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

Kayula Chisanga, Simasiku Mwiya Mufalali and Regina Muduli
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Kayula Chisanga: Kwame Nkrumah University
Simasiku Mwiya Mufalali: Kwame Nkrumah University
Regina Muduli: Kwame Nkrumah University

African Journal of Commercial Studies, 2026, vol. 7, issue 4

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

Keywords: Social Media Influencer Marketing; Youth Buying Behaviour; Influencer Credibility (search for similar items in EconPapers)
JEL-codes: D12 M31 M37 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsl:2026-061

DOI: 10.59413/ajocs/v7.i4.28

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