The Influence of WhatsApp Influencer Marketing on Smes in the University of Nigeria, Nsukka

This study investigated the influence of Whatsapp influencer marketing on SMEs in the University of Nigeria, Nsukka. The study had four objectives, amongst which are: to analyze the effectiveness of WhatsApp influencer marketing in promoting SMEs, and to examine the types of content used by influencers on WhatsApp and their impact on consumer engagement with SMEs. Adopting the survey research design, the study was anchored on three theories: the two step flow theory, social exchange theory and the uses and gratification theory. From a population of Through a survey conducted with 60 participants, the study highlights the critical role of WhatsApp influencers in creating awareness, building targeted audiences, and fostering credibility for SMEs. The findings revealed that leveraging WhatsApp as a marketing tool significantly contributes to increased sales and improved brand recognition for businesses in the university community. Additionally, the research underscored the cost-effectiveness of WhatsApp influencer marketing compared to other social media campaigns and traditional marketing methods. This research project provided valuable insights into how SMEs can optimize WhatsApp influencer strategies to enhance their market presence and achieve sustainable growth.