References
Aaker, D. A. (2009). Managing brand equity. Simon & Schuster. Abrahams, A. S., Coupey, E., Zhong, E. X., Barkhi, R., & Manasantivongs, P. S. (2013). Audience targeting by B-to-B advertisement classification. Expert Systems with Applications, 40(8), 2777–2791. https://doi.org/10.1016/j.eswa.2012.10.068 Abidin, C. (2018). Internet celebrity: Understanding fame online. Emerald Publishing. Achi, D. A., Obasi, I. A., & Arum, O. M. (2025). Effects of social media on consumer purchase intention for cosmetic products. International Journal of Research and Innovation in Social Science, 9(14), 723–735. Aliyu, A. A., & Amadu, L. (2017). Urbanization, cities, and health in Nigeria. Annals of African Medicine, 16(4), 149–158. Ann, P., & Oreagba, M. (2025). Digital marketing and consumer purchase intention among generation Z in University of Port Harcourt, Rivers State, Nigeria. [Unpublished manuscript]. Araç, S. (2023). Influencer professionalism and communication effectiveness. Journal of Digital Communication, 12(3), 45–59. Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour. British Journal of Social Psychology, 40(4), 471–499. Arora, A. (2025). Investigating the role of influencer marketing on consumer purchase intention: Celebrities vs. micro-influencers, Maharashtra, India. [Unpublished manuscript]. Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat. Journal of Business Research, 117, 557–569. Baruch, Y., & Holtom, B. C. (2008). Survey response rate levels and trends in organizational research. Human Relations, 61(8), 1139–1160. Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473–481. Becker, J. M., Klein, K., & Wetzels, M. (2012). Hierarchical latent variable models in PLS-SEM. Long Range Planning, 45(5–6), 359–394. Breves, P., Liebers, N., Abt, M., & Kunze, A. (2021). The perceived fit between Instagram influencers and the endorsed brand. Journal of Advertising Research, 59(4), 440–454. Brown, D., & Hayes, N. (2008). Influencer marketing. Butterworth-Heinemann. Bryman, A. (2016). Social research methods (5th ed.). Oxford University Press. Campbell, C., & Farrell, J. R. (2020). Functional components of influencer marketing. Business Horizons, 63(4), 469–479. Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram. Journal of Business Research, 117, 510–519. Chantanasewi, N., & Parnkam, S. (2024). Influencer marketing expenditure and consumer decision-making. Journal of Marketing Research, 41(2), 67–81. Cialdini, R. B. (2009). Influence: Science and practice (5th ed.). Pearson Education. Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates. Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). Sage. Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design (4th ed.). Sage. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334. Dachyar, M., & Banjarnahor, L. (2017). Factors influencing purchase intention towards consumer- to-consumer e-commerce. Intangible Capital, 13(5), 946–968. Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. Journal of Abnormal and Social Psychology, 51(3), 629–636. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers. International Journal of Advertising, 36(5), 798–828. Diemuodeke, O., & Olannye, P. (2025). Influencer marketing practices and brand performance of selected smartphone firms in South-South, Nigeria. [Unpublished manuscript]. Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, phone, mail, and mixed-mode surveys: The tailored design method (4th ed.). Wiley. Dittus, M. (2012). Audience targeting techniques. Journal of Advertising Science, 8(3), 21–36. Djafarova, E., & Bowes, T. (2021). Instagram made me buy it. Journal of Retailing and Consumer Services, 59, Article 102345. Djafarova, E., & Trofimenko, O. (2020). Swifties on Instagram: Examining how authenticity shapes followers' purchase intentions. Journal of Marketing Communications, 27(5), 495– 513. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307–319. Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising. Journal of Interactive Advertising, 17(2), 138–149. Evans, N. J., Phua, J., Lim, J., & Jun, H. (2021). Disclosing Instagram influencer advertising. Journal of Interactive Advertising, 22(1), 1–15. Eze, S. C., Chinedu-Eze, V. C., & Bello, A. O. (2021). Social media utilisation in high- involvement purchasing. Cogent Business & Management, 8(1), Article 1911503. Ezenwafor, E. C., Olise, C. M., & Ebizie, P. I. (2021). Social media influencers and consumer purchase intention. Quest Journal of Management and Social Sciences, 3(2), 217–228. Fathy, H. H., Mohamed, M. A. T., Aladaweiy, A. A., & Hashad, M. E. (2025). Influencer marketing, trust, and loyalty in restaurants. [Journal not specified], 9(2), 72–94. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands. Journal of Business Research, 69(12), 5833–5841. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. Hasan, S., Zahid, H., & Qayyum, A. (2024). Influencer authenticity and brand value co-creation. Cogent Business & Management, 11(1), Article 2393236. Hassan, S. H., Teo, S. Z., Ramayah, T., & Al-Kumaim, N. H. (2021). Credibility of beauty gurus. PLOS ONE, 16(3), Article e0249286. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. Hijvé, A., & Arias, J. (2025). Influencer subjectivities in digital capitalism. Journal of Media Studies, 18(1), 33–52. İlhan, B. E., & Çelik, H. E. (2017). Antecedents of consumer satisfaction in electronics. Journal of Consumer Behaviour, 14(2), 115–128. Inayatullah, A., Rehman, S., & Khan, W. (2014). The effectiveness of audience targeting in digital advertising. Asian Journal of Management Sciences, 3(4), 19–28. Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. Johanson, G. A., & Brooks, G. P. (2010). Initial scale development: Sample size for pilot studies. Educational and Psychological Measurement, 70(3), 394–400. Ki, C. W. C., & Kim, Y.-K. (2019). Social media influencer persuasion mechanisms. Psychology & Marketing, 36(10), 905–922. Kolo, C., Dittmar, H., & Schuster, S. (2022). Professionalism and entrepreneurship in influencer marketing. Journal of Business Research, 145, 89–101. Kotler, P. (2012). Marketing management (14th ed.). Prentice Hall. Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). Pearson. Kumar, A., & Rao, P. (2024). Narrative authenticity in social media influencer marketing. Journal of Consumer Psychology, 34(1), 55–72. Lee, J., & Kim, S. (2024). Parasocial relationships in digital advertising. Journal of Interactive Marketing, 58, 1–14. Lee, S., & Kim, D. Y. (2020). Brand authenticity and consumer purchase intention. Journal of Interactive Advertising, 20(3), 232–245. Leroi-Werelds, S. (2019). An update on customer value. Journal of Service Management, 30(5), 650–680. Lima, A., & Neto, M. (2013). Perceived quality in service encounters. Service Industries Journal, 33(12), 1145–1161. Lim, X. J., Radzol, A. M., Cheah, J. H., & Wong, M. W. (2023). The effects of influencer marketing on young consumers' purchase intentions. Journal of Marketing Management, 39(5–6), 1–23. Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. Lowe, B., D'Alessandro, S., & Winzar, H. (2014). Target audience assessment in B2B digital advertising. Journal of Marketing Analytics, 2(4), 199–215. Malhotra, N. K., Birks, D. F., & Nunan, D. (2021). Marketing research: An applied approach (5th ed.). Pearson. Marwick, A. E. (2013). Status update: Celebrity, publicity, and branding in the social media age. Yale University Press. Mathewson, J., Donatone, F., & Moran, C. (2010). Audience, relevance, and search. IBM Press. Mong'are, E. W. (2024). Effects of influencer marketing on consumer purchase behaviour of skincare products in Kenya. [Unpublished manuscript]. Naim, M., & Malik, S. (2024). Developing audience personas in digital marketing. Journal of Digital Business, 11(2), 78–94. Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill. Okeniyi, A., & Ighomereho, O. S. (2025). Influencer marketing and consumer purchase intention among social media users in Osun State, Nigeria. [Unpublished manuscript]. Ovie, C., & Ugwuonah, G. (2023). Digital marketing and customers purchase intention of smartphones in South-South Nigeria. [Unpublished manuscript]. Petrangeli, T., Fabrizio, G., & Conte, M. (2024). Content authenticity verification in digital media ecosystems. Digital Journalism, 12(3), 445–462. Polit, D. F., & Beck, C. T. (2006). The content validity index: Are you sure you know what's being reported? Critique and recommendations. Research in Nursing & Health, 29(5), 489–497. Ringle, C. M., Sarstedt, M., Mitchell, R., & Gudergan, S. P. (2024). Partial least squares structural equation modeling in HRM research. International Journal of Human Resource Management, 35(4), 1104–1131. Ryu, S., & Han, E. (2021). Influencer marketing: How source credibility drives consumer responses. Journal of Digital Marketing, 17(2), 101–118. Sarstedt, M., Ringle, C. M., & Hair, J. F. (2022). Partial least squares structural equation modeling. In Handbook of market research. Springer. Saunders, M. N. K., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson. Schmidt, M., & Neumann, M. (2013). Perceived quality and consumer behaviour: A review. Journal of Product and Brand Management, 22(7), 492–504. Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. micro-influencer: The role of authenticity and identification. Journal of Product & Brand Management, 29(1), 1–12. Sekaran, U., & Bougie, R. (2019). Research methods for business: A skill-building approach (8th ed.). Wiley. Solin, A., & Curry, A. (2022). Perceived quality: In search of a definition. The TQM Journal, 35(3), 778–795. Streukens, S., & Leroi-Werelds, S. (2016). Bootstrapping and PLS-SEM. Industrial Management & Data Systems, 116(8), 1528–1537. Stylidis, K., Bursac, N., Heitger, N., Wickman, C., Albers, A., & Söderberg, R. (2019). Perceived quality framework in product generation engineering. Design Science, 5, Article e8. Stylidis, K., Wickman, C., & Söderberg, R. (2020). Perceived quality of products: A framework and attributes ranking method. Journal of Engineering Design, 31(1), 37–67. Tebulo Laia, P. V. B., & Handini, S. (2022). The influence of product quality, service quality and perceived quality on repurchase intention. Sinergi: Jurnal Ilmiah Ilmu Manajemen, 12(1), 35–39. Turner, J. C. (1991). Social influence. Brooks/Cole. van Driel, L., & Dumitrica, D. (2021). Selling brands while staying 'authentic': The professionalization of Instagram influencers. Convergence, 27(1), 66–84. van Teijlingen, E., & Hundley, V. (2001). The importance of pilot studies. Social Research Update, 35, 1–4. Vanienė-Janssen, R., & Kuprienė, J. (2018). Authenticity and provenance in long-term digital preservation. Information & Media, 82, 131–160. Waller, T. (2020). Discovering your target audience. In Audience strategy (pp. 37–49). Springer. Wel, C. C., Zikang, D., & Azhar, K. A. (2024). The effect of social media influencers on consumer purchase intentions. International Journal of Academic Research in Business and Social Sciences, 14(11), 1513–1527. Weinmeister, P. (2022). Audience targeting and personalization. In Personalization and AI in marketing (pp. 263–300). Apress. Yamane, T. (1967). Statistics: An introductory analysis (2nd ed.). Harper & Row. Yang, T., Dang, Y., & Wu, J. (2023). How to quantify perceived quality from consumer big data. In Communications in Computer and Information Science (pp. 63–77). Springer. Yusoff, M. S. B. (2019). ABC of content validation and content validity index calculation. Education in Medicine Journal, 11(2), 49–54. Yusuf, K. T., Olatunji, R. W., & Okunnu, G. O. (2025). Exploring professional practices in influencer marketing: A study of advertising agencies in Nigeria. International Journal of Research and Innovation in Social Science, 9(13), 159–171. Zamanzadeh, V., Rassouli, M., Abbaszadeh, A., Majd, H. A., Nikanfar, A.-R., & Ghahramanian, A. (2015). Design and implementation of content validity study. Journal of Caring Sciences, 4(1), 79–91. Zhao, X., Xu, Z., Ding, F., & Li, Z. (2024). Influencers' attributes and customer purchase intention. SAGE Open, 14(2), 1–13.