- Idongesit Oto Eshiett PhD
- Department of Marketing, Faculty of Management and Social Sciences, Akwa Ibom State University, ObioAkpa Campus, OrukAnam, Nigeria
The advent of information System (IS has created myriads of opportunities for tech and non-tech experts to create professional niche, social media influencer is one of such functions within a social network setting, The expanding effect of Integrated Marketing Communication (IMC); has made influencer marketing and followership an acceptable promotional avenue, for delivering product value across target markets, The aim of this study is to access deviants in conduct by influencer that could affect consumer behavioural tendency and trust in Live Shopping process, and by extension the product brand. The study intends to address basic issues on how the perceived activities of the influencers could affect consumers buying pattern such as; influencer and followers’ credibility, authenticity of influencers engagement with brand, validity of content promoted and the ethical gap. The study adapted the social influence theory, as fit for the theoretical framework., other developing discourse, concepts and theories of influencer marketing will be examined. Qualitative research methodology was adopted based on the nascent nature of this field; in which previous studies will be examined to distinctively chart the pathway for future research propositions on experienced distortions in influencers activities that could affect the direction of consumer behaviour.
