Does Social Media Influencer Marketing Change Consumers Perception of Energy Drinks? A Case Study of Monster Energy Drink

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@article{1707486,
      author = {Wareez Odunayo},
      title = {Does Social Media Influencer Marketing Change Consumers Perception of Energy Drinks? A Case Study of Monster Energy Drink},
      journal = {Iconic Research And Engineering Journals},
      year = {2025},
      volume = {8},
      number = {9},
      pages = {561-596},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1707486.pdf},
      abstract = {In recent years, social media influencer marketing has grown in popularity and importance as a marketing technique for businesses. Literature demonstrates that it produces better results than standard marketing strategies. As a result, numerous businesses, including energy drink companies, are using this method to attract customers. Although it is well known that SMIs marketing is used to promote energy drinks, and that SMIs have the ability to positively and negatively influence consumer perception of products, little attention has been paid to the impact of social media influencer marketing on how consumers perceive energy drinks, particularly in Nigeria, thus the need for this study. The aim of this study was to look into the impact of social media influencer marketing on customers' perceptions of energy drinks. This study used a quantitative research approach with a sample size of 384 people, but only 231 people responded. According to the findings of this survey, the majority of participants (58.4%) were between the ages of 26 and 32, followed by those between the ages of 18 and 25 (30.3%), and the least number of participants (11.2%) were between the ages of 33 and 45. The majority of participants (65.4%) were male, with 34.6% being female, and while Instagram, Twitter, YouTube, and TikTok were determined to be the most popular social media networks, LinkedIn, Snapchat, and Facebook were revealed to be the least popular. Correlation analysis indicated a significant association between influencer marketing and consumers' perceptions of monster energy drink's taste, quality, risks, and benefits. The study also discovered that the impact of influencer marketing on customer perception is ascribed to the peripheral characteristics of social media influencers such as expertise, entertainment, credibility, attractiveness, product match-up, informativeness, and others. Furthermore, the recent study found that influencer marketing influenced customers' purchasing intentions for Monster Energy Drink significantly.},
      month = {March},
  }