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

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 < .001, and explained 31.9% of the variance in youth buying behaviour (R² = .319). Influencer credibility emerged as the only statistically significant predictor of youth buying behaviour (β = .498, p < .001), while influencer attractiveness (β = .007, p = .925), content quality (β = .116, p = .104) and frequency of exposure (β = .102, p = .057) were not statistically significant independent predictors. The findings indicate that youths are more responsive to influencer recommendations when they perceive the influencer as knowledgeable, trustworthy, honest and reliable. The study concludes that credibility is more influential in shaping youth buying behaviour than attractiveness, content quality or repeated exposure. Businesses targeting youths should therefore prioritise credible and trustworthy influencers while using attractive presentation and high-quality content as complementary marketing attributes. The study contributes context-specific evidence to influencer marketing and consumer behaviour literature in Zambia.