Social Media Influencers and Consumer Purchase Decision in the Post-Covid Era in Shoprite Nigeria Limited, Ilorin.

Student: Bashirat Eniola Odewole (Project, 2025)
Department of Marketing
University of Ilorin, Kwara State

Abstract

ABSTRACT
This study investigated the influence of social media influencers on consumer purchase decisions in the post-COVID era, using Shoprite Nigeria Limited in Ilorin as a case study. The research focused on four key influencer attributes, credibility, popularity, brand fit, and content consistency, and examined how each factor affected consumer behaviour in the retail sector. A quantitative research design was adopted, and data were collected through structured questionnaires administered to 384 respondents, out of which 375 valid responses were analysed using descriptive statistics and multiple linear regression. The findings revealed that influencer credibility, brand fit, and content consistency significantly impacted consumer purchase decisions, while influencer popularity had a lesser but still positive effect. The study concluded that social media influencers played a strategic role in shaping consumer behaviour in the Nigerian retail market. It is recommended that businesses should engage influencers with high credibility to build consumer trust, select those whose identity aligns with the brand (brand fit), partner with influencers who maintain consistent and relevant content, and consider popularity primarily for reach but not at the expense of authenticity.

Keywords
Social Media Influencers Consumer Purchase Decision Credibility Popularity Brand Fit Content Consistency Post-COVID Era Shoprite Nigeria Retail Marketing Consumer Behaviour.
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