Determinants of Purchase Decisions toward Influencer-Promoted Organic Creams among Students on Social Media

Emmanuel Olukunle Olumuji; Adebola Solate Olanrewaju; Kamoru Aremu Salaudeen

doi:10.37535/

Authors

Emmanuel Olukunle Olumuji Olabisi Onabanjo University, Ago-Iwoye
Adebola Solate Olanrewaju Olabisi Onabanjo University
Kamoru Aremu Salaudeen Olabisi Onabanjo University

DOI:

https://doi.org/10.37535/

Keywords:

Social media influencers, organic creams, consumer behaviour, purchase decisions

Abstract

This study examines the determinants of purchase decisions toward influencer-promoted organic creams among female university students on social media in Abeokuta, Ogun State, Nigeria. Specifically, the study examines the social media platforms through which students most frequently encounter influencer-endorsed organic cream advertisements and factors shaping purchase decisions, and the challenges associated with influencer marketing within Nigeria’s beauty industry. A mixed-methods research design was employed, combining a descriptive survey and in-depth interviews. Quantitative data were obtained from 380 female students drawn from Chrisland University and the Federal University of Agriculture, Abeokuta (FUNAAB), using a structured questionnaire administered via Google Forms. Qualitative data were generated through in-depth interviews with five organic skincare industry experts and analysed thematically. The findings indicate that TikTok and Instagram are the most prominent platforms for influencer-endorsed organic cream advertising, with their visually rich and interactive features significantly enhancing audience engagement. Purchase decisions were largely influenced by perceived product effectiveness, peer endorsement, and ease of access to purchase links embedded in influencer content. The study concludes that social media influencers play a significant role in shaping organic cream purchase behaviour among female university students; however, their influence is largely dependent on perceived authenticity, transparency, and relevance to consumer needs. The study recommends that marketers prioritise TikTok and Instagram for influencer campaigns, emphasise authentic product testimonials, and promote ethical advertising practices to strengthen consumer trust and improve marketing outcomes in Nigeria’s beauty industry.

Author Biographies

Emmanuel Olukunle Olumuji, Olabisi Onabanjo University, Ago-Iwoye

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.
Adebola Solate Olanrewaju, Olabisi Onabanjo University

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.
Kamoru Aremu Salaudeen, Olabisi Onabanjo University

Dr Kamoru Aremu Salaudeen is a Strategic Communication scholar with PhD from the University of Ibadan, where he also earned B.A and M.Sc degrees in Communication and Applied Communication. A lecturer and researcher at Olabisi Onabanjo University, he is a communication strategist, media professional, and trainer. He is arpa, ANIPR, MACCE and IAMCR member, Fellow of Ife Institute of Advance Studies and author in reputable journals and academic publications internationally.

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