EFFECT OF INSTAGRAM INFLUENCERS ON CUSTOMER LOYALTY TO SKINCARE PRODUCTS IN NIGERIA: A STUDY OF JENNY’S GLOW

The influence of social media platforms on commercial activities have been established. Similarly, Instagram is gradually evolving into a commercial space, eliciting research interests. This study investigated the effect of Instagram influencers on customer loyalty to Jenny’s Glow skincare products in Nigeria, with a view to examining the increasing integration of social media into consumers’ daily lives, and underscoring the relationship between Instagram influencers and customer loyalty in the Nigerian skincare market. Mixed-method was employed, combining quantitative data from 398 valid online users through survey and qualitative data collected through focus group discussions (FGDs) constituting Nigerian consumers. Quantitative data were analysed using descriptive statistics: frequencies, percentages, means, and standard deviations, while qualitative responses were subjected to thematic analysis. Majority of respondents (70%) followed skincare influencers on Instagram; 55% reported that influencer- endorsements increased their loyalty to skincare brands. 65% respondents acknowledged that scepticism about influencer authenticity often reduced trust. Consumers expressed that while Instagram influencers facilitate product discovery and convenience, they also contribute to skepticism and reduced authenticity in relationships. These findings underscore that Instagram influencers play a dual role in shaping customer loyalty to skincare products in Nigeria both as a tool for brand awareness and as a source of relational challenges. There is need to promote transparency in influencer marketing, incorporate influencer marketing strategies into brand strategy, encourage offline interactions, and providing institutional support to foster healthy consumer-brand relationships. Keywords: Instagram influencers, Customer loyalty, Skincare products, Jenny’s Glow brand. Word count: 230