THE IMPACT OF INFLUENCER MARKETING ON SALES PERFORMANCE A CASE STUDY OF GLO TELECOMMUNICATION OSOGBO OSUN STATE

This study investigates the impact of influencer marketing on sales performance, with a focus on Glo Telecommunication in Osogbo, Osun State. The increasing role of social media influencers and celebrity endorsements in shaping consumer behavior has made influencer marketing a critical strategy for organizations in competitive industries such as telecommunications. The study specifically examines the extent to which influencer marketing influences customer awareness, brand trust, purchase decisions, and overall patronage of Glo services. A descriptive survey research design was adopted, and data were collected through the administration of structured questionnaires to Glo subscribers in Osogbo. A sample size was selected using simple random sampling techniques to ensure fairness and representation of the target population. The data collected were analyzed using descriptive statistics such as frequencies and percentages, while inferential statistical tools such as the chi-square test were used to test the research hypotheses. The findings revealed that influencer marketing has a significant positive effect on Glo’s sales performance. Influencers were found to enhance consumer perception of the brand, increase product visibility, and positively influence customer purchase intentions. Results further indicated that Glo’s use of popular Nigerian influencers and brand ambassadors on social media platforms such as Instagram, Twitter (X), and Facebook creates trust and emotional connections that drive customer loyalty and repeated patronage.