers’ willingness to maintain a favourable relationship with a particular brand over time despite the availability of competing alternatives. It involves more than repeated purchases, as it may also include emotional attachment, preference, trust, commitment and willingness to recommend a brand to other consumers. In the fashion industry, brand loyalty is particularly significant because consumers are constantly exposed to new designs, emerging fashion trends, competing brands and promotional offers that may influence their purchasing choices. A loyal consumer is more likely to continue purchasing from a preferred brand, recommend its products and resist switching to competitors. Oliver (1999) defined loyalty as a deeply held commitment to repurchase or consistently patronise a preferred product or service in the future despite situational influences and marketing efforts capable of causing switching behaviour. Similarly, Chaudhuri and Holbrook (2001) established that brand trust and brand affect are important determinants of brand loyalty and market performance. These perspectives suggest that fashion brands must develop strategies that go beyond attracting consumers through promotional activities and focus on building trust, satisfaction and lasting emotional connections that encourage repeated patronage.

In Nigeria, the increasing popularity of social media has created a favourable environment for the adoption of influencer marketing among businesses seeking to reach digitally connected consumers. Young Nigerians increasingly encounter fashion products, styling recommendations, brand promotions and product reviews through social networking platforms. Lagos State provides a particularly relevant environment for examining this development because of its commercial importance, vibrant fashion industry, concentration of fashion businesses, entertainment activities and active social media culture. Fashion brands operating in Lagos increasingly compete for consumer attention through online advertisements, influencer endorsements, sponsored content and digital promotional campaigns. However, the use of influencers does not automatically translate into customer commitment or long-term brand loyalty. Some consumers may purchase products because of an influencer’s recommendation but subsequently switch to competing brands because of product quality, price, customer experience or changing fashion preferences. Others may follow influencers and engage with their promotional content without developing any lasting attachment to the brands being advertised. A Nigerian study by Anyaeche and Onyedikachi (2025), which examined influencer marketing and brand perception among selected online stores in Lagos State, found that influencer engagement and conversion rates significantly influenced brand trust, with engagement demonstrating a stronger effect. Although the study focused on brand perception rather than brand loyalty, its findings demonstrate the relevance of influencer marketing within the Lagos business environment. Against this background, the present study examines the influence of influencer marketing on brand loyalty among young consumers, using selected fashion brands in Lagos State as its case study.

1.2 Statement of the Problem

The increasing adoption of influencer marketing by fashion brands has created expectations that social media endorsements will improve consumer relationships, encourage repeated patronage and strengthen brand loyalty. However, despite the growing use of influencers on platforms such as Instagram, TikTok, Facebook and YouTube, the extent to which these promotional activities translate into lasting brand loyalty among young consumers remains a concern. Many fashion brands invest financial resources in influencer partnerships, sponsored posts and promotional campaigns to attract potential customers. Nevertheless, consumers may engage with promotional content, purchase advertised products and subsequently abandon the brands in favour of competing alternatives. This suggests that attracting attention and generating immediate purchases may not necessarily result in long-term consumer commitment. Oliver (1999) explained that true brand loyalty involves a sustained commitment to repurchase despite competing influences. Therefore, the central concern is whether influencer marketing creates enduring relationships between young consumers and fashion brands or merely generates temporary awareness and purchasing interest.

Another problem relates to the credibility and authenticity of influencers used by fashion brands. Although influencers are expected to influence consumer attitudes through their recommendations, some consumers may question the sincerity of sponsored content, particularly when influencers promote several competing products or brands within short periods. The increasing commercialisation of social media endorsements may make it difficult for young consumers to distinguish genuine product recommendations from promotional messages motivated primarily by financial benefits. When consumers perceive influencers as dishonest, excessively commercial or lacking adequate knowledge of the products they promote, their confidence in the endorsed brands may decline. Lou and Yuan (2019) identified the importance of content value and source credibility in building trust in branded social media content. Similarly, Audrezet et al. (2020) highlighted the challenges influencers face in maintaining authenticity while participating in commercial partnerships. This situation raises concerns about whether the credibility and authenticity of influencers employed by fashion brands are sufficient to establish the trust and commitment necessary for long-term brand loyalty.

