The Effect of Influencer Marketing Practices on Purchase Intentions at Jumia

Abstract

Influencer marketing has emerged as one of the most important strategies in modern-day marketing. The use of influencer marketing as a strategy for selling products and services by businesses is becoming more widespread. Influencer marketing efforts have a bearing on the attitudes of consumers about a company and their propensity to make a purchase. This survey focussed on establishing the effect of influencer marketing on purchase intentions at Jumia. This study used co-activation theory of dominant support and Associative learning theory. The research adopted a case study design. The study adopted interview to gather information. Analysis was done by content analysis. Research confirmed that when entities introduced influencer marketers in their entities, purchase intentions improved. The study also established that social media platforms offers the entities a better choice when it comes to influencer marketing for the company. The study also established that influencers who had vast following were; professional photographers, food critics, sports athletes and professional dancers. The study concludes that influencer marketing is here to stay, however the degree of influence will keep on changing. Influencer marketing has provided an avenue for start-up businesses to build a sound database of customers within a short period of time through social media hype as compared to traditional media. Survey recommends that Jumia should embrace influencer marketing. Study further recommends the need for clear policies to regulate promotions. On the same note, since the traditional media platforms are firmly grounded in the Kenyan market, they should reinvent themselves and tap more into the digital technologies. Adopting to digital technologies will bring down the cost of advertising and compete fairly with influencer marketing.