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Artículos

YOSRA JARRAR yjarrar@aud.edu

American University in Dubai, Emiratos Árabes Unidos

AYODEJI OLALEKAN AWOBAMISE Ayodeji.awobamise@kiu.ac.ug

Kampala International University, Uganda

ADEBOLA ADEWUNMI ADERIBIGBE adebola.aderibigbe@bowenuniversity.edu.ng

Bowen University, Nigeria

Effectiveness of Influencer Marketing vs Social Media Sponsored Advertising

Utopía y Praxis Latinoamericana , vol. 25, no. Esp.12, pp. xl-54, 2020

Universidad del Zulia

Received: 19 September 2020

Accepted: 10 November 2020

Abstruse: This study aims to assess the efficacy of social media advertising and influencer marketing, using sales, page appointment, brand perceptions and ownership intentions as the dependent variables. To achieve the objectives of this study, the researchers ran vi advertisements and opted to make utilize of the same adverts for both the influencer marketing and social media advertising campaigns. The findings of this study indicate that sponsored advertisements are more than effective in generating post engagements than influencer marketing posts. Moreover, the study shows that social media users tend to save sponsored advertisements more than they salve advertisements by influencers.

Keywords: Make loyalty, brand perception, ownership intention, influencer marketing, sponsored ads..

Resumen: Este estudio tiene como objetivo evaluar la eficacia de la publicidad en redes sociales y el marketing influyente, utilizando las ventas, participación de la página, las percepciones de la marca y las intenciones de compra como variables dependientes. Para lograr los objetivos de este estudio, los investigadores ejecutaron half dozen anuncios y optaron por hacer uso de los mismos anuncios tanto para el marketing influyente como para las campañas publicitarias en redes sociales. Los hallazgos de este estudio indican que los anuncios patrocinados son más efectivos para generar interacciones con publicaciones que las propias publicaciones de marketing influyente. Además, el estudio muestra que los usuarios de las redes sociales tienden a guardar más los anuncios patrocinados que los anuncios provenientes de influyentes.

Palabras clave: Anuncios patrocinados, fidelidad de marca, intención de compra, marketing influyente, percepción de marca..

INTRODUCTION

Influencer marketing focuses on using social media influencers to bulldoze a brand's message and reach a target market place. Influencers are those individuals who accept built a large social media following and who are perceived as trusted and influential in one or several niche markets (Sudha& Sheena: 2017, pp.fourteen-30). The spread of the internet and the rise of social media users worldwide have made influencer marketing the logical side by side pace of digital marketing. Approximately, a third of the world's population is connected to the internet and makes use of social media on a daily ground which has led to a modify in consumer behaviour (Zahoor&Quereshi: 2017, pp.47-64; Awobamise: 2018, pp.40-55). These changes manifest in the way customers shop and seek out information on what to purchase. As a result, there has been a growing consensus on the need to alter the way marketing is carried out. More specifically, traditional media and fifty-fifty traditional digital marketing including sponsored posts, pop-up ads and then on need to exist augmented with influencer marketing if they are to achieve their desired results in this significantly evolving digital market (Khamis et al.: 2017, pp.191-208; Awobamise: 2018, pp.40-55).

Today, social media influencer marketing has become a major marketing tool for brands all over the world. This was enabled past the popularity and broad acceptance of platforms like Instagram, Facebook and YouTube, which enabled ordinary, everyday people to become social media influencers (Khamis et al.: 2017, pp.191- 208). As the internet becomes more ubiquitous, influencer marketing will not only survive but may get a very lucrative alternative to traditional advertisements and even traditional social media or internet advertising.

The endorsement has e'er been a formidable marketing tool used to sway public opinion; politicians make apply of celebrities in political agenda-setting and advertisers apply them to promote goods and services (Awobamise&Jarrar: 2018). The idea has always been that people tend to run across these celebrities and public officials as role models and are more probable to believe them and support their agenda. Endorsements help companies develop and cultivate proficient reputations and are, in many cases, considered toll-efficient and effective (Taleverna: 2015; Harrison: 2017; Awobamise&Jarrar: 2018). Therefore, as the popularity of the cyberspace has brought most a new class of 'celebrities' or influencers, marketers need to seize this new opportunity or adapt to this new reality.

Considering of the reach and influence, these influencers wield when they review products, brands or just talk nearly a service or a product, and it is becoming increasingly clear that this new breed of 'celebrities' take the power to influence consumer stance, hence the growth of influencer marketing (Booth &Matic: 2011, 99.184-191). Influencer marketing has go so pervasive that one tin inappreciably whorl through an Instagram page without coming across some sort of such marketing. This is also the reality in even developing nations like Uganda, Nigeria and Kenya.

Co-ordinate to De Veirman, et al. (De Veirman et al.: 2017, pp.798-828), the general goal of any course ofmarketing is to increase sales, build make awareness, abound market share, launch a new production/service, target new customers, improve stakeholder relations, enhance customer relations, and increase profit amongst others. If examined critically, 1 can categorize the goals of marketing into ii wide categories:

1) Increasing marketplace share (which involves increasing sales and breaking into new markets) 2) Improving stakeholder relations (which includes improving brand awareness, creating a positive perception nigh the brand, customer relations, and targeting new customers amongst others). Therefore, it is reasonable to measure the effectiveness of influencer marketing based on these two goals.

Nigeria has fully embraced social media influencers and celebrity endorsement (2 terms that will beused interchangeably in the form of this written report). Some of the top influencers in Nigeria are Ebuka Obi- Uchendu, OloriSupergirl, Noble Igwe, TundeEdnut, KayodeAbass, Omojuwa, just to proper name a few. These influencers have built a large and loyal following on social media and are now leveraging on their platforms to promote brands, causes and ideologies to their thousands of loyal and dedicated followers.

Sponsored posts or social media advertising allow advertisers to make promotional messages that are shown on the target customers' or audiences' timelines. Social media ad has been proven effectivein improving sales and creating awareness. However, at that place is a steady increase in the use of social media influencer marketing which begs the question of which is the most constructive of the two. This report, therefore, seeks to compare the effectiveness of social media advertizement and social media influencers' posts on two of the most popular social media platforms in Nigeria- Instagram and Facebook.

Conceptual perspective

In the form of this report,the sponsored post shall be used interchangeably with social media marketing where a marketer makes apply of advertising tools on social media platforms like Facebook, YouTube, Instagram and Twitter. These tools unremarkably permit the marketer to select a specific audience based on age, gender, hobbies, location and and so on, and ensure that simply the selected demographics get to see the marketing or advertizing messages.

Influencer marketing, on the other paw, refers to marketing that involves leveraging on the popularity of social media influence of an individual to marketplace products or services or advance a cause. This involves contacting a social media personality or a folio that advertisers think is relevant to their products or services and negotiate a term that allows influencers to promote products or services to their thousands or millions of followers (Bolarinwa: 2015, pp.195-201).

This study posits that there is a meaning divergence in mail engagement, sales, and ownership intentionsImportar imagenbetween consumers exposed to social media advertising and those exposed to influencers' promotional messages as shown in Figure (1) below:

Figure one.Conceptual framework

Theoretical perspective

This study made utilize of two theories; the technological determinism theory and social learning theory.

Technological determinism is a reductionist theory which at its cadre posits that the development of any society and its cultural values are driven by that guild'south technological evolution and progression.Technological determinists believe that item communication technologies, media or fifty-fifty engineering, in general, are the sole causes of modify in society (Ray: 2013).

This theory is specially important to this study because it helps understand how technology –in this case, social media (which influencer marketing is a result of) – is changing consumer ownership behaviour.

Social learning theory was propounded by Bandura in 1963 (Bandura & Walters: 1963) and has been widely used in the field of communication and advertising (Bush et al.:1999, pp.13-24). The theory posits that people learn past observing others. It promotes the idea that individuals are motivated to behave in a certain way based on directly or indirect social interactions (Moschis& Churchill: 1978, pp.599-609; Subramanian &Subramanian: 1995, pp.14-18). Previous studies in marketing take fabricated use of this theory to understand how consumer consumption behaviour is influenced by socialization agents like family, peers and celebrities (Martin & Bush: 2000, pp.441-453). Social learning theory is proposed in this written report equally a contextual foundation in understanding how social media influencers shape buyers' behaviour and perception, and how this influence impacts sales.

LITERATURE REVIEW

Social media influencers (SMIs) according to Freberg et al. (Freberg et al.: 2010) "represent a new blazon of contained 3rd-party endorsers who shape audience attitudes through blogs, tweets, and the use of other social media". As mentioned before, influencer marketing is gaining momentum and popularity in developing countries and is fast becoming an culling to traditional forms of marketing communication (Berth &Matic: 2011, pp.184-191, Chan et al.: 2013, pp.167-179).

De Veirman, Cauberghe and Hudders (De Veirman et al.: 2017, pp.798-828) pointed out that influencer marketing is very constructive in ensuring a positive eWOM (electronic word of oral fissure). The effectiveness of influencer marketing was further supported by studies past Sudha and Sheena (Sudha& Sheena: 2017, pp.fourteen-30) who found out that influencer marketing promotes a level of credibility that traditional marketing communication usually finds difficult to reach.

According to Influicity- a tech visitor that develops applications and solutions to help marketers,agencies and publishers to manage their influencer operations- influencer marketing is effective in creating awareness for a make or a production. They argued that 93% of marketers state that influencer endorsements increase their brand awareness and help them attract new customers. They also explained that consumers identify a lot of trust in influencers and 82% of consumers are likely to purchase a product that is endorsed by an influencer while 31% of consumers in North America make a purchase based on the recommendations of an influencer. Furthermore, they claimed that social media influencers help in ensuring brand loyalty by consumers. While the previous studies showed that social media influencer marketing is effective in improving make sensation, sales and retentivity, the fact remains that the majority of these studies were conducted in North America and Europe. There is, therefore, a demand to find out if this remains true in an African context. Are influencers relevant enough in Nigeria to influence consumer buying decisions?

This written report, therefore, seeks to test the post-obit hypotheses:

Hypothesis 1 (H1): Influencer marketing posts generate more postal service engagements than sponsored posts. Hypothesis 2 (H2): Influencer marketing posts generate more sales than sponsored posts.

There is, nevertheless, testify that sponsored posts or social media advertising are effective in getting people to buy a production or brand use of a service. Dahlen, Lange and Rosengren (Dahlen et al.: 2009) argued that no matter how express the exposure is on social media, information technology ordinarily has a strong bear on on users' purchase behaviour. Bang and Lee (Blindside & Lee: 2016, pp.1-fourteen) in their study on the effectiveness of paid or sponsored posts proved that social media users mostly do not trust this type of ad. This position is supported past studies by Van Reijmersdal et al. (Van Reijmersdal et al.: 2016, pp.1458-1474) who stated that consumers who discover that a post is sponsored or is an advertisement usually react with a decreased buying intention. Evans et al. (Evans et al.: 2017, pp.138-149) likewise supported this position equally they concluded that posts with the term "paid advertizement' or 'sponsored' have fewer engagements than those without.

A report conducted past Putter (Doodle: 2017, pp.7-thirteen) on the impact of social media on consumer buyingintention stated that when used properly, social media tin be a great tool to develop and maintain a competitive advantage. He institute out that companies that make use of social media in their marketing efforts tend to take a more significant advantage over those that exercise not. He implied that in that location is a direct relationship between increased buying intention and social media advertisement, a relationship this written report hopes to explore.

One of the earliest studies on social media ad and brand perception was conducted by Rahman and Rashid (Rahman and Rashid: 2018). They posited that social media advertising has become more popular because of the assortment of options the cyberspace and social media have made available to the general public. People now have options to choose from. Therefore, the elementary human action of choosing has become quite laborious. Similarly, according to Khalid (Khalid: 2016), in that location is a meaning positive human relationship betwixt social media ad and brand trust, make disinterestedness and brand loyalty. A report by Ali et al. (Ali et al.: 2016, pp.69-77) on the impact of social media marketing on consumers' perception of brands found out that social media marketing has a significant bear upon on brand perception. In their study, they compared social media marketing, promotional marketing and door-to-door marketing, and the findings showed that social media marketing has a significant advantage over the other forms of marketing when information technology comes to influencing consumer perception. I obvious limitation of most of the studies conducted to define the human relationship between social media marketing and make perception is the fact that they lumped all forms of social media marketing into ane, which muddies the waters and makes it difficult to empathize how different forms of social media marketing might influence brand perception past consumers (Gorry& Westbrook: 2009, pp.195-203).

From the foregoing, it appears that the literature supports the fact that sponsored or paid advertisements are not very effective. However, a media user cannot usually go on any social media platform without stumbling upon a sponsored mail. The signs bespeak to the fact that marketers and advertisers still encounter 'traditional social media advertisements' as effective and spend a lot of coin on such advertisements. There is as well a distinct lack of literature comparing the effectiveness of sponsored posts vis-à-vis influencer marketing posts. It is based on this premise that the researchers seek to exam the post-obit hypothesis:

Hypothesis three (H3): There is a significant deviation in the buying intention of consumers exposed to sponsored advertisements and those exposed to marketing messages from social media influencers.

METHODOLOGY

This report aims to assess the effectiveness of social media advertising and influencer marketing using sales, folio engagement, make perceptions and ownership intentions equally the dependent variables. Due to the nature of the research, the unabridged procedure of data collection was carried out online.

To achieve the objectives of this study, the researchers ran half-dozen different advertisements. The table beneath shows the breakdown of the advertisements that were used in this study.

Table 1.Social and influencer marketing breakdown

The three categories of products – Beauty and make-upwardly, electronics and sexual enhancement - were selected considering they are the most popular advertisements and paid posts on social media in Nigeria according to Glowville Communications- an online marketing company based in Lagos, Nigeria.

Due to funding limitations, the researchers opted to make use of OlumideGlowville, a social media influencer who is pop in Nigeria. MrOlumide of Glowville Communications agreed to requite the researchers access to their social media analytics so we could confirm page and post engagements for free. All the posts were shared on social media inside two months, with a week interval between each mail. The researchers measured post date and sales for two weeks immediately after posting.

For social media advertisements, the researchers ran the adverts for the same products and made them as targeted every bit possible (see Table 1).

To ensure that in that location was no bias, the researchers opted to make use of the same adverts (image) for both the influencer marketing and social media advertizing. The just difference was that the accompanying letters on both were different. Below is a sample of a makeup tutorial advertisement that was used for social media advert and influencer marketing.

Effigy two. Sample advertising used for the study. Created using Canva free software

For the social media influencer marketing, Glowville adult a sales copy that accompanied the advert. The sales copy used every bit the accompanying text to the advertisement to a higher place. The text is shown below:

How accept yous been spending your Coronavirus lockdown? Have yous learnt a new skill, or improved on an existing skill? Acquiring new knowledge and skills might be only what you need to survive post- COVID 19. Then yesterday, I was chatting with a skilful friend of mine, and she told me how she graduated with a outset-form just looked for a job for years without whatsoever. She then decided to put into use the skill she learnt while in NYSC. Today she makes an average of 150,000 a week and employs three full-fourth dimension staff. She is a make-up artist. Because she's my padi, I asked her to teach some of my Facebook family unit some makeup skills, and she agreed. For a paltry 7500 Naira, you can finally larn how to brand-upwards like a pro. I have enrolled Damilola for the course and idea to extend this opportunity to my followers. Please do not miss out as slots are very express. Exercise not worry, and the class is going to be completely online, and then you tin still learn while keeping your social distance. Call Bimbo on+2348033457298 to annals, and if you mention my proper noun, you get a 25% discount!!

All the advertisements used in this study made use of a 'Telephone call-to-Activeness' – in this example, it was 'phone call+2348033457298, +2348038380552' for the sponsored posts and +2348089194939, +2348023173982 for the influencer marketing- that required potential customers to call a detail number. The number was used exclusively for this campaign, so any call that came through must have come from someone who had seen the entrada. This ensured that nosotros could confirm the effectiveness of both the social media influencers' messages and social media advertisements as well as to measure out and confirm buyers' intention.

An online questionnaire was developed and distributed through Facebook, and the post was sponsored to heave the reach of the post linking to the online questionnaire. This was to ensure the maximum and most targeted accomplish possible for the questionnaire. The questionnaire was targeted (using the Facebook audition insight application) to the same demographic of customers the social media advertisements were targeted at, thereby ensuring that the bulk of the respondents who filled the questionnaire were exposed to either the sponsored posts or the influencer'south posts. To encourage people to make full the questionnaire, a reward organisation was introduced, promising a chance for respondents to win a prize if they fill and submit the online questionnaire. By the stop of the campaign period, 1272 people completed the online questionnaire, only simply 1136 were used for the study.

Experimental Conditions

Because this study was conducted exclusively online, a controlled surroundings was not possible. All the same, 2 wide groups of respondents were identified, those who were exposed exclusively to the influencer marketing (influencer's followers) and those who were exposed to the paid social media advertising (targeted audition).

The social media influencer had twenty,720 followers every bit at the time of this writing, while Facebook and Instagram gave a combined possible achieve of 35,000. The tabular array beneath shows the actual number of users who interacted with, saw or engaged with the posts during the campaign period.

Table ii.Full number of engagements

RESULTS

Hypothesis 1 (H1): influencer marketing posts generate more post engagements than sponsored posts.

To examination this hypothesis, the data analytics on Facebook and Instagram for both the influencer marketing and sponsored posts were collected and presented in the table below:

Tabular array 3.Data analytics on Facebook and Instagram for both the influencer marketing and the sponsoredposts

The tabular array above shows that sponsored advertisements provided over 100% more engagements than influencer marketing. It should exist noted that engagements here include: post likes, comments, and shares.

The findings showed that the sponsored posts on Facebook and Instagram provided 129891 engagements representing 67.three% of full engagements, while influencer marketing provided 63056 full engagements representing 32.7% of total engagements.

It should be noted that the cost of a post on Olumide (Glowville) page is usually between 200 dollars for a single image post and 500 dollars for a post accompanied by a story/write-up (the one used in this written report). In contrast, the toll of the sponsored post used in this written report was 100 USD per postal service, bringing the total price for sponsored posts to 300 USD and the influencer marketing to 1500USD. At just ane/5 of the total cost, a sponsored mail service was still more constructive in improving engagement than influencer marketing. Therefore, Hypothesis 1 is rejected.

Hypothesis 2 (H2): Influencer marketing posts generate more sales than sponsored postsTo measure the sales of the products, two approaches were used, namely; 1) The researchers measured how many phone calls were made daily for a period of two weeks from the 24-hour interval the mail was shared on social media. Each social media postal service (for both influencer marketing and sponsored posts) had a unique phone number that all potential customers were required to call. 2) The total number of people who actually paid for the service within 2 weeks of when the post was shared was likewise collected. The table below details the number of sales and calls for each production category used in this study.

Table 4.The number of sales and calls for each product category

The table shows that influencer marketing is more than effective at getting people to call and even buy a production or use a service than a sponsored mail. The findings show that the three products categories got a total of 1, 068. Seven hundred xxx-six sales representing 68.9% of the total sales and sponsored posts could only generate 332 sales representing 31.i% of the total sales.

A daily chart below shows the daily sales and calls/WhatsApp for a menstruum of two weeks of mail service-advertizing placement.

Figure iii. Sales vs. calls for influencer marketing

Figure iv. Sales vs. Calls for sponsored advertisements

The charts above prove that influencer marketing brought in more total sales than sponsored posts. Another observation is that sales appear to be almost abiding throughout the flow under review for sponsored posts. This can be explained in calorie-free of the fact that Facebook and Instagram show an advertising to an almost equal number of people per day, therefore, making the exposure well-nigh equal throughout the period set past the marketer. Influencer marketers mostly post the advert message in one case, and then there is a lot of engagement on the first day, after which engagement and sales significantly driblet for the product.

Based on the to a higher place findings, it is clear that influencer marketing is more effective in generating more calls and sales than the sponsored post. Therefore, hypothesis two is accepted.

Hypothesis iii (H3): there is a significant departure in the buying intention of consumers exposed to sponsored advertisements and those exposed to marketing messages from social media influencers.

Later on the online campaign was carried out, and the responses/appointment data was nerveless over a menstruum of two weeks afterward the campaign, a follow upwards questionnaire was also distributed online. The questionnaire sought to measure two things; the buying intention of users who saw the adverts (from either the social media influencer folio or the sponsored posts) and the brand perception of the buyers.

The researchers also nerveless data on the number of people who saved the posts on Instagram and Facebook. It is the supposition of the researchers that the just reason why a mail like the ones used in this study will be saved is if the user intends to revisit the mail service in the future in gild to make a purchase. The findings of the written report showed that a combined number of 2,304 people saved the post on both the Facebook and Instagram pages of the social media influencer'south handle. While, 3401, people saved the page on the sponsored posts. The chart below depicts these findings:

Figure 5. Postal service saves on Facebook and Instagram (influencer marketing and sponsored post)

From the foregoing, social media users who were exposed to the sponsored posts tended to have a higher level of ownership intention than those exposed to the social media influencer's message. This may suggest that users will relieve a mail service from a page they do not follow if they observe that mail interesting. While they might non save a post from an influencer's page, they already follow since they tin can always become dorsum to the folio and find the particular postal service. This, however, is worthy of a different and more than elaborate study to observe out what influences social media users to salvage posts and what kind of posts are most probable to be saved. From the findings of this study, we tin can conclude that at that place is a pregnant difference in the buying intentions of social media users exposed to advertizing letters from a sponsored post and those exposed to advert letters from a social media influencer. Therefore, hypothesis 3 is accustomed.

Findings from the questionnaire as well showed that of the 1,272 total respondents, 435 stated that they saw the influencer's posts, 701 said that they saw the sponsored mail service and 136 said that they saw both adverts. Since the purpose of the questionnaire was to compare the buying intention of users exposed to influencer marketing messages and sponsored posts, only 1136 questionnaires were used in the study.

The findings showed that 422 respondents of the total respondents confirmed that they saved at least ane of the advertizement posts. When asked why they saved the posts, 82% of the respondents stated that they saved the mail service in society to be able to easily notice it when they decide to buy the product in the future.

The findings also show that 56% of those who were exposed to the social media influencer ad message stated that they intend to purchase at least i of the products in the almost future or equally soon as they can beget it, while only 32% of those who saw the sponsored mail stated that they would be purchasing at least i of the products they saw in the near future.

DISCUSSION

The findings of this study indicate that sponsored advertisements are more than effective in generating postal service engagements than influencer marketing posts. This can be explained by the fact that sponsored posts have a wider and more targeted reach than influencer marketing posts. It should be noted that influencers can only share a mail service with their already existing followers which limits their attain to the number of people who follow them. In contrast, sponsored posts can be configured to reach as many people as you lot want in any particular location, which makes a sponsored post unlimited in its reach. The reach lone tin can account for the reason why sponsored posts generate more engagements than influencer marketing. It should, however, be noted that engagements do not necessarily translate to more sales. The findings of this study show that while sponsored posts generate more engagement, influencer marketing generates more sales. Sudha and Sheena (Sudha& Sheena: 2017, pp.fourteen-30) assert that influencer marketing promotes a level of credibility that traditional marketing communication volition find difficult to achieve.

It is also well established in the literature that people follow influencers because they accept a genuine interest or trust in what they promote or represent. This probably explains why people are more likely to buy a product or pay for a service that is promoted by an influencer they follow than from a sponsored post. This as well lends credence to the social learning theory as propounded by Bandura in 1963 (Bandura & Walters: 1963), which posits that people learn by observing others. In this case, people are not just learning the importance or credibility of a production, but because someone they trust (influencer) endorses or supports the brand, they tend to do likewise and support the same brands.

Buying intention was measured past the number of people who have indicated an interest in purchasing a product through calls or WhatsApp or by saving the advertising message. The findings testify that social media users tend to relieve sponsored advertisements more they save advertisements by influencers. The researchers posit that this happens because followers of influencers tin can always get dorsum to the page and check for the advertising, but since the majority of those exposed to sponsored posts do not follow the advertisers' pages, they tend to save the posts since they might never come across that particular post once again. The positive make perception was higher among users exposed to advertisements by social media influencers than those exposed to the sponsored posts on social media. The reason for this is because social media users tend to trust the influencers they follow. This trust often leads to followers supporting and trusting the brands their 'mentors' also trust and support.

CONCLUSION

As social media and the cyberspace become ubiquitous, the creation of social media celebrities (frequently referred to every bit influencers) become more commonplace. Africa in general and Nigeria in detail, is non so far behind in the development of new online 'celebrities. Brands and advertisers are increasingly making use of social media influencers as brand influencers, and it has, therefore become imperative to confirm the efficacy of influencer marketing every bit a ways of brand and sales promotion. Findings from this study testify that influencer marketing while very constructive in promoting some immediate sales is not very constructive in increasing post engagement which is helpful in ensuring consumers interaction with advertisers in gild to get pertinent data that informs their decision to buy. The researchers, therefore, recommend further studies toconsider looking into the effectiveness of social media influencers in encouraging make loyalty and ensuring return purchase. Without brand loyalty and return buy, the ability of brands to remain competitive and profitable is very slim.

Acknowledgements

We would like to thank Mr Olumide Lawrence, the CEO, Glowville Communications Ltd and a social media influencer, who immune us access to his past database and also helped usa to post the advertisements for complimentary on his social media accounts for the purpose of this research.

BIODATA

Y JARRAR earned her Ph.D. in Communication and Media Management at the American Academy of Republic of cyprus. Currently she is an Assistant Professor of Communication and Information Studies at the American Academy in Dubai. Her enquiry interests lie inside the field of news media, media ideals, media furnishings, and public relations.

A.O AWOBAMISE PhD, is an Associate Professor in the Section of Journalism and Media Studies and also the Associate Dean (Research) of the College of Humanities and Social Sciences at Kampala International University. Apart from university activities, Dr. Ayodeji likewise provides digital marketing solutions and teaches curt courses on digital and social media marketing. He is also the founder and manager of Technocast Nigeria limited- a digital and proximity marketing visitor based in Lagos, Nigeria. His research areas include, digital marketing, public relations, ad, new media and semiotics.

A.A ADERIBIGBE is a Senior Lecturer in the Higher of Computing and Communication Studies, Bowen University where he has been lecturing for almost a decade. He holds a PhD in Applied/Developmental Mass Communication. He is the Director of Student Support Services in Bowen University, Nigeria.

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