International records / OpenAlex research

Influencer Marketing Strategies and Consumer Perceived Quality of Electronics Products in Rivers State, Nigeria

This study examined the relationship between influencer marketing strategies and consumer perceived quality of electronics products in Rivers State, Nigeria. Specifically, the study assessed how audience targeting, content authenticity, and influencer professionalism influence consumer perceived quality of electronics products. Anchored on the Social Influence Theory, the study adopted a positivist philosophical paradigm and employed a cross-sectional research design. Primary data were obtained through a structured questionnaire administered via Google Forms to 273 usable respondents drawn fro…