Influencer Marketing and Brand Loyalty among University Students in Anambra State: Evidence from Instant Noodles Brands in Nigeria

Abstract

This study examined the relationship between influencer marketing and brand loyalty among university students in Anambra State, with specific reference to instant noodles brands in Nigeria. The study was motivated by the increasing dominance of social media influencers in shaping consumer behavior, particularly among young adults who are highly exposed to digital marketing communication. Anchored on the Source Credibility and the Uses and Gratification theories, the study was guided by four specific objectives which included examining the influence of influencer credibility, attractiveness, engagement, and relevance on brand loyalty. The research adopted a survey design, and data were collected through a structured questionnaire administered to 400 university students, drawn from a population of 97,236 students. 360 valid responses were retrieved, representing a 90% response rate. Data were analyzed using descriptive statistical tools such as frequency counts and percentages. The findings revealed that influencer credibility significantly enhances brand loyalty, while engagement and relevance were identified as the strongest predictors of consumer loyalty. Influencer attractiveness was also found to influence consumer attention, although it was less effective in sustaining long-term loyalty compared to other variables. The study further established that university students are highly influenced by social media content creators when making consumption decisions regarding instant noodles. The study concluded that influencer marketing plays a significant role in shaping brand loyalty among university students in Anambra State. It recommended that FMCG brands should prioritize credible, relatable, and engaging influencers in their marketing strategies to strengthen consumer loyalty and brand performance.