This study examines influencer marketing strategies and their impact on consumer behaviour among undergraduate students in select tertiary institutions in Nasarawa State, Nigeria. As digital marketing intensifies competition among brands, effective influencer engagement has become essential for customer acquisition and brand loyalty in Nigeria's youth market. Using a mixed-methods approach, data was collected through surveys from 382 students and interviews with 20 participants across Nasarawa State University Keffi (NSUK) and Federal University of Lafia (FULafia). The findings reveal that micro-influencers (53.14%) are preferred over celebrity influencers, with 78.01% of students making purchases based on influencer recommendations. Authenticity (43.72%) emerged as the most critical trust factor, while Instagram (40.84%) dominated platform preferences. Clothing/accessories (63.61%) and beauty/skincare (51.83%) were the most influenced product categories. However, challenges including financial constraints, authenticity concerns, and transparency issues limit the full potential of these strategies. The study highlights the need for brands to prioritize authentic micro-influencer partnerships, develop platform-specific content strategies, and adopt transparent communication practices to effectively engage Nigerian undergraduate consumers.
Vol. 4, No 2, pp. 132-141.