Abstract
The digital age has witnessed a monumental shift in marketing strategies, with influencer marketing emerging as a dominant force in shaping consumer purchasing behavior. This study meticulously assessed the relationship between influencer marketing strategies and consumer buying behaviour of sustainable fashion businesses in Uyo Metropolis. To achieve the study objectives, the study adopted a survey research design. The population of the study comprised of consumers of sustainable fashion products and followers of social media fashion influencers in Uyo Metropolis. The target population included students, youth, working-class individuals, and online shoppers who are exposed to influencer marketing strategies on social media platforms. Using Top-man Formula for sample size determination, a sample size of 366 was employed for the study. Data for the study were collected using structured copies of questionnaire and 3 research hypotheses formulated for the study were tested using Pearson Product Moment Correlation (PPMC) at 0.05 level. From the data analysis, findings revealed that the independent variables (Influencer Credibility and Influencer Popularity) relates significantly with consumer buying behaviour of sustainable fashion businesses in Uyo Metropolis. Thus, it was concluded that influencer marketing strategies have a positive and significant relationship with consumer buying behaviour of sustainable fashion businesses. Hence, it was recommended that sustainable fashion businesses should adopt effective influencer marketing strategies as part of their overall digital marketing activities in order to improve customer awareness, patronage, and purchase behaviour.
Keywords: Influencer Marketing Strategies, Influencer Credibility, Influencer Popularity Consumer Buying Behaviour and Sustainable Fashion Businesses
Author name(s):
Udonde, Unyime Emmanuel
Department of Marketing,
Akwa Ibom State University, Obio Akpa
Sampson, Emem Akaninyene
Department of Marketing,
University of Uyo,
Akwa Ibom State, Nigeria.
https://doi.org/10.5281/zenodo.23140848
Copyright © [2026] The Author(s). Published by the Journal of People and Worldviews (JPW). This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International (CC BY 4.0) Licence, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author(s) and source are properly credited.