Effect of social media influencer attributes on consumer behaviour: a case study of cosmetic multinational firms in Nairobi County

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dc.contributor.authorMuhuni, J. K.
dc.date.accessioned2025-04-15T11:46:04Z
dc.date.available2025-04-15T11:46:04Z
dc.date.issued2024
dc.descriptionFull - text thesis
dc.description.abstractThe changing environment of influencer marketing presents both opportunities and difficulties for multinational cosmetic companies in Nairobi, Kenya. A deep awareness of the qualities that lead to fruitful collaborations is necessary for the identification and engagement of suitable social media influencers. However, there is little research on the specific attributes of social media influencers and their effect on consumer behavior. This study sought to fill this gap by reviewing how various social media influencer attributes; perceived expertise, perceived trustworthiness and perceived loyalty have influenced consumer behaviour in cosmetic multinational firms in Nairobi County. The study was anchored on social influence theory and source credibility theory. The study was based on descriptive research design and positivism research philosophy. The unit of observation was 75 multinational cosmetic companies operating in Nairobi, Kenya. The unit of analysis was comprised of 5 consumers from each of the 75 selected multinational cosmetic companies, resulting in a total of 375 individual consumers. Therefore, a sample size of 375 was selected through systematic sampling. The study relied on primary data collected using questionnaires. Data was analyzed using descriptive and inferential statistics. Findings are presented in figures and tables. Results of the study depicted that there was a positive statistically significant effect of perceived expertise of social media influencers on consumer behaviour. Secondly, the study depicted that there was a positive statistically significant effect of perceived trustworthiness of social media influencers on consumer behaviour. Thirdly, there was a positive statistically significant effect of perceived loyalty of social media influencers on consumer behaviour. From the findings it can be concluded that social media influencers should enhance their expertise on the products that they serve as ambassadors to leverage their influential role on consumer preference and choices. Cosmetic products distributors in Kenya should evaluate their social media influencer collaborations and strictly engage those who demonstrate authenticity, reliability and capacity not only to connect but also influence consumer decision making. Consumers tend to develop affinity towards products whose social media influencers depicts loyalty on cosmetics they endorse that would nurture a culture of loyalty linked customer engagement. It was recommended that there is a need for development of training programs for employees and social media influencers, transparent dissemination of product information and development of social media influencer selection criteria.
dc.identifier.urihttp://hdl.handle.net/11071/15674
dc.language.isoen
dc.publisherStrathmore University
dc.titleEffect of social media influencer attributes on consumer behaviour: a case study of cosmetic multinational firms in Nairobi County
dc.typeThesis
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MCOM Theses and Dissertations (2024)