THE ROLE OF SOCIAL MEDIA INFLUENCERS IN SHAPING BRAND ENGAGEMENT AMONG OFFA YOUTHS IN KWARA STATE

This study examined the role of social media influencers in shaping brand engagement among Offa youths in Kwara State. Four (4) objectives guided the study. The study adopted a survey research method, and a structured questionnaire was used as the research instrument. The population of the study consists of youths in Offa, Kwara State, and a total of 397 people responded to questionnaire administered. The questionnaires were administered via google forms to ensure wider coverage, participation and accuracy. Data analysis was done through frequency tables and percentages. Findings showed that lifestyle, fashion, and entertainment influencers are the most popular among Offa youths. Respondents are particularly influenced by influencers whose content aligns with their interests and whose lifestyles are relatable or aspirational. The study also found that social media influencers significantly enhance brand engagement. Youths in Offa reported actively interacting with brand content by liking, sharing, commenting, and participating in influencer-led campaigns or challenges, demonstrating both awareness and active engagement. Furthermore, the study revealed that trust and perceived authenticity of influencers strongly affect brand engagement. Respondents are more likely to consider purchasing products when influencers are credible, use the products themselves, or are genuinely passionate about the brands, while skepticism arises when promotions are perceived as purely monetary. The study concludes that social media influencers play a significant role in shaping brand engagement among youths in Offa. Lifestyle, fashion, and entertainment influencers are particularly effective in capturing attention and influencing brand perception, as their relatable and aspirational content resonates strongly with young audiences. And recommendation were also made that Medium-scale enterprises in Offa should strategically collaborate with lifestyle, fashion, and entertainment influencers, as these categories are most popular among youths. Selecting influencers whose lifestyles, interests, and values align with the brand will enhance relatability and engagement.