Furthermore, the compatibility between influencers and the fashion brands they promote presents another challenge. Some fashion businesses may select influencers mainly because of their popularity, number of followers or online visibility without adequately considering whether their personalities, lifestyles, values and audiences align with the identity of the brands. Although an influencer may have a large following, the individual’s audience may not necessarily consist of consumers interested in the fashion products being promoted. Such mismatches may reduce the relevance of promotional messages and weaken consumers’ identification with the endorsed brands. De Veirman et al. (2017) demonstrated that influencer characteristics can affect brand perceptions, while Schouten et al. (2020) established that consumer identification with endorsers influences responses to endorsements. Consequently, fashion brands may experience difficulties converting influencer popularity into meaningful consumer relationships when appropriate influencer-brand compatibility is not established. There is therefore a need to examine how influencer-brand fit influences brand loyalty among young consumers in Lagos State.

The major problem addressed by this study is the uncertainty surrounding the extent to which influencer marketing contributes to brand loyalty among young consumers patronising selected fashion brands in Lagos State. Although previous studies have examined influencer credibility, authenticity, consumer engagement and purchasing behaviour, these factors do not necessarily establish whether consumers develop lasting commitment to the brands promoted by influencers. For instance, Casaló et al. (2020) examined the opinion leadership of fashion influencers on Instagram, while Anyaeche and Onyedikachi (2025) investigated influencer marketing and brand perception among selected online stores in Lagos State. However, the specific relationship between influencer marketing and brand loyalty among young consumers of selected fashion brands in Lagos requires further empirical investigation. It is therefore necessary to determine whether influencer credibility, authenticity, influencer-brand fit and consumer engagement contribute to repeated patronage, brand preference and consumers’ willingness to recommend fashion brands. This study seeks to address this problem by examining the influence of influencer marketing on brand loyalty among young consumers, using selected fashion brands in Lagos State as its case study.

1.3 Objectives of the Study

The main objective of this study is to examine the influence of influencer marketing on brand loyalty among young consumers, using selected fashion brands in Lagos State as a case study.

The specific objectives are to:

1. Examine the influence of influencer credibility on brand loyalty among young consumers of selected fashion brands in Lagos State.

2. Determine the influence of influencer authenticity on brand loyalty among young consumers of selected fashion brands in Lagos State.

3. Assess the influence of influencer-brand fit on brand loyalty among young consumers of selected fashion brands in Lagos State.

4. Investigate the influence of consumer engagement with influencer marketing content on brand loyalty among young consumers of selected fashion brands in Lagos State.

1.4 Research Questions

The following research questions are formulated to guide the study:

1. How does influencer credibility influence brand loyalty among young consumers of selected fashion brands in Lagos State?

2. To what extent does influencer authenticity influence brand loyalty among young consumers of selected fashion brands in Lagos State?

3. How does influencer-brand fit influence brand loyalty among young consumers of selected fashion brands in Lagos State?

4. What is the influence of consumer engagement with influencer marketing content on brand loyalty among young consumers of selected fashion brands in Lagos State?

1.5 Research Hypothesis

The following null hypothesis is formulated to guide the study:

H₀: Influencer marketing has no significant influence on brand loyalty among young consumers of selected fashion brands in Lagos State.

1.6 Significance of the Study

This study is significant because it examines the relationship between influencer marketing and brand loyalty within the fashion industry, with particular attention to young consumers in Lagos State. The findings will provide useful insights into how influencer credibility, authenticity, influencer-brand fit and consumer engagement contribute to the development of lasting relationships between consumers and fashion brands.

The study will be beneficial to the following groups:

Fashion Brand Owners and Managers: The study will provide useful information to fashion brand owners and managers on how influencer marketing can be employed to strengthen customer relationships and encourage brand loyalty. The findings will help them understand the importance of selecting credible influencers whose personalities, lifestyles and values are compatible with their brands. It will also assist management in developing effective influencer marketing strategies that go beyond generating immediate sales to building long-term consumer commitment.

Social Media Influencers: The study will benefit social media influencers by highlighting the importance of credibility, authenticity and consistency in their relationships with followers. It will encourage influencers to provide genuine product recommendations, maintain transparency in sponsored partnerships and promote products that align with their personal identities. The findings may also help influencers understand how their conduct and promotional activities affect the reputation and loyalty of the brands they represent.

Young Consumers: The study will benefit young consumers by increasing their understanding of the influence that social media personalities and promotional content can have on their fashion choices and brand preferences. It will encourage consumers to evaluate influencer recommendations critically and consider product quality, value, authenticity and brand reputation before making purchasing decisions.

Marketing Professionals and Advertising Agencies: Marketing professionals and advertising agencies will benefit from the findings by gaining insights into the factors that determine successful influencer marketing campaigns. The study will assist them in selecting appropriate influencers, designing relevant promotional content and developing strategies that encourage consumer engagement and long-term brand loyalty.

Fashion Industry: The study will contribute to the development of the fashion industry by providing information on how digital marketing and influencer partnerships can improve brand competitiveness. Fashion businesses may use the findings to strengthen their online presence, attract young consumers and develop stronger relationships with their target markets.

Researchers and Students: The study will serve as a useful academic resource for students, researchers and scholars interested in influencer marketing, consumer behaviour, digital marketing, brand management and customer loyalty. It will contribute to existing literature and provide a foundation for further studies on the relationship between social media influencers and consumer behaviour, particularly within the Nigerian fashion industry.

1.7 Scope of the Study

The study focuses on the influence of influencer marketing on brand loyalty among young consumers, using selected fashion brands in Lagos State as its case study.

Geographical Scope: The geographical scope of the study is Lagos State, Nigeria. The study will cover young consumers who patronise selected fashion brands operating within the state.

Content Scope: The study will examine four major dimensions of influencer marketing, namely influencer credibility, influencer authenticity, influencer-brand fit and consumer engagement with influencer marketing content. These dimensions will be examined in relation to brand loyalty, particularly consumers’ repeated patronage, brand preference, commitment and willingness to recommend fashion brands to others.

Population Scope: The study will focus on young consumers aged 18–35 years who have been exposed to influencer marketing activities and have experience purchasing or patronising products from selected fashion brands in Lagos State.

Brand Scope: The study will cover selected fashion brands operating in Lagos State that utilise social media influencers to promote their products, including clothing, footwear, bags and fashion accessories. The particular brands will be identified during the research process based on their relevance to the study and their involvement in influencer marketing.

1.8 Operational Definition of Terms

The following terms are defined according to how they are used in this study.

Influencer Marketing: This refers to a digital marketing strategy in which fashion brands collaborate with social media personalities who have established audiences, credibility and the ability to influence consumers’ attitudes and purchasing decisions through promotional content.

Brand Loyalty: This refers to the willingness of consumers to continue purchasing, preferring and recommending a particular fashion brand over competing alternatives because of their trust, satisfaction, attachment and commitment to the brand.

Influencer Credibility: This refers to the extent to which young consumers perceive a social media influencer as trustworthy, knowledgeable, experienced and believable when promoting fashion products.

Influencer Authenticity: This refers to the extent to which consumers perceive an influencer’s promotional messages, product recommendations and online personality as genuine, honest and consistent.

Influencer-Brand Fit: This refers to the degree of compatibility between an influencer’s personality, lifestyle, values and public image and the identity, products and values of the fashion brand being promoted.

Consumer Engagement: This refers to the level of interaction and participation demonstrated by consumers towards influencer-generated promotional content through activities such as liking, commenting, sharing, saving and discussing fashion-related posts.

Young Consumers: These are individuals within the age bracket of 18–35 years who purchase or patronise fashion products and are exposed to influencer marketing activities through social media platforms.

Fashion Brands: These refer to businesses or commercial identities involved in the production, marketing and sale of fashion-related products, including clothing, footwear, bags and accessories.

Social Media Influencers: These are individuals who have established an online presence and an audience of followers, enabling them to influence consumer opinions, attitudes and purchasing decisions through their content and recommendations.

Repeated Patronage: This refers to the continuous purchase of products from a particular fashion brand by consumers over time.

Project – The Influence of Influencer Marketing on Brand Loyalty among Young Consumers: A Case Study of Selected Fashion Brands in Lagos State