Influencer Marketing and Brand Perception of Selected Online Stores in Lagos State Nigeria

Abstract

This study investigates the effect of influencer marketing on brand perception among selected online stores in Lagos State, Nigeria. A structured questionnaire was administered to a diverse sample of online consumers across major demographic segments including Gen Z, Millennials, mid-income families, high-income professionals, and small business owners. The data collected were analyzed using multiple regression analysis. Result from the Inferential statistics showed that both influencer engagement rate and conversion rate significantly influenced brand trust which is the proxy for brand perception. Notably, campaigns with high engagement achieved slightly higher increases in trust than those focused solely on conversions. Engagement rate had a stronger impact (β = 0.681, p < 0.01) than conversion rate (β = 0.341, p < 0.05), suggesting that consumer interaction with influencer content is a more powerful driver of trust than purchases alone. Based on the result the study concludes that influencer marketing plays a vital role in shaping brand perception, especially when campaigns are tailored to match audience preferences and values. Furthermore, effective influencer marketing requires strategic alignment between influencers and brand values, authenticity in content and precise targeting based on audience preferences. It is therefore recommended that Lagos based online stores prioritize micro-influencers with high engagement focusing on authentic storytelling and investment in continuous monitoring of campaign effectiveness through data analytics. The recommendations emphasize the use of micro-influencers, customized messaging formats, and robust KPI tracking. These insights provide actionable strategies for digital marketers and business owners in Nigeria's rapidly evolving e-commerce landscape.