PUBLIC PERCEPTION OF OFFA RESIDENT ON THE USE OF FEMALE INFLUENCERS AS COSMETICS PRODUCT AMBASSADOR IN NIGERIA ADVERTISING INDUSTRY

ABSTRACT The primary objective of this study is to explore the public perception of residents in Offa regarding the use of female influencers as ambassadors for cosmetic products within the Nigerian advertising industry. This topic emerges from the ongoing transformation in how brands are marketed and managed in today’s business environment. Contemporary purchase decisions are heavily shaped by the information available about a brand, particularly the content and details shared on social media platforms. Social media influencers have increasingly become an essential component of promotional strategies across multiple industries in both developed and developing countries. However, the role of these influencers as digital marketing agents who are perceived as authentic, credible, and trustworthy and their influence on consumer behavior has not been sufficiently investigated within the context of Africa’s cosmetic sector. This research employs a quantitative methodology within an exploratory research framework. Data were collected from 30 female consumers of cosmetic products residing in Offa, Kwara State, using purposive sampling to account for the diversity of major social media platforms in use today. The survey was administered through Google Forms to streamline data collection and enhance accessibility. Findings from correlation and regression analyses indicated statistically significant results, yet the overall relationship between influencers’ perceived authenticity, trustworthiness, and attractiveness and the cosmetic brands or products they endorse was generally weakly positive. These results suggest that while influencer marketing has a measurable impact in Offa, there remains substantial potential to strengthen the efficacy of social media influencers strategies within the local cosmetic market.