Effect of social media influencer attributes on consumer purchase intentions of soft drink brands in Nairobi County, Kenya

Abstract

This study investigated the effect of social media influencer attributes on consumer purchase intentions of soft drink brands in Nairobi County, Kenya. The general objective was to determine the effect of social media influencer attributes on consumer purchase intentions for soft drinks in Nairobi County. Specific objectives included examining the effects of social media influencer trustworthiness, adaptability, reach, intimacy, and attractiveness on consumer purchase intentions. Grounded in Parasocial Relationship Theory, Source Credibility Theory, and Social Learning Theory, the study employed a positivist philosophy and a descriptive cross-sectional survey research design. The target population comprised consumers aged 18-35 who were active social media users and soft drink consumers in Nairobi County. Using the DHS formula, a sample size of 135 respondents was determined. Primary data was collected through online questionnaires with Likert scales, administered across major social media platforms. The study ensured research quality through validity and reliability tests, including Cronbach's alpha. Data analysis involved descriptive statistics and multiple linear regression using SPSS v28. The results indicated significant positive relationships between the independent variables (social media influencer attributes) and the dependent variable (purchase intentions). The study leveraged statistics, including B-coefficients and p-values, which revealed the strength and significance of these relationships. The R-squared value demonstrated that the regression model explained a substantial portion of the variance in consumer purchase intentions. The study concluded that social media influencer trustworthiness, adaptability, reach, intimacy, and attractiveness all have positive and significant effects on consumer purchase intentions for soft drinks in Nairobi County. These findings provide valuable insights for marketers and businesses in the Kenyan soft drink industry, highlighting the importance of carefully selecting social media influencers based on these key attributes. The study recommended that future studies should investigate the long-term effects of influencer marketing on consumer brand loyalty, particularly to soft drink brands.