Effects of Influencer Marketing on Consumerpurchase intentions: a Study Vitamin C Serum in Ilorin

This study investigates the effect of influencer marketing on consumer purchase intentions with specific reference to vitamin c serum in Taiwo, Ilorin. The increasing prevalence of social media influencers has transformed marketing strategies, yet concerns about authenticity, credibility, and regulatory oversight persist. The research aimed to examine how key influencer marketing variables –namely influencer credibility, number of followers, content quality, and influencer-brand relationship- affect consumers’ willingness to purchase skincare products, particularly vitamin c serum. A quantitative research design was adopted, utilizing a structured  questionnaire distributed to skincare consumers aged 18 and above who are active social media users in Ilorin. A total of 383 valid responses were collected using a non-probability convenience sampling technique. Data were analyzed using descriptive statistics, correlation analysis, and multiple linear regression via SPSS software. Findings revealed that influencer credibility, content quality, and the influencer-brand relationship significantly influenced consumer purchase intentions, while the number of followers had a less significant effect. These results emphasize the importance of trustworthiness, expertise, and authenticity in influencer marketing strategies. The study also highlights concerns regarding misinformation and regulatory gaps in Nigeria’s digital marketing landscape. This research contributes to existing literature by providing empirical evidence on the dynamics of influencer marketing in the skincare industry. It offers practical insights for marketers, brand managers and regulatory bodies aiming to enhance campaign effectiveness and consumer protection. The study recommends the adoption of transparent, ethical influencer practices to build lasting consumer trust and improve marketing outcomes.