Title: Do Influencers Influence? A Comparative Study of Celebrities and Social Media Influencers in Shaping Consumer Buying Behaviour in Port
Authors: Akpufu, Puraziba Loveday, Dr O. Nyekwere
Volume: 10
Issue: 5
Pages: 44-54
Publication Date: 2026/05/28
Abstract:
The research studied how celebrity endorsements and social media influencer advertisements impact consumer buying behaviour in Port Harcourt by using Infinix Nigeria as its research subject. The growth of digital marketing together with the rising use of endorsers has changed how young people see and buy products. Marketers face difficulties because traditional celebrities attract widespread attention while social media influencers create personal connections with their audience. The research examined consumer decision-making processes through three theories which included Source Credibility Theory and Social Influence Theory. The researchers used survey research design to obtain primary data from Port Harcourt youths through structured questionnaires which employed purposive accidental sampling method. The study found that celebrity endorsements increase brand awareness and brand prestige and brand recall while social media influencers drive greater consumer engagement and trust and niche market purchases through their authentic content and interactive communication. The research demonstrates that both endorsement types improve consumer behaviour but their effectiveness changes based on the particular product and advertising medium and target demographics. The research recommends that brands should implement hybrid endorsement methods which combine celebrity presence with influencer authenticity to achieve better marketing results in Port Harcourt's ever-changing consumer market.