Influencer Marketing and Customers' Adoption of Financial Technology Services

The study examined influencer marketing and customers’ adoption of financial technology services in Calabar. It was aimed at finding out if content marketing, celebrity endorsement, and influencer product review has effect on customers’ adoption of Fintech services in Calabar. The study adopted the cross-sectional survey research design, with a sample of 105 respondents administered using the convenience sampling technique. The data collected from the field were analyzed using multiple regression analysis. Based on the analysis, the study found that content marketing, celebrity endorsement, and influencer product review had a significant effect on customers’ adoption of Fintech services in Calabar. In light of the above, the study recommended that influencer marketers should be allowed to use more key leaders to drive a product for proper adoption, and that content marketing should be well-advertised to meet the target audience and for effective adoption of Fintech services