The Role of Micro-Influencers in Niche Digital Marketing Strategies in Africa: Impact on Consumer Engagement and Brand Loyalty

Globally, the growth of digital marketing has transformed consumer engagement strategies, with micro-influencers emerging as an essential force in niche markets. Influencers’ growing usage and effectiveness in digital marketing have captivated academic researchers and industry professionals. In Africa, a continent characterised by increasing digital penetration and fragmented consumer preferences, the role of micro-influencers in shaping engagement and loyalty necessitates a critical exploration. To elucidate the underpinnings and evolving patterns of this contemporary phenomenon, this paper employs a systematic literature review methodology to map out and synthesise key findings from existing studies where influencer marketing, consumer engagement, and brand loyalty are intertwined. By analysing 15 articles published between 2011 and 2024 in journals indexed by Google Scholar, Scopus, ResearchGate, and Web of Science, this study deconstructs the existing literature on influencer marketing by exploring various journals, articles, theories, methodologies, and themes. The study examines how micro-influencers contribute to the success of niche digital marketing strategies, specifically focusing on their impact on consumer engagement and brand loyalty. The findings underscore the potential of micro-influencers as strategic assets in digital marketing, who possess unique capacity to promote trust and interactions crucial in driving engagement within niche markets. However, African brands face challenges such as fragmentation and regional differences, discrimination, and lack of accessibility to data and analytics. Thus, the study recommends that African brands consider micro-influencers that fit their brand identity and market features while adopting data analytics tools. Additionally, brands should strive to build continuous relationships with micro-influencers to promote long-term brand loyalty while ensuring equitable and inclusive marketing approaches.