The Psychology of Social Media Influence in Addis Ababa: An Analysis of Influencer Experiences, Strategies and Effectiveness
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Date
2024-11
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Addis Ababa University
Abstract
This study investigates the experiences, strategies, and effectiveness of social media influencers in Addis Ababa, Ethiopia, focusing on their role as marketing agents within a culturally unique and digitally evolving environment. Employing a sequential exploratory mixed-methods design, the research integrates qualitative insights from 22 semi-structured interviews with influencers and quantitative evaluations from 50 structured questionnaires distributed to businesses that have engaged in influencer collaborations. The findings reveal that influencers leverage authenticity, cultural relevance, and audience engagement to build trust and credibility, aligning with psychological frameworks such as Cialdini’s principles of influence, Social Identity Theory, and the Elaboration Likelihood Model. Influencers in Addis Ababa emphasize the use of personal storytelling, local language, and cultural symbols to foster relatability and group identity, addressing the unique socio-cultural expectations of Ethiopian audiences. Quantitative results underscore the effectiveness of these strategies in driving brand visibility, audience engagement, and positive ROI for businesses, though challenges such as balancing authenticity with commercial goals were identified. This study contributes to the growing literature on influencer marketing in non-Western contexts, offering actionable insights for influencers and marketers while expanding theoretical applications in social psychology. The research underscores the importance of adapting global digital marketing strategies to local cultural dynamics and provides practical recommendations for enhancing the effectiveness and ethical standards of influencer marketing in Ethiopia. It also identifies areas for future research, including the exploration of audience perspectives and the role of influencers in other emerging markets.
Keywords: influencer marketing, social media, audience compliance, cultural adaptation, social psychology, Addis Ababa
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Keywords
influencer marketing, social media, audience compliance, cultural adaptation, social psychology, Addis Ababa