International records / OpenAlex research

Relationship Between Influencer Marketing and Brand Trust Among Generation Z Consumers in Awka Metropolis

The rise of social media has elevated influencer marketing as a pivotal strategy for fostering brand trust, particularly among Generation Z (Gen Z) consumers in emerging markets like Nigeria. This study aimed to examine the influence of influencer marketing and perceived influencer credibility on brand trust among Gen Z consumers in Awka Metropolis, Anambra State, Nigeria. Two research questions guided the study, and two null hypotheses were tested at a 0.05 level of significance. A correlational survey research design was adopted for the study. The target population was estimated to be 40, 00…