IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF SOCIAL SCIENCES AND MANAGEMENT RESEARCH (IJSSMR )

E-ISSN 2545-5303
P-ISSN 2695-2203
VOL. 11 NO. 5 2025
DOI: 10.56201/ijssmr.vol.11no5.2025.pg376.390

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The Psychology of Persuasion: Effect of Influencer Marketing on Consumer Purchase Behaviour for Beverage Products in Anambra State of Nigeria

John Chidume Anetoh PhD, Adaobi Lylian Chinweze, Jeffery Chukwujekwu, Obiezekwem PhD, Helen Ijeoma Oranye PhD, Edwin Chukwu Okoro PhD, Uzochukwu, Chibuikem Oranu

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Abstract

The intense competition arising from the production and marketing of different brands of beverage products in Anambra State of Nigeria is the motivation that instigated this study. To address this problem, this study examined how influencer marketing affects consumer purchase behaviour for beverage products. The study explored the key variables of influencer marketing such as influencer authenticity, niche focus, credibility, engagement rate, expertise and ascertained the effects they have on consumer purchase behavior for beverage products in Anambra State of Nigeria. A quantitative research approach was adopted which involved the use of descriptive research design using a survey method. Data were sourced, collated and analyzed while the five formulated hypotheses were tested using structural equation modeling statistical technique at 5% level of significance. The findings from the study showed that influencer authenticity has a positive and significant effect on consumer purchase behaviours for beverage products in Anambra State, Nigeria. The findings revealed that influencer niche focus has a positive and significant effect on consumer purchase behaviours for beverage products in Anambra State, Nigeria. The study found that influencer credibility has a positive and significant effect on consumer purchase behaviours for beverage products in Anambra State, Nigeria. The findings showed that influencer engagement rate has a positive and significant effect on consumer purchase behaviours for beverage products in Anambra State, Nigeria. The study found that influencer expertise has a positive and significant effect on consumer purchase behaviour for beverage products in Anambra State of Nigeria. The study recommended among others that beverage manufacturers and other stakeholders in the beverage industry should continue to leverage on influencer credibility. They should continue to collaborate with influencers who demonstrate tru

keywords:

Influencer marketing, Consumer purchase behaviours, Beverage products, Nigeria.

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