Influencer Marketing and Brand Awareness in the Financial Technology Industry in Delta State

Abstract

This study examined the relationship between brand awareness and influencer marketing in Delta State, Nigeria's financial technology (FinTech) sector. In particular, this study examined the relationships between influencer credibility and customer loyalty, influencer marketing and customer engagement, influencer expertise and customer recognition, influencer attractiveness and customer brand association, and influencer trustworthiness and customer recall. A systematic questionnaire was used to collect data from respondents in Delta State. The hypothesis was examined at the 5% significance level. The results show that influencer attractiveness and consumer brand association, as well as influencer trustworthiness and customer memory, are significantly correlated. However, influencer marketing and consumer engagement, influencer credibility and customer loyalty, and influencer expertise and customer recognition do not significantly correlate. According to the study's findings, influencer marketing can improve some aspects of FinTech brand awareness by utilizing specific traits of influencers, such as attractiveness and trustworthiness, but not expertise, credibility, or influencer marketing. In order to improve brand association, the report advises FinTech companies to concentrate on working with reliable influencers and producing eye-catching content. Businesses should also evaluate influencers' knowledge and reliability.