| Summary, etc |
The study was based on impact of social media influencer on online buying behaviour: A study of Jumia and Konga. The aim of the study was to measure the level of awareness of online behaviour of influencers in Lagos state, Nigeria, to ascertain the perception of Lagos influencers on online buying habits, to ascertain the knowledge of online influencers and to examine the challenges faced by online buyers. In the line with the objectives, the instrument of data collection used was structured questionnaire which was shared to sample size of 384 respondents out of 15, 945, 912 of Lagos population. Sample size was gotten using Wimmer and Dominic online calculator. Two step flow theory and technology acceptance model was used as theoretical review.The data gotten was analysed, presented and interpreted using descriptive data analysis technique;by presenting the data in table, frequencies, percentages and narratives. The findings of the study revealed that the awareness level of this concept is very high and that this encourages impulse buying, that the power of aesthetics on influencer’s posts attracts staggering attention, influencers’<br/>credibility is a positive attribute of this brand positioning, and that majority of the respondents often face payment trouble. Also, the high rise of online scams, unsatisfactorily delivery of order and high cost of delivery affects patronage of online consumers.<br/>Key words; impact, social media influencer, online, buying behaviour. |
