Influencer Marketing Strategies and Adoption of New Fintech Offering by SMEs in Uyo, Nigeria
Main Article Content
Abstract
The knowledge explosion in financial technology, changed financial services management by SMEs. However, the rate of adoption upon the explosion is inconsistent. This study investigates the relationship between influencer marketing strategies (content creation, product endorsements, and product reviews) and the adoption of new financial technology offerings by SMEs in Uyo, Nigeria. The study was anchored on Technology Acceptance Model (TAM) and Diffusion of Innovation Theory (DOI). A cross-sectional research design was employed to facilitate data collection from 649 registered operators of SMEs in Uyo, Nigeria and 474 unregistered SME operators in Uyo. A Sample size of 269 operators of SMEs was statistically established using the Taro Yamane formula, descriptive analysis was used for analysis of data, and the simple regression technique was used to test the hypotheses of the study and entered into the data analytical software version 25 at a significant threshold of 0.05. It was validated through reliability and content analysis through Cronbach’s alpha method. The study showed a significant positive relationship between each of the three dimensions and the adoption of new fintech offerings in Uyo, Nigeria. The result of the first hypothesis test on content creation, product reviews, endorsement and adoption of new fintech offerings showed a regression coefficient of β = 0.423, β = 0.463, and β = 0.600, respectively. From the study carried out, it is evident that the three dimensions are the leading variables that influence the adoption of new fintech offerings. It is recommended among others that managers should adopt content that is informative and educative to enable them to drive their objectives to the target audience via various platforms.
Article Details
Copyright (c) 2025 Kanu, Martin Ikechukwu, Margaret Ubong Bassey, Amindi Nkereke Idio, Dr. Saviour Sylvester Okon (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Kanu, Martin Ikechukwu, University of Uyo, Akwa Ibom State, Nigeria.
PhD Researcher,
Marketing Department.
Amindi Nkereke Idio, University of Uyo, Akwa Ibom State, Nigeria.
Marketing Department
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