SOCIAL PLATFORMS INFLUENCERS AND CONSUMER PURCHASE PATTERNS IN FOOD AND BEVERAGE FIRMS, RIVERS STATE

Abstract

The study examined the relationship between social platforms influencers and consumer purchase patterns in food and beverage firms, according to Rivers State. The research adopted a descriptive survey design, and the population of the study comprised 25 food and beverage firms in Port Harcourt, Rivers State, culled from www.directory.org.ng. Sequel to the population of the study, which is 25 food and beverage firms, the study adopted a census study with a focus on the staff. To generate data for the study, the questionnaire was distributed in batches of five (5) copies per firm. A total of one hundred and twenty-five (125) copies of the questionnaire were distributed. Copies of the questionnaire were administered and distributed to the management staff of food and beverage firms in Port Harcourt. The study employed the Spearman Rank-Order Correlational Coefficient for testing the various hypotheses formulated for the study with the aid of the Statistical Package for Social Sciences. The findings revealed that social platforms influencer dimensions of source attractiveness and source trustworthiness showed a positive, strong, and significant relationship with consumer purchase patterns. It was concluded that food and beverage firms’ managers should pay attention to social platforms influencers via attractiveness and trustworthiness, as it would lead to an increase in customer loyalty and referral. Based on the findings and conclusion of the study, the study recommends that food and beverage firms should advertise their products using only well-known social platforms influencers that are trustworthy, as it will lead to an increase in customers’ loyalty, and also put into consideration the physical attractiveness of the influencer before engaging him or her.