The Level of Trust Female University Students Place in Social Media Influencer-Endorsed Organic Creams in Nigeria

Emmanuel Olukunle Olumuji; Oludare Ebenezer OGUNYOMBO; Adesola Olufunmi BELLO; Adebola Solate Olanrewaju

doi:10.37535/103007120266

Authors

Dr Emmanuel O. Olumuji Olabisi Onabanjo University
Dr Oludare OGUNYOMBO Olabisi Onabanjo University
Dr Adesola BELLO Olabisi Onabanjo University
Adebola Solate Olanrewaju M19 Events Consult

DOI:

https://doi.org/10.37535/103007120266

Keywords:

Credibility, Organic creams, Social media, Influencers, Trust

Abstract

The increasing use of social media influencers as advertising agents in the beauty industry presents both significant opportunities and notable challenges in shaping consumer behaviour. This study examined the level of trust that female university students in Abeokuta, Ogun State, Nigeria place in influencer-generated content promoting organic skincare products, as well as the challenges associated with influencer advertising within the Nigerian beauty sector. A mixed-methods approach was employed, combining a descriptive survey of 380 female students drawn from Chrisland University and the Federal University of Agriculture, Abeokuta (FUNAAB), with in-depth interviews conducted with five experts in the organic skincare industry. Quantitative data were collected through a structured questionnaire administered via Google Forms and analysed using IBM SPSS Statistics (version 25), while qualitative data from interviews were subjected to thematic analysis. The findings indicate that trust in social media influencers is primarily driven by factors such as transparency (mean = 4.15), detailed product demonstrations (mean = 4.02), and authentic engagement with followers (mean = 3.86). However, several challenges undermine this trust, including difficulties in verifying product authenticity (mean = 3.95), the over-saturation of influencer content (mean = 3.65), and exposure to conflicting product recommendations (mean = 3.55). The study concludes that although social media influencers play a significant role in shaping purchasing behaviour related to organic creams among female university students, their effectiveness is largely dependent on perceived authenticity, credibility, and relevance to consumer needs. It recommends the enforcement of ethical disclosure practices, the integration of credible product testimonials, and the development of regulatory frameworks and localised content strategies to enhance consumer trust and decision-making.

Author Biographies

Dr Emmanuel O. Olumuji, Olabisi Onabanjo University

Dr. Emmanuel Olukunle OLUMUJI is a Lecturer in Mass Communication at Olabisi Onabanjo University, Nigeria. With nearly two decades of teaching experience, he is also a media practitioner involved in training and humanitarian work. Holding degrees from the University of Jos, Usmanu Danfodiyo University, and FUNAAB, his research focuses on New Media, Participatory Journalism, Media and Society, and Media Education.
Dr Oludare OGUNYOMBO, Olabisi Onabanjo University

Dr Oludare Ebenezer OGUNYOMBO is a public relations professional, scholar, and strategist with over 25 years of experience in journalism and media management, development communication, and marketing communications. His area of interest also include studying media influence, particularly in the digital space. Ogunyombo lectures in the Department of Mass Communication at Olabisi Onabanjo University and currently serves as Chairman, Training and Professional Development Committee, Nigerian Institute of Public Relations (NIPR).
Dr Adesola BELLO, Olabisi Onabanjo University

Adesola Olufunmi BELLO is a lecturer in the Mass Communication Department, Olabisi Onabanjo University, Ago-Iwoye, Ogun State, Nigeria. She bagged B.A., M.A and a PhD in Mass Communication from the Olabisi Onabanjo University, Ago-Iwoye, with a major in Journalism and new media studies. Her field of teaching and research interests include but not limited to Print journalism, Advertising and Public Relations. Her contributions to knowledge can be found in learned local and international journals.
Adebola Solate Olanrewaju, M19 Events Consult

Adebola Solate Olanrewaju is an enterprising personality with a focus in events and media. She obtained her OND and HND in Mass Communication. She later bagged BSc in Mass Communication with First Class Honours from Chrisland University where she is currently a Post-Graduate Student. She is a magazine publisher and the Chief Executive Officer of M19 Event Consult.

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