Effect of Influencer Marketing on Brand Awareness of Coca-Cola Plc in Ilorin Metropolis

This study investigates the impact of influencer marketing on brand awareness for Coca-Cola PLC in Ilorin Metropolis, focusing on four key variables: authenticity and credibility, platform presence, engagement rate, and type of content. The research aims to evaluate how these elements influence consumer awareness of the Coca-Cola brand. A quantitative research design was adopted, utilizing a structured questionnaire distributed to a sample of 384 respondents, selected using simple random sampling. Data analysis was conducted using descriptive statistics, correlation, and simple linear regression via SPSS. Findings reveal that all four influencer marketing variables significantly influence brand awareness. Authenticity and credibility had a moderate effect (R = 0.508, β = 0.508, p = 0.000), indicating that trustworthy influencers enhance brand perception. Platform presence also showed a significant impact (R = 0.474, β = 0.474, p = 0.000), affirming that visibility across multiple digital platforms improves brand recall. Engagement rate demonstrated a stronger influence (R = 0.543, β = 0.543, p = 0.000), suggesting that interactive influencer posts drive consumer connection. The most impactful variable was type of content (R = 0.756, β = 0.756, p = 0.000), confirming that creative, engaging, and visual content substantially enhances brand awareness. The study concludes that influencer marketing is an effective strategy for boosting brand awareness, particularly in a youth-dominated, digitally active market like Ilorin. It recommends that Coca-Cola PLC invest in content-rich campaigns and collaborate with credible influencers across diverse platforms. This research contributes empirical evidence to digital marketing literature, especially within the Nigerian context, and provides strategic guidance for enhancing brand visibility through influencer collaborations.