SOCIAL MEDIA INFLUENCERS AND BRAND PERCEPTION OF ALCOHOL BEVERAGES IN ABIA STATE
Abstract
This study examines the influence of social media influencers on the brand perception of alcoholic
beverages in Abia State, Nigeria. Social media influencers are individuals who leverage their online
credibility and engagement to shape consumers' perceptions and attitudes toward brands, making them
an important component of contemporary digital marketing. The broad objective of the study was to
assess the influence of social media influencers on the brand perception of alcoholic beverages in Abia
State. A descriptive survey research design was adopted. Primary data were collected through a
structured questionnaire administered to 250 respondents selected from Aba North, Aba South, and
Umuahia North Local Government Areas of Abia State. Data were analyzed using descriptive statistics
and simple linear regression with the aid of the Statistical Package for the Social Sciences (SPSS). The
findings revealed that perceived authenticity, quality of content, and consumer engagement each had a
positive and significant influence on brand perception, with quality of content emerging as the strongest
predictor. The study concluded that social media influencers significantly shape consumers' perceptions
of alcoholic beverage brands. It was recommended that firms collaborate with credible influencers,
develop high-quality content, and encourage consumer engagement to strengthen brand perception and
improve marketing effectiveness.
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Published in BUSINESS AND FINANCE JOURNAL
ISSN: 988-47878
This article appears in our peer-reviewed academic journal
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