December 2025 Edition

Effect of Brand Ambassador and Social Media Marketing on Online Purchase Behavior of Gen Z Smartphone Users in Lagos State

Prof. Olumoko, Tajudeen A, Balogun, Mustapha Tosin, PhD ,Oyekunle, Olubusola Temiloluwa, PhD

Abstract

The growing dependence of Gen Z on social media platforms has made
marketing managers to leverage on brand ambassador and social media
marketing to influence their online purchase behaviour. The objective
of this study is to investigate the influence of brand ambassadors and
social media marketing on the online purchase behaviour of Generation
Z smartphone users in Lagos State, Nigeria. This study employed a
descriptive survey research design. Using a quantitative research
approach, 200 structured questionnaires were distributed among Gen Z
smartphone users aged 18-27 in Lagos State. Data were analyzed using
descriptive statistics and linear regression analysis. The results
revealed that both brand ambassadors and social media marketing
significantly influence online purchase behaviour of Gen Z smartphone
users in Lagos State. The study concluded that brand ambassador has a
significant effect on online purchase behaviour of Gen Z smartphone
users in Lagos State. Also, social media marketing has significant
influence on online purchase behaviour of Gen Z smartphone users in
Lagos State. Recommendations were made for smartphone brands to
strategically partner with influential brand ambassadors and optimize
their social media campaigns to appeal to Gen Z preferences.

Keywords

brand ambassador; Gen Z; online purchase behaviour; smartphone user; social media marketing.

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