INFLUENCE OF SOCIAL MEDIA PERSONALITIES ON STUDENTS’ BRAND CHOICES IN CAMEROON (A CASE STUDY OF THE UNIVERSITY OF BAMENDA)

CHAPTER ONE INTRODUCTION 1.1 Background of the Study As the popularity of social media continues to rise, information technology has become more dynamic and advanced. Unlike traditional media, social media functions in a completely different way. Increasingly, both large and small businesses are leveraging social media to create fan pages and promote their products and services. This has now become a common and essential part of marketing strategies in the modern business environment (Kapita & Silvera, 2016). The far-reaching connectivity of social media has significantly shifted the traditional balance of power between businesses and consumers. Today’s consumers rely heavily on the content shared across social media communities, and these platforms allow users to express their opinions freely. In these computer-mediated environments, everyday users have the power to influence public opinion and shape purchasing decisions. As a result, social media not only allows users to receive brand messages but also enables them to actively participate as consumers and brand advocates (Lamberton & Stephen, 2016). Nowadays, ordinary people use social media to share personal experiences, perspectives, and feelings, which has led to the emergence of a new class of internet influencers. These individuals—known as social media influencers (SMIs)—act as third-party endorsers who influence public sentiment through blogs, tweets, videos, and other social platforms (Freberg et al., 2011). Presently, brands are dedicating a larger share of their marketing budgets to influencers—about 40%—compared to celebrities, who now receive around 28%. This trend is especially visible in the beauty and cosmetics industry. Beauty influencers have become dominant voices in digital marketing, surpassing traditional forms of advertising. Through their online presence, they are challenging and expanding conventional beauty standards. These influencers, who either have large followings or are experts in the field, collaborate with cosmetic brands to promote products, increase brand awareness, and monetize their influence. Prominent brands such as Rare Beauty, Sephora, L’Oréal, Maybelline, Kylie Cosmetics, NYX, and e.l.f. increasingly partner with SMIs to connect with their target audiences (Tracckr, 2023) The rapid growth of social media usage has pushed companies to adopt modern marketing techniques such as influencer marketing, vlogging, and blogging to attract and influence potential buyers (Ladhari et al., 2020). As a result, researchers have taken interest in understanding why social media influencers are so widely accepted and how their opinions shape consumer choices. This investigation involves exploring the concept of opinion leadership, which helps explain how influencers impact consumer behavior (Ki & Kim, 2019). Globally, the number of active social media users has surged to 4.48 billion, showing a 13.13% increase from 3.69 billion in 2020. In comparison, only 2.07 billion people used social media in 2015, representing a 115.59% rise in about six to seven years (Statista, 2024). Today, around 70% of teenagers trust social media influencers more than traditional celebrities. Moreover, about 86% of women seek product advice on social media before making a purchase. TikTok, for instance, launched a $1 billion creator fund to support influencers, and currently, 57% of beauty and cosmetics brands engage in influencer marketing. The Digital Marketing Institute estimates the value of influencer marketing to reach $13.8 billion by the end of 2022. To remain influential, SMIs must maintain a persona that reflects authenticity, reliability, attractiveness, and trustworthiness. These traits strongly affect consumers’ purchase intentions and brand preferences (Sokolova & Kefi, 2020). Despite the rising prominence of SMIs, there is still limited academic research on their effectiveness, especially in specific contexts. Therefore, this study aims to examine how social media influencers affect students' brand preferences in Cameroon, with the University of Bamenda serving as a case study. 1.2 Statement of the Problem Social media has fundamentally changed how businesses approach marketing, and much of this shift is due to the growing influence of social media influencers (SMIs). These individuals, who command large audiences on platforms like Instagram, TikTok, and YouTube, now play a vital role in shaping consumer preferences and behaviors (Ao et al., 2023). Their impact is especially noticeable among young people, including students, who spend a lot of time engaging with content on these platforms. By sharing brand endorsements in a way that feels authentic and relatable, influencers appeal to audiences in a manner that traditional advertising often fails to achieve. Today’s consumers value authenticity, and they are more likely to trust endorsements that come from influencers they follow and admire. A meta-analysis by Ao et al. (2023) found that influencer credibility and the entertainment value of their content are strong predictors of consumer engagement and purchase intention. Unlike traditional celebrities, influencers are seen as more relevant and trustworthy, particularly among younger demographics. As a result, they can significantly sway purchasing behavior. Students, in particular, are deeply immersed in the digital world, often looking to influencers for trends, lifestyle inspiration, and product suggestions. A study by Osatuyi and Love (2021) highlights that influencer communication significantly affects brand choice among students. In fact, sustainability-themed messages are more favorably received by students than messages focused solely on consumerism (AIS eLibrary). Despite the growing body of research on influencer marketing, there is still a gap in understanding how different types of influencer content specifically affect students' brand preferences. Most existing research focuses on general consumer behavior, with little attention paid to how students, as a unique demographic, form brand preferences. To address this gap, this study explores the influence of social media influencers on student brand preference, focusing on students at the University of Bamenda. 1.3 Objectives of the Study The primary objective of this research is to examine the influence of social media influencers on students’ brand preferences in Cameroon, using the University of Bamenda as a case study. The specific objectives are: i. To examine whether exposure to social media influencers affects students' preferences for specific brands over time. ii. To determine whether the perceived credibility and trustworthiness of influencers shape students' brand preferences. iii. To identify which characteristics of social media influencers most strongly impact students' brand preferences. iv. To explore the relationship between social media influencers and students' brand preferences. 1.4 Research Questions The study is guided by the following research questions: i. Does exposure to social media influencers affect students’ preferences for specific brands over time? ii. Does the perceived credibility and trustworthiness of influencers shape students' brand preferences? iii. What are the characteristics of social media influencers that most significantly impact students' brand preferences? iv. Is there a relationship between social media influencers and students’ brand preferences? 1.5 Significance of the Study The findings of this study will be beneficial in multiple ways. For marketing professionals, especially brand managers, the results can offer valuable insights into how influencer marketing affects consumer choices. This understanding can help businesses craft more effective marketing strategies to strengthen brand image and position. For entrepreneurs and self-owned brands, the study provides a foundation for creating influencer-based campaigns that resonate with target audiences. Academically, this research adds to the existing body of knowledge and can serve as a resource for future researchers interested in exploring social media marketing or consumer behavior in similar contexts. 1.6 Scope of the Study This research is focused on analyzing the influence of social media influencers on student brand preferences in Cameroon, with a specific focus on the University of Bamenda. The study will look into how students perceive influencer credibility, which influencer traits affect their brand choices, how exposure to influencer content shapes long-term preferences, and whether a significant relationship exists between influencer activity and brand preference. Geographically, the study is limited to students enrolled at the University of Bamenda in Cameroon. 1.7 Limitations of the Study As with any research, this study faced certain limitations. A major challenge was limited financial resources, which restricted access to extensive materials, literature, and tools needed for comprehensive data collection, including internet access, survey materials, and interviews. This financial constraint also influenced the choice of sample size, which had to be kept moderate. Additionally, the researcher was required to balance this study with other academic responsibilities, which limited the amount of time available for conducting in-depth research. 1.8 Definition of Terms Social Media Influencer (SMI): A person who has developed a notable following on platforms like Instagram, YouTube, or TikTok and is able to influence the opinions and decisions of their followers through their perceived expertise, authenticity, or close connection with their audience (Hughes et al., 2019; Campbell & Farrell, 2020). Brand Preference: A consumer’s tendency to choose one brand over others based on factors such as perceived quality, emotional connection, and value. This preference is often shaped by personal experience, advertising, and trusted endorsements (Ebrahim et al., 2016). Customer Engagement: The depth of interaction and emotional involvement a customer has with a brand, often seen through behaviors like liking, sharing, commenting, or making purchases. Purchase Intention: The likelihood that a customer will buy a product or service. This intent is influenced by factors such as quality, price, advertising, and endorsements by credible individuals like SMIs. REFERENCES Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness. Marketing Letters, 27, 553-567. Lamberton, C., & Stephen, A. T. (2016). 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