The Effect of Influencer Marketing on Purchase Intention for Beauty Products Among Female Consumers in Port Harcourt

This study examines the effect of influencer marketing on purchase intention for beauty and personal care products among female consumers in Port Harcourt, Rivers State, South South Nigeria. The beauty industry in Nigeria has witnessed rapid growth, fuelled partly by the rise of beauty influencers on Instagram, YouTube, and TikTok who shape consumer preferences and brand choices. Port Harcourt, as one of Nigeria's major commercial cities with a young and digitally connected population, provides a relevant setting for this inquiry. A descriptive survey design is adopted, targeting female consumers aged 18 to 40 years through purposive sampling, resulting in a sample of 300 respondents. A structured questionnaire measures influencer attributes (expertise, trustworthiness, and relatability) and their effects on product attitude and purchase intention. Multiple regression analysis is the primary statistical tool. The study also investigates whether product involvement moderates the relationship between influencer attributes and purchase intention. Preliminary findings indicate that influencer trustworthiness is the strongest predictor of purchase intention, while perceived expertise significantly boosts product attitude. The research also reveals that micro-influencers with niche audiences generate higher purchase intention than mega-influencers among this sample. Recommendations are directed at beauty brands, marketing agencies, and independent influencers seeking to optimise their strategies for the Nigerian female consumer market. This study contributes to the expanding academic literature on digital influencer marketing in African contexts. Keywords: influencer marketing, purchase intention, beauty products, Port Harcourt, female consumers