International Journal of Sub-Saharan African Research (IJSSAR)

Background: Influencer marketing has emerged as a dominant digital strategy in the global beauty industry, yet its effectiveness in culturally diverse emerging economies like Nigeria remains insufficiently examined. Instagram-based influencer campaigns by international brands such as Maybelline present unique opportunities and challenges in local markets where cultural identity and content relatability are critical determinants of consumer response.
Objective: This study investigated how influencer marketing on Instagram influences consumer behaviour within the Nigerian beauty industry, using Maybelline's Instagram campaigns as a case study among beauty consumers in Owa-Alero, Delta State.
Method: Adopting a descriptive survey research design, 74 Instagram users comprising makeup artists, boutique shoppers, and hair stylists were sampled from an estimated population of 800. Of the 80 structured Likert-scale questionnaires distributed, 74 were returned and valid, representing a 92.5% response rate. Data were analysed using descriptive statistics (frequencies and percentages) and inferential statistics (Pearson's correlation). Results: Findings reveal that 81.1% of respondents actively use Instagram, with 54.1% engaging daily. Maybelline's influencer campaigns were perceived as highly engaging by 75% of respondents, and 62.5% confirmed that influencer endorsements directly influenced their purchasing decisions. However, 44% strongly disagreed that influencer content felt personally relatable, attributable to cultural mismatch and dominance of foreign influencer aesthetics. Influencer credibility and brand-value alignment emerged as the strongest predictor of consumer trust (87%), with a statistically significant positive relationship found between influencer credibility and purchase behaviour (r = .72, p < .05).
Conclusion: While influencer marketing effectively drives initial purchase decisions, its capacity to sustain long-term brand loyalty remains contingent on content authenticity, cultural relevance, and audience alignment.
Unique Contribution: This study offers empirical evidence on the moderating role of cultural congruence in digital influencer marketing effectiveness within emerging economies, providing fresh insight into the conditions under which influencer campaigns translate audience engagement into sustained consumer loyalty.
Key Recommendation: Brands like Maybelline should prioritise localised, culturally resonant influencer partnerships that reflect the aesthetic identities and lived realities of Nigerian consumers, complemented by transparent sponsorship disclosures, to deepen market penetration and build durable brand loyalty in Nigeria.