The Role of Digital Influencers as Opinion Leaders in Strategic Marketing Communication among Boutique Owners in Nairobi, CBD, Kenya

Lydia Nyabonyi Okong’o (), PhD. Prof. Hellen Mberia () and Dr. Maureen Syallow ()

International Journal of Communication and Public Relation, 2024, vol. 9, issue 4, 1 - 14

Abstract: Purpose: The objectives for the study was to establish the role of digital influencers as opinion leaders in strategic marketing communications. Methodology: A descriptive research design was used. The population of study was boutique owners in Nairobi CBD, from which a sample were drawn. The sampling technique was purposive sampling based on the respondent’s special characteristics necessary for the study. Questionnaires containing both open and closed ended were used as the research instruments for the study. The data collected was then processed and analyzed using SPSS software or Advanced Excel. Data was presented inform of tables. Findings: The results indicated that descriptive statistics were used to evaluate the relationship between the roles of digital influencers as opinion leaders in strategic marketing. Respondents indicated that digital influencers were extremely influential as opinion leaders in strategic marketing. The inferential results further indicate that there was a positive relationship between the role of digital influencers as opinion leaders and strategic marketing however the relationship was found not significant (β= 0.03, P-value 0,051> 0.005). Unique Contribution to Theory, Practice and Policy: The study was anchored on elaboration likelihood model theory. The study recommends formulation policies regulating social media platforms so as to ensure more accountability and credibility of the information shared in those platforms.

Keywords: Digital Influencers; Strategic Marketing Communications; Opinion Leaders (search for similar items in EconPapers)
Date: 2024
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