Zusammenfassung:
Manuscript type: Research paper Research Aims: The study examines the influence of influencer marketing strategies on consumer purchasing behaviour among Fast Moving Consumer Goods (FMCG) companies in Ghana. Research Findings: The findings showed that YouTube is the most popular social media platform among Ghanaian users, according to the findings of the study. Several factors, such as attractiveness, credibility, expertise, reach, and engagement, affect the influence of Ghanaian influencers on consumer purchasing behaviour within FMCG firms. It has been demonstrated that these factors have a positive and statistically significant effect on the purchasing behaviour of customers. Theoretical Contribution/Originality: This research enhances the theoretical understanding of influencer marketing's efficacy and provides valuable insights for practitioners and marketers seeking to leverage influencer marketing to improve their brands' performance in the competitive FMCG market. Practitioner/Policy Implication: This research emphasises the need of strategic and authentic influencer marketing in Ghana's FMCG firms. To increase customer engagement, organisations must carefully identify influencers, emphasise trust and authenticity, improve product-related content, and encourage interactive involvement. Research limitation/Implications: The concentration on FMCG firms in Ghana limits the generalizability of the study's findings to other industries or countries.
