An Assessment of influencer marketing on consumer perception and purchase intention in the competitive lubricants market in Zimbabwe

Abstract

Influencer marketing has emerged as a transformative digital marketing strategy globally, yet its application in technically complex, low-involvement product categories such as automotive lubricants remains largely unexplored, particularly within the African context. This study assessed the impact of influencer marketing on consumer perception and purchase intention in the competitive lubricants market in Zimbabwe. Specifically, the study examined the effects of four influencer marketing dimensions credibility, authenticity, content management, and source attractiveness on consumer perception, and subsequently evaluated the relationship between consumer perception and purchase intention. Grounded in a positivist research philosophy, the study adopted a quantitative, descriptive survey design. Data were collected from 385 automotive lubricant consumers in Harare and Bindura, Zimbabwe, using a structured, self-administered questionnaire distributed via online platforms (Google Forms, WhatsApp, Facebook, and Instagram). Purposive and snowball sampling techniques were employed to reach digitally active lubricant consumers. The research instrument was validated through expert review and Exploratory Factor Analysis (EFA), and reliability was confirmed using Cronbach's Alpha, with all seven constructs recording coefficients above 0.867, indicating good to excellent internal consistency. Data were analysed using IBM SPSS Statistics (Version 25), employing Pearson correlation analysis and multiple linear regression to test six research hypotheses. Findings revealed significant positive relationships between influencer marketing and consumer perception (Beta = 0.279, p < 0.001), credibility and consumer perception (Beta = 0.249, p < 0.001), content management and consumer perception (Beta = 0.175, p < 0.001), and source attractiveness and consumer perception (Beta = 0.231, p < 0.001). Authenticity had a positive but non-significant relationship with consumer perception (Beta = 0.126, p = 0.070). Consumer perception had the strongest significant relationship with purchase intention (Beta = 1.005, p < 0.001), supporting H6. Overall, five of the six hypotheses were supported.