IDEAS home Printed from https://ideas.repec.org/a/cwk/ajocsl/2026-061.html

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
    as

    Download full text from publisher

    File URL: https://ijcsacademia.com/index.php/journal/article/view/690
    Download Restriction: no
    File URL: https://libkey.io/10.59413/ajocs/v7.i4.28?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cwk:ajocsl:2026-061. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Charles G. Kamau (email available below). General contact details of provider: https://ijcsacademia.com/index.php/journal .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.