Influencer Marketing, Purchase Intention and Buying Behavior of Pepsi Brand among Undergraduate Students of Lead City University, Ibadan
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2022-12
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Lead City University
Abstract
Consumer purchase intention and buying behavior are critical to the sales volume of any organization. To achieve tremendous sales, brands or organizations have to get their products or service in the face of their target audience. One of the ways they do this is through influencer marketing. This study, therefore, examines influencer marketing, purchase intention and buying behavior of Pepsi brand among undergraduates of Lead City University, Ibadan. Theoretically grounded in source credibility theory and the theory of planned behavior, this study adopted the survey research design, collecting data in one stream and surveyed 347 respondents in Lead City University, Ibadan, Oyo state, Nigeria. The sampling technique used was purposive sampling and a questionnaire was used to collect data. Data was analyzed through descriptive and inferential statistics. Findings from this study revealed that Lead City University undergraduates know and consume the Pepsi product and are also aware of the influencers that are employed by the Pepsi brand to drive home their advertising messages. It also revealed that there are several factors that influence purchase intention among which are brand colors and appeal, influencer marketing, price and standards. Also, though the world has gone digital, traditional means of advertising should not be undermined. The study, therefore, recommends that Pepsi should continue with the use of influencers in promoting its products, consider nano influencers as well as influencer marketing contributes to the buying behavior and purchase intention of youth in Nigeria.
Keyword: Influencer Marketing, Buying Behaviour, Purchase intention, Pepsi
Word count: 239
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Kate Turabian