EFFECT OF RESPECT AND SIMILARITY OF INFLUENCER BRAND ADVOCATES ON PURCHASE INTENTION OF CLOTHES MADE IN NIGERIA

Abstract

The influx of imported ready-made clothing into Nigeria has intensified competition for market share, and poses a threat to Nigerian clothing brands. There is a need for made-in-Nigeria clothing brands to effectively communicate their value proposition to consumers so as to encourage strong purchase intentions. This study assessed the effect of respect and similarity of influencer brand advocates on purchase intention of clothes made in Nigeria in Abuja using a survey research design with respect and similarity as independent variables while purchase intention is the dependent variable. Data were collected through a structured five-point Likert scale questionnaire from a sample of 447 adult respondents ranging from ages 18 years and above. The data collected were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with the aid of SmartPLS v3 software. The findings revealed that respect and similarity had significant positive effect on purchase intention, with respect having a stronger effect, than similarity. Based on the findings, the study recommended that clothing brands should prioritise the selection of influencer brand advocates who are widely respected, credible, and admired, and marketing strategies should emphasise the influencer brand advocate’s achievements, integrity, and alignment with the brand’s values to enhance consumer trust and influence. Also clothing brands should select influencer brand advocates that have perceived resemblance to the target consumers in terms of values, interests, personality traits, lifestyle choices, and demographics such as age, gender, and ethnicity.