Influencer Marketing Adoption among PR, Marketing, and Advertising Professionals in Ghana: An Exploratory Study by Priscilla Aseye Nanam Febiri
The research on influencer marketing and its adoption among PR, Marketing and Advertising Professionals in Ghana, was authored by Priscilla Aseye Nanam Febiri, an Influencer marketing specialist and a member of Women in PR Ghana, and co-authored by Emmanuel Mireku, a Market research consultant.
This study sought to understand the attitudes of Ghanaian PR, marketing and brand management professionals towards influencer marketing and its impact on their strategies and decision-making processes. A semi-structured survey, administered to 7O participants working within the Ghanaian creative agency space, was undertaken.
Key findings from the study revealed that professionals within the creative agency space exhibit varying levels of comprehension regarding influencer marketing. The efficacy of influencer marketing remains debatable and challenges such as identifying suitable influencers and high expenses hinder the adoption of the channel. Engagement and content quality are highly valued in the selection process of influencers, although concerns around the unpredictability of influencers persist due to brand safety. Professionals express openness to new tools like influencer databases, however cost constraints limit adoption.
Based on the findings it is recommended that professionals remain adaptable to the changing landscape of influencer marketing, investment in training is increased, best practices are standardized (to support influencers and professionals), technology is leveraged and a focus on ethics and transparency is prioritized.
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