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Social Media Influencer Marketing and Youth Buying Behaviour: Evidence from Kabwe, Zambia

Author

Listed:
  • Chisanga, Kayula

    (Kwame Nkrumah University)

  • Mufalali, Simasiku Mwiya

    (Kwame Nkrumah University)

  • Muduli, Regina

    (Kwame Nkrumah University)

Abstract

Social media influencer marketing has become an increasingly important strategy for engaging young consumers, yet empirical evidence from secondary urban centres in Zambia remains limited. This study examined the relationship between social media influencer marketing and youth buying behaviour in Kabwe, Zambia, focusing on influencer credibility, influencer attractiveness, content quality and frequency of exposure. Guided by Source Credibility Theory, the study adopted a quantitative approach using descriptive and explanatory research designs. A sample of 250 youths aged 18–35 years was selected through convenience sampling. Data were collected using a structured self-administered online questionnaire and analysed using descriptive statistics and multiple linear regression in SPSS version 26. The regression model was statistically significant, F(4, 245) = 28.641, p

Suggested Citation

  • Chisanga, Kayula & Mufalali, Simasiku Mwiya & Muduli, Regina, 2026. "Social Media Influencer Marketing and Youth Buying Behaviour: Evidence from Kabwe, Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(4).
    • Handle: RePEc:cwk:ajocsl:2026-061
    DOI: 10.59413/ajocs/v7.i4.28
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    References listed on IDEAS

    as
    1. Alin OPREANA & Simona VINEREAN, 2015. "A New Development in Online Marketing: Introducing Digital Inbound Marketing," Expert Journal of Marketing, Sprint Investify, vol. 3(1), pages 29-34.
    2. Mufalali, Simasiku Mwiya & Muduli, Regina & Mundia, Mukwalikuli & Ngoma, Kayaza & Sikachelela, Jimmy, 2026. "From Exposure to Intention: How Social Media Entrepreneurial Content Shapes Youth Entrepreneurial Intentions in Kabwe District, Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(3).
    3. Lie Ao & Rohit Bansal & Nishita Pruthi & Muhammad Bilawal Khaskheli, 2023. "Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis," Sustainability, MDPI, vol. 15(3), pages 1-15, February.
    4. Mufalali, Simasiku Mwiya & Muduli, Regina & Mundia, Mukwalikuli & Ngoma, Kayaza & Mwiya, Bruce & Sikachelela, Jimmy, 2026. "Youth Consumer Preferences for Local vs. International Brands: Implications for SMEs in Kabwe District, Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(3).
    5. Anil Kumar & Abdul Bashiru Jibril, 2025. "Exploring the Landscape of Influencer Marketing Research: A Systematic Review and Bibliometric Analysis," SAGE Open, , vol. 15(3), pages 21582440251, August.
    Full references (including those not matched with items on IDEAS)

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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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