Influence of Instagram Influencers in Promoting Brand Patronage in Nigeria: A Study of Pepsi Brand

Abstract

Influencer marketing is an important marketing concept in today's world, and brands are utilising influencers to sell their products due to their large followership on various social media platforms such as Instagram. Hence, the study examined the influence of Pepsi brand Instagram influencers in promoting brand patronage in Nigeria. The study was anchored on technological determinism theory and attitude change theory. The study adopted a descriptive survey research design. The survey method was used to gather data from the population of 5,500,000 Instagram followers. A sample size of 385 was arrived at using the Australian sample size calculator. The systematic sampling technique was used. Questionnaire was employed as the instrument for data collection. Findings revealed that, at an average mean of 3.3 (N=380), Instagram users' level of exposure to the Pepsi brand on Instagram large extent is high. The results also revealed that the perception of Instagram users towards the Pepsi brand promoted by Instagram influencers is positive at an average mean of 3.2 (N=380). It was also further revealed that the influence of Instagram influencers makes Instagram users purchase Pepsi products at an average mean of 3.4. The researchers concluded that Instagram users have very high exposure to Pepsi brands promoted by Instagram influencers, and Instagram influencers are very effective in promoting brand patronage. It was recommended, amongst others, that Pepsi manufacturers should continue to engage the services of Instagram influencers to create more awareness for the brand among social media users.