CHAPTER ONE: INTRODUCTION
1.1 Background to the Study
Influencer marketing has become a pivotal strategy for businesses across various industries, leveraging the reach and credibility of individuals on social media platforms to promote products and services. Particularly in the realm of consumer goods like soft drinks, influencer marketing has emerged as a dynamic tool for engaging with target audiences and driving sales. With the proliferation of social media platforms such as Instagram, YouTube, TikTok, and podcasts, brands have found new avenues to connect with consumers in more authentic and personalized ways. Influencer marketing is a form of marketing that leverages individuals with a dedicated and engaged following on social media platforms to promote products or services. These individuals, known as influencers, have built credibility and trust with their audience, often by sharing content related to a specific niche or industry. Brands collaborate with influencers to create sponsored content that showcases their products or services in a way that resonates with the influencer's audience (Ojoma & Bello, 2017).
In the context of Warri and its environs, a bustling urban area in Nigeria, the soft drinks market is highly competitive, with both local and international brands vying for consumer attention. The region's diverse demographic profile and vibrant social media landscape present ample opportunities for soft drinks companies to deploy influencer marketing strategies effectively. (Casalo Flavian & Ibanez-Sanchez, 2018).
Recent studies have highlighted the efficacy of influencer marketing in enhancing brand awareness, driving purchase intent, and ultimately impacting organizational performance metrics such as sales revenue and market share. For instance, research by Francisco, Rafael, Marisel and David (2020) found a significant positive correlation between influencer engagement on Instagram and consumer purchasing behavior in the beverage industry.
However, while influencer marketing holds immense potential for soft drinks companies in Warri and its environs, several challenges and considerations must be addressed. These include identifying the most relevant influencers for the target audience, ensuring authenticity and alignment with brand values, and measuring the impact of influencer collaborations on key performance indicators (Argyris, Wang, Kim & Yin, 2020).
Against this backdrop, there is a pressing need for empirical research that examines the specific dynamics of influencer marketing and its implications for the organizational performance of soft drinks products in Warri and its environs. By shedding light on the effectiveness of influencer strategies across different social media platforms and their impact on consumer behavior and brand performance, such research can provide valuable insights for industry practitioners and contribute to the advancement of marketing knowledge.
1.2 Statement of the Problem
Recent studies have underscored the importance of influencer engagement and content authenticity in driving consumer behavior and purchase intent in various industries (Argyris et al., 2020).
However while influencer marketing holds promise as a strategic tool for soft drinks companies seeking to gain a competitive edge in the dynamic marketplace of Warri and its environs, there are inherent challenges and considerations that must be addressed. These include identifying suitable influencers whose audience demographics align with the target market, ensuring authenticity and alignment with brand values in influencer collaborations, and measuring the ROI of influencer marketing initiatives amidst a myriad of other marketing activities. Additionally, the efficacy of influencer marketing across different social media platforms, including Instagram, YouTube, TikTok, and podcasts, in the specific context of promoting soft drinks products warrants further investigation (Ojoma & Bello, 2017).
Hence, this study intends to investigate influencer marketing and organizational performance of softdrinks in warri and its environs.
1.3 Research Questions
The research seeks to answer the following
1.Does the engagement level of influencers marketing affect the sales of soft drinks products in Warri and its surrounding areas?
2.Does the frequency of content features affect competition amongst soft drinks products?
3.Does the style of influencers on YouTube influence profitability of soft drink products?
4.Does the utilization of podcasts contribute to the growth of soft drinks companies operating in Warri and its environs?
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