INFLUENCE OF INFLUENCER MARKETING AND VIDEO MARKETING ON CONSUMER BEHAVIOUR FOR RETAIL PRODUCTS IN ADAMAWA STATE, NIGERIA

Abstract

The study assessed the influence of influencer marketing and video marketing on consumer behaviour for retail products in Adamawa State, Nigeria. The study was based on the Stimulus-Response Model developed by John B Watson in 1913. The survey research design was adopted and 400 questionnaires were administered to selected respondents in Yola North, Mubi North, and Ganye Local Government Areas representing the three senatorial districts of Adamawa State. The research questions were analysed using mean and standard deviation while the null hypotheses were tested at 0.05 significant level using simple linear regression. The results of the study revealed that influencer marketing had a grand mean of 3.34, whereas video marketing had a grand mean of 3.44 and both had significant influence on consumer behaviour for retail products (p=0.000). The R-square indicated that influencer marketing accounted for 58% variance whereas video marketing accounted for 52% of the variance in consumer behaviour for retail products. The study concluded that influencer marketing has the highest influence on consumer behaviour among all the digital marketing strategies. It was recommended that the retailers should invest more in engaging influencers with cultural values and produce short videos with less data consumption in Adamawa State, Nigeria.