Audience Perception of Social Media Influencers and Their Influence on Consumer Purchase Intention in Abuja

Abstract

This study examined audience perception of social media influencers and their influence on consumer purchase intention in Abuja, Nigeria. The survey research method was adopted, using a self-administered questionnaire to gather data. A total of 380 respondents participated in the study determined through multistage sampling. The data gathered was descriptively analysed using table frequencies and percentages. Findings revealed that there is a high exposure to social media influencers among residents in Abuja, especially among the young and educated demographics. Most respondents perceived influencers as being credible, trustworthy and knowledgeable, consistent with the Source Credibility Theory. The results further showed that positive perception of influencer credibility strongly influenced consumer purchase intentions, with 72.1% of respondents considering products recommended by influencers and 64.7% confirming actual purchases. The study concludes that social media influencers significantly shape consumer behaviour in Abuja and recommends that brands, influencers and communication practitioners prioritise authenticity, transparency and credibility in digital campaigns.