Social Media Influencers as Emerging Marketing Strategy for Brand Promotion

The main objective of the study was to investigate social media influencer as emerging marketing strategy for brand promotion. This study is anchored on Technological Determinism Theory and Source Credibility Theory to give the study the needed footing. A cross-sectional survey research method was adopted and questionnaires were used to elicit responses from respondents. The data were analyzed using descriptive statistics (frequency and percentage) and the data were presented with the aids tables. The study finds out that majority of the respondents (75%) often use Instagram aside Whatsapp. Also, majority of respondents (48%) claimed that they were exposed to social media influencer. Majority of the respondents (60%) opined that e- commerce business often used social media influencer more than other industries. Also, a large number of the respondents (65%) somewhat trust recommendations made by social media influencers regarding products or brands. The study recommends that company need to clearly outline their marketing objectives. whether looking to increase brand awareness, drive sales, or engage with a specific audience? Understanding this primary goal will help brand to identify the right influencers and measure the success of any campaign. Also, choose influencers whose audience aligns with a particular brand target demographic. Look for influencers whose followers share interests, values, and behaviors that match a brand.