EBHOTE Oseremen Ph.D.
&
IMOLORE, Calice
Department of Business Administration,
Edo State University Uzairue, Edo State-Nigeria
Abstract
This study examined the effect of social media influencers on consumer brand loyalty of darling hair product. The study adopted a descriptive survey design with a population consisting of all users of artificial hair product in Edo State. Hence, the population of study is an infinite population, Godden (2004) sample size determination for infinite population was used to draw 384 respondents as sample for this study. This study implores descriptive statistical tools to analyse the research questions while Pearson Product Moment Coefficient was used to test the hypotheses formulated for this study. The findings of this study revealed a significant effect of social media influencers on consumer brand loyalty of darling hair product. the study recommended amongst others that social media influencers should enhance users ’ perceived friendship with the influencers and psychological well-being, making users to be more loyal toward the influencers and brands/products promoted by influencers.
Keywords: Social, influencers, media, hair, brand.
