The Effect of Influencer Marketing on Customer Retention: The case of Siinqee Bank SC Addis Ababa customers
| dc.contributor.advisor | Saleamlak Mola | |
| dc.contributor.author | Temesgen Abebe | |
| dc.date.accessioned | 2026-11-06T05:00:32Z | |
| dc.date.available | 2026-11-06T05:00:32Z | |
| dc.date.issued | 2026-11-03 | |
| dc.description.abstract | The global banking industry is undergoing rapid digital transformation, yet limited empirical evidence exists on how influencer marketing affects customer retention in emerging African economies. This study examined the effect of influencer marketing on customer retention at Siinqee Bank SC in Addis Ababa, Ethiopia, focusing on four factors: Content Quality, Trust in Influencer, Authenticity of Influencer, and Content Relevance. A quantitative research approach with explanatory and descriptive design was employed. Using Cochran's formula, 384 respondents were selected through non-probability Convenience Sampling technique from Siinqee Bank customers in Addis Ababa. Primary data was collected using a structured 5-point Likert scale questionnaire and analyzed using SPSS version 21, employing descriptive statistics, Pearson correlation, and multiple regression analysis. Reliability was confirmed with Cronbach's alpha values exceeding 0.84 for all constructs. The findings revealed that all four influencer marketing factors had positive and significant effects on customer retention. Content Relevance had the strongest effect (β = 0.241, p < 0.001), followed by Authenticity of Influencer (β = 0.178, p = 0.001), Trust in Influencer (β = 0.156, p = 0.003), and Content Quality (β = 0.134, p = 0.008). The regression model explained 38.9% of the variance in customer retention (R² = 0.389, F = 60.234, p < 0.001). The study concluded that influencer marketing positively affects customer retention at Siinqee Bank SC, with content relevance being the most critical factor. Recommendations include prioritizing content relevance through customer needs assessments, enhancing influencer authenticity by selecting genuine users of bank services, and developing regulatory guidelines for influencer marketing in financial services | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/9380 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Influencer Marketing | |
| dc.subject | Customer Retention | |
| dc.subject | Content Relevance | |
| dc.subject | Authenticity | |
| dc.subject | Trust | |
| dc.subject | Siinqee Bank | |
| dc.subject | Ethiopia | |
| dc.title | The Effect of Influencer Marketing on Customer Retention: The case of Siinqee Bank SC Addis Ababa customers | |
| dc.type | Thesis |