SOCIAL MEDIA INFLUENCER AND CUSTOMER IMPULSE BUYING BEHAVIOUR: A STUDY OF MTN NIGERIA

Abstract

The swift pace of change in online marketing had brought real-time reach and real-time
experience to the marketers and customers. Social media platforms had been used as new
promotional tools because of its appeal to celebrities, user's experience and the use of
influencer marketing. Although there is enough literature available of growing interest
among scholars with respect impulse buying behavior of customers; still there is a gap
which could explain the relation of social media with impulse purchase intention. Thus, the
study examined the effect of social media influencers on consumer impulse buying
behavior in MTN in Lagos metropolis. Survey research design was used while sample of
263 customers of MTN in selected areas of Lagos metropolis were considered.
Questionnaire was adopted as tool of data collection, while data was analyzed using
regression analysis where SPSS 20.0 was used to process the data. The study revealed
that all the social media influencer variables of source credibility, source attractiveness
and source product match up significantly affected impulse buying behaviour in Lagos
metropolis. The study recommends that MTN should grasp insights of impacts and effects
of influencer towards brand purchase decision of consumers in order to establish
marketing strategies that fits consuming tendency as well as exploit effectively influencer
marketing.