Chapter One — 1.1 Background to the Study

Over the past decade, the relationship between influencer marketing and consumer purchase intention has become a subject of considerable debate among scholars and industry practitioners alike, particularly within the context of Evidence from Sub-Saharan Africa where operating conditions differ markedly from more developed markets.

Evidence from Sub-Saharan Africa presents a useful setting for examining this relationship precisely because the conditions there — structural, regulatory, and behavioural — differ from those typically assumed in the broader literature, most of which draws on evidence from more developed economies.

1.2 Statement of the Problem

Despite a growing body of literature on influencer marketing, there remains limited consensus on the precise nature of its relationship with consumer purchase intention, particularly within Evidence from Sub-Saharan Africa. Many organizations continue to make decisions about influencer marketing without a clear, evidence-based understanding of how those decisions ultimately affect consumer purchase intention. This gap between practice and empirical understanding is the central problem this study seeks to address.

1.3 Objectives of the Study

1. To examine the effect of Influencer Marketing on consumer purchase intention in Evidence from Sub-Saharan Africa.
2. To assess the extent to which influencer marketing influences consumer purchase intention within the study area.
3. To identify the challenges associated with influencer marketing in relation to consumer purchase intention.
4. To recommend strategies for optimizing influencer marketing in order to improve consumer purchase intention.

1.4 Research Questions

1. What is the effect of influencer marketing on consumer purchase intention in Evidence from Sub-Saharan Africa?
2. To what extent does influencer marketing influence consumer purchase intention within the study area?
3. What challenges are associated with influencer marketing in relation to consumer purchase intention?
4. What strategies can be adopted to optimize influencer marketing in order to improve consumer purchase intention?

1.5 Significance of the Study

Beyond its academic contribution to the field of marketing, this study has practical value for management teams within Evidence from Sub-Saharan Africa seeking to understand how influencer marketing translates into measurable outcomes around consumer purchase intention. It is equally useful to students and future researchers looking for a localized empirical reference on this relationship.

1.6 Scope of the Study

In terms of scope, this study confines itself to Evidence from Sub-Saharan Africa, focusing specifically on how influencer marketing relates to consumer purchase intention within that setting. Findings are interpreted within these boundaries rather than as universal claims applicable to every organization or market.