Abstract

Influencer marketing has been a rising concept worldwide; this contemporary marketing phenomenon has played a vital role for marketers and communicators of brands in various organizations. Despite the prominent growth in marketers and communicators using social media influencers to endorse products, there was limited evidence showing the role these influencers play in consumer decision-making. The study aimed to determine the role of social media influencers on consumer decision-making in the Kenyan cosmetic industry. This study aims to determine what consumers search for in social media influencers for believability in product efficacy. The population for this study were Instagram users in Nairobi who use cosmetic products and Nairobi-based influencers of cosmetic brands. The research approach employed was a mixed research approach because it gave an all-rounded perspective of the subjects for a more in-depth conclusion. Findings revealed that communication attributes, influencer techniques, and believability played an essential role in determining product purchases from the consumer’s standpoint. Further in-depth interviews revealed that communication techniques such as recommendations/reviews influence customer decision-making.

Key Words: Social Media, Social Media Influencers, Consumer Decision-Making, Cosmetics Industry, Kenya.

About the Authors

*      Martin Kuria Githinji, Ph.D., is a lecturer in Media and Communication Studies at the Department of Communication Media, Film and Theatre Studies, Kenyatta University, Nairobi, Kenya. Research Interests: Digital Communications, Corporate Communications, and Strategic Communications.

**    Ivy Wangui Mutahi is a Digital Marketing and Communications Consultant in Kenya. Research Interests: Digital Communications, Social Media Strategies, and Strategic Communications.

^JCMR Journal of Communication and Media Research, Vol. 16, No. 1, April 2024, pp. 12-21

© Association of Media and Communication Researchers of Nigeria (AMCRON).

Article Citation

Githinji, M. K., & Mutahi, I. W. (2024). Influence of social media influencers on consumer decision-making in the Kenyan cosmetics industry. Journal of Communication and Media Research, 16 (1): 12-21.

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