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The Impact of Social Media Influencer Trustworthiness on Purchase Intentions in Small and Medium-Scale Enterprises: Evidence from Yenagoa, Bayelsa State, Nigeria

Angonimi Odubo, Yebimodei Esther George PhD

Abstract

This study investigates the impact of social media influencer trustworthiness on purchase intentions among customers of small and medium-scale enterprises in Yenagoa, Bayelsa State, Nigeria. Three dimensions of influencer trustworthiness perceived authenticity, perceived expertise, and source credibility are examined as independent predictors of consumer purchase intentions using simple regression analysis. Primary data were collected from 244 social media users who had made at least one SME-related purchase following an influencer recommendation, through a structured questionnaire administered across Yenagoa. Results show that perceived authenticity (β = 0.536, R2 = 0.287, p < 0.01), perceived expertise (β = 0.498, R2 = 0.248, p < 0.01), and source credibility (β = 0.471, R2 = 0.222, p < 0.01) each significantly predict purchase intentions. These findings establish that influencer trustworthiness is a powerful and measurable driver of SME consumer purchase behaviour in the Nigerian social media marketing context, with perceived authenticity emerging as the most influential dimension. The study contributes novel empirical evidence from a developing economy SME context and offers practical guidance for small business owners, marketing practitioners, and digital policy stakeholders.

Keywords

social media influencertrustworthinesspurchase intentionsperceived authenticitysource credibility

References

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