Influencer marketing and its impact on purchasing behaviour of young adults in Kenya

Abstract

Like in other parts of the World, digital marketing strategy is increasingly becoming popular in Kenya. Unfortunately, limited scholarly evidence exists investigating how the rising trend in marketing affects consumer purchasing behaviour.

This study therefore aimed to identify the impact of influencer marketing on the purchasing behaviour of young adults in Kenya.

It applied a quantitative survey methodology to answer two research questions. The first research question was focused on establishing the type of influencer with the biggest impact on influencer marketing, while the second one was focused on establishing the impact of the perceived value of influencer marketers on purchase behaviour. Answering these two questions enabled the answering of the main research question focused on establishing the impact of influencer marketing on purchasing behaviour.

The results reveal that micro-influencers have the most substantial influence on purchasing behaviour. Respondents consistently reported that micro-influencers are the most followed and trusted for product recommendations, while nano-influencers also demonstrated notable impact. Macro- and celebrity influencers had a comparatively lower effect. In terms of value, the respondents generally indicated their perception of value has a noteworthy impact on purchasing behaviour. Credibility and engagement were particularly identified as the most valued attributes of influencer content.

In general, the study established that influencer marketing has a moderate influence on young adults' decisions but traditional factors such as price and product quality also play a significant role in purchasing decisions. It highlights the effectiveness of micro- and nano-influencers in the Kenyan market. Their ability to foster credibility and engagement makes them the most influential in shaping consumer behaviour.