Education Journal, Vol. 6, Issue 1, Mar  2023, Pages 1-14; DOI: https://doi.org/10.31058/j.edu.2023.61001 https://doi.org/10.31058/j.edu.2023.61001

Influencer Marketing, Purchase Intention and Buying Behaviour of Pepsi Brand Among Undergraduate Students of Lead City University, Ibadan, Nigeria

Education Journal, Vol. 6, Issue 1, Mar  2023, Pages 1-14.

DOI: https://doi.org/10.31058/j.edu.2023.61001

Beatrice Oluwatobi Olalekan 1* , Abigail Olubukola Irele 1

1 Department of Mass Communication and Media Technology, Faculty of Communication and Information Science, Lead City University, Ibadan, Oyo State, Nigeria

Received: 19 November 2022; Accepted: 12 December 2022; Published: 3 January 2023

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Abstract

Consumer purchase intention and buying behaviour are critical to the sales volume of any organization. To achieve this, the brands or organizations have to get their products or services 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 behaviour of the Pepsi brand among undergraduates of Lead City University Ibadan, Nigeria. Theoretically grounded in source credibility theory and the theory of planned behaviour, the study made use of the survey research design, collecting data in one stream and surveyed 347 respondents in Lead City University, Ibadan, Oyo state, Nigeria. The sampling technique was purposive sampling and a questionnaire was used to collect data. Data were analyzed through descriptive and inferential statistics. Findings from this study revealed that Lead City University, Ibadan, Nigeria 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 several factors influence purchase intention among which are brand colours 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 behaviour and purchase intention of youths in Nigeria.

Keywords

Influencer Marketing, Buying Behaviour, Purchase Intention, Pepsi

Copyright

© 2017 by the authors. Licensee International Technology and Science Press Limited. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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