Qualitative Analysis of Social Media Influencers Impact On Sustainable Brand Equity: A Case Study of Small Businesses in Nigeria

Abstract

This study investigates the impact of social media influencers (SMIs) on small business brand equity in Nigeria. With the country facing significant economic challenges and a growing unemployment rate, small businesses have become increasingly important for job creation and economic development. However, many small businesses struggle to establish their brand in a highly competitive market. The rise of social media influencers has opened new opportunities for small businesses to enhance their brand equity through innovative marketing strategies. The research employed an inductive approach, utilizing qualitative data collection methods through semi-structured interviews. A total of six small business owners who have engaged SMIs for promotional campaigns were interviewed. Findings from the study revealed that SMIs can have a significant positive impact on small business brand equity in Nigeria. They can increase brand awareness, improve brand associations, and foster brand loyalty. However, the study also identified challenges, such as influencer selection, budget constraints, and the authenticity of influencer endorsements. The research provides valuable insights for small businesses seeking to leverage SMIs in their marketing efforts, as well as recommendations for improving the effectiveness of such campaigns. The findings contribute to the growing body of knowledge on influencer marketing and have practical implications for small business owners, marketers, and policymakers in Nigeria. Keywords: Qualitative Analysis, Social Media, Influencers, Brand Equity, Businesses in Nigeria Proceedings Citation Format Obahiagbon, Ebiuwa Gladys, Nwankwo, Nkechi & Olaniyi, Titus (2023): Qualitative Analysis of Social Media Influencers Impact On Sustainable Brand Equity: A Case Study of Small Businesses in Nigeria. Proceedings of the 37th iSTEAMS Multidisciplinary Cross-Border Conference. 30th October – 1st November, 2023. Academic City University College, Accra, Ghana. Pp 69-82. dx.doi.org/10.22624/AIMS/ACCRACROSSBORDER2023V2P6