EFFECT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOR OF GLO SUBSCRIBERS IN BAUCHI METROPOLIS
Abstract
This study investigates the effect of influencer marketing on consumer behavior among GLO subscribers in Bauchi Metropolis. With the rapid growth of social media platforms, influencer marketing has become a powerful promotional strategy used by telecommunications companies to influence consumer perceptions and purchasing decisions. The study adopted a quantitative research design using structured questionnaires administered to selected GLO subscribers within Bauchi Metropolis. Data collected were analyzed using descriptive statistics and regression analysis to determine the relationship between influencer marketing and consumer behavior variables such as brand awareness, purchase intention, and customer loyalty. The findings revealed that influencer marketing significantly influences brand awareness and purchase decisions among subscribers. The study concludes that influencer credibility, content quality, and engagement level play crucial roles in shaping consumer behavior. It recommends that GLO should strategically partner with credible influencers to enhance customer engagement and loyalty.
